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Why Twitter Ads Boost Business & How to Create Them

How to create Twitter ads

An Insider’s Guide to Increasing followers, gaining website traffic, and much more with Twitter advertising

Last week we showed you all the basic elements of setting up and using Twitter.

Now that we’ve looked at how you can market locally with hashtags and how to set up your profile and start tweeting, we’re going to review how you make use of the paid side of Twitter to help grow your business online.

Why use Twitter Advertising?

Twitter ads are a great way to really expand your business reach and get your content in front of your ideal target market.

Twitter has enticed business owners into taking the plunge by making their platform one of the best of the majors when it comes to targeting the right users.

There was a time when Twitter offered much better organic reach as most social media giants have.

They did this to gain market advantage; however, once their user base was established, they monetised their platform by restricting the organic reach, forcing users to make use of their paid option.

So by selected the right interests, key phrases, and demographics you have a very low-cost per click method of reaching qualified leads.

How to Set Up Twitter Advertising

Let’s run through the steps in setting up an ad on Twitter.

First post and schedule your regular tweets and then begin your campaign creation after since your tweets are what you’ll be using in the promotional campaign.

After logging in Twitter click on your profile photo and:

  1. Select Twitter Ads
  2. This will open a new tab that looks like this:

    how to use twitter ads

  3. At the top right you can see where it says Create Campaign
  4. Select Create Campaign
  5. Now you can pick which kind of paid campaign you’d like to try.

    how to use twitter for business

  6. If you’re building up your Twitter account try the Followers campaign type.

    If you’re looking to drive people towards your site and you have the content to reflect that then select Website clicks or conversions.

  7. There are other options for more advanced users such as video promotion and app promotion but we’re going to stick with the most used options noted above.
  8. Once you’ve made your selection, you’ll see your campaign budget information.
  9. Pay close attention to this. Twitter (like most social giants) tends to assume we all have money to burn and will have some big numbers pre-filled. I believe the current pre-filled number is a daily budget of $127.50.

    Set yours to something much lower while you test Twitter Ads out. I suggest $5 a day and a total budget of $25 for a one work week campaign.

  10. Next select your Date Range. Twitter tends to auto-populate this with about a month timeline. For your first trial let’s stick with a 5-day work week as noted above.
  11. After you click through you’ll get to select your “creatives”. These are the tweets you’ve posted that will be used for your campaign.
  12. Select the tweets you posted with the intent of either driving users towards content or your website.
  13. Now you’ll get to start targeting.
  14. When targeting get as specific as you can with what you want in your preferred audience. As stated in point 12, you should select targeting parameters that align with the original intention of your tweet.
  15. Pick locations where you know your content will resonate with users. If you deal locally then promote locally.
  16. Pick the gender of the preferred audience for your campaign.
  17. In the bottom field, you want to spend most of your time.

    Pick interests and key phrases that best identify your preferred audience.

    If your business sells doorknobs then type in doorknobs to start your search. Find interests related to doors. Select any key phrase you know to be relevant to your content on Twitter regarding the sale of doorknobs.

  18. You want to align your audience target with your actual target for the content. If your tweets direct back to your site then be general about your business. Ads targeting a blog or video should be targeted at users who have expressed interest in that precise niche.

    To continue with our established analogy this could mean targeting users interested in brass door handles because you have content you’re promoting that is specifically about brass door handles.

  19. Now click next and you’ll be taken to your ad group bid. If running a lot of ad groups with separate purposes you can set new ad group budget totals here. For now you can leave this as is.

    The second option for target bid vs. automatic bid is more advanced and doesn’t really factor into the success much. Leaving it as Automatic bid is fine.

  20. Now click next and you’re ready to launch!

Use Your Twitter Advertising Metrics for Future Campaigns

Once the campaign has completed its run you can review the performance in this same Twitter ads section.

Look at Impressions but more so Clicks and your Cost Per Click. With Twitter it’s normally very low compared to other services.

If you want to peak at the performance even further please get in touch with us as we can analyse the data and make suggestions to help future campaigns perform better for you.

Thanks for reading,

P.S. New to Social Media and online marketing or find it overwhelming and confusing? Check out Social Blast: eMarketing for Entrepreneurs. It’s a monthly group coaching program for those just starting out or wanting more advanced strategies to help with their online marketing and social media efforts.
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P.P.S. If you found this article helpful, please share it with your Twitter followers:

Why Twitter Ads Boost Business & How to Create ThemClick To Tweet

About the Author, Mark Hare

Mark Hare

Mark has been working in search engine optimization, paid online advertising, content marketing, and usability since 2005.

He has worked with hundreds of clients on a wide range of web based projects and is a strong proponent of white hat SEO techniques and link earning over building.


A Beginner’s Guide to Twitter Fundamentals

Your social media presence is a reflection of your business and often the first thing a potential new client sees.

Today’s post and video look at the importance of including a consistent brand image on Twitter that presents who you are and what you do appropriately.

Clients who see a lot of professionalism in your social media are more likely to contact you if you establish yourself properly online.

Twitter is a great way to reach out to peers too and as we saw in our last post can lead to new work through proper usage and networking so make sure your profile really represents you and your business properly.

The Header Image

Your header image is a 1500px by 500px opportunity to grab a user with your most important offering.
Whether you announce your service, a discount, or present some stats that make you unique from your competitors you have the space to do it so by all means use it.

If you are promoting a splash page with a discount code you can try including that into the header. Text won’t be clickable but you can repeat the link in your bio or feature it in a pinned Tweet (this is a single tweet that when ‘pinned’ will remain at the top of your profile) which will allow the user to click on it.

Combine practicality with creativity so you’re selling yourself but also showing off something visually appealing.

Your Profile Image

A profile image is a small avatar/icon that shows you. Large brands will often use their logo for this which makes sense for them but for small business owners who are the face of the business a great headshot here is advisable.

Having a headshot is even more important if your handle or business name either is your name or includes it.
The ideal size for your twitter profile photo is 400px X 400px.

Many Twitter users have responded they often remember headshots over handles when looking at accounts so you really want to make sure this is an image of yourself you want people to remember.

The more professional your image is the better and it’s always better to smile when you’re hoping to make more connections.

Your Description

This is a short character limited biography section that only allows for 160 alpha numeric characters.
Use this space to note your core offering as well as introduce yourself to your audience. This is your opportunity to say hello but also establish why you have the account. So mention that you provide Service A but also let them know about your interests, say in mountain biking or like me, chocolate!

Be professional and friendly so you exude professional confidence but retain your personality too.
Your Tweets

Now that your profile is set up it’s time to start tweeting! It’s important to seed out tweets that introduce yourself and are consistent in brand and theme with the profile.

You want to do this before you start following other people so they can see you have an active account and won’t appear abandoned.

Set yourself a manageable pace and don’t treat this as a one off. It can be a long, arduous process at first but once you start seeing engagement and building your community you’ll then be more inclined to keep it up.
You can use scheduling services like Hootsuite or Twitter’s own Tweetdeck though there are many. It will depend on which you prefer and by adopting one you can relegate your Twitter time to once a week if that suits your schedule better.

Consistency is the key to retaining and maintaining an audience.Keep it up and in no time you’ll be enjoying yourself and enhancing your business presence while building the know, like and trust factor with your followers.

If you have a Twitter account already please share it in the comments section below or follow me and let me know. If you don’t use Twitter let me know why and maybe we can work your reasoning into a future video.

Until next time,
Susan Friesen

Social Blast for Entrepreneurs

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About the Author, Susan Friesen

10 Critical Questions You Must Ask to Get Maximum ResultsSusan Friesen is the founder of eVision Media, a boutique web development and Digital Marketing firm of over 15 years that specializes in designing, building and marketing professional, unique websites for entrepreneurs, businesses and organizations.

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