The previous advertising options we looked at offered you a way to target your audience based search terms or visitors to your site. With Twitter ads you can also remarket to visitors to your website, or reach a whole new audience based on their interests.
Running a Twitter Ad campaign
Step 1: Create your account
First of all you will need to create your Twitter account. After creating your Twitter account and setting up your billing you will be able to create your first campaign.
Step 2: Create a campaign
Next, we will go ahead and create our first Twitter campaign under Campaigns > Create new campaign. As the campaign objective choose Website clicks or conversions. Next, we will name our campaign, for example ‘1st Twitter campaign’.
Step 3: Track conversions
To track sales from Twitter ads we will need to setup Conversion tracking which we can do by going at the top of the page to Tools > Conversion tracking. Next, click on Create new website tag. Name your tag, such as ‘Order complete’, choose ‘Purchase’ as your conversion type and click on Save tag and generate code snippet. Next, copy the code and embed it in your store’s header.
Step 4: Create tweets
We can now go back to our campaign and choose under Select a key conversion tag. the conversion tag we just created. Now we can create the tweets that are going to be our ads. The best ads are those with an image, the minimum dimensions for the image are 800X320px. Besides the main image, you can add the text for your tweet, a headline and choose your call to action such as ‘Shop now’. In Twitter shorter is always better, so keep your tweet short and concise as can be.
To check out what works best for your ad create multiple ads each with one alteration such as new headline, diffrent tweet text or different image. Later you will be able to compare the results from the different tweets and see which headline/text/image work best.
Step 5: Choose your target audience
You can target Twitter users based on locations, keywords, interests, behaviors or even TV shows so that your tweet/ad will show up in their Twitter feed.
The Keyword targeting option lets you target Twitter users that used a certain keyword in one of their tweets. So create a list of keywords that are relevant to your store and add them here.
While adding your keywords you will get similar recommended keywords you can use. Try to use keywords that are very specific to your store’s industry, instead of keywords that are very general like ‘sale’ or ‘shirt’.
Another way to target users is based on Interests, so search through Twitter’s Interests and choose the Interests that are most relevant to your Industry.
You can also target users based on TV Shows that the user watches, so if you sell products that are very specific to fans of a certain show this can be a very viable targeting option.
Another option for targeting users is by a certain behavior, such as People that like to craft or People that indicated that they purchase a certain brand.
And finally, if you only want to show your ads to potential buyers from certain countries you can use Location targeting to do so.
Step 6: Setup budget & launch
Lastly we will set the pricing for the campaign. Besides choosing a daily budget & total budget for the campaign, we can also set the maximum amount for a bid.
Similarly to Google AdWords the more competition there is on a certain topic/keyword the higher the cost per click would be. But you can still choose the maximum you are willing to pay for a click.
Once you’re done you’re all set to and can launch the campaign.
Step 7: Analyze & improve
After launching the campaign our work isn’t done, now we need to track our ads, see what’s working and what’s not.
To compare the results from your ads go Campaigns > Tweets. Under Summary you can see for each ad the total Spend, Impressions, Tweet engagements, Tweet Engagement rate and Cost per engagement.
Spend will show you the total amount the was spent for that ad. Impressions shows you the number of times that tweet showed up in a someone’s feed. Tweet engagement shows any activity that was done on the tweet such clicks, favorites, retweets or replies. Tweet engagement tell you what rate of engagement there is on an ad compared the the number of times that tweet showed up. Cost per engagement will tell you how much was each engagement cost on average.
You can use these metrics to tell which ad has the most engagement, but your most important metrics are your conversions, the number of sales linked with the ad. To check that we will go to the Conversions tab, here you will be able to see the number of conversions/sales each ad brought.
It’s important you analyze your ads based on cost per conversion, rather than by favorites or new followers, to make sure you’re generating a profit from your ads. This way you can tell if Twitter Advertising is the right advertising option for you.
Next, find out how Facebook ads can help you get new buyers >>