How to drive better performance and ROI using Twitter Tailored Audiences.

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Sahil Jain, CEO & Co-founder of AdStage
ADVANCED TWITTER ADS:
DOING MORE WITH TWITTER
TAILORED AUDIENCES

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Sahil Jain, CEO and Co-founder
of AdStage, @sahilio
§ Co-founded first company, YC &
SV Angel backed, Trigger.io at 20
§ Dropped out of UC Berkeley to
join AOL Corp Dev. at 19
§ Dropped out of High School to
join Yahoo! Mobile at 17 and
worked in the professional video
game industry before that
ABOUT ME

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ABOUT ADSTAGE
AdStage allows you to create, manage, and report on
search and social ad campaigns from a single platform

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WHY TWITTER
310M
monthly active users
12.33
minutes per day
on average
Source: ValueWalk May 2016Source: Twitter March 2016

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Better Targeting for Advertisers
TWITTER TAILORED AUDIENCES

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ADVANCED STRATEGIES FOR TAILORED AUDIENCES
Limit Wasted
Ad Spend
Acquire New
Users Easier
Increase
Conversions
Reach
Influencers

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Exclusion Targeting
LIMIT WASTED AD SPEND

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“Half the money I spend on
advertising is wasted; the trouble is
I don't know which half.”
-- John Wanamaker

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§ Device
§ Carrier
§ Platform
§ Age
§ Gender
§ Location
§ Television
§ Keyword
Core Targeting on Twitter Ads
§ Language
§ Interest
§ Behavior
§ Event
§ Previously engaged
§ Handle followers

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Types of Tailored Audiences

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Exclusion Targeting
Cross-device
retargeting
Previously
Converted
Existing
Customers
Competitors

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Similar User Targeting
ACQUIRE NEW USERS EASIER

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Targeting users that are similar to
your existing users requires market
research - a $21 Billion industry.
Source: Market Research Market Research Report | NAICS 54191 Sept 2015

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Twitter Ads Includes This Data For You

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When to Use Similar User Targeting
Brand
Awareness
Product
Announcements
Lead
Generation

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Product Announcement

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Brand Awareness

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Lead Generation

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Handle Targeting
REACH INFLUENCERS

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Nearly 40% of Twitter users say
they’ve made a purchase as a
direct result of a Tweet from an
influencer
Source: Annalect and Twitter, May 2016

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Handle Targeting
Upload a list of user handles that are considered influencers are target them
with Promoted Tweets so they are exposed to your products and services

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Nurture with Dynamic Retargeting
INCREASE CONVERSIONS

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In a cross-device world,
retargeting is becoming more
and more difficult

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67%
start shopping on
one device and
continue on
another
Source: comScore/PayPal “Reaching the Connected Consumer” Custom Surveys, Oct 2013

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Twitter is one of the few
channels that can accurately
retarget your database

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Tailored Audiences for Retargeting
Direct
Response
Lead
Nurturing
Loyalty
Programs

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Lead Nurturing Example of Content Drip
Blog Post / Infographic
Guide / Whitepaper
Case Study
Webinar

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Adding in Twitter Ads at Each Stage of the Drip
Blog Post / Infographic
Guide / Whitepaper
Case Study
Webinar

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Install the Universal Website Tag

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Create a Conversion Event for Each Conversion

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Nurture Leads on Twitter with Exclusion Targeting
Blog post subscribers
Whitepaper downloads
Case study downloads
Whitepaper downloads
Case study downloads
Webinar registrants
Targeted Audience Excluded Audience
Core Target Audience by
Keyword, Interest, etc.
Existing Customers, Competitors,
Previously Converted
Blog Post / Infographic
Guide / Whitepaper
Case Study
Webinar

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Lead Nurturing Example for End User
Visits Website and
subscribes to blog
Receives nurture campaigns
via email and Twitter

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Direct Response

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Loyalty Programs

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Automate Delivery for Maximum Conversions
ADVANCED CAMPAIGN
SCHEDULING

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Analyze Your Time of Day Conversion Reports

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Set Up Campaign Schedules

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THANK YOU!
MORE INSIGHTS: blog.adstage.io
TODAY’S PRESENTATION: bit.ly/adstage-socialpro2016