How to create Twitter ads?

Twitter is an excellent marketing medium for generating leads and boosting traffic. In fact, 63 percent of Twitter users follow small businesses, so it’s no surprise that businesses may benefit from this network.

Continue reading if you aren’t already using Twitter for business or want to improve your skills. You’ll discover how to create Twitter ads campaigns to reach the people that matter to you.

Have you already set up a Twitter account? If so, you’re familiar with its free features, such as tweeting, following, and personalizing your profile. However, because businesses are designed to expand, so should your social media presence.

Benefits of Twitter ads:

Twitter advertising allows you to promote individual tweets or full campaigns focused on specific goals. Businesses may specify audience targeting parameters and choose from eight distinct objectives, such as app installs, video views, and website conversions, for each ad campaign they build.

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Consider augmenting your organic efforts on Twitter with the paid promotional options built right into the platform to broaden your reach and boost your follower count. Using Twitter Ads is a simple way to get your tweets in front of people who don’t already follow you, which is very effective for generating new leads for your company.

And you don’t have to spend a bunch on it too; Twitter ads can be effective even on a limited budget.

So, where do you begin? Let’s go over the fundamentals of creating a Twitter ad and deciding on the best structure for your campaign.

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• Select “Promote Mode” or “Twitter Ads. To begin, go to this menu screen. When creating Twitter advertising, the first decision you must make is whether you want to promote individual tweets or conduct a full ad campaign for a specific reason.

Twitter Ads v/s. Promoted Tweets

Promoted tweets allow you to have your tweets show in the Twitter streams or search results of certain people. Running Twitter Ads is a more comprehensive campaign that employs numerous groups of tweets to achieve a single goal for your company. Twitter Ads can display your username in locations other than a user’s newsfeed, such as the “Who to Follow” section to the right of their Twitter homepage, depending on your goal.

How to choose?

If you simply want to increase the number of people who see your website, promoted tweets could be just what you need. In this case, you pay a monthly flat charge for as long as you promote a tweet. It’s ideal for acquiring targeted exposure to (and generating leads from) a specific component of your organization.

Twitter Ads provide a bit more firepower if you’re wanting to increase your following base and/or improve your audience. You’ll learn how to use it in the steps below.

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• Choose an objective for your Twitter Ad.

Promoted tweets are simple to set up, and you can read more about them in the section at the bottom of this blog post. However, before you can set up a Twitter Ad account, you must first determine your goal. You have eight objectives to pick from, and once you select one, you will see an elaboration of that purpose on the Twitter Ads page described in Step 1 of this post:

• App installs
• Followers
• Tweet engagement
• Promoted video views
• Website clicks or conversions
• App re-engagements
• In-stream video views (pre-roll)
• Awareness

Promoted Accounts

Ad campaigns aimed at gaining followers, the second goal outlined above, are also known as “Promoted Accounts.” This form of campaign allows you to promote your profile in your target audience’s newsfeeds and on the profile pages of other accounts they follow, rather than a series of tweets.

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• Fill in the details for your ad campaign.

After selecting an aim, you’ll be directed to a screen where you can name your campaign, set a start and finish date for your campaign, and determine the total budget for your campaign. Depending on the purpose you selected in Step 2, you may have additional details to fill out that are specific to your ad. If your goal is to increase app installs, for example, you will need to link your app to Twitter and then select the app.

You’ll pick a daily budget and an optional total budget when deciding how much money to invest in a Twitter Ads campaign. Throughout the day, your daily budget will pay Twitter the amount you specify at the cadence you specify.

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The cadence of your promoted content can be set to “Standard (recommended),” which shows advertising to your target demographic at the most efficient intervals determined by Twitter, or “Accelerated,” which shows your ads as frequently as possible throughout the day. Accelerated advertising is designed for ad campaigns that need to perform successfully in a short period of time.

• Within your campaign, create an ad group.

Next, you’ll establish an ad group for your campaign; there should already be one on the left side of your Twitter Ads page. To make more than one ad group, click the “Copy ad group” button to the right of your current ad group, and new ones will appear in the framework of your ad campaign.

Ad groups are standalone commercials with their own budgets, viewers, and start and stop timings, but they work under the umbrella of your broader campaign.

For example, if you have a two-week Twitter Ads campaign with the goal of website clicks and a budget of $100, you may also build one or more ad groups that run for only a few days each, promote different web pages on your website, and target different sorts of Twitter users. In the next steps, you’ll learn how to set these parameters.

Enter an ad group name, a start and finish time, an ad group budget, and a bid type in the “Details” tab, as shown above. You can “bid” on a promoted ad placement using bid kinds. Ad placements may vary in price depending on your audience and where the ad shows on Twitter, and you can configure your ad group to bid for placement in one of three ways:

Automatic bid: With this form of bid, Twitter will bill you the most cost-effective amount each time your audience interacts with your ad content. Twitter charges you based on the budget and audience criteria of your ad group.

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Maximum bid: You have complete control over how much money you’re willing to pay every time your audience interacts with your ad content with this type of bid.

Target bid: With this sort of bid, you can indicate how much money from your ad group’s budget you want Twitter to bill you every time your audience interacts with your ad content. The fee you’ll be charged will be based on the daily average cost of each ad placement within your target demographic.

• Choose a target demographic for each ad group.

Select “Targeting” from the “Details” tab of your ad group. This is where you’ll define your target audience’s parameters.

It is critical to tailor your audience to ensure that they are a good fit for your brand and message. That way, you’re just paying for people who are interested in downloading your content or learning more about your product or service. A more specific audience is more likely to assist you in generating quality leads.

What are the alternatives?

You will customize the following criteria to select an audience for each ad group you create:

Gender: If your product or service is predominantly aimed towards either men or women, you should choose the gender targeting option.

Age: Setting an age range is useful for advertisements promoting a product or event that has a specific age restriction or scope of interest.

Location: If you run a local business or sell primarily to specific regions (whether that’s your city or North America), you’ll want to target by geography.

Language: If an ad is targeting a part of the world that speaks a language other than English, this criterion may need to be used in conjunction with the location filter indicated above.

Device: This is an excellent targeting choice if your product or service is more suited to people on the go, or if your website visitors are more likely to convert to your offer when they are at work.

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Audience features: Keywords, movies and shows, conversation topics, events, and associated interests are examples of audience features.

You can also choose which devices your promoted tweets will appear on, which can be any combination of desktop and mobile devices.

Targeting by keywords:

Targeting by “keywords” enables you to reach people who search, tweet about, or engage with specific keywords. This option is included in the “Audience features” column, which is stated above. For example, if I’m marketing HubSpot’s eBook, How to Use Twitter for Business, I might restrict my audience based on keywords relevant to my campaign, such as this:

If you want to discover how many Twitter users are currently utilizing a keyword, utilize this audience targeting criterion. The keyword “marketing” is used by 7.67 million people, as shown in the screenshot above. This information might help you choose between topics that appear similar but have varying levels of popularity.

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Interest-based and Follower-Based Targeting

Targeting by interests and followers allows you to generate a list of Twitter usernames and then target persons whose interests match those of those users’ followers.

When establishing a tiny list of the top influencers in your field, this form of targeting is ideal. For example, to advertise HubSpot’s How to Use Twitter for Business eBook, I’ll want to target a social media-savvy audience. Targeting based on interests and follows enables me to say, “display these tweets to those who are similar to so-and-followers.” so’s As a result, I’ve built a sizable readership that is still relevant to the theme of my material.

You can also include a list of interest categories with this targeting option. “Show these tweets to those interested in marketing, social media, or lead generation,” for example. This, once again, produces a large audience focused on the topic of the information or products you’re promoting.

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• Choose which creatives you want to run with each ad group.

The final step in designing a Twitter Ads campaign is to select the creatives you want to run with each ad group in your campaign. “Creatives” are just the tweets you wish to promote, and you can choose them from the list of tweets that appears under the Creatives tab of each ad group. Under the Targe, click the “Creatives” option.

This is the exciting part. You have the option of selecting existing tweets from your account or creating new ones.

Click the blue quill symbol on the far right of your Creatives screen to compose a new tweet. When creating a new tweet, tick the “Promoted-only” checkbox if you only want to advertise it through your Twitter Ads campaign and not have it appear organically in your followers’ news feeds.

You can choose to have your tweets displayed on people’s profiles and the detail pages of select Twitter conversations, in addition to promoting them on your audiences’ timelines. The advantage of this sort of targeting is that it allows you to define a more qualified audience because these people are actively looking for or engaging with the keywords that are relevant to your offer. This option is available on the right side of your Creatives tab.

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• Review and launch your campaign.

Finally, as seen above, click the “Review your campaign” button to go over your campaign details. If everything appears to be in order, click “Launch campaign” in the top-right corner of your screen to begin running the campaign.

How to promote a Tweet?

Promoting tweets allows you to highlight important bits of material to a large audience and drive traffic to landing sites that create leads for your company. This Twitter Ads option provides you with significantly more freedom in terms of the content you want potential viewers and customers to see.

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Promoted tweets are paid adverts that Twitter displays to your target audience based on their interests or location. Each ad can sponsor a single tweet, and the audience of each ad can be customized. Businesses can currently only promote tweets in the United States, the United Kingdom, and Japan.

Here’s how to promote a tweet:

•  From the campaign menu, select “Promote Mode” and click “Get started.”

You’ll begin where you left off when building a full, multi-tweet Twitter Ads campaign: This is the menu screen. When you get there, click “Get started.” When you’re finished, click “Next” in the upper-right corner of the page.

•  Choose the country and time zone for your sponsored tweet.

Currently, you can only promote tweets to audiences in the United States, the United Kingdom, and Japan. Begin by picking one of these three alternatives, as well as your desired time zone. When you’re finished, click “Next” in the upper-right corner of the page.

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• As your targeting method, select “Interests” or “Location.”

Tweets can be promoted to an audience depending on their interests or location on Twitter. Choose one of these approaches and proceed to Step 4 or Step 5, as appropriate.

•  Select up to five interests related to your target audience.

If you want to target an audience based on their interests, check this box, then click “Next,” and Twitter will lead you to the page shown above. You can select up to five interests linked to your ideal audience here.

Remember that the more interests you choose, the more people your promoted tweet will appear in front of.

• Select up to five sites related to your target audience.

If you want to target an audience based on their location, choose this option, then click “Next,” and Twitter will lead you to the page shown above. You can search for a certain city, state, or nation in which you want your ad to appear.

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You can choose up to five locations where your tweet will be promoted. Keep in mind that you can only show promoted tweets to users in the United States, the United Kingdom, or Japan.

•  Review your ad requirements and click “Continue.”

After customizing your audience’s interests or region, click “Next,” and Twitter will display you a summary of your ad requirements, including your bill.

Does that sound good to you? Examine your ad requirements and confirm that you agree to the Twitter Promote Mode Terms of Service, which may be found at the bottom of this page. Then, in the top-right corner of your screen, click “Proceed.”

•  Fill up your billing details and send out your promotional tweet.

If you haven’t already entered billing information, Twitter will prompt you to do so at the following screen. To formally promote your tweet, click “Save” and then follow the directions.

So there you have it. Whatever form of Twitter ad you produce, make sure to monitor your ads as they run and continue to tweak them for greater results in the future.

Summary:

With hundreds of millions of Tweets generated every day — and an ever-changing Twitter algorithm — it’s easy for your brand’s postings and Twitter marketing to be lost in the shuffle. This is when Twitter ads come into play.

Twitter advertising allows your brand to market its products and reach new users who may be interested in what your brand has to offer.

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