Unlocking the Power of Twitter Advertising: A Comprehensive Guide
Home to over 500 million users globally, Twitter is the number 1 platform for discovery of new information and for businesses, a top 10 platform for social media advertising. While 53% of Twitter users are “more likely to be the first to buy new products”, 79% of the platform’s audiences actively follow the brands they love.
All in all, Twitter is an essential tool for digital advertising as brands can position themselves to reach a wide range of audiences and grow their digital presence through a variety of ad formats and performance marketing tools. Here’s a guide on how businesses can optimize campaigns and achieve more from their ads via Twitter advertising.
Join the conversation on Twitter and build brand awareness
Twitter is all about what’s happening at any given moment. From breaking news, sporting events and popular worldwide celebrations to the latest tv shows, new game releases, and product drops, Twitter is a one-stop shop for people to come together and share their opinions and feelings about the topics or events that interest them.
Brands aiming to build rapport with potential customers can further their Twitter advertising goals by centering campaigns around trending conversations that are relevant to their offerings. For example, a streaming service can share ads by discussing a popular film that can be viewed on their platform while a cafe can promote a new delicious dessert that customers can find on their menu.
Use a range of Twitter Advertising formats
Twitter users spend “26% more time viewing ads” compared to audiences on other major social media channels. Essentially, Twitter is a necessary tool for businesses looking to grow their online engagement and share their products and services with consumers as a means of boosting conversions.
From Image, Video and Carousel Ads to Amplify Pre-roll, Timeline takeover and more, Twitter offers advertisers a range of ad formats, allowing you to connect with consumers on multiple levels. You can also choose ad formats depending on the group of audiences you’re targeting and what they’re most likely to respond to.
Reach the right audience at the right time
Finding and targeting the right audience is one of the most important aspects of any Twitter advertising strategy. For every campaign, you want to ensure that you’re reaching the most relevant audiences at the times when they’re most receptive to your ads.
With Twitter ad targeting, you can connect with users based on demographics including location, age and language, or audience types through conversations, interests, events and more. Selecting different forms of targeting will allow you to hone in on the right audiences, depending on what exactly you’re promoting or sharing.
Create engaging brand experiences for your consumers
A customer’s experience and how they perceive a brand is a critical part of any buyer’s journey. A study found that 83% of consumers care about their experience of a brand just as much as the product they’re buying. In other words, the greater the buyer’s experience, the more likely they are to continuously interact with your brand and turn into a loyal customer.
Using a combination of Twitter’s Image, Video and Carousel Ads, Twitter Live, Polls, and Twitter advertising partner products, you can offer audiences personalized ads that will enhance their connection with your brand and their interest in what you have to offer.
Analyze the performance of your Ads
The difference between maximizing the performance of your Twitter ads or achieving basic results can simply be the use of data and analytics. Data-driven decision making is the key to optimizing campaigns, and analyzing results will ensure that you’re getting the most out of your Twitter advertising efforts.
Twitter’s campaign dashboard allows users to measure impressions, engagement, conversions, results and cost-per-result, so you can see what’s working and what ads your audiences are responding to. In turn, you’re able to focus your budget on your best-performing ads and save costs while reaching your KPI targets.
Take your Twitter Advertising to the Next Level with Wise.blue
Wise.blue is a powerful performance marketing platform with exclusive features designed to help agencies and businesses outperform on Twitter.
With Wise.blue, users are better equipped to achieve their Twitter campaign optimization goals and produce high-achieving Twitter ads. You can build multiple ads automatically with Automated Catalog Ads and Bulk Edits, automate bids and budget spending with Autopilot, and measure campaign performance with Reporting/Analytics and A/B Testing.
Mo Adefope is a content and features writer based in London. With over 4 years of experience working in the digital advertising and media industries, she’s well versed in the fields of content and social media marketing. You can find more of her work here.