Twitter is ranked as the No.1 place for brands to connect with their consumers. Additionally, Twitter ads saw an increase in over 35% global engagement rate, and people are reported to spend twice as much time viewing launch ads this year — as compared to previous years. This is more than enough reason to include Twitter in your next ad campaign. If you’re new to Twitter ads, or just need a refresh, we’ve outlined below how to set up your first Twitter campaign.
Step 1: Create a Twitter Ads Account
Go to ads.twitter.com and log in or create an account to set up your Twitter advertising account. After that, enter your country and time zone. You will then be directed to a campaign setup form where you will be asked to enter your billing information and be ready to create your first campaign — easy!
Step 2: Choose Your Ad Objective
What do you hope to achieve with your ads—meaning, what’s your objective? Twitter will provide you with eight choices, all designed to optimize the type of engagement you hope to accomplish.
Reach: Reach as many individuals as you can in a predetermined amount of time; use this to increase brand awareness
Views: Increase the number of views on your movies and GIFs with view campaigns; utilize this to increase viewership and brand recognition
Pre-roll Views: Place your advertisements at the beginning of videos (just like on YouTube); this increases the visibility of your brand and aids in awareness-building
App Installs: Get more people to download your app, your advertising will now include an "Install" button
Website Clicks: Get more individuals to click on your website when they view your advertisement. This kind of campaign also makes use of Click ID from Twitter to provide a trustworthy approach to tracking visits resulting from your Twitter ad
Engagements: Promote more discussions about your company by creating advertisements that viewers will want to engage with
Followers: Spread the word about your Twitter account to gain additional subscribers
App Reengagements: Inspire users to launch or carry out a specific activity within your app. Use this to increase brand loyalty, promote your app, and increase in-app conversions.
Step 3: Fill in all the Campaign Details
Give your campaign a name, a financing source (which you should establish in advance), a daily budget, and if you'd like, a total budget. You will also be prompted to enter the campaign start and end date. Then click next, and Twitter will direct you to the “Ad Group” page.
Step 4: Set up your Ad Group
In order to be more precise with your goals and creative testing, ad groups, which are rolled up under a campaign, may be utilized to break out specifics like budget, targeting, and creatives. It's advisable to start the initial campaign with just one ad group. As you become more accustomed to Twitter advertising, you may experiment with various ad groupings.
On the left-hand side of the screen, select "Ad Groups" from the drop-down option. Select the "Add your ad group details" option after that. Choose your aim and bid technique, then give the ad group a name. The "Autobid" option makes the most sense for your initial campaign because it automatically maximizes your results at the most affordable pricing.
Step 5: Build out your Target Audience
To get the most out of your ad budget, you’re going to want to make sure that your targeting on Twitter is very close to your Ideal Customer Profile or target audience. The first option is to target using demographics; you can select gender, age, region, and language.
Adding more targeting choices to your campaign, the UI updates its anticipated audience size summary to let you know how many people your ad will reach.
An audience intelligence tool like NOW Affinio can streamline this part in the process for you by surfacing your audience’s exact interests and affinities which you can then input into Twitter’s audience builder.
For an even faster approach, you can send your audience list from NOW Affinio directly to Twitter to be activated, bypassing the audience builder altogether and targeting your audience list directly, leaving zero room for error.
Step 6: Add your Creatives
You have two options for the promoted tweet in the Creative section: either write your own or pick from the organic tweets that have already been posted on your page. When making a new tweet, you may also select an option from your website cards.
To create a website card click “Creatives” in the top navigation bar. You have the option to create a website, video website, image app, or video app ad type. Only the picture or video, final URL, and headline of your advertisement will be included on the website card.
Make sure when creating your ad that your ad copy is original, interesting, and contains a clear call to action. The campaign type you select will determine the kind of creative you develop. The most effective ads have compelling images and precise and easy-to-consume content. If you use a video, be sure the first three to five seconds will be enough to draw the audience in. Since the majority of users won't have their sound on, subtitles are also smart to practice.
If you are looking for inspiration on which type of content will resonate most with your audience, consider taking a data-backed approach. NOW Affinio surfaces your audience's top consumed content, which you can then use to inform your own content, ensuring it will grab their attention, and ultimately increase your ads ROI.
Step 7: Review & Launch your Campaign
After choosing your creatives, examine the campaign to make sure there are no errors or changes that need to be made. Then, click "Launch Campaign" and monitor your ads in “Ads Manager” daily, weekly, and monthly to figure out what’s working and what’s not working.
There you have it, now you know how to create a Twitter ad. To learn how to optimize your ads or build out a targeted audience list, fill out the form below. You can also check out our other blog: “Creating a Winning Twitter Marketing Strategy”.