Split Testing or A/B Testing.
It is highly recommended to conduct A/B split testing for all your ad campaigns.
- Create two ads that target the same audience.
- Track the click-through rate to see which is the most successful.
- Next time use the most successful ad against another version and so on.
- Eventually, you get the very best ad for converting users into website visitors / tweet engagements / followers / leads.
When you log into the Twitter Ad interface, it will look something like this:
Tweet engagements.
This campaign works by promoting your Tweets to a bigger, more targeted group of users so that your content can be in front of the audience that matters to you, at the right time.
When you select this option your tweets are clearly labelled as Promoted, but they act like regular Tweets in every other way. This means they can be Re-tweeted, replied to, favourited and more.
Website clicks or conversions.
If you’re looking to increase website traffic or conversions, this option is designed for you. It allows you to reach a specific audience of users with our targeted options such as keywords, interests, geography and more. You are then able to install the website conversion tag to measure the effectiveness of the campaign.
App installs or engagements.
According to Twitter, 78% of their users access their account on a mobile device. Twitter is making it easier to let people download and open your mobile app from a Tweet.
Followers.
Building a following on Twitter allows you to continually interact and engage with potential customers.
By choosing this campaign, the ad will focus on and easily provide the option for readers to “follow” you on Twitter.
Leads on Twitter.
The value that businesses are finding with Twitter is the ability to engage customers in meaningful conversations about their product or service.
While this is very valuable for businesses, Twitter is now offering a tool to help you convert those conversations into actual leads.
With this option, you can add a Lead Generation Card to your Tweet and make it simple for prospective customers to share their contact information with you for follow up at a later time.
The old way.
Last, but not least, you can still opt for the old way of doing things, which is essentially promoting Tweets that appear in people’s Twitter feed even if you don’t follow your company; and tweets that are paid to appear in search queries.
It’s very simple to set up and get going, below is an example to help you understand the process.
Set up a Website clicks/Conversion campaign on Twitter.
First, from your homepage, in the bottom right click on the “Advertise with Twitter” and it will lead you to the options listed above.
Select “Website clicks or conversion”, and you’ll see this:
Now name your campaign and select the duration then continue down the page.
Step 1:
Next, select your targeting options. You can even select down to the carrier and type of phone they have. You’ll notice the number of targeted users will update on the side as you make your selections.
Step 2:
Then simply set your budget as shown below:
Step 3:
Last step is to create a tweet and attach an image. You also get the option to use existing tweets. A preview of your ad is displayed on the right side.
Step 4:
When finished click “Launch” on the top right of the page to get your ad running. As always, it’s best to continually monitor and analyse each campaign to see which provide the best results.It can be as little as slightly changing the headline or even just changing the picture.
Now that you have the knowledge of how to set up your first twitter advertising campaign, remember the importance of monitoring and measuring your results and make necessary changes as you see fit.
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