Getting Started with Twitter Ads

This week Matt Umbro (@Matt_Umbro) came up with yet another great question set titled “Getting Started with Twitter Ads.” The following is the transcribed Streamcap from the live chat:

Q1: Have you used Twitter Ads before? What have your experiences been?

  • Yes! Having good success generating leads for clients w/social & content strategy in place. – Melissa Mackey (@Mel66)
  • Used it, yes, but not a lot. Worked great for getting new followers. – Robert Brady (@robert_brady)
  • Yes, I use them frequently, but only if there are solid content and/or campaign strategies in place first. – Nate Knox (@nateknox)
  • Yes, very succesful for driving sign-ups associated w/ a contest or event. Not so much for acquisition or direct ROI. – Mat Wilkinson (@WilkinsonSEM)
  • Yes – use Twitter ads quite a bit. Primarily for B2B lead gen and targeting users at conferences. – Joseph Drury (@drurytheelder)
  • Twitter ads have their function, but can be crazy expensive, especially compared to other optionc/tactics. – Nate Knox
  • I’ve tried a little bit of Twitter Advertising – but am looking to the community to guide me! – Matt Umbro
  • Yes, early adopter…but recently I’m a bit rusty. – Heather Cooan (@HeatherCooan)
  • Have used a little. Not bad for boosting general awareness & working with social posting strategy, not much direct lead gen. – Timothy Jensen (@timothyjjensen)
  • As a PPCer, the CPA can be shockingly high on Twitter. I’ve had more luck using AdWords to increase followers than Twitter. – Nate Knox
    • Especially since we can use sitelinks to send people to our Twitter page. – Matt Umbro
  • Used Twitter ads. I’ve been experimenting with how to use them to propel content. Don’t need a crazy budget for good results. Promoted accounts seems to be OKAY, but it’s pretty costly. I wouldn’t recommend using it. – Tyler Hakes (@TylerHakes)
  • Twitter lead gen cards are the best option for lead gen – makes initial touch point very easy. – Joseph Drury
  • Can’t sell anything, but did free webinar signups great. Promoted account worked good. – Elizabeth Marsten (@ebkendo)
  • Yes. Only for personal so far, not agency clients. Good for targeted awareness, need to see how much it can scale. – Sean O’Rourke (@sean_orourke)
  • Have you compared cards vs driving traffic to a landing page? Would be interested to see conv data. – Tyler Hakes
  • I see Twitter Ads as an initial touch point in the conversion funnel – introduce to your brand and then nurture. – Matt Umbro
  • For eCom, definitely top of funnel channel. For lead gen we’ve actually had pretty good last click conversion activity. – Heather Cooan
  • I would also look at it for earned media potential. Seed content through promoted tweets. Optimize for RTs. – Tyler Hakes
  • We ran promoted tweets for a charity client’s event. Drove great retweet/follower volume but not sign ups. – Sam Vandermark (@SammiVandermark)
  • I’ve been looking for a “tipping point” budget that can maximize earned media return on promoted tweets. – Tyler Hakes
  • Yes, 9 months of experience. Client is a large cable provider. Works wonders to drive engagement/convo’s. – Kyle Golembiewski (@kylegolem)

Q2: What are your goals for Twitter Ads? Sales, conversions, followers, anything else?

  • Lead gen, reach influencers, generate awareness, amplify social efforts. And that’s for clients who are doing remarketing. – Melissa Mackey
  • Initial touch point leads (email capture), webinar signups and in person meetings at conferences. – Joseph Drury
  • Contributing to overall sales/leads volume, but also establishing another means for superior customer service & engagement. – Dave Rosborough (@daverosborough)
  • Earned media (again) is huge. Especially for smaller brands, increasing reach is usually necessary. Obv, those are only first-line metrics — everything needs to be tied to a business metric like leads. – Tyler Hakes
  • Usually to simply give a strong strategy a bigger microphone to specific audiences. Lead gen, sales, etc are tertiary. – Nate Knox
  • Promoting on-site content to a relevant audience (blog posts, etc.). – Timothy Jensen
  • My goal with Twitter Ads is also to act as an ancillary source of PPC traffic once Google and Bing have been saturated. – Matt Umbro
  • I also use it as a form of outreach. Use ads to build relationships. Use that audience. A LOT of copromotion (with TW’s permission). – Nate Knox
  • I would also say that Twitter Ads won’t work if the client doesn’t actively monitor the account and engage with users! – Matt Umbro
    • Don’t advertise on social media across the board unless you’re willing to take time to engage. – Timothy Jensen
  • I suppose Twitter, and other social networks, would be a great place for a polls, feedback, etc as well. – Dave Rosborough
  • For clients that get branding, using ads with cards is a great way to increase brand presence, messaging, perception. It’s awesome. – Nate Knox
  • Followers are only useful if you’re ready and armed with engaging tweet content that drives to action. – Sam Vandermark

Q3: What features (content, call to action, etc) make great Twitter Ads? Why?

  • Great photos are ESSENTIAL. Increase engagement by leaps and bounds. – Tyler Hakes
    • Agreed – But you do pay for clicks on them. – Joseph Drury
      • Yes. Definitely leave a reason to click through. If your photo says it all, you just pay for that click & lose opp. – Tyler Hakes
  • Images can increase engagement 10x or more, but remember you pay when someone clicks. Can lose site traffic. – Melissa Mackey
  • We all already know it, visual = higher engagement. Use those Cards! Twitter CTAs generally act the same as other PPC for me. – Nate Knox
  • Make photos engaging and eye-catching, but leave a reason to click-through if you’re promoting content/link. – Tyler Hakes
  • Don’t necessarily make the hard sell, tell a story. – Matt Umbro
  • We found using images got the best ‘engagement’ rate compared to text-only tweets. – Sam Vandermark
  • Link, hashtag, call to action, question, photo, offer, actionable insight, fresh info on a current event, client testimonial. – Chris Haleua (@chrishaleua)
  • Also taking a contrary view can grab attention: “People say this, but what about this?” – Melissa Mackey
  • I’ve had luck on hashtags if you can tie your product or service into the conversation. – Heather Cooan
  • As with all ads, the copy is huge, too. Even slight variations can make an ad pop off of a crowded timeline. – Tyler Hakes
  • The more clickable stuff in your tweets (hashtags, photos) the higher the engagement, BUT can depress site clicks. Use/wcaution. – Melissa Mackey
    • Agree, but the ‘shareability’ of tweets with images is so much more that your eCPE is often reduced. – Sam Vandermark
      • Yes. Depends on your goal though. If lead gen, can pay for a lot of engagement that doesn’t convert. – Melissa Mackey
        • Definitely! Just highlights the need for clearly defined targets otherwise response can be diluted, and expensive. – Sam Vandermark
  • I once promoted a response to a customer who had a negative experience. The engagement rate flew off the charts. So many RTs! – Nate Knox
  • Mini rant, but I can’t stand when brands use hashtags longer than 15 characters – leave room for your followers to speak! I don’t care about your witty hashtag that I’m probably going to forget in 5 seconds! – Matt Umbro
  • This may seem like a no-brainer, but a nice and refined profile is also important. High res images, prev. engagement, etc. – Dave Rosborough
  • If you can call it a feature, generating awareness in expensive niches for a fraction of AdWords CPC. If you can call it a feature, generating awareness in expensive niches for a fraction of AdWords CPC. – Seam O’Rourke
  • Remember that the “engagement rate” metric on Twitter ads can be misleading. Figure out a metric to monitor (link clicks, RTs, etc) and then OPTIMIZE against that metric. Don’t optimize against generic “engagement rate”. Wasted $. – Tyler Hakes
  • #hashtags, no questions. In terms of copy, I put a lot of credence in social economics mixed with personal calls to action. – Leo Sussan (@lsussan)

Q4: How do you target your tweets? Or, how would you ideally like to target your tweets?

  • We are B2B so we target industry organizations and influencers (if known). Also, Twitter target reccos aren’t too bad. – Melissa Mackey
  • Remarketing would be my primary target audience. – Andrew Bethel (@AndrewPPC)
  • Meet the audience wherever they are, whether that be targeting other accounts, keywords they are using, device or place. Targeting is a hodgepodge, just like other PPC avenues. – Nate Knox
  • So far, mostly targeted followers of sites/blogs relevant to promoted tweet content. – Tyler Hakes
  • I’ve tried keywords in the past, what else has everyone done? – Matt Umbro
  • Target followers of competitors, partners, industry organizations, etc. Also, at conferences, target official hashtag. – Joseph Drury
  • Never tried keywords. Seems like there’s way too much potential to waste money there. – Tyler Hakes

Q5: Where have you seen the greatest success, Promoted Accounts, Promoted Tweets, or Promoted Trends? Why?

  • Want to try look-alike targeting to find others similar to followers or CRM match for exclusions. – Chris Haleua
  • The most success I’ve seen lies heavily in the hands of Promoted Tweets. Promoted Trends are a HUGE waste of money! Stay away! Depends on the goal. If you just want to increase followers and brand perception. Promoted Followers is great, but it will cost you. – Nate Knox
  • Promoted tweets – depending on what the tweet is. If it’s a free something or not. – Elizabeth Marsten
  • Promoted tweets in my experience. You can generate multiple engagements for the price of 1. – Tyler Hakes
  • I’d say Promoted Tweets – puts you at the front of the line with the most real estate (people confuse real estate w/ relevance). – Matt Umbro
    • “Real estate vs relevance” sounds like a good blog post that would be interesting to read. – Chris Haleua
  • In case you all didn’t know… Promoted Trends require a Rep from Twitter and costs involved 5 zeros or more. – Nate Knox
  • Promoted Tweets with cards or images. – Ginny Marvin (@GinnyMarvin)
  • Promoted Tweets, most opportunity to be compelling. – Sean O’Rourke
    • Opportunity, visibility (photos), usually lower costs, and opp for multiple actions from each user. Win-win-win. – Tyler Hakes
  • We’re getting great results from Promoted Tweets with our own marketing. – Brad Flora (@bradflora)

Q6: What are your thoughts on Twitter’s Analytics? Why?

  • If lead gen is your goal – don’t bother. User 3rd party analytics. – Joseph Drury
  • I think it’s fine and fine at showing you social data, but it’s often clunky and drilling down to details is a pain. To me, it’s strong at showing you a high-level look. Take everything else with a grain of salt, like CPA, etc. – Nate Knox

Q7: Ideally, how do you believe Twitter Ads should work to promote your brand?

  • It’s up to each individual brand, but it’s a microphone to reach x% of your audience that’s out of earshot. – Nate Knox
  • Twitter Ads should help to guide your brand’s social efforts and explore new oppurtunities. – Matt Umbro
  • I’ve used TW ads to educate the client who the Real audience was and how they behaved on Twitter, which was WAY off assumptions. – Nate Knox

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  • Coincidentally, @PerfectAudience just released Twitter Retargeting. – Matt Umbro
    • Oh I know 🙂 Hence them getting more of my spend over AdRoll. – Andrew Bethel


More PPCChats

Don’t forget to stay tuned for the next #PPCchat on Tuesday at 12 noon Eastern, 9 am Pacific and 5pm in the UK. Same Chat time, same Chat channel.


Check out the PPCChat Twitter list to see and connect with all current and prior participants.

• Matt Umbro (@Matt_Umbro)
• Paul Kragthorpe (@PaulKragthorpe)
• Andrew Bethel (@AndrewPPC)
• Brad Flora (@bradflora)
• Chris Haleua (@chrishaleua)
• Dave Rosborough (@daverosborough)
• Elizabeth Marsten (@ebkendo)
• Ginny Marvin (@GinnyMarvin)
• Heather Cooan (@HeatherCooan)
• Joseph Drury (@drurytheelder)
• Kyle Golembiewski (@kylegolem)
• Leo Sussan (@lsussan)
• Mat Wilkinson (@WilkinsonSEM)
• Melissa Mackey (@Mel66)
• Nate Knox (@nateknox)
• Robert Brady (@robert_brady)
• Sam Vandermark (@SammiVandermark)
• Sean O’Rourke (@sean_orourke)
• Timothy Jensen (@timothyjjensen)
• Tyler Hakes (@TylerHakes)

Now Twending – Streampcaps

This is a guest post by Paul Kragthorpe; WebRanking SEM Manager in Minneapolis, Minnesota, #PPCChat Streamcap Grabber, SEO Blog Author. Connect with me @PaulKragthorpe, and Google Plus.

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3 Responses to Getting Started with Twitter Ads

  1. […] Getting Started with Twitter Ads, […]

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  3. […] Getting Started with Twitter Ads: Twitter Ads are becoming increasingly popular, but still haven’t quite hit the mainstream in most advertisers portfolio. If you’re interested in getting started or just want to hear what others have to say, check out this week’s PPC Chat streamcap and get the low down. […]

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