On November 20th, I spoke on a Twitter Cards panel with Courtney Seiter and Michelle Stinson-Ross! Here's my part of the presentation, which includes setting up Twitter Cards for your website and basic Twitter Ads setup. To see the full presentation with Twitter Cards examples and analytics to track, visit: http://www.slideshare.net/SearchMarketingExpo

1. Up Close With
Twitter Cards
Twi$er'Cards'Setup'
Courtney Seiter | Monique Pouget | Michelle Stinson Ross l 11.20.14

2. WEBSITE
SETUP
@courtneyseiter | @MoniqueTheGeek | @SocialMichelleR
1

3. Twitter Cards Setup: Steps
1. CHOOSE A CARD TYPE YOU WANT TO IMPLEMENT
2. ADD THE META TAGS (MARKUP) TO YOUR PAGE
3. RUN URL AGAINST THE VALIDATOR TOOL FOR APPROVAL
4. TWEET URL AND CONFIRM THE CARD APPEARS
5. USE TWITTER CARD ANALYTICS TO MEASURE RESULTS
@courtneyseiter | @MoniqueTheGeek | @SocialMichelleR
https://dev.twitter.com/cards/overview

4. Twitter Cards Setup: Website Markup
ADD THE APPROPRIATE META TAGS TO YOUR WEBSITE.
THESE WILL VARY DEPENDING ON YOUR CARD CHOICE.
@courtneyseiter | @MoniqueTheGeek | @SocialMichelleR
https://dev.twitter.com/cards/getting-started

5. Twitter Cards Setup: WP Plugins
USING “SUMMARY WITH LARGE IMAGE” OR “SUMMARY”
CARDS? THERE’S A WP PLUGIN FOR THAT!
@courtneyseiter | @MoniqueTheGeek | @SocialMichelleR
https://dev.twitter.com/cards/cms-integration

6. Twitter Cards Setup: Validation
AFTER ADDING THE MARKUP MANUALLY OR THROUGH A
PLUGIN, YOU NEED TO RUN YOUR WEBSITE THROUGH
THE TWITTER CARDS VALIDATOR.
@courtneyseiter | @MoniqueTheGeek | @SocialMichelleR
https://cards-dev.twitter.com/validator

7. TWITTER
ADS
@courtneyseiter | @MoniqueTheGeek | @SocialMichelleR
2

8. Twitter Ads: Clicks vs. Leads
Website Clicks Twitter Card User Goes to Landing Page
@courtneyseiter | @MoniqueTheGeek | @SocialMichelleR

9. Twitter Ads: Clicks vs. Leads
Lead Generation Twitter Card User Stays on Twitter
@courtneyseiter | @MoniqueTheGeek | @SocialMichelleR

10. Twitter Cards: Clicks vs. Leads
@courtneyseiter | @MoniqueTheGeek | @SocialMichelleR
AD ELEMENTS WEBSITE CLICKS OR
CONVERSIONS CARDS
LEAD GENERATION CARDS
Campaign / Card Name X X
Customizable Start Dates X X
Website Conversion Tracking X
CRM Integration X
Bold Text 70 character “Headline” 50 character “Short description”
Website URL X Fallback webpage for unsupported
devices / apps
Image Size 800 x 320px
800 x 200px*
with important content
In the 540 x 140px region
Call to Action Button Select from 6 options Create your own
Privacy Policy X
Target by Keywords, interests
& Followers, Television, OR
X X
Tailored Audiences
Target By Location X X
*Twitter says the size for Twitter Lead Generation Cards is 800 x 200px, but the display portion is actually 540 x 140px

11. SETUP
TIPS
@courtneyseiter | @MoniqueTheGeek | @SocialMichelleR
3

12. Setup Tips: Targeting
@courtneyseiter | @MoniqueTheGeek | @SocialMichelleR
• KEYWORDS
– Catch people talking about something “in the moment” like
events, conferences, or movies.
– Make sure your audience is using keywords, or reach and
conversions will be low.
• USERNAMES / INTERESTS
– Who do you want to reach? Who do they follow?
– What types of things are they interested in?
– Usernames that perform more “successfully” receive more
impressions. Tread lightly.

13. Setup Tips: Personal Experience
• TARGET 10-25 USERNAMES WITH VARYING NUMBERS OF
FOLLOWERS. RELEVANCY IS KEY.
• IF YOUR AUDIENCE FALLS INTO MULTIPLE GROUPS, TARGET
SEPARATELY IN DIFFERENT CAMPAIGNS.
• PREPARE 3-6 VERSIONS OF YOUR TWITTER AD TWEETS.
• AVOID HASHTAGS OR USERNAMES IN TWITTER AD COPY. FOCUS
ON ONE PIECE OF CLICKABLE CONTENT.
• INCLUDE A BUTTON WITHIN YOUR TWITTER CARD VISUAL, EVEN
IF IT’S NOT TECHNICALLY CLICKABLE.
• TEST. ANALYZE. REPEAT.
@courtneyseiter | @MoniqueTheGeek | @SocialMichelleR

14. Setup Tips: CRM Integration
SET UP CRM ENDPOINT INTEGRATION TO KEEP TRACK
OF TWITTER LEADS FROM LEAD GENERATION CARDS.
@courtneyseiter | @MoniqueTheGeek | @SocialMichelleR
http://bit.ly/1t7qryr

15. Q & A DOWNLOAD
MICHELLE
STINSON ROSS
@courtneyseiter | @MoniqueTheGeek | @SocialMichelleR
COURTNEY
SEITER
Head of Content
Marketing Buffer
courtney@bufferapp.com
Social Marketing Manager
Offers.com
MONIQUE
POUGET
michelle.stinsonross@offers.com
Director of Marketing
ThunderActive
monique@thunderactive.com
this presentation:
bit.ly/smxsocialtwittercards