Maximizing Your Impact With Twitter Ads (#smx #11B)
Twitter’s ad options are continuing to evolve, with mobile targeting and self-service ad opportunities as recent examples. In this session you’ll learn how the experts craft effective creative, select appropriate ad formats and targeting, and create landing pages that convert for Promoted Tweets, Promoted Accounts and Promoted Trends.
Maximizing Your Impact With Twitter Ads (#smx #11B)
1. Maximizing Your Impact With Twitter Ads –
Customer Acquisition and Lead Generation
#SMX #11B
2. Know Your Target Audience…On Twitter
Target Audience Small size company owner in North America
looking for a marketing software for their business
Pain Point Need to drive more demand, need to streamline
reporting, need more granular tracking capabilities
Solution Content includes overview, description, review and
testimonial, as well as demo or trial
Search Queries Marketing software, how to drive more leads, how to
acquire more customers
Hashtags #inbound, #content, #onlinemktg
Free trial, purchase now, compare products,
Call-to-Action download whitepaper
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3. Promoted Account
Charged on a cost per follower
(CPF) basis
Shown in the Who to follow
section – first position
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4. Promoted Account
Build your
follower base by
targeting users
with particular
interests and
influencers of
specific interests.
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5. Promoted Account – The Set Up
Target interests that
align with your
content/product/serv
ice
Target users that are
influential about your
product/service
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6. Promoted Account
“Include users like my
followers”
- If you have a
followers base that is
on target, check this
box.
- If you don’t have the
right audience, don’t
check this box.
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7. Promoted Account
Specify what
geographic locations
are important.
Where do you do
business?
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8. Promoted Account
Is your
product/service
gender bias or
neutral?
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9. Promoted Account
Check your
projected reach
based on your
targeting settings
and bid
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10. Plan, Set Up, and Execute Campaigns
Killer Offer
KILLER KILLER NEXT FUTURE
OFFER OFFER OFFER OFFERS
Landing Page
Download Fill out the Sign up for Request a
the Study Survey our Webinar Demo Thank You
Page
Thank You
Email
Sign up for Click for a Purchase Enter
newsletter Promo Code Now Sweepstakes
Email Template
for Sales
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12. Creating Offers
• Use search keywords in
your copy
• Placement of link
• Use relevant hashtags
• Ask a question
• Present a solution
• Address their pain points
• Include a picture or video
• Promote gated content
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13. Good vs. Bad Offers
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15. Campaigns
There are three types of campaigns
you can run:
• Promoted Tweets in search
• Promoted Tweets in timelines
• Promoted Trends
For each campaign learn:
• What is it
• When is it best to use
• How to set it up
• Best practice for targeting
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16. Promoted Tweets in Search
Promoted Tweets
are ordinary Tweets
that show up at the
top of relevant
search
Use Promoted Tweets in Search to reach
an audience interested in a specific topic
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17. Promoted Tweets in Search – The Set Up
Select keywords that
are relevant to your
offer
Put them in
quotations if you
want exact match,
you can target
@usernames as
keywords
Check which organic
search terms are
driving the highest
quality visitors to your
site and to determine
your targeting criteria
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18. Promoted Tweets in Search
Specify what
geographic locations
are important.
Where do you do
business?
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19. Promoted Tweets in Search
Choose which devices
to display on
If you care about form
completions choose
desktop only so you
don’t waste money on
non conversions*
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20. *Device Targeting Experiment
• Promoted Tweets in Timeline
• 24 hour
Campaign Cost per Engagement Impression Engagement # of Leads Cost per
spend Engagement rate Count Lead
Targeting $640 $1.09 .85 69575 589 30 $21
iOS &
Android
Targeting $245 $1.49 .49 33590 165 15 $16
Desktop
Higher engagements and impressions when target iO & Android devices
Lower cost per lead when targeting Desktop
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21. Promoted Tweets in Search
Is your offer gender
bias or neutral?
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22. Promoted Tweets in Search
Choose your
conversion optimized
tweet with the
content that aligns to
the search terms
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23. Promoted Tweets in Timelines
Promoting Tweets to targeting
users in their timeline, at scale.
Use Promoted Tweets in Timelines to reach followers
who might have missed your organic Tweets and/or
users who share similar interests with your followers.
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24. Promoted Tweets in Timelines – The Set Up
Select keywords that are
relevant to your offer
You can target @usernames
as interests
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25. Promoted Tweets in Timelines
Include followers?
Include users like your
followers?*
Control Net New Leads vs.
Total Responses
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26. *Followers Targeting Experiment
• Promoted Tweets in Timeline
• 24 hour
Campaign Cost per Engagement # of Leads Cost per # of Net Cost per
spend Engagement rate Lead New Leads New Lead
Targeting $830 $.76 .93 72 $11.52 52 $15.96
Followers
only
Targeting $745 $.83 .56 65 $11.46 57 $13.07
Users like
followers
only
Targeting users like followers only resulted in more net new leads versus
known contacts
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27. Promoted Tweets in Timelines
Pick specific locations where
you do business
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28. Promoted Tweets in Timelines
Choose which devices to
display on
If you care about form
completions choose desktop
only so you don’t waste
money on non conversions
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29. Promoted Tweets in Timelines
Is your offer gender bias or
neutral?
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30. Promoted Tweets in Timelines
Manual vs. Most recent
Tweet
For lead gen – always choose
your own
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31. Promoted Trends
With Promoted Trends, users
see time-, context-, and
event-sensitive trends
promoted by advertisers
"Promoted."
Paid Promoted Trends appear at
the top of the Trending Topics
list on Twitter and are clearly
marked as "Promoted."
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34. Reporting Success – ROI
Lead Profile
683 leads
150 Agencies (22%), 536 Non Agency (78%)
88 Title contains ‘marketing’ or ‘digital’ (13%)
66 Bad Information (10%), 70 out of scope (10%)
Opportunities
Profile
o 15 Agency – 68%
o 7 Non Agency – 31%
Stage
o (2) at 100%, (4) at 80%, (7) at 25%, (3) at 20%, (21) at 10%, (3) at 0%
o Offers that contributed to opps: Build Your SEO Campaign in 15 Min (12), Build a Social Media
Campaign (13), Link Building (1), 5 Ways to Grow Your Agency Business (4), Site Redesign Guide
(4), T4B Guide (1), organic (1)
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35. Tips for Managing Campaigns
• Strategy
• Goals and baseline metrics
• Content plan
• Frequency
• Set and manage budget
• Track everything – but focus on
the metrics that matter
• Test, test, test
• Social nurturing
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36. More Info About Twitter Ads
CONTENT
• Optify’s Case Study on business.twitter.com
• The 5 Step Plan to Start Driving Leads from Social Media
• Using Twitter to Increase Reach and Engagement During a Webinar
CONNECT WITH ME:
Email – Jennifer@optify.net| Twitter - @Jenerationy | LinkedIn - in/Jenerationy
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Notas do Editor
Twitter’s ad options are continuing to evolve, with mobile targeting and self-service ad opportunities as recent examples. In this session you’ll learn how the experts craft effective creative, select appropriate ad formats and targeting, and create landing pages that convert for Promoted Tweets, Promoted Accounts and Promoted Trends.Hi my name is jennifer, I’m the marketing manager at Optify, a digital marketing software suite for agencies and b2b marketers. I manage all our demand gen program, which also includes social media. We think of social as channels within our whole integrated marketing program. For Twitter specifically we’ve been using Twitter Ads for a year in a half and have allocated more budget towards that channel every month because it has been pretty successful for us to drive leads that convert into customers.Presentation to help you optimize your campaigns for lead generation and not waste money on non converting engagements
It’s easy for marketers to become distracted by all the conversations on twitter and forget the main reason they using that channel, to drive demand. Similar to building a search persona to build your SEO campaigns, create a persona to learn about the Twitter audience that you want to reach. Target Audience – describe your perfect buyerSmall sized company in North America looking for a marketing software Understand Pain Points – How would your target customer articulate their need for your product in terms of keywords? What kinds of questions would they ask help for on Twitter?Need to drive more demand, need to streamline reporting, need more granular tracking capabilities Solution - Content includes overview, description, review and testimonial, as well as demo or trial Search Queries - Marketing software, how to drive more leads, how to acquire more customers Hashtags - #inbound, #content, #onlinemarketing, #leadgen, #webmktg Call-to-Action – Offer a call to action that compels the Twitter user to dive deeper into your conversion funnel. Free trial, purchase now, call for consultation, compare products, download a whitepaper
Use promoted accounts to build a following of your target audience. Blueprint of a Promoted AccountCharged on a cost per follower (CPF) basisShown in the Who to follow section – first positionShows a yellow or purple box “Promoted”Shows related people in your network that are following that accountShows the Twtitter AvatarShows the Twitter Name and UsernameYour account will be promoted in search results for related keywords and the “Who to follow” section of Twitter.
Everything you tweet organically will be seen by your potential buyers and when you run campaigns to your followers and users like your followers your Tweets are in front of the right peoplegetting more followers will help you establish a stronger presence, increase your reach, build your brand name and eventually generate more leads.
Best way to set up a promoted account campaignAdd relevant categories, add relevant users who are influencers of the interest“Include users like my followers” – if you have a followers base that is on target, check this box. If you don’t have the right followers base, don’t check this box. Specific what locations are important. International or local?Is your product/service gender bias or neutral?Set your campaign time period and bid.Once you set up targeting, you can see the summary of the campaign: estimated reach, interests, location, gender, bid
Best way to set up a promoted account campaignAdd relevant categories, add relevant users who are influencers of the interest“Include users like my followers” – if you have a followers base that is on target, check this box. If you don’t have the right followers base, don’t check this box. Specific what locations are important. International or local?Is your product/service gender bias or neutral?Set your campaign time period and bid.Once you set up targeting, you can see the summary of the campaign: estimated reach, interests, location, gender, bid
Best way to set up a promoted account campaignAdd relevant categories, add relevant users who are influencers of the interest“Include users like my followers” – if you have a followers base that is on target, check this box. If you don’t have the right followers base, don’t check this box. Specific what locations are important. International or local?Is your product/service gender bias or neutral?Set your campaign time period and bid.Once you set up targeting, you can see the summary of the campaign: estimated reach, interests, location, gender, bid
Best way to set up a promoted account campaignAdd relevant categories, add relevant users who are influencers of the interest“Include users like my followers” – if you have a followers base that is on target, check this box. If you don’t have the right followers base, don’t check this box. Specific what locations are important. International or local?Is your product/service gender bias or neutral?Set your campaign time period and bid.Once you set up targeting, you can see the summary of the campaign: estimated reach, interests, location, gender, bid
Best way to set up a promoted account campaignAdd relevant categories, add relevant users who are influencers of the interest“Include users like my followers” – if you have a followers base that is on target, check this box. If you don’t have the right followers base, don’t check this box. Specific what locations are important. International or local?Is your product/service gender bias or neutral?Set your campaign time period and bid.Once you set up targeting, you can see the summary of the campaign: estimated reach, interests, location, gender, bid
Layout your content plan for the campaigns to determine the offers and follow up.B2B and B2C examples of offers
1. Include call-to-actions in Tweets with a required form on the landing page for users to fill out.Whether you're promoting a new whitepaper, guide, ebook, promotion offer, coupon, or free trial; be sure to include a form on your landing page to convert the visitor from Twitter to a lead.promote gated content" since that's the only way they will generate leads and attribute them to Twitter.you should not promote just gated content. It might also be a good point to talk about ratios of tweets - 15% self promoting, 70% share content, 15% interactions.
1. Include call-to-actions in Tweets with a required form on the landing page for users to fill out.Whether you're promoting a new whitepaper, guide, ebook, promotion offer, coupon, or free trial; be sure to include a form on your landing page to convert the visitor from Twitter to a lead.
Offers can be included into three types of campaigns
Use your focused keywords from your SEO strategy and the search terms that are driving trafic to your site to determine which keyword to use for your Promoted Tweets in Search campaigns.
- Select keywords that are relevant to your offer – put them in “” if you want exact match, you can target @usernames as keywords- Pick specific locations where you do business- Choose which devices to display on – If you care about form completions choose desktop only so you don’t waste money on non conversions- Is your offer gender bias or neutral?- Choose what Tweet you want to promote
- Select keywords that are relevant to your offer – put them in “” if you want exact match, you can target @usernames as keywords- Pick specific locations where you do business- Choose which devices to display on – If you care about form completions choose desktop only so you don’t waste money on non conversions- Is your offer gender bias or neutral?- Choose what Tweet you want to promote
- Select keywords that are relevant to your offer – put them in “” if you want exact match, you can target @usernames as keywords- Pick specific locations where you do business- Choose which devices to display on – If you care about form completions choose desktop only so you don’t waste money on non conversions- Is your offer gender bias or neutral?- Choose what Tweet you want to promote
- Select keywords that are relevant to your offer – put them in “” if you want exact match, you can target @usernames as keywords- Pick specific locations where you do business- Choose which devices to display on – If you care about form completions choose desktop only so you don’t waste money on non conversions- Is your offer gender bias or neutral?- Choose what Tweet you want to promote
They are able to click on a Promoted Trend to view all Tweets containing the trending #hashtag or trend terms. They are also able to Tweet about the Promoted Trend by including the terms in their Tweets. Best practices:- There is one promoted trend ever 24 hrsOnly one advertiser can ‘book’ a promoted trend a day so you have to work with you Twitter rep to claim your day far in advanceYou can buy a trend for specific locations or globally. Be preapared to drop around 100K for a US promoted trend topicOn the plus side, promoted trends get about 50% engagement rate (when the typical is 1-5% and you don’t pay or each impression or engagement so it’s an effective national branding strategy
Monitor Twitter campaign on a daily basis and optimize campaigns to achieve highest performance levelsCheck your Twitter campaigns on a daily basis to make sure you are targeting the right keywords, location, and devices with the Tweets you are promoting. Also, adjust the bid accordingly using the suggested bid range that changes on a daily basis.Close the loop by Tweeting relevant follow up links to users who became a lead from TwitterIf you have the capability to track a lead that converted from Twitter from a specific Tweet, close the loop and reply back on Twitter with follow up content.