Advertising on Twitter is new. Which is why many people are confused about how it works. To add to this, many people are unclear on how Twitter works in the first place so this doesn’t make it any easier. In this post we will cover how you can advertise on Twitter. We will also do our best to clarify any necessary terminology and tell you how to incorporate it into your overall social media advertising strategy.
Pick your Twitter Advertising Medium
There are three main ways to advertise on Twitter, each of these is based on a different medium. The three types of Twitter advertising are Promoted Tweets, Promoted Trends and Promoted Accounts.
Twitter Promoted Tweets
Have you ever felt like you put out a really great Tweet but it didn’t get the exposure you wanted. It can be frustrating, right? You put all this time into a blog post and then no one even notices. Well, now you can ensure that Tweet sees a larger distribution and gets noticed.
Creating a promoted Tweet is easy. Simply send a Tweet to your followers and then promote it. Promoted Tweets appear as content in Twitter search results. However, Twitter is now testing adding promoted Tweets in the actual news feed stream.
Promoted Tweets appear in search results when a user searches for a keyword that you have bid on. In this way, they are very much like paid search ads. The difference is that Promoted Tweets are offered on a Cost-per-Engagement basis. But just like PPC, you only pay when someone performs an action.
According to Twitter, “You only pay when a user Retweets, replies to, clicks on or favorites your Promoted Tweet. Retweeted impressions by engaged users are free, and can amplify the reach and cost-effectiveness of your campaign many times over.
This is an exciting new form of media spend that can be leveraged to promote social campaigns and great content.
Twitter Promoted Trends
A trend on Twitter is a group of Tweets that center around a certain hashtag or theme. Conversations are rampant on Twitter and now Promoted Trends allow businesses to align with these conversations.
When a business advertises on a Promoted Trend they are automatically placed at the top of a trending conversation. Let’s see what that looks like.
Here we see that MyWeather is running an ad on the Hurricane Irene Promoted Trend. This Tweet is listed at the very top of this vibrant Twitter Trend.
According to Twitter, “Because of this placement, a Promoted Trend gets massive exposure and is ideally placed to kickstart or amplify a conversation on Twitter and beyond. The most successful Promoted Trends give users something new and exciting to discover, while playing to a theme they recognize because of existing or latent interest from elsewhere.”
Twitter Promoted Accounts
Twitter Promoted Accounts may be the most straightforward of the Twitter advertising mediums. Think of it like a Facebook page “Like” campaign, but in order to get Twitter followers instead of Facebook Likes. When you place one of these ads your Twitter profile will be suggested to other accounts as “Who to Follow.”
“Promoted Accounts highlight your account to users most likely to find it interesting. Twitter looks at your account and followers to identify similar accounts and similar followers, for amazing accuracy” – Twitter.
Building a large Twitter following was very difficult in the past. But with this new advertising medium you can bring much more exposure to your account. Furthermore, with Twitter Analytics and a little help from Google Analytics, you can measure your ad performance.
Want to get started with Twitter ads? Contact SEO Inc. today.