Learn how to use the exciting features in Twitter Ads to find success with B2B lead generation.

1. Make Twitter Ads Work
for B2B Lead Generation
Presented by John A. Lee
Managing Partner – Clix Marketing
SMX Social Media – November 20, 2013

2. Twitter Ads in the Wild

3. What You Should Expect to Learn Today
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Twitter Ads Primer
B2B Targeting with Followers
B2B Targeting with Keywords
Ad Writing for Twitter
Lead Generation Cards

4. “ Success is neither magical nor mysterious.
Success is the natural consequence of
consistently applying the basic fundamentals.
Jim Rohn
Let us not forget about marketing fundamentals!
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5. Remember the Fundamentals
• Relevant, message-matched landing
pages.
• Clearly stated calls-to-action and
benefits in promoted tweets and on
landing pages.
• Campaign segmentation for clean
data.

6. Twitter Ads Primer
Promoted Accounts
Promoted Tweets for
Followers; Search; Timeline

7. Promoted Tweets for Followers

8. Lookalike Audience of Your Followers
• Leverage the followers of your business @handle.
• Target your existing followers. High chance of overlap with existing leads
and/or customers.
• “Include followers of…”
• Target Twitter users similar to your followers.
• “Include users like followers of…”
• Lookalike audience.
• Don’t have many followers?
• Participate in the Twitter universe organically to gain followers.
• Prime opportunity to run a Promoted Account ads campaign.

9. Leverage Your Competitors and Thought Leaders
• Leverage the followers of other Twitter users.
• Create a list of target @handles using Twitter search:
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Competitors
Thought leaders in your industry
Publications covering your industry
Twitter users discussing competitors or topics related to your
business
• Bulk upload and “include users like followers of…”

10. Promoted Tweets for Followers

11. Report on @handles as if They Were Keywords

12. Promoted Tweets for Search / Timeline

13. Twitter Keyword Targeting
For Search
• Targets searches done on
Twitter.com.
• Broad, phrase, exact matches.
For Timeline
• Targets the content of tweets
in timelines.
• Almost contextual matching,
but with greater control.
• Broad, phrase, exact matches.

14. Keywords to Target
Your brand.
Your competitors.
Products and services.
Relevant hashtags (Twitter groups,
conferences, hot topics).
• Current topics relevant to your
business.
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15. Keywords with Match Types FTW!

16. Strategies for Ad Writing on Twitter

17. Tweets Just for Twitter Ads
• OK to use tweets posted
organically, but tracking will
be muddled.
• No way to segment organic
engagements vs. paid
engagements.
• Create new tweets marked
as “Promoted-only” with
properly tagged website
links.

18. Tips for Promoted Tweets
• Write promoted tweets like you would write any piece of ad copy.
• Relevant to your target audience and keywords.
• You only get 140 characters, so use a URL shortner.
• Test bit.ly, t.co, ow.ly.
• Test creating customized, keyword specific URLs (e.g. bit.ly/ClixRocks).
• When creating shortened URLs, make sure all links have tracking
tags.
• Analytics, 3rd party tools, etc.
• Create a schedule to keep promoted tweets “fresh” and to sustain
testing initiatives.
• Use Twitter’s tweet scheduling feature to plan ahead.

19. URL Shortners Are Your Friend
Customize to Match Themes & Keywords

20. Lead Generation Cards

21. Lead Gen Cards
• Obtain lead information within
the Twitter timeline.
• Sign ups, offers, email
subscriptions, free trials.
• Download lead data via CSV.
• Sync with CRM software via
APIs.

22. Thank You!
Have questions? Let me know! Email: john@clixmarketing.com Twitter: @john_a_lee