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Whether you’re looking to increase conversions, app installations or simply just want to increase brand awareness and reach a wider audience, Twitter is a fantastic platform that offers businesses, like yours, the opportunity to create targeted and impactful ad campaigns. In fact, studies from Content Marketing Institute shows that a whopping 82% of business to business companies are using Twitter to share their latest content and promote their products and services.
However, effectively navigating Twitter ads requires a clear understanding of the platform's features, which is why we've created this comprehensive step-by-step guide to ensure creating your Twitter ad campaign goes as smoothly as possible.
Here’s our 5 step guide to creating a Twitter ad campaign:
First and foremost, before doing anything, you want to really think about what you want to get out of your ad campaign and what goals you expect to achieve. Some common goals include boosting brand awareness, driving website traffic, generating leads, or increasing app installations. The campaign objective you choose will determine which engagement types and actions you’ll pay for.
You also need to consider your budget and how much money you’re happy to spend on your ad campaign. Twitter offers a number of different pricing models, including cost per engagement (CPE), cost per click (CPC), and cost per impression (CPM).
The next step is to identify your target audience. In other words, determine who you want to reach with your ads. Define your target audience by looking at a number of different factors such as interests, demographics, location, behaviours and keywords related to your product or service.
You can also identify your target audience by looking at your current customer base and identifying common characteristics among them. Understand their interests, behaviours, and preferences related to your product or service, and this analysis should provide a solid foundation for defining your target audience.
You can also use helpful tools like surveys or focus groups to gather insights about your potential target customers. Use this gathered information to understand their pain points, needs, and requests, as well as their preferred communication channels and their online behaviour.
Now the fun part! Once you have identified your ad objectives & target audience, it’s time to create engaging and compelling content for your campaign.
Here are some of our top tips for creating engaging ad content on Twitter:
If you don’t feel up to creating your own high-quality ads or you simply haven’t got the time, our expert creative team at Aura Ads would love to help! We are well-versed in creating scroll-stopping ads on social media platforms such as Snapchat, TikTok, Facebook, and Instagram.
Once you have everything in place and ready to go, you can set up your ad in Twitter Ad Management. Start by signing into your Twitter Ads Manager account and click ‘create campaign’ to begin the process of setting up your campaign. Here it will prompt you to specify the campaign details we touched on at the beginning, such as your ad objectives, budget and target audience.
You will also need to specify your desired ad format which will help you reach your target audience, including promoted tweets, in-stream video ads and promoted accounts. To help you decide which type of ad is best for your campaign, here’s a description of each type:
Once your ad campaign has finished running, it’s essential that you analyse the performance data to evaluate its success. By measuring the results, you can assess how effective it's been in achieving your initial ad goals.
Take a look at key performance indicators such as engagement, return on investment, impressions or click-through rates and determine whether certain elements of your campaign needs improvement or potentially more investment.
Measuring and analysing ad campaign results also aids you in understanding the cost efficiency of your advertising efforts. You can identify which ads or targeting options generated the highest return on investment and allocate your budget more effectively in future campaigns.
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With up to 70% of campaign performance rooted in eCommerce ad creative, we believe in the power of a creative-led growth strategy for all of your digital channels. So, if you’re interested in bettering your Twitter ad creative, or any other social ad creative such as Snapchat, Instagram, Youtube or Facebook, get in touch with a member of our team today to see how we can help.
For more tips and tricks from our experts, head over to our social media marketing blog.
Written by Kate Jones for Aura Ads.
With up to 70% of campaign performance rooted in ad creative, we believe in the power of a creative-led growth strategy for your digital channels.