Many businesses already know that when it comes to social media, paid advertising is the way forward. If you can achieve a high level of engagement and lead generation with your content organically - great! On networks like Twitter, however, even allocating a small advertising budget will really give your campaign the boost it needs be successful.
Not sure where to begin? We’re here to give you a hand. Here are our 5 top tips for building a winning Twitter advertising campaign:
1. Know your Key Progress Indicators (KPIs)
Before you begin your campaign it’s important to figure out what you want to achieve. Fortunately, Twitter’s advertising platform allows you to choose between a list of campaigns optimised differently for specific goals. Whether you want to increase your followers, get clicks on a particular link or encourage retweets, Twitter has an option for it. Knowing your KPIs is the most important first step for any advertising campaign, so have a think about your goals before proceed.
2. Target the right audience
Identifying and targeting the right audience is key to success, no matter what you’re trying to achieve through Twitter advertising. You want to make sure that the right people are seeing your adverts, so consider who might be interested in your product or service. Twitter advertising allows you to target people based on a number of demographics, including location, gender, language, interests and behaviour, so you can design as specific an audience as you like.
3. Be creative
The fact that Tweets can only be 140 characters long doesn’t have to be a problem! In fact, it should encourage you to be as succinct and as creative as possible. How about including an engaging picture, a link to an article, or creating a poll? These are all innovative ways of including extra information and encouraging your audience to get involved with your campaign, rather than just scrolling by.
4. Get experimenting
Twitter doesn’t just allow you to promote multiple tweets within one campaign, it actively encourages it. Make the most of this feature by testing out a few different tweets to figure out which works best for your business. It may be that you aren’t sure whether articles or photographs get the most engagement, or you would just like to test a few different tones of voice. Whatever it is, experimenting with your adverts is the best way to figure out the most successful approach.
5. Understand your metrics
Once your Twitter advertising campaign is up and running the next step is to track its success. There are a few key metrics to consider, which you can track via the Twitter Ads dashboard. You’ll be able to view how many impressions your tweets have made, the results rate (e.g. the link click rate), and the cost per result, meaning that you can alter your campaign accordingly. For instance, if it’s costing you £1.50 per follow, you should probably consider tweaking your target audience. Twitter also gives you the opportunity to implement conversion tracking via website tags, so you can monitor the number of site visits, purchases and downloads which come directly from your promoted tweets.
So, are you ready to win at Twitter advertising? If you need any help, the Bigg team is just a phone call away.