In its 2019 review, Twitter indicated that its platform had an average of 139 million active users that could be monetized per day. Combine this with a 20% year-on-year increase in engagement rate and it's a recipe for success to reach your target audience.

If you want to take advantage of what Twitter can do for you and want to maximize your investment in the platform, read on.

Campaigns: Awareness, Consideration, or Conversion?

When you create a new campaign, you will face Three main goals: awareness, consideration, and conversion. Given that Twitter has been identified as the # 1 platform for discovery, generating awareness is its greatest strength. So keep this in mind when planning your campaign.

Here are your options:

  • awareness
    • Reach: Show your tweets to users that match your target audience
  • Recital:
    • Video Views: Encourages users to view your videos
    • Pre-roll views: Show your ads on premium content
    • Followers: Encourage users to follow your Twitter page
    • App installed: Download your app
    • Clicks: Direct Twitter users
    • Tweet engagements: Encourage users to interact with your tweets
  • conversion
    • App engagement: Encourage users to interact with your app

If your conversion action is not an app engagement, you can choose "Think – Click" to direct users to the page where they can convert.

Ad groups: the more the better?

The number of ad groups you have depends mainly on budgeting: do you want to control daily spending for each audience? You can only set daily budgets at the campaign level, not at the ad group level.

If so, you want to control how much each audience spends each day and choose one ad group per campaign. This way you have full control over the audience's expenses.

If you don’t mind how the budget is distributed across your various audiences, you can group all of the ad groups into one campaign.

All ad groups in a Twitter ad campaign

Targeting: Connect the funnel

With over 350 preset interests, demographics, keyword targeting, and more, it's important to structure your campaign and ad groups to best suit your chosen goal.

Combined targeting

Combined targeting uses several targeting methods, such as: B. Keywords and handles. This is a great way to expand your audience pool. This is because an OR function is created that allows a user to match an interest or keyword.

Combined targeting is a great option for awareness and consideration campaigns that you want to use to reach a wider audience.

At a minimum, the following are recommended:

  • 5 interests
  • 50 handles
  • 100 keywords
  • 3 to 5 events
  • 3 topics of conversation

Consideration structure for Twitter advertising campaigns

Segmented targeting: conversion focused

Alternatively, you have the option of performing segmented targeting. With segmented targeting, you have different ad groups with different targeting methods. For example, one ad group might target keywords only, a second could only target handles, and just another could target behaviors.

Conversion structure for Twitter advertising campaigns

What does meaningful targeting bring? This is useful if you want to target users who are in a particular phase of the conversion funnel. Conversation topics, events, and interests are all higher funnel targeting methods where users are in the discovery phase, while targeting handles and keywords reach those who are usually less in the funnel.

One limitation with this method is that your target audience pool is not as broad and rounded as if you chose combined targeting. However, if you are interested in testing this structure and seeing where your spending is going, this is a good option.

The battle of the audience

Regardless of whether you choose combined targeting or segmented targeting, overlapping target groups leads to a fight.

If your target groups overlap, regardless of whether they're in the same campaign or separate campaigns, the ad groups will fight each other at auction. This disrupts your ad serving by increasing competition and increasing costs in return.

With this in mind, we recommend the following:

  • Apply negatives
    • Use custom audiences or keywords to negate other audiences
  • Narrow your orientation
    • Applying demographic filtering to your target audience creates an AND function where the user must meet the demographic filter AND your handles / keywords / interests etc.

Show: Tweet, Tweet and Tweet again

Unlike ad groups, where you may want to segment them individually, tweets are best used in multiples. Below are some best practice tips for your tweet structure.

  • Target 3 – 10 tweets per ad group
  • Mix and test the ad formats
  • Experiment with video and statics
  • Update your ads approximately every 4 weeks to keep them relevant
  • A / B Test your ad copy

Summary

If you only take one of them away, let it be the importance of planning. Plan your campaign carefully and thoroughly to ensure that you maximize your performance potential.

Based on my experience using the platform, I have found that it is the most beneficial for considerations and awareness-raising goals. In addition, combined targeting is superior to segmented targeting, and negating is the key to driving performance!

Get out there, plan and have fun!

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