Professional Documents
Culture Documents
44 - 46-The-Complete-Twitter-Ads-Guide-v2
44 - 46-The-Complete-Twitter-Ads-Guide-v2
Coursenvy® www.Coursenvy.com
Twitter Ads → Setup
➢ Go to ads.twitter.com
➢ Login to the Twitter account you want to promote your Twitter Ads as: (i.e. @coursenvy)
➢ Setup your Twitter Ads account, including billing, country, time zone, etc.
Coursenvy® www.Coursenvy.com
Twitter Ads → Setup
➢ After creating your Twitter Ads account, you can begin creating Twitter ad campaigns via
your Twitter Ads Manager page: ads.twitter.com/ads_manager
Coursenvy® www.Coursenvy.com
On your Twitter Ads
Manager page, you can
toggle off/on Campaigns,
Ad Groups, and Ads via
the “Status” toggle switch.
Coursenvy® www.Coursenvy.com
As you can see, we
toggled this campaign
to “Paused”.
Coursenvy® www.Coursenvy.com
Twitter Ads Admin
When you set up your Twitter ads account, your username will become the Business
Administrator by default. This is the highest level of ad account access, which enables you to
grant varying degrees of access to other Twitter users.
➢ In the top right corner, click the name of your Twitter ads account and select "Business
Settings" in the drop-down menu.
Coursenvy® www.Coursenvy.com
Twitter Ad Account Access
➢ As you add employees to your business (or outsource your advertising work), you can add
these workers via the “Invite People” button (I’ll add them as an "Employee" role as I want to
keep control of the highest access role "Business Administrator").
➢ Ad Account Access Levels and Permissions:
https://business.twitter.com/en/help/troubleshooting/multi-user-login-faq.html
Coursenvy® www.Coursenvy.com
How to Create a Twitter Ad
Coursenvy® www.Coursenvy.com
How to Create a Twitter Ad
➢ Navigate to ads.twitter.com
➢ To create a new Twitter Ad, click the “Create Campaign” button.
Coursenvy® www.Coursenvy.com
Step 1 → Campaign Objective
Coursenvy® www.Coursenvy.com
For this example,
we will select
“Engagements”.
Click “Next”.
Coursenvy® www.Coursenvy.com
Step 2 → Campaign Details
➢ For every Objective you select, the next step is to name your Campaign and set your budget.
Coursenvy® www.Coursenvy.com
Name your campaign
specific to the
objective so you can
easily identify it in
Twitter reporting.
For example,
“ENG-USA-Men-18+”
is short for the
Engagement
objective, targeting
Men over age 18 in
the USA.
Coursenvy® www.Coursenvy.com
Unless you have a
specific end date for
your campaign and a
total budget, we just
use the “Daily Budget”
option (with at least
$20/day) and create
campaigns with a start
date but no end date
(we just toggle off
failing campaigns so no
end date it needed).
Coursenvy® www.Coursenvy.com
Click the “Next” button
to move on to editing
the “Ad Groups” level.
Coursenvy® www.Coursenvy.com
Step 3 → Ad Group Details
Coursenvy® www.Coursenvy.com
From my research with 500+
Coursenvy marketing clients, I
see the best results from using
the “Autobid” strategy and
Automatic “Frequency cap”
(how often your ads are shown).
Coursenvy® www.Coursenvy.com
Step 4 → Targeting
Coursenvy® www.Coursenvy.com
Step 4 → Targeting → Demographics
Coursenvy® www.Coursenvy.com
Audience Size
Coursenvy® www.Coursenvy.com
Step 4 → Targeting → Devices
EXAMPLE:
If you are promoting a mobile
video game app install that only
works on iOS devices, make sure
to select those devices you want
your ad to ONLY appear on.
Coursenvy® www.Coursenvy.com
Step 4 → Targeting → Custom Audiences
Coursenvy® www.Coursenvy.com
Look-alike Audience Hack
Coursenvy® www.Coursenvy.com
Step 4 → Targeting Features
Coursenvy® www.Coursenvy.com
Targeting Features → Keywords
Coursenvy® www.Coursenvy.com
Targeting Features → Follower look-alikes
Coursenvy® www.Coursenvy.com
Targeting Features → Follower look-alikes
EXAMPLE:
I searched for and selected
“@Entrepreneur” to target
Follower look-alikes similar to
this Twitter account (i.e. my ad
will target entrepreneurs and
business owners).
Coursenvy® www.Coursenvy.com
Targeting Features → Interests
Coursenvy® www.Coursenvy.com
Placements
Coursenvy® www.Coursenvy.com
Placements
This is an area you can split test, but we see the best
return on ad spend for our clients by selecting all of these
Twitter ad Placement options.
Coursenvy® www.Coursenvy.com
Step 5 → Creatives
Finally, we need an ad
“Creative” to appear for
this Twitter ad campaign.
Coursenvy® www.Coursenvy.com
You can choose from Organic,
Scheduled, or Promoted-only
Tweets.
Coursenvy® www.Coursenvy.com
To create a
Promoted-only Tweet,
click the “Create Tweet”
button.
Coursenvy® www.Coursenvy.com
Clicking the “Create Tweet” button will open this
“Tweet composer” page in a new tab.
Coursenvy® www.Coursenvy.com
Compose your Tweet with
up to 280 characters of
text and media.
Coursenvy® www.Coursenvy.com
Carousel Ads on Twitter
Ad Source: https://business.twitter.com/en/advertising/carousels.html
Coursenvy® www.Coursenvy.com
When selecting your media (photo, video, or carousel)
you will be prompted to choose a Destination
(Website, App, or None). We want our target audience
to go navigate to our course landing page, so we select
Website. You will then need to add a Headline and
URL to your Media.
Coursenvy® www.Coursenvy.com
You can also choose “None” and just include the link in
your Tweet.
Coursenvy® www.Coursenvy.com
Once your Tweet is ready,
click the “Tweet” button.
Coursenvy® www.Coursenvy.com
Your new Promoted-only Tweet
will now appear on the Creatives
page of your Twitter ad creation
page. Select the checkbox next to
this Promoted-only Tweet.
Coursenvy® www.Coursenvy.com
Step 6 → Campaign Review
Review (Edit if
needed) and Launch
your Twitter ad
campaign!
Coursenvy® www.Coursenvy.com
View Twitter Ad Results
➢ Review your campaigns results and toggle off poor performing ad campaigns at ads.twitter.com
Coursenvy® www.Coursenvy.com
Split Test
Twitter Ads
Coursenvy® www.Coursenvy.com
Split Test
➢ Change one variable at a time in each ad campaign to see what gets the best results.
EXAMPLE VARIATIONS: Split test your Creatives, Tweet text, images, videos, Ad Group
targeting, placement, etc.
PRO TIP: Simply duplicate your campaigns to make split testing easier (plus each campaign will
have the same test budget)! In the duplicate campaign, edit a SINGLE variable to split test to see
which ad performs better. Never assume you know best… test at least 2+ variations with each
campaign until you get the best results!
Coursenvy® www.Coursenvy.com
https://ads.twitter.com/ads_manager
Coursenvy® www.Coursenvy.com
After running your ads
for 3-7 days (or once you
reach 1,000 impressions
for each split test) I will
check the results on the
Ads tab.
Coursenvy® www.Coursenvy.com
The first metric I review
is the “Cost per result”.
Since these are identical,
the next best is “Results
rate”. As you can see the
first split test campaign
got 6.95% Engagement
Rate, so I will toggle off
the losing ad.
Coursenvy® www.Coursenvy.com
EXAMPLE: Split Test → Targeting
Coursenvy® www.Coursenvy.com
View which Interests got the best results by navigating to your Twitter Ads
Manager page and selecting the checkbox for your Campaign, then clicking the
Audience tab, then clicking Interests in the left sidebar.
Coursenvy® www.Coursenvy.com
Split Test During Twitter Ad Creation
We prefer creating duplicate Campaigns with a single Ad Group and then we edit one variable
per campaign. This creates a true split test with an equal campaign budget for each variable we
test. As you can see there are several ways to do the same split testing!
Coursenvy® www.Coursenvy.com
Remember to only test ONE
variable at a time! So the Ad
Groups should be identical, except
PRO TIP:
for ONE variable so you can easily
Use
identify which variable equals the
detailed Ad
best results for your Twitter
Group
campaign split tests.
naming for
easy
For example, in Ad Group #1 we
reporting
are targeting Follower look-alikes
analysis.
for the account @entrepreneur. In
Ad Group #2 we are targeting the
Interest → Startups.
Coursenvy® www.Coursenvy.com
Types of Twitter Ads
Coursenvy® www.Coursenvy.com
Types of Twitter Ads
Coursenvy® www.Coursenvy.com
Campaign Objective
Coursenvy® www.Coursenvy.com
Campaign Objective → Tweet Engagements
You only pay when users you target ENGAGE with your content! Use this ad type when you want to:
Coursenvy® www.Coursenvy.com
Tweet Engagements
Engagement = Total number of times a user interacted with a Tweet. This includes clicks
anywhere on the Tweet (i.e. link clicks, card clicks, hashtag clicks, embedded media clicks,
username clicks, profile photo clicks, or Tweet text expansion), retweets, replies, follows, or likes.
Coursenvy® www.Coursenvy.com
Tweet Engagements
Coursenvy® www.Coursenvy.com
Campaign Objective → Video Views
➢ Promote your videos (and GIFs) to reach a targeted audience of your choice.
➢ Your videos will autoplay when users scroll (encouraging users to click).
➢ With this ad, you only pay for the number of promoted video views.
Coursenvy® www.Coursenvy.com
Campaign Objective → Reach
➢ Use Reach ads to promote your Tweets that are meant to raise awareness of your brand and
brand's message… i.e. the “internet billboard”!
➢ This ad is focused on number of impressions (CPM)... showing your Tweet to the maximum
number of people! You pay per 1000 impressions.
PRO TIP: The average sale takes 7 touchpoints with a customer (i.e. a user seeing your ad or
content 7 times before they take action! To speed up my touchpoints, I start with brand
awareness ads targeted at a totally new audience relevant to my brand, then retarget them with
Website Click ads, then retarget this warm Twitter Audience until they convert!
Coursenvy® www.Coursenvy.com
Campaign Objective → Website Traffic
➢ Use this ad to promote your Tweets to people who will visit your website and take
action/convert (i.e. sign up for your newsletter, read a blog post, make a purchase, etc.)
➢ You can also track Conversion Events on your website via this ad objective and by creating
“Twitter Conversion Tracking Events”:
https://business.twitter.com/en/help/campaign-measurement-and-analytics/conversion-tracking-for-websites.html
Coursenvy® www.Coursenvy.com
Select Website Traffic Goal
➢ Select your “Website Clicks” objective Goal via the menu on the Ad Groups page.
➢ Site Visits = Get people to visit pages on your website.
➢ Link clicks = Get people to click on the link to your website.
➢ Conversions = Get people to visit and take an action on your website.
Coursenvy® www.Coursenvy.com
To track a specific Conversion
Event (i.e. Purchases) with a
Website Traffic ad, under the Ad
Group → Delivery section, select
“Conversions” for the “Goal”.
Coursenvy® www.Coursenvy.com
Campaign Objective → Pre-roll Views
➢ While “Video Views” ads promote your own video that you want more views for, “Pre-Roll
Views” ads are your short video ads that run before videos by popular Twitter users and
publishers.
➢ Think of these more like a short TV commercial that run before other user’s videos play.
➢ Your videos will run alongside premium Twitter video content and you just pay for the
number of pre-roll views.
Coursenvy® www.Coursenvy.com
Campaign Objective → Followers
➢ Grow your Twitter account followers with this ad type! You pay only for each follower you
gain.
➢ More followers means more people seeing your Tweets… which means more people to
Retweet, engage, and share your Tweets with others!
Coursenvy® www.Coursenvy.com
Campaign Objective → App Installs
Millions of users from around the world access Twitter daily and about 80% of them do so from a
mobile device!
Mobile app promotion enables advertisers to target these users to drive cost-effective app
installs and engagements!
Coursenvy® www.Coursenvy.com
App Installs
➢ Use these ads to promote your Tweets to an audience likely to download your app.
Coursenvy® www.Coursenvy.com
Make sure to only target the
correct mobile devices for the
type of app you are promoting.
Coursenvy® www.Coursenvy.com
Campaign Objective → App Re-Engagements
➢ This ad is for re-engaging audiences (typically existing users) to use your app again.
Coursenvy® www.Coursenvy.com
Ultimate Guide to Twitter Marketing
Learn how to use Twitter as a marketing tool to build brand awareness and boost conversions.
Download our free Ultimate Guide to Twitter Marketing at:
https://www.coursenvy.com/post/twitter-marketing
Coursenvy® www.Coursenvy.com
Coursenvy® Copyright © Coursenvy. All rights reserved. www.Coursenvy.com