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  1. Introduction
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  2. Responsibilities
    12 Topics
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  3. How to start SMM
    4 Topics
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    1 Quiz
  4. Analytics in Social media
    9 Topics
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  5. Content creation
    9 Topics
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  6. SMM Platforms
    21 Topics
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  7. Social media targeting
    16 Topics
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  8. Tools&Extentions
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  9. Features
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SMM SMM Platforms Twitter Ads
Lesson 6, Topic 20
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Twitter Ads

07.02.2022
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Advertising on Twitter

Advertising on Twitter enables you to promote individual tweets or entire campaigns dedicated to specific objectives. Businesses can choose between eight different objectives — including app installs, video views, and website conversions — and set audience targeting criteria for each ad campaign they create.

How to Advertise on Twitter
1. Choose between “Promote Mode” and “Twitter Ads.”

Promoted tweets will allow your tweets to appear in the Twitter streams or Twitter search results of specific users. Running Twitter Ads is a more holistic campaign, using multiple groups of tweets to accomplish a single goal for your brand. Depending on your objective, Twitter Ads can display your username in places other than a user’s newsfeed, such as the “Who to Follow” section to the right of their Twitter homepage.

To learn more about promoted tweets, skip to the next section below this list of steps.

How do I choose?
If you’re simply looking to get more eyeballs on a webpage, promoted tweets might be just the thing you need. In this option, you pay a flat monthly fee for as long as you’re promoting a tweet. It’s perfect for gaining focused exposure on (and generating leads from) a particular aspect of your business. If you’re looking to grow your follower base and/or build up your audience, Twitter Ads offer a bit more firepower. In the steps below, you’ll learn how to harness it.

2. Select your Twitter Ad’s objective.

Promoted tweets are fairly easy to set up, and you can learn about this process in the section at the bottom of this blog post. To launch a Twitter Ad campaign, however, your next step is determining your objective. You have eight objectives to choose from, and you can see an elaboration of each objective once you select one on the Twitter Ads page linked in Step 1 of this article.

App installs
Followers
Tweet engagements
Promoted video views
Website clicks or conversions
App re-engagements
In-stream video views (pre-roll)
Awareness

Promoted Accounts
Ad campaigns focused on followers, the second objective listed above, are also known as “Promoted Accounts.” This type of campaign allows you to promote your profile, rather than a series of tweets, in your target audience’s newsfeeds and on the profile pages of the other accounts they care about.

3. Fill in the details of your ad campaign.
Once you choose an objective, you’ll be taken to a page where you can name your campaign, a start and end date for your campaign, and your campaign’s total budget. Depending on the objective you chose in Step 2, you might have other details to fill in that are unique to your ad. If your objective is app installs, for example, this step will require you to connect your app to Twitter, and then select this app from the dropdown shown below.


When determining how much money you want to invest in a Twitter Ads campaign, you’ll set a daily budget and an optional total budget. Throughout the day, your daily budget will pay Twitter your set amount at the specific cadence you can set yourself.

4.Create an ad group within your campaign.
Next, you’ll create an ad group for your campaign — there should be at least one pre-created on the left hand side of your Twitter Ads page. To create more than one ad group, select “Copy ad group” to the right hand side of your current ad group and you’ll see new ones appear in your ad campaign’s framework, as shown above.

Ad groups are individual ads that consist of their own budgets, audiences, and start and end times – but operate under the umbrella of your larger campaign.

In the “Details” tab, shown above, enter an ad group name, a start and end time, a budget for the ad group, and a bid type. Bid types allow you to “bid” on a promoted ad placement. Ad placements will cost different amounts depending on your audience and where the ad appears on Twitter, and you can set your ad group to bid for placement in one of three ways:

Automatic bid: This type of bid permits Twitter to bill you the most cost-effective amount every time your audience engages with your ad content. The cost Twitter bills you is based on your ad group’s budget and audience parameters.
Maximum bid: This type of bid gives you full control over how much money you’re willing to pay every time your audience engages with your ad content.
Target bid: This type of bid allows you to specify how much money from your ad group’s budget you’d like Twitter to bill you every time your audience engages with your ad content. The price you’re billed will reflect the daily average cost of each ad placement within your audience.

5. Select your target audience for each ad group.
Beneath the “Details” tab of your ad group, select “Targeting.” This is where you’ll set the parameters of your target audience.

It’s important to customize your audience to be a good fit for your company and your message. That way, you’re only paying for engagement from folks who might have some interest in downloading your content or learning more about your product or service. A more targeted audience is more likely to help you generate qualified leads.

What are my options?
To select an audience for each ad group you create, you’ll customize the following criteria:

Gender: If your product or service caters primarily to either males or females, you should take advantage of the gender targeting option.
Age: Setting an age range is helpful for advertisements that are promoting a product or event that has either a particular age restriction or scope of interest.
Location: You’ll want to target by location if you run a local business, or if you sell primarily to specific regions (whether that’s your city or North America).
Language: This criterion might need to be used in tandem with the location filter, described above, if an ad is targeting a region of the world that speaks a language other than English.
Device: This is a great targeting option if your product or service caters more specifically to people on the go, or if your website visitors are most likely to convert on your offer when they’re in the office.
Audience features: These include keywords, movies & shows, conversation topics, events, and related interests.
You can also select which devices you’d like your promoted tweets to be displayed on — any combination of desktop and the various mobile devices.

Targeting by Keywords
Targeting by “keywords” – an option included in the “Audience features” field, listed above – allows you to reach people that search, tweet about, or engage with specific keywords.
Targeting by Interests and Followers
Targeting by interests and followers allows you to create a list of Twitter usernames and then target users whose interests are similar to the interests of those users’ followers.

6. Select the creatives you’d like to run with each ad group.
Your last task in creating a Twitter Ads campaign is to choose the creatives you want to run with each ad group belonging to your campaign. “Creatives” are simply the tweets you want to promote, and you can select them from the list of tweets that appear under each ad group’s Creatives tab. Select the “Creatives” tab beneath the Targeting tab to get started.

This is the fun part. You can either select from existing tweets in your account or create new ones. To compose a new tweet, click the blue quill icon to the far right of your Creatives screen. When crafting a new tweet, you can check the “Promoted-only” button if you’d only like to promote it through your Twitter Ads campaign, and not have the tweet appear organically on your followers’ news feeds.

7. Review and launch your campaign.
Finally, select the “Review your campaign” button, as shown above, to look over your campaign details. If everything looks correct, hit “Launch campaign” at the top-right hand corner of your screen to run the campaign.

How to Promote a Tweet
Promoting tweets allows you to show critical pieces of content to a wide audience and drive views to the landing pages that generate leads for your business. This Twitter Ads option gives you a lot more flexibility in terms of the content you want potential viewers and customers to see.

Here’s how to promote a tweet:

1. Select “Promote Mode” from the campaign menu and click “Get started.”
You’ll start from the same place you start when creating a full, multi-tweet Twitter Ads campaign: This menu screen. Once there, click “Get started.” When you’re done, click “Next” on the top-right hand corner of the page.

2. Select your promoted tweet’s country and timezone.
Currently, you can only promote tweets to audiences in the U.S., the U.K., and Japan. Start creating your ad by selecting these three options, as well as your intended timezone. When you’re done, click “Next” on the top-right hand corner of the page.

3. Choose either “Interests” or “Location” as your targeting method.
Twitter can promote tweets to an audience based on their interests or location. Choose one of these methods and follow Step 4 or Step 5, below, depending on your choice.

4. Choose up to five interests associated with your target audience.
If you choose to target an audience based on their interests, select this option, hit “Next,” and Twitter will take you to the page shown above. Here, you can select a maximum of five interests related to your ideal audience.

Keep in mind the more interests you select, the more types of people your promoted tweet will appear in front of.

5. Choose up to five locations associated with your target audience.
If you choose to target an audience based on their location, select this option, hit “Next,” and Twitter will take you to the page shown above. Here, you can search a specific city, state, and country where you want your ad to appear.

You can select up to five locations where you’d like your tweet to be promoted. Keep in mind you can only place promoted tweets in front of users who live in the U.S., the U.K., or Japan.

6. Review your ad criteria and select “Proceed.”
Once you’ve customized your audience’s interests or location, hit “Next” and Twitter will show you an overview of your ad criteria, including your bill.

7. Add your billing information and launch your promoted tweet.
If you haven’t yet added billing information, Twitter will ask you to enter it in the following screen. Select “Save” and follow the prompts to officially promote your tweet.

Choose your advertising objective
Decide what you want to achieve with your Twitter ads. The campaign objective you choose determines which engagement types and actions you’ll pay for.

You can choose from the following objectives:

Awareness

Reach: You want the maximum number of people to see your Promoted Tweet. You’re billed per 1,000 impressions.
In-stream video views: You want to run a short video ad at the start of videos from Twitter’s premium content partners. You’re billed for each video view.

Consideration

Video views: You want people to watch your videos or GIFs. You’re billed for each video view.
App installs: You want people to install your app. You’re billed for each app install.
Website clicks or conversions: You want people to go to your website. You’re billed per click.
Engagements: You want to maximize engagement with your Promoted Tweets. You’re billed per engagement, but only on the initial engagement with each user.
Followers: You want to build your Twitter audience. You’re billed for each new follower.

Conversion
App re-engagements: You want people who already have your app to open and use it. You’re billed for each app click.
How Much Does It Cost to Advertise on Twitter?

Twitter advertising costs depend on your ad type, which includes promoted tweets, promoted accounts, and promoted trends. Promoted tweets cost $0.50 to $2.00 for each action. Promoted accounts cost $2 to $4 for each follow. Promoted trends cost $200,000 per day. Keep reading to learn more Twitter ad prices and how to launch a cost-effective campaign for your business!




TWITTER AD
TWITTER AD COST
Promoted tweet
$0.50-$2.00 per action
Promoted account
$2-$4 per follow
Promoted trend
$200,000 per day


What additional Twitter advertising costs can I expect?
When you run a Twitter ad campaign, you expect to pay the cost of running the campaign. Depending upon who runs your campaign, you will incur additional Twitter advertising costs.

In-house team (If you want to keep your marketing efforts in-house, it will cost you the amount to pay an employee. This includes costs like salary and benefits. This Twitter ads pricing factor is something you must consider and see how the cost spans out over time. In addition, you may invest in Twitter Promote Mode. This mode costs $99 per month. It’s an automated program that runs your promoted Twitter ads for you).

Freelancer (The hourly rate for a freelancer often depends upon their experience:

Three or less years of experience: $15-$50 per hour
Three to five years of experience: $50-$100 per hour
Five or more years of experience: $120+ per hour
Each time you need a freelancer, you can expect to pay one of these hourly rates. This is something you must consider when you hire a freelancer because it can end up being more expensive if you need more work.

Social media marketing company
Your last option is to hire a social media marketing company. A social media marketing company will manage your campaign for your business. You won’t need to worry about running your campaign or managing a freelancer.

The cost of hiring a social media advertising company varies based on each company and the number of social networks you need. Generally, businesses spend $4000 to $7000 per month for professional social media management

While agencies cost more than freelancers, hiring a social media marketing company means you don’t need to worry about running your campaign. You can rely on experts to handle your campaign and worry about running your business.

How to get started with Twitter ads
Now that you know more about Twitter advertising pricing, you can start your campaign. Here are six steps to start creating a Twitter ads campaign.

1. Determine your budget
First and foremost, you must determine your budget. This is an important part of starting any advertising campaign. If you want to run a successful campaign, you must know how much you can spend on a campaign.

2. Decide your campaign goals
Here are a few campaign goals you can set:

Website visits: If you want to direct people to your website, you can set this is a goal. Every time someone clicks on your ad, you will be charged. All other engagements are free of charge.
Earn followers: When you want to grow your business, it is best to set a goal to gain followers. You will pay for every follower your account gains through your advertising campaign.
Engagement: If you’re looking to build brand recognition, you can set a goal to boost engagement. You will be charged for every interaction with your ad, whether it’s a click, retweet, like, or follow.
App installs: If you’re looking to get more people to download your app, you can focus your campaign on earning downloads. You’ll be charged each time someone clicks on your ad to download your app.
Video views: If you’re running a video ad, you can focus your campaign on earning video views. You’ll be charged each time someone views your video.

Determining your campaign goal will also determine which ad type is right for your business. A promoted tweet will work better for trying to earn website visits, but a promoted account ad will be better for earning followers. When you know your goal, you can choose the right ad for your campaign.

3. Determine bid amount
As stated previously, Twitter ads operate on a bidding system. When you’re ready to run an ad, you must set your bid amount.

There are three bidding options for your business:

Max bid: You choose how much an engagement is worth to your business. When you set a maximum bid, you won’t pay the full amount every time.
Automatic bid: Twitter will auto-optimize your bid amount according to campaign objectives.
Target bidding: Target bidding is only available if your campaign goal is to earn website visits or followers. With this option, Twitter optimizes your bid to achieve the average daily cost that meets or beats your target bid.
Once you determine your bid set up, you’re one set closer to launching your campaign.

4. Choose your tweet
The next step is to choose the tweets you want to feature in your ads. If you want to give your audience the right first impression, it’s best to choose ads that will build brand awareness and earn your business new leads. You have the option to choose a tweet that you’ve already created, or you can opt for creating a new tweet specifically for your ad. It’s up to you to decide what type of ad will work best for your campaign.

5. Set target audience
When you run a Twitter advertising campaign, an important step is to set your target audience. You want to ensure that you’re reaching the right people at the right time. Twitter allows you to target people based on information like demographics, gender, age, location, language, and more. You can go even further, and target people based on a country, metro, or postal code. There is also an option to upload your own list of people. You can use this list to retarget people you know are interested in your business or to create a target audience that is similar to your known follower base.

6. Launch your campaign
Once you have all the perimeters set up for your campaign, you will launch it. Once it is launched, you can start monitoring your campaign’s performance to see how you can keep improving it. This will help you drive better results with your Twitter advertising campaign.