If you decide that advertising on Twitter is something you want to do, go through the list below of elements that you will need to start.
Profile
No matter your goals, all of your ads will be shown in the context of your Twitter profile. So the first step would be to create a Twitter profile and fill it in.
Ad account
To run and manage ads on Twitter you need to have active an ad account. To open it, login to your Twitter profile and go to https://ads.twitter.com. You will be asked to set your country and timezone.
You can then start creating your ads or you can set your payment preferences. To add a payment method, click on your profile name and select ‘Add new payment method’.
After adding your business details you will be asked to add your credit card details.
Goals
Twitter offers numerous objectives for your campaigns. Choose the type of campaign that match your goals best. Different objectives also allow you to use different ad formats and bidding models. You can choose from these options:
- Followers. When you want to build your Twitter community. Ads will be visible in user timelines and in the ‘Who to follow’ suggestions. You will be charged only for new Followers (CPF).
- Tweet Engagements. When you want to engage people with your content and gain more likes, retweets, clicks, or comments. Users will see ads in their timelines and in search results. You will be charged only for Engagement (CPE).
- Website Clicks or Conversions. When you want to drive more people to your external website. Users will see ads in their timelines and in search results. Campaigns can be optimized to reduce cost per conversion (CPA; if you’re using Webiste Tags) or for link clicks. You will always be charged for link clicks (CPLC).
- App Installs or Re-Engagements. When you want to get more downloads for your app or engage users who already have it. Ads will show up in users mobile timelines. You will be charged for installs (CPI) or app clicks (CPAC).
- Leads. When you want to collect emails of people who might be interested in your offer. Users will see ads in their timelines and in search results. You will be charged only for new Leads (CPL).
- Video Views. When you want to promote videos. Users will see ads in their timelines and in search results. You will be charged only for Video Views (CPV).
Creatives
When you decide on the format of your ads, start to collect texts and images for them. Make sure to check all of the requirements first. (https://business.twitter.com/en/help/campaign-setup/advertiser-card-specifications.html).
Ads should be eye-catching, interesting, and should contain a clear call-to-action. Users like to know what will happen after clicking your ad – make sure that this is clear to them. Twitter advises to limit your number of hashtags to 2, which is a good recommendation. Any more and you won’t get as good searchability as with 2 or 1.
Specified target groups or lists for Audiences
Based on your goals, your type of promoted product, and your type of business, you need to decide who you want to target with your ads. You can target people with the some of the following demographics:
- Country/city.
- Age.
- Gender.
- Categories or keywords.
- Type of followers.
- Behaviours.
If you already have lists of leads, you can also include or exclude them in you targeting (more on Tailored Audiences).
You can read more about your available options here.Based on your goals, your type of promoted product, and your type of business, you need to decide who you want to target with your ads. You can target people with the some of the following demographics:
Budget
When you’re planning your first campaign on Twitter, it can be hard deciding how much you should spend. Every time-cost will vary based on the goals of your campaign, model of bidding, size of the audience that you want to target, competition during a specific period of time (ads around Christmas or Valentine’s Day will be more expensive), etc.
While you’re setting your targeting and bidding model, Twitter will estimate the costs for you. If you can’t run a test campaign, we recommend relying on those estimations. But remember that it’s only an approximate value and the final cost can be different.
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