Twitter Ads

What Are Twitter Ads and What Are the Advantages of Advertising on this Platform?

November 2021

Advertising on social media is one of the most useful forms of paid digital advertising. Businesses readily chose these ads when creating and implementing their advertising strategies.  


There are many reasons why companies chose these ads. For one, they offer incredible results and allow you to reach your target audience in a direct way. However, each social media platform is a little different, both in terms of format and in terms of how people utilize it. Here, we will focus specifically on Twitter Ads.


Have you considered using Twitter as an advertising platform? Read on to see if it would be a good fit for your brand! 


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Twitter Ads


What Are Twitter Ads?

Advertising on Twitter via Twitter Ads allows you to reach a huge number of people around the globe. The goal of launching a promotional campaign on Twitter is to increase the reach of your posts. However, it also allows you to segment your ads so that you reach your target market. Thanks to the platform's ability to segment audiences extremely well, you can focus on getting in touch with your audience instead of everyone and anyone on Twitter.


Although all Twitter Ads are tagged with the phrase, “promoted” they look like every other non-sponsored tweet. They work similarly to advertising on Google Ads. However, instead of establishing pay/cost per click (PPC/CPC respectively), a ‘cost per engagement’ (CPE) formula is implemented. This simply means that you only pay when users interact with an ad. In other words, when a user clicks on it, expands it, retweets it, favorites it, or responds to it. 


Types of Twitter Advertising Campaigns

Twitter is a worldwide social network where any business can find their target audience. For this reason, there are different kinds of campaigns that you can opt for. Before deciding on anything, you should clearly identify and analyze your business goals. Then, you will be able to increase your ROI (return on investment) by the end of the campaign. Nevertheless, here are some options to take a look at.

  • Increase followers: if you wish to be seen more on Twitter and increase your number of followers, this is the type of campaign you’ll want to use.
  • Increase clicks to your website/make conversions: if you plan to use Twitter as a means of generating more visits to your website or to increase your conversions, this campaign is the one for you.
  • Increase interactions: this campaign is best if your plan is to increase brand awareness and make some noise online.
  • Increase downloads or use of an app: if you have an app that you want users to either know about or use more, this campaign is your best bet.
  • Lead generation cards: these cards allow you to get leads on Twitter so that you can create targeted promotional campaigns. This type of campaign is a good way to obtain users’ emails as they will not have leave the platform in order to give you their contact information.
  • Video playback: this campaign is ideal for launching video content on Twitter and also holds the most potential for going viral.
  • Personalization: this is a popular type of campaign because it allows you use the options that best suit your brand. It’s perfect for advanced users or for businesses that want to combine different options. 



The Top 5 Advantages for Using Twitter Ads

You’ve likely heard a lot about the advantages of social media when it comes to marketing and advertising. That said, let's take a look at want the advantages of Twitter Ads campaigns.


Twitter’s characteristics include some pros which other social media platforms either don’t have as much success with or don’t have at all.

  • Immediacy: Twitter is the ‘microblogging’ social network and is primarily characterized by its short messages. On Twitter, the here and now is what’s important. Therefore, assuming everything is well-planned, results come quickly.
  • Effective for achieving business goals: thanks to the different types of campaigns offered by Twitter Ads (in addition to its massive network of users) it’s quite easy to identify attainable business goals and then achieve them with the help of Twitter Ads. As an added bonus, you can also measure the progress of your ads with the help of the statistics provided.
  • User integration: even though advertised tweets are tagged with the word “promoted” (which is clearly visible among organic tweets), they are seamlessly integrated within a user’s timeline and offer the same reaction options as non-promoted tweets (e.g. retweet, like, etc.)
  • Multi-display and mobile version: Twitter allows for a great viewing experience regardless of the screen size or type. It's also perfectly optimized for cell phones. This is extremely relevant today and will continue to be in the future because every day more and more people use their phones instead of their computers.  
  • Better CTR: various studies have concluded that Twitter Ads have a better CTR over time. Compared to the rest of the social media networks, Twitter Ads seem to be more effective. This could be due to the fact that there are less companies taking advantage of Twitter than there are on other social networks, which are already quite saturated. 


Best Practices for Increasing ROI With Twitter Ads

Your ROI allows you to measure the efficiency of any advertising investment and Twitter Ads is no exception. Advertisers want to get the best results too, so there are many recommended practices for implementing your Twitter Ads strategy. Let’s go over some of the elements you should keep in mind.

  1. The ‘now’ of social media. What’s important with Twitter is the here and now. Take advantage of this immediacy and include, for example, mentions of current events. These can be anything from more serious news to lighter, pop cultural events. Additionally if you post offers that ‘only last for a few more hours’ or breaking news, the ROI of your Twitter Ads will increase.

  2. Power in numbers. Although "twenty" and "20" are exactly the same thing, visually speaking, the number itself has more power (even more so if you’re referencing a discount or a percentage of a discount). The recommendation is to always use this option. It also allows you to use fewer characters and, needless to say, carefully choosing each character on Twitter is important.

  3. Novelty makes magic on Twitter. If something is new, there’s a much bigger chance of it doing extremely well if you're using Twitter Ads. Therefore, make sure to keep your audience in the loop when you talk about anything new and exciting!

  4. Everyone likes to win. Practically everyone likes to try their luck to win the lottery, a raffle, a contest, etc. On Twitter, these types of posts are also well received. So if your business goals fit with this type of campaign, don’t hesitate to do it.

  5. Questions and/or polls. Another helpful Twitter tool is any type of general question or poll which requires a response on the user’s part. This generates interaction and engagement and can help achieve your business’s objective(s) and increase your overall brand awareness.

  6. A picture is worth more than a thousand words with Twitter Cards: Twitter allows you to integrate more formats than just text with the help Twitter Cards. With Twitter Cards, you can include any necessary information to improve engagement or increase the ROI of your ad. Tweets that have extended formats get 52% more retweets and 313% more interaction.

Everything we have gone over in regards to Twitter Ads is just the tip of the iceberg when it comes to what you can do to increased brand awareness and fulfill your business goals. Social media isn't the future, it's the present. Make sure to take advantage of its power!


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