With 436 million active users per month, Twitter has become an important platform for building its brand. Thanks to Twitter Ads, the social network’s advertising tool, companies can create sponsored, personalized and highly targeted content to promote their services or introduce themselves. For this, it offers different advertising formats and targeting tools, making it an important marketing lever. Getting the most out of Twitter for your web marketing strategy, however, requires using some reflexes.
Our tips for creating ads on Twitter
Twitter Ads can be effective levers for attracting new customers, improving visibility or boosting traffic. To achieve this, you need to consider several elements, such as publication times or targeting. They will allow you to set up an effective advertising campaign and achieve an impeccable social media marketing strategy.
Publish quality tweets at strategic times
Every day, Internet users see a large number of tweets scrolling through their newsfeed (also called timeline). In this context, creating your Twitter business account can be complicated. To achieve this, it is important to create impactful content that catches the eye of your audience. This includes knowing their interests well and adapting your tweets in real time to trending topics that appeal to them, for example the success of a football club. During the development of its Twitter Ads campaigns, it is therefore important to be reactive in order to adapt to current trends and succeed in being engaging.
To get out of the game, it is also recommended to offer them exclusive content that they can only discover on Twitter. It can be the creation of an advertising campaign or the secrets of creating a product. The goal is to succeed in creating additional value, and not to repost content that the Internet user has already seen on another social platform.
Creating successful Twitter ads also requires regular posting. In the social network, thousands of tweets are written and published every day. According to Statista data, the lifespan of a tweet is only 18 minutes. For a company, it is therefore important to stay active by tweeting daily and at strategic times to gain good visibility. To determine the best time to publish its Twitter Ads, it is necessary to be interested in the habits of its target audience, especially in what time it generally visits the social platform.
Add profitable clickable elements
For any professional, the goal is to create engaging Twitter ads that will allow him to introduce himself to his target. However, the risk of creating engagement with content that has no added value for your company remains. This happens sometimes with hashtags when used incorrectly.
When designing a sponsored tweet, you might think it’s a good idea to add specific hashtags related to your activity or the topic of your tweet. For example, a brand that sells rainwear might tend to add #rain #coat. Instead of clicking on the link that redirects to their website, the target will likely click on these hashtags. The company then generates no revenue and is charged, because the tweet generated some form of engagement (although it wasn’t intended).
So it seems important to insert profitable clickable elements that will allow the company to get the expected result, gain popularity and increase its income.
Choosing the right advertising format
Like Instagram Ads, Twitter ads come in several formats that allow you to design powerful and unique campaigns.
Image Ads allow you to highlight a service or product and redirect your target to your website with a link. They are useful for attracting the attention of Internet users with a simple image. They can be used to increase its popularity or expand its clientele.
In concrete terms, Text Ads are tweets without images or videos. It contains all the elements of a classic tweet: retweets, likes, replies… They fit naturally into a news feed. However, you need to be able to handle the words to succeed in reaching your audience.
Video Ads are tweets with embedded videos. They are useful for product or service presentation, but also for presenting your brand in a creative way. When used properly, they are effective in improving your engagement rate and establishing initial contact with new customers, or even improving your traffic by placing a link in the tweet.
Regarding the duration, the video can last up to 2min20. Our attention is limited when browsing the web, it is recommended that it does not exceed 15 seconds.
Carousel Ads allow you to add up to six images or videos to a tweet. They are used to display different products or offers from the same range. The advantage is that they interact with Internet users longer than other formats. They scroll through the content and immerse themselves in the brand’s universe. For this, we must not neglect the 280 characters available, which contribute to the storytelling.
Focus on precise targeting
Targeting is at the heart of any communication strategy and marketing strategy. Twitter ads allow you to target an audience based on specific segmentation criteria:
- Demographicsby a geographical area, a language spoken or a gender;
- The subscribersto reach Internet users with a profile similar to its existing followers;
- equipmenti.e., the navigation medium used by tweeters (mobile, desktop, etc.);
- habitsor the purchasing or lifestyle habits of users;
- The interests and the topics that will make his target react;
- The events the most relevant to Internet users targeted to create engagement;
- keywords, to target or exclude people who have searched for a particular term;
- Conversationsto reach an audience interested in a topic related to its brand;
- Custom targetsfor example to find a user who has shown interest in their brand and re-engage with them.
Targeting that is too restricted can affect the distribution of a campaign. On the other hand, targeting too broadly may improve its distribution, but reach users who are not necessarily part of its primary target. Therefore, we must try different targeting strategies to determine the one that suits us best and succeed in reaching a qualified audience at the most appropriate time.
Study the campaigns
Twitter is the instant social network. Every minute, new topics appear and new trends appear. In order to keep its advertising campaigns relevant, it is important to adapt its content and analyze which actions are effective, and which are not. Twitter Ads offers a dashboard to monitor its cost per result (CPR), impression rate, and engagement rate. These elements are useful for measuring the effectiveness of your current campaign and identifying opportunities to improve your social media strategy.
These few tips are intended to be real points of support that allow everyone to design effective and engaging Twitter ads in all aspects. To achieve good results from your next social network advertising campaign, it may be better to use a webmarketing agency.
If you would like to know more about our areas of expertise within the Siècle Digital agency, do not hesitate to contact us using the form on our site.