(Ebook) Mastering Twitter Ads by Antonio Calero (PDF)

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TWITTER ADS"
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www.antoniocalero.com
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Copyright Antonio Calero, 2014. All Rights Reserved.!
This eBook is in no way authorized by, endorsed by, or affiliated with Twitter
or its subsidiaries. All references to Twitter and other trademark properties are
used in accordance with the Fair Use Doctrine and are not meant to imply
that this book is a Twitter product for advertising or other commercial
purposes.!
DISCLAIMER: Twitter may change the structure and layout of its platform
without previous notice, and thus some of the content of this book may not be
applicable at the time this eBook is being read. The author cannot be held
responsible for content that is not available on Twitter or has changed in
appearance or structure, nor for the results achieved by users in their
advertising campaigns after reading this book, which is intended to be only a
reference manual.!
This eBook has been written and formatted to be used electronically. Please
consider the environment before printing it.!
For more information on this or other Social Media related topics, visit
my website at www.antoniocalero.com
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INTRODUCTION
There is no denying that Social Media is an important part of any marketing
strategy. Every day, companies from all over the world find new ways of
achieving their business goals with the help of their Social Media activities.!
The use of advertising as part of these activities can provide quicker and
better results than if using organic content. Furthermore, advertising
campaigns on Social Media are also a valuable source of insights that could
help in the development of new products and services.!
Most companies restrict themselves to Facebook as their choice of Social
Media for advertisement. However, Twitter also offers an excellent advertising
platform that includes most of the options available on Facebook, with a much
easier interface and in most cases at better rates.!
This eBook is a How to guide for those who are willing to break out of the
norm and try Twitter Ads by make it part of their Social Media Marketing
activities. If you are one of them, you have landed at the right place.!
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Tips and Advice"

In this eBook you will often find some informative boxes providing additional
tips and advice about the topic being explained. A different icon represents
each of them:!
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WARNING"
Contains an important advice that you shouldnt ignore, as
it could affect the outcome of your campaign.!
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IDEAS"
Some suggestions to make your Twitter advertising
campaigns even more effective.!
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FACEBOOK"
Many are already familiar with Facebook advertising
products. These boxes compare a Twitter product with its
Facebook equivalent.
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TABLE OF CONTENTS
INTRODUCTION"............................................................................................3"
TABLE OF CONTENTS".................................................................................5"
WHY TWITTER ADS?"....................................................................................8"
Benefits!..........................................................................................................8!
Limitations!....................................................................................................16!
Applications!..................................................................................................18!
CHAPTER 2"..................................................................................................24"
ACCOUNT SETTINGS".................................................................................24"
Billing History!...............................................................................................24!
Payment Methods!........................................................................................25!
Setup Credit Card Payment!.........................................................................26!
Pay Amount Due!..........................................................................................27!
Account Settings!..........................................................................................28!
Edit Access to Account!.................................................................................29!
Switch Accounts!...........................................................................................31!
CHAPTER 3"..................................................................................................33"
CREATING A CAMPAIGN"............................................................................33"
Types of Campaigns!....................................................................................34!
General Settings!..........................................................................................38!
Primary Targeting!.........................................................................................39!
Audience Location!........................................................................................50!
Placement!....................................................................................................50!
Excluding Audiences!....................................................................................51!
Platforms!......................................................................................................52!
Restrictions!..................................................................................................54!
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Tweets / Creative!.........................................................................................55!
Budget!..........................................................................................................57!
CHAPTER 4"..................................................................................................60"
TYPES OF CREATIVES"...............................................................................60"
Tweets!..........................................................................................................60!
Cards!............................................................................................................63!
CHAPTER 5"..................................................................................................70"
TAILORED AUDIENCES"..............................................................................70"
Website Visitors!...........................................................................................70!
Lists!..............................................................................................................75!
CHAPTER 6"..................................................................................................80"
TWEET ACTIVITY"........................................................................................80"
Tweet Activity!...............................................................................................81!
Followers!......................................................................................................84!
Twitter Cards!................................................................................................86!
CHAPTER 7"..................................................................................................91"
CAMPAIGN ANALYTICS".............................................................................91"
Dashboard Description!.................................................................................91!
Detailed Reports!..........................................................................................96!
Audience Segments!.....................................................................................99!
Interactive Chart!.........................................................................................101!
Detailed Information!...................................................................................102!
CONCLUSION"............................................................................................105
OVERVIEW
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CHAPTER 1
WHY TWITTER ADS?

Any marketing strategy that is implemented without a clear goal definition will
be a total waste of time and resources; and running ads on Twitter is not any
different. Thus, before developing any advertising campaign on this Social
Media network, it is important to know its advantages and limitations as well
as have a general idea of its offerings. !
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Benefits"
Twitter Ads includes many features available in other online advertising
platforms, as well as additional ones that are exclusive. The combination of
both provides a list of interesting benefits.!
Easy to use interface"

Google AdWords is a powerful platform but its main interface is somewhat
complex and requires a lot of time and practice to be mastered. Facebook
Ads offers an easier tool, but the ad creation process involves several steps
and constant revision of all the settings, especially if you change any element.!
Twitters interface to create and manage ads is much simpler, allowing you to
create campaigns within one single Page while including many of the great
options available in Facebook and Google AdWords.!
Target users based on the accounts they follow"

While on Facebook you can target users based on a Pages name, this is not
an accurate technique. To start with, Facebook offers this option through
Interest Targeting, where it considers users who have expressed an interest
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in the keywords you are selecting. In this case those interests would be the
name of that Page.!
For example, you could choose Social Media Examiner as an interest. Most
of the users that like Social Media Examiners Facebook page will obviously
be considered as your target audience. However this may also include users
who do NOT follow Social Media Examiner:!
If they have mentioned these words in their status updates!
If they have engaged with any content from the Page!
If they have recently stopped following that Page!
Furthermore, Facebook usually considers only active users. This means, a

follower that does not interact often with that Pages content may not be
considered in your targeting.!
On the contrary, Twitter allows you to target those exact users that follow a
particular account. This provides a more accurate targeting, especially if you
want to reach the same audience as your competitors, or if you are unsure
about the types of interests your target audience could have.
Be careful when selecting this type of targeting: you really

dont know how those accounts have built up their list of
followers, nor the quality of them.!
For example, if they used a promotion with a prize not
related to their industry, they may have many low quality
followers that are not really interested in those companies
message, but rather started following them as a way to win
that prize. Targeting those users in your campaign will burn
your budget quickly and not provide good results.
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Target by keywords"
Using a keyword targeting you can reach users who have recently used those
terms on their tweets or have interacted with tweets containing those words.!
Twitter uses a similar approach to Google AdWords, where it is possible to
choose between the following keyword variances:!
Broad: Includes variations of the selected keywords (e.g.: typing

errors, synonyms, etc.)"
Exclusion: Avoids certain keywords!
Phrase: Maintains the exact order and spelling of the selected words"
When selecting keywords, you could also consider trending

topics and hashtags that are related to your industry. Just
include the whole term with no spaces (as users do), but
without the hashtag symbol.!
For example, if you want to target the topic
#SocialMedia2015, use the keyword socialmedia2014
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No text limit on images"
Facebook has a very strict policy for images used on ads, which cannot
include more than 20% of text. This could be a bit of a hassle in some cases
where you would like to include a clear message, your brand logo or call to
actions as part of that image.!
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Twitter does not have this limitation, and your images can include as much
text as you need, as you can see in the following example.!
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Target people engaging with TV shows"
Many TV shows use Twitter as a way to generate further engagement with
their audiences. They ask viewers for their opinion on debates, voting in
reality shows, polls, ideas, and many other applications.!
If you know your target audience is very likely to follow a particular TV show,
you could use Twitter to target those users. Facebook does not offer this type
of targeting, and the closest would be using the name of that TV show as an
interest of your target audience which as Ive explained before, may not be
very accurate. !
Extra content"
Many criticize Twitters restriction of 140 characters and use it as an excuse
to focus only on other platforms to run their advertising campaigns. However
this assumption is not 100% accurate, and although its true that the text
associated to an ad is limited, the use of Twitter Cards as an ad allows
including extra content beyond those 140 characters.!
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This content could be extra text, an additional visual content, further links to
your website, call to action buttons, etc.!
At the moment, Twitter offers the following types of cards:!
Summary Card: Displays a short preview of the content linked,

including a small thumbnail!
Summary Card with Large Image: Similar to a Summary Card, but

including a larger image!
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Photo Card: A Card displaying a single photo !
Product Card: A Card optimized to display product information!
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Gallery Card: A Card highlighting a collection of four photos!
App Card: A Card with details about an app for mobiles, including a
link for a direct download!
When using an App Card as part of an advertising

campaign, make sure your ads are targeted to devices
compatible with your app and App Store.!
For example: if you are promoting one app located on
Apples iTunes, then target only users on iOS devices.
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Player Card: A Card providing audio streams or video clips!
Besides these there are two additional cards designed specifically for
advertising purposes (we will explain them in detail in Chapter 4):!
Website Card: A Card designed to drive traffic, including a medium

sized image and a call-to-action button!
Lead Generation Card: A Card designed to capture email leads

directly on Twitter!
Using any of these Twitter Cards as your ad is a great way to get attention
from users, making your message more evident in their feeds.!
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Seamless lead generation"
One of the best applications of Twitter Cards is that it generates leads directly
on Twitter, without requiring users to stop their Social Media experience by
visiting your website, filling a form, etc.!
Behavioral analysis has demonstrated that the longer a process takes or
the more steps it involves the lower the user engagement. In fact, on each
additional step there will always be users who drop off the process.!
Using a Lead Generation Card in your ad allows you to collect names and
email addresses directly on Twitter, without requiring those users to go
through additional steps on other websites (as it happens on Google
AdWords or Facebook Ads), and thus maximizing the conversion rate of your
campaign. !
This two-step process combined with the user qualification

makes Twitter one of the most effective platforms to
generate leads online. However, you should remember that
the most important element of a lead generation campaign is
providing some value to users in exchange of their contact
details.
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Dedicated Account Manager"
When users run their first advertising campaign and regardless of the
amount spent Twitter assigns an Account Manager who offers free coaching
and advice on how to improve that campaign.!
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This is something that surprises most users; many think this offer is an
automated email response and simply ignore it. But trust me: its a genuine
offer and if you reply back they will contact you within a few hours.!
I have spent thousands of dollars on other platforms and nobody has
considered my account to be big enough for their time. However this has
been totally different with Twitter, where I have always felt the company
valued me as a customer.!
But guess what? Here I am writing about Twitter and spending more money
on them and perhaps, bringing them new customers that have read this
eBook. Clearly thats good Customer Service from them and a win-win
outcome for everyone.!
Even if you have some experience with online advertising, I

recommend you use Twitters offering and establish a
connection with your dedicated Account Manager. They are
a valuable source for information and will surely help you in
getting better results from your campaigns.
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Limitations"
Nothing is perfect, and neither is Twitter. Although the benefits of using Twitter
to run advertising campaigns are numerous, there are also a few elements
that could still be improved. It is important to be aware of them before
creating any advertising campaign.!
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Country availability"
One of the main issues of Twitter Ads at the moment is their availability only to
the following countries:!
Australia!
Canada!
Ireland!
UK!
USA!
South Africa!
Spain!
France!
Israel!
Argentina!
Colombia!
Ecuador!
Guatemala!
Mexico!
Peru!
Belgium!
Italy!
Luxembourg!
Netherlands!
Chile
Living in a global economy, where the whole world could be your target
audience, this is certainly an important limitation.!
Good news is that Twitter is spending a lot of time and money in improving
their advertising platform, which is being rolled out gradually into other
countries. If your country is not in the list, it may become available in the next
few months.!
Reduced audience"
Although Twitter is still the third largest Social Media network1, its 255 million
active monthly users are still far behind the 1.28 billion from Facebook or
Google+ 540 million. This, in conjunction with the market availability
1 Source: Digital Insights; Social Media 2014 Statistics an interactive Infographic youve been
waiting for!; June 2014
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explained before, puts some limitations to Twitter as an effective advertising
platform, especially for companies operating in a global scenario.!
However, this should not be such a problem if your business operates mainly
in any of the major markets listed in the previous section.!
Product limitation"
Some of the most interesting products offered by Twitter are available only for
large accounts, with monthly advertising budgets in excess of $5,000. That is
the case of Promoted Trends or TV Show Ad targeting.!
However, even though these products are quite unique and offer interesting
advertising possibilities, the reality is they dont make much sense for small
campaigns.!
TV Show Ad targeting: This product is only available for companies

advertising on TV shows, as an additional way to extend the reach of
their advertising message. It is fair to assume only businesses with
large budgets would advertise on TV.!
Promoted Hashtag: The purpose of this product is creating and

promoting conversations around a specific topic. Since the reach of a
campaign will be limited by its budget, a small investment will not
allow achieving the campaign goal, making the product seem as
ineffective. Hence why to avoid this Twitter offers it only to companies
with big budgets.!
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Applications"
Being aware of the platform advantages and limitations, Twitter Ads is a
terrific platform that provides unlimited solutions to suit any companys
advertising needs. The following are just some ideas.!
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Increase your reach"
Many people complain that Facebook limits organic content only to some
Page followers, however this is something that happens in all Social Media
platforms, regardless of the algorithm they use. For example, on Twitter you
may post something important at a time where some of your followers are not
connected.!
However, Twitter Ads allow you to keep your content active for a longer period
and reach many more of your followers, or expand it out of your network in
the attempt to contact new users.!
Generate leads"
As explained previously, Twitter Lead Generation Cards allow you to collect
names and email addresses in one single step. Users do not need to stop
their browsing activity by going into a different website with landing page
containing a form. This simpler process will likely increase the number of
entries.!
A Lead Generation Card will look similar to the next image.!
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Sell products and services"
You could use images or videos in your tweets to show your products,
however you could achieve a much better result using Twitter Product Cards.!
These Cards showcase a small image of your product or service, a brief
description and allows you to highlight two other key features of your choice.
You could think of it as a predefined template to sell products on Twitter.!
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Pay only for new followers"
Although having more followers than your competitors should not be one of
your business goals, it is obvious that the more followers you have the higher
the potential reach of your organic content.!
Twitter allows you to create campaigns with this specific goal where you will
be charged only for each new follower.!
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This is not possible on Facebook at the moment, where on

a CPC advertising model you will still pay for clicks that
dont provide new Likes (e.g.: clicks on your Pages name),
while on a CPM advertising model you will pay every time
your ad is displayed regardless if that provided a new Like
or not.
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Recover and abandoned shopping cart"

If you run an eCommerce site, you could use Twitter ads to target users who
started a shopping process but didnt complete it. As those users have
already expressed an interest in your products or services, its quite likely
they will pay attention to your ad if it has a good design and will probably
engage with it. This is a great way of increasing your sales and boosting your
ROI.!
The technique is very similar to the one used on Facebook, however if
combined with one of the cards described previously you can get much better
results.!
On Facebook this technique requires the use of Custom

Audiences. The same product is available on Twitter under
the name Tailored Audiences, which allows targeting users
who visited your website, or who are registered in a list. This
will be explained on Chapter 3 of this eBook.
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Install and run apps"
If you have developed an app for a mobile phone, you could use Twitter to
directly target users accessing the platform from their smartphones and
redirect them to download your app form the app store, or even launch it if
they have it installed already.!
You could target users based on the operating system they use (iOS, Android,
Windows, Blackberry), software version, type of device (i.e.: iPad, iPod,
iPhone) and even based on their internet connection (Wi-Fi or other), which
is a great wait to ensure the downloading process of large apps is not
interrupted.!
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Market research"
Twitter Ads includes a robust reporting dashboard that can also be used as a
market research tool. For example, you could learn of the following:!
Which demographics are more reactive to your content!
Accounts with the most active users!
Which keywords get more attention!
Main interests from users engaging with your content!
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Etc.!
Twitter includes two different reporting tools: one where you

can see the reach and engagement of all your organic
content and another one dedicated to advertising
campaigns.!
Combining information from both platforms provides
valuable data. Get familiar with both platforms and use them
on a regular basis.
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CHAPTER 2
ACCOUNT SETTINGS
The first time you access Twitter Ads you need to configure your advertising
account, including your payment methods and eventually give access to
additional users that may create or edit campaigns on your behalf. This
process is quite simple and needs to be done only once unless you require
updating your settings.!
From the menu bar located on the top of the screen, click on the Account
button located on the left of your profile pic; a drop down menu will be
displayed including several options.!
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Billing History"
This area allows you to review all your payments whether they are
completed or still outstanding. From this window you can also view and
download all your invoices, as well as a full payment report in CSV format.!
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Payment Methods"
This option includes the list of all your registered credit cards to pay for your
advertising campaigns. You can add new cards, remove existing ones, or
switch between different cards.!
The first time you access this area you will be required to provide at least one
credit card. The expiring date of the active credit card must be later than the
end date of any advertising campaign that uses that card as a payment
method.!
Add new payment method: Click on the blue button located on the
right area. A new window will be displayed where you need to input
the data from your card as well as invoicing address."
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Delete card: If you want to remove a specific card from the system,
select the card from the list and click on the Delete this card button
from the bottom. Note that you need to have at least one credit card
registered with Twitter."
Change card: Select the card you want to start using and click on the
Switch to this card button located at the bottom of the screen.!
If your credit card gets cancelled in the middle of a

campaign, your ads may keep showing for a few days.
However when Twitter is unable to charge your card, your
advertising account will get blocked until the outstanding
balance is paid.
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Setup Credit Card Payment"
This option allows you to create new payment methods. Its functionality is
exactly the same as clicking on the Add new payment method described in
the previous section.!
Remember, Twitter only accepts payments with Visa, MasterCard, American
Express and Discovery credit cards.!
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Including more than one credit card in your payment options

will prevent having your campaign blocked if your default
card expires or gets canceled.
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Pay Amount Due"
Use this option if you have outstanding invoices or need to adjust any
payment. This could happen if, for example, your credit card gets canceled or
blocked by your bank in the middle of a campaign.!
Remember Twitter will not allow you to do any further advertising until all
payments are cleared.!
Selecting this menu will take you to the Billing History window that we have
described previously.!
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Account Settings"
Although this option is not located on the top of the menu, it is the first step
you need to take when configuring your account. Clicking on it will open a
window where you need to configure the following fields:!
Name: This is the name you want to use to identify your account
NOT your campaigns. Select something easy to remember, like your
own name or your companys.!
Contact email address: Used for Twitter to get in contact you and
send you billing information and other important updates.!
Type of notifications: Select what notifications related to your

advertising activities you would like to receive. Note that some of the
options in this field are required.!
Phone number: To be used by Twitter representatives to get in

contact with you with tips, recommendations, etc. This is something
they actually do and provide great customer support, so I recommend
including your real phone number. Remember to use the international
phone format, where the international code of your country is
replaced with the + symbol.!
Industry: You can also indicate your companys sector, which may
help Twitter in developing a better product as well as providing
recommendations based on your industry. !
Once you have completed all these fields, just click on the Save Account
Settings button located at the bottom of the Page. This will take you to the
previous screen showing the main dashboard of the ad platform.!
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Edit Access to Account"
Finally, this menu allows users to give other users access to their advertising
accounts NOT to the main Twitter account. Thus, an authorized user can
manage ads, but cannot post new content on behalf of the main account.!
This option is very useful for agencies and consultants running advertising
accounts for clients, as they dont need to use their own credit card to pay for
their clients ads. With this setting, the client could simply allow the agency or
consultant to run their ads. Credit card details are not disclosed, so the
privacy of the account owner is safe.!
To give access to a new user, simply click on the Add more users button,
and browse for a user with their Twitter id thus: preceded with the @
symbol.!
Once you have located a new user, you must assign a level of access to your
account.!
Account Administrator: Has full access to the account, and can add
or remove new users!
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Ad Manager: Full access to create and edit campaigns, but cannot

manage users or account settings!
Analyst: Has access only to the campaign analytics!
These are the same permission levels offered currently by

Facebook on Advertising Accounts, which are different from
administration level on Pages. Twitter also allows giving
other users access to your account for publishing purposes
only.
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Furthermore, in the first two options you can also decide if you want to allow
that user to create tweets for advertising (remember: additional users do not
have access to your main account and thus cannot post tweets)!
To edit or delete an existing user, from the main window simply select that
users name and then click on the Edit selected users or Remove selected
users buttons located at the bottom of the screen.!
Giving access to another user to your advertising account

could be highly beneficial in some cases, and help with the
workload associated to manage an advertising campaign.
Extra users do not have access to your confidential
information and can be removed very easily, s do not
disregard this option.
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Switch Accounts"
This option is available only if you have been given access to another
advertising account as explained on the previous section Edit Access to
Account. Selecting this will show a new window where you will be required to
choose which account do you want to work with.!
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CAMPAIGNS
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CHAPTER 3
CREATING A CAMPAIGN
Creating a new campaign on Twitter is really a simple task: all settings are
configured on the same page; required missing settings are accessible via a
shortcut located at the top of the page; and a summary box displays the
potential campaign reach based on its settings, which helps understanding if
the targeting and budget configuration is correct or not.!
On the contrary to what happens on Facebook or Google AdWords, Twitter
Ads work on a two level structure.!
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Campaigns"
This is where most of the settings are configured, including:!
Type of campaign!
Campaign name!
Running period!
Targeting!
Tweets and creatives used as ads!
Budget and bidding!
Campaigns could include one or more ads: all ads contained in one campaign
are affected by the settings of that campaign.!
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!
Ads"
At this level you should configure all the creatives that will be displayed to
users. Some settings are:!
Text of the tweet!

Image if you want to include one!
Location of your tweet if required!
Type of Card if using one!
Types of Campaigns"
Once your advertising account has been configured, you are ready to create
your first campaign. To do this you need to be in the main dashboard
displayed after selecting Campaigns from the top menu, and then Tweets
and Accounts!
On this screen, you need to click on the Create new campaign blue button
located on the top right area. This will display a drop-down menu where you
can choose between three types of campaigns.!
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!
Promoted Tweets"
This type of campaign is aimed at increasing your reach by showing your
content to users who may not have received it. It is good to drive traffic to a
landing page as well as generating virality in the form of favorites, retweets
and comments.!
You will be charged every time someone engages and interacts with your
tweet, but not on impressions.!
Followers (Promoted Account)"

The goal of these campaigns is to provide you with new followers; however
you can also create a tweet associated with them that could be used to give
users a reason to follow you. Users can also retweet, comment or favorite this
tweet, which will provide additional reach. !
You will be charged every time that someone follows you, regardless of the
impressions or if they engaged with your tweet in any other way.!
Including some tweets as part of your Promoted Account

campaign is a fantastic way to boost its reach, as if any of
the users targeted interacts with your tweets, some of their
followers would also see your content. Thats an extra
audience you may not be targeting in your campaign
settings.
!
!

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App Installs or Engagement"
This campaign allows you to get users to download an app from iTunes or
Google Play app stores, as well as launch an app they have already installed
on their mobile devices.!
You pay only for the first time a user clicks on the tweet and either:!
Is taken to the app store!
The app is launched on their mobile device!
Its important to remember that this is not a CPA model but a CPC, so you will
need to pay even if they do not download the app.!
Facebook offers also App Installs and App Engagements

campaigns, with a differentiation on mobile and desktop
install / engagements. This differentiation on Twitter
happens only at a targeting level.
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Website Clicks or Conversions"
The purpose of this campaign is to drive traffic to a website, where eventually
you could also track conversions. It is not necessary to have installed
conversion tracking for this type of campaign, however it would be a much
better strategy even if your only metric is visits to the landing page.!
You could run any type of tweet in this campaign; however you would get
much better results if you use a Website Card, where the whole tweet will be
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!
a clickable area and you can include a larger image to get higher
engagement.!
On Facebook, these type of campaigns are called Clicks to

Website and Conversions on Website
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Leads on Twitter"
This campaign is ideal to generate leads directly on Twitter with the two-step
process we described on Chapter 1. In fact, this campaign works only with
the use of a Lead Generation Card.!
Well see how to create these cards in Chapter 4.!
As we have already mentioned, this is a Twitter exclusive

product. Its results are really impressive, so it is a good idea
to get used to this process sooner rather than later.
!
!
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!
General Settings"
Once you have chosen the type of campaign you want to run, the first step is
to name your campaign and configure the running period.!
Name"
Create a name to identify your campaign. Virtually there is no limit in the
number of characters you can use in this field, so try creating a name that will
help you identify your campaign in the future. There is no need to specify the
type of campaign (Promoted Tweet or Promoted Account) as the reporting
tool gives you the option to split between these.!
!
Below this field you will find information about the type of campaign you are
creating. You can change it by clicking on the SWITCH link.!
Running Period"
As the name suggests, its the period when you want your campaign to run.
There are two options:!
Start immediately, run continuously: Your campaign will start

running from the moment you save all the settings, and will stop
running only if you choose to have a limited budget and all of it is
used. You can still control your expenses by limiting the maximum
amount spent per day; and you can always stop the campaign at any
time. "
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Customize start and end dates: You can also select the day and
time when you want your campaign to start mandatory and finish
(optional)."
In the image below, a campaign will start running on 27th July 2014 at 1:03
AM Los Angeles time, but it will run continuously from that moment or until
the budget allocated to the campaign is exhausted.!
"
!
Primary Targeting"
This is the most important part of the configuration process of your campaign,
as it will set who sees your ads. A bad targeting could be a total waste of your
money, while an accurate one could provide a high ROI and help you achieve
your business goals.!
Depending on your campaign type, youll have the following general targeting
options:!
!
!
!

39
!
Promoted Tweet
Promoted
Account
App Installs &

Engagement
Keywords
Interests &
Followers
Television
Tailored
Audiences
!
Keywords"
With this option, the ads on your campaign will be shown to users who have: !
Used on their tweets the keywords you select!
Used those keywords to search for content!
Engaged with other tweets containing those keywords!
For each keyword you choose you can select a type of matching.!
Broad match: Considers variations of the keywords you choose and

any order if your keywords have more than one word. For example, a
broad match for Bright Color could also include: color, colors, colour
colours, Color bright, etc This option is selected by default!
Broad match modifier: By adding the + symbol to any of the words

in your keywords you will restrict the term broadening of that
particular word. For example, Bright +Color may match with Color
bright but not with Bright colour!
40
Phrase match: By adding quotes to the keywords you specify you

will target the exact order and words contained on your keywords,
with no variations in the terms. For example, Bright color will not
match: bright colour or color bright!
Negative match: Keywords preceded by the negative symbol will

be excluded from the targeting. This is very useful if one of your
terms could have more than one meaning and you want to exclude
those not related to your content. For example, the term Spider could
refer to an insect, but also to a sports car. In this case, using aracnid
or -insect will help differentiating between those different interests!
Negative phrase: Keywords in quotes preceded by the negative

symbol will be excluded from the targeting, but only if they are written
in the same order and with no variations as explained previously for
Phrase Match!
Exact Match: Very similar to Phrase match, only you will be targeting
users who have used those terms when searching for content, not as
part of their tweets. In these case, the keywords should be contained
in the symbols [ ]!
If you are not familiar with Google Adwords or other

keyword based advertising platform, be very careful when
choosing this targeting option on Twitter. Until you have
some practice, its better to start targeting less keywords,
than trying to include too many.
41
!
When typing your desired keywords, Twitter will let you choose between four
of these modifiers as shown in the next image. However you can also include
the modifiers manually by typing the correct symbol when writing your
keyword. If you are unsure about the effect of each modifier, simply hover
with your mouse on one of the options, and Twitter will display a help window
explaining what each option does.!
!
You can also import multiple keywords from another document in one single
action by clicking on the Import multiple keywords button.!
Once you have selected a matching keyword or phrase, Twitter will give you
an estimate of the global amount of tweets including that keyword using a
blue bubble, as shown in the image below.!
!
This feature is very useful to understand the effectiveness of the keywords
you are selecting. A low volume of tweets for a particular keyword could make
your campaign less effective if the term is very generic, however this is not
always a bad idea as some keywords could have a low volume of tweets and
still be very effective (e.g.: your company name). Low volume keywords will
likely be cheaper, as there will be less advertisers bidding for them.!
Twitter also recommends additional keywords that are related with the ones
you have used. To see the list of recommended keywords click on the
Expand your reach option located below the list of keywords.!
42
!
When you do this, Twitter will open a new window containing the list of
keywords related with the ones you have selected as shown in the image
below.!
!
!
!

43
!
As explained previously note how Twitter also includes
hashtags, topics and even usernames as keyword
suggestions. Keep this in mind when designing your
campaign.
!
You can select single keywords or all of them in one single click. Each
keyword is preceded by the blue bubble indicating the global volume of
tweets associated with each keyword. Also note how Twitter suggests
usernames and hashtags as keywords, which is something you should
consider to maximize the reach of your campaigns.!
Finally you can also tune your keyword targeting by matching your keywords
with trending topics, and/or excluding users that have used those keywords in
tweets with negative sentiment.!
!
Interests and Followers"
With this option your ad will be displayed to users following the accounts you
select, simply type their Twitter username thus, preceded by the @ symbol.
You can also import a list of usernames from another document by clicking on
the Import multiple @usernames button. You do not need to be a follower of
the accounts you are selecting.!
44
!
For each username, Twitter will give you an estimate of the reach your
campaign may get. This is not necessarily the sum of all the followers from
each account, as one user may be following more than one of those
accounts.
I.e.: two accounts having 10,000 followers each may not
necessarily provide an audience size of 20,000!
This option is not available on Twitter, where only pages

with large amounts of followers can be targeted without
being a real targeting. In those cases, Facebook uses the
page name as a keyword to identify users engaged with that
keyword, and not necessarily Page followers.!
On the contrary, Twitter targets users following those
accounts.
!
!

45
!
!
As it happens with keywords, Twitter also recommends other accounts similar
to the ones you are selecting.!
!
Finally, you can decide if you want to include your followers in your target
audience (dont do it if you are running a Promoted Account campaign) and if
you want Twitter to find users similar to your followers, which is very similar to
what in Facebook is called a Lookalike Audience.!
Additionally you can also include interests to expand the reach of your
message. However you need to consider using this in combination with
Followers targeting works in an OR logic - not an AND; which means you
would be targeting users who either follow any of the accounts you selected,
OR any of those interests but not both simultaneously.!
Interest targeting is very generic and broad, and for this reason includes only
a limited number of categories that have been identified by Twitter as the
most popular and mentioned by users.!
46
!
Television"
Television targeting allows you to show your ad to users who engage in TV
shows that use Twitter as a way to engage with their audiences. This is
becoming very popular in reality shows, competitions, talk shows, news and
even on some commercials.!
The first thing you need to do is selecting the market where the TV show is
aired. This is not the market where your ads will be shown although it
makes sense if both were the same. At the moment Twitter offers this option
only in the following markets:!
Argentina!
Canada!
Chile!
Colombia!
Ecuador!
France!
Ireland!
Italy!
47
Mexico!
Netherlands!
Peru!
UK!
USA!
USA Spanish shows!
Spain!
After selecting the market, you need to select the TV show you would like to
target. Note that you could actually target a TV show from a different market
(e.g.: you could choose USA as your market, but target Masterchef UK), so
make sure you are selecting the right show and market.!
Similar to keyword targeting, you can select one or more shows and Twitter
will provide information of the amount of users engaged with those shows in
the form of blue bubbles of different size.!
This targeting method is very effective; however be aware it

is usually quite expensive. Consider that many large
companies advertising on television use this targeting for
their Twitter campaigns, and since their advertising budgets
are usually quite large, outbidding them to show your ad
instead of theirs requires high costs.
48
!
Tailored Audiences"
This is probably the most effective type of advertising, as your ad will be
displayed to users who have already expressed an interest in your brand in
the following ways: !
Website visitors: Your ad will be shown to users who have visited

your website recently.!
Lists: You will be targeting users who have given you their e-mail
address, like newsletter subscribers, online shop customers, etc!
!
To work with Tailored audience, you need to have a list of users already
imported or created as an audience into your account. We will see how to do
this on Chapter 5.!
On Facebook these are called Custom Audiences, and can

be of lists of customers or website traffic. Expanding the
reach to similar users is called Lookalike Audiences on
Facebook.
49
!
Audience Location"
After choosing and configuring the type of primary targeting, you need to
select the location of your target audience.!
In some cases you could refine your location targeting to state, province or
postcode.!
!
Placement"
If you are running a Promoted Tweet campaign, an App Installs campaign,
or an App Engagement campaign, you can also decide if you want your ads
displayed in Users timelines, in Search results, or in both.!
!
Keep in mind these options vary depending on the primary method of
targeting you are running. The following table shows a summary of the
placement options based on each targeting method.!
50
!
Users Timelines
Search Results
Keywords
Interests &
Followers
Television
!
Excluding Audiences"
Twitter allows limiting your targeting by excluding specific groups from your
campaign. This option requires you to have a tailored audience containing
the group you would like to be excluded from your campaign.!
Selecting this option is very simple, however it is not possible to exclude two
or more different audiences at this moment. So make sure you select the best
option for your campaign needs.!
!
!

51
!
Some of the applications of this option could be the following:!
Excluding users who have already converted to your campaign goal.!
In a campaign aimed at driving traffic to your website, exclude users

who have already visited your landing page.!
!
Platforms"
It is also possible to target only specific devices, which is an interesting option
for the App Installs and Engagement campaigns. With this option your goal
will likely drive traffic to a specific app store or app. I.e.: if your app is only
available for iPhones, then it is convenient to exclude Android, Window and
Blackberry devices from your targeting.!
"
!
On iOS and Android devices, you can even target specific devices and even
the version of the operating system they are running. For example, the next
image is for devices running Apples iOS:!
52
!
Finally, you can also decide to target users who are connected to the internet
using Wi-Fi connections only. !
!
!
!
!
!

53
!
This is very interesting if, for example, the goal of your
campaign is to make users watch a long video or download
an app big in size, which may not work well in non Wi-Fi
connections. Remember that if a user clicks on your ad but
doesnt convert (e.g.: due to a slow internet connection) you
will still pay for that click.
Restrictions"
The last steps of the campaign targeting allows you to further refine your
target audience based on the following:!
By gender: target only males, only females, or both."
By language: You can decide if your ads should be shown only to

people speaking specific languages. This is very useful if you are
targeting a specific community living in a country who mainly speaks
another language (e.g.: Hispanics in the US)"
54
!
!
Tweets / Creative"
Depending on the type of campaign you have selected, this option could be
located right after the Campaign General Settings, or after configuring the
targeting. Either way, at some stage you will need to create or select the
tweets that will be used as an ad on your campaign. You can choose between
two options.!
Select Tweet"
In this case you can select a previous tweet or list of tweets to be promoted
as part of your campaign. To select the tweets, you need to locate and select
them from a list that looks like the following image.!
!
If you get too excited selecting tweets and forget which ones you have
decided to promote, you can review them by clicking in the Currently
Promoted tab located on the top of that area.!
55
!
Compose New Tweet"
Alternatively, you can also create and promote a new tweet clicking on the
Compose a new Tweet area. !
!
There are a few interesting options that you could do in this area:!
Picture: You could include an image as part of your promoted tweet.!
Location: You can attach your location as part of your tweet,

interesting if you are running a local campaign and want your
audience to notice you are located close to them.!
Card: A great way of creating rich tweets that produce higher

engagement is promoting a Twitter Card. In this case, you would
need to have already created a card. This will be explained later in
this book.!
You can still include a regular tweet combined with a Card to

extend the message of your ad further.
56
!
!
Budget"
Last step involves configuring your campaign budget. When doing this you
need to remember Twitter as most online platforms works on an auction
model. This means you need to specify a maximum bid on your campaign,
and the visibility of your ad will depend on many factors, but mainly:!
Maximum bid from other advertisers!
Size of your target audience!
Configuring your campaign budget is quite a simple process that involves

three steps.!
Daily maximum"
This field is required, and will configure the maximum amount of money you
are willing to spend each day of your campaign. !
!
Furthermore, you can also decide the pacing at which your ads will be
displayed, and make your campaign run evenly throughout the day (good for
campaigns running in several countries) or if you prefer an accelerated
delivery, in which case Twitter will try to push your campaign as quick as
possible.!
57
!
Maximum amount per action/engagement"
Finally you need to decide the maximum amount you are willing to spend per
action based on the type of campaign. Actions are considered:!
New followers: on Promoted Account campaigns!
App click: on App Installs or App engagement campaigns. In this

case an app click could take the user to the App Store or launch an
app that they have previously installed on their smartphone. You will
still pay even if they dont install your app.!
Engagement: on Promoted Tweets campaigns, you will pay every

time a user retweets, replies, favorites, follows, or clicks anywhere on
your Promoted Tweet. You pay only for the first time a user clicks on
your content.!
If your bid is too low, your ad may not win many auctions
and thus may not reach many users from your target
audience. Until you are familiar with the platform and
understand the average costs based on your targeting, it is
better to be more generous with your bids.
58
!
!
Total budget"
This is optional, but will allow you to set a maximum amount of money to
spend on your campaign. Once you reach that limit, the campaign will stop
running even if the end date has not arrived yet.!
!
!
You can use this option as an alternative to selecting an end

date for your campaign. In this way, the duration of your
campaign will depend not only on your overall budget, but
also the level of engagement of those users seeing your
ads.
59
!
CHAPTER 4
TYPES OF CREATIVES
From the Twitter ad platform you can also create content or browse from
existing one. This is especially interesting if you want to create tweets that are
not planning to post immediately, or that should be used only as an ad thus
not distributed organically among all your followers. You can also create
Twitter Cards in from this menu.!
To access the Creative menu, click on Creatives from the top bar, and then
select the type of content you want to manage: Tweets or Cards.!
Tweets"
The dashboard under the Tweets option gives you access to all your
published tweets although accessing really old ones could be a difficult
task. However the interesting part of this option is, you can decide to add a
tweet to a running or scheduled campaign by clicking on the Add Tweet to
Campaigns link located on the bottom right corner of each tweet.!
60
!
You can also locate tweets used in a campaign or being scheduled using the
filtering options located on the top of this dashboard.!
!
It is also possible to create new tweets from this window. Simply click on the
Compose Tweet blue button located on the top-right corner, and a new
window will open.!
61
!
In this window you have three tabs that will allow you to configure the
delivery, promotion and scheduling of the tweet you are creating.!
Delivery: It allows you to create a standard tweet that will be

delivered to all your followers as you would normally do on your
Twitter account or use the new tweet as an ad only that will be
delivered to the audience targeted in your campaign.!
Promotion: Use this option to assign the new tweet into any of the
accounts you have created.!
Scheduling: Decide if you want to post your new tweet immediately,

or schedule it for the future. !
!
!

62
!
The main purpose of this menu is creating tweets that will
be used only for advertising purposes. However, you can
always decide to show those new tweets organically in your
followers news feed. This option does not allow targeting
though.
"
Cards"
This is one of the most interesting options of Twitter Ads, as it gives you the
ability to create highly engaging cards that will help you with any of the
following goals:!
Generate leads!
Drive traffic to your website!
Install or use Apps!
We will explain how to use each of these in detail.!
Lead Generation Card"

Lead Generation cards allow users to share their information with you directly
from your Tweet. The users name, username and e-mail address are
captured and sent to your CRM or database with one single click. Since there
are no interruptions in their browsing experience, these cards are one of the
most effective ways of generating leads.!
A Lead Generation Card will look more or less like the following image.!
63
!
To create a new card, simply select the Lead Generation option from the top
menu and then click on the Create Lead Generation Card blue button on the
top-right corner.!
A new window will open where you need to configure the following fields:!
Short description: Provide in 50 characters or less a brief

explanation of why users should click on your card and give you their
contact details. For example: Join my new webinar!
Image: This element is very important, as it could make a difference

between campaign success and failure. Choose an image to show
with your card. Image size must be 800 x 200 pixels.!
64
You can upload a larger image and then resize or crop the
content to be displayed. However Twitter does not allow
uploading smaller images.
Call to action: In 20 characters or less, include a call to action that

will be shown in a button contained within your card.!
Privacy Policy: It is required to provide a link to your companys

Privacy Policy, where users could find out how their information will
be used.!
Card details (Fallback) URL: This is the URL where your users will
be taken after they submit their lead.!
Destination URL (optional): Very similar to the previous item, so no

need to use it.!
Data settings (optional): All leads could be downloaded from Twitter

at any time, however you can also connect this card with your CRM
platform so all leads will automatically be registered.!
Name: A name for you to identify easily your card.!
Lastly, before creating the card you need to agree to Twitter terms of use by
selecting a checkbox located at the bottom of this page. Once you have done
this, simply click on Create Card and your Lead Generation card will be
ready to be used.!
65
!
Note that this process simply creates a card, but does not promote it. If you
want to use a card as an ad you will need to assign it to an advertising
campaign. To do so, from the Creative Card dashboard click on the pen icon
that appears when you hover your mouse on the card you want to use, as
shown in the next image.!
!
This will open the Create Tweet pop-up window we described before, only
your card will already be selected. You just need to assign in to a campaign
using the Promotion tab.!
Website Card"
These cards are designed to drive traffic to your website. They include the
following elements:!
Image: With a size of 800 x 320 pixels, this larger image can provide
better engagement and grab users attention more easily.!
Website URL: The destination page where you want to take the
users when they click on your ad.!
Headline: In 70 characters or less, you can provide a short message

informing users why they should click on your card and what they
could expect to find on your website.!
Name: An easy to remember name for you to identify your card.!
66
Call to Action: You cannot leave this option empty, and should
choose between one of the following:!
Read more!
Shop now!
View now!
Visit now!
Book now!
The CTA options offered by Facebook are: Shop Now, Learn

More, Sign Up, Book Now, Download. As you can see,
different terms but same objective as the ones offered by
Twitter.
!
Once completed, a Website Card will look something similar to the following
image.!
67
!
App Cards"
These cards are designed with the goal of driving traffic to the app store
where users can download your app, or to launch your app if they have
already installed it on their smartphones. There are two card options:!
Basic App: Selects by default the app icon and description you use
on the app store, however you can change this with new content of
your choice (text limited to 100 characters)!
Image App: Includes a larger image of 800 x 320 pixels as well as

the ratings of your app on the App Store; however you cannot include
any custom text description.!
The settings that need to be configured for either of these cards are the
following:!
Primary Store Territory: Country of the App Store where your app is
located. If your app is available in more than one location you will
need to create a different card for each of them.!
Device App Id: The unique id of your app for the specific country and
store selected.!
You need to provide a valid app id and identify the correct

store to create the app. If Twitter cannot find the app id in
the selected store, the App Card wont be created.
Device Deep Link: This is used to send users who already have
installed the app to a specific screen or menu within the app.!
68
Custom icon (optional): You could replace the default icon

associated to your app at the App Store with a new image!
App Description (optional): Use this to replace the app description

available at the App Store with another custom description with a
maximum length of 100 characters!
Name: To identify your card.!
69
!
CHAPTER 5
TAILORED AUDIENCES
!
As I explained in Chapter 3 Tailored Audiences Targeting, Twitter allows you
to target users who have expressed an interest in your brand by either
providing you with their e-mail address or visiting your website. This gives you
the option to run highly targeted advertising campaigns.!
Configuring audiences is easier than what it used to be, as Twitter keeps
refining these products to suit all users and budgets, and not just large
organizations.!
Lets see how each type of audience can be configured.!
!
Website Visitors"
In this case your audience will be made of users who have visited your
website. To create this audience you will need to install a small script on all
the pages of your website where you would like to track users. It is very
important to remember that if you want to target users visiting only one
particular page e.g.: a landing page for a product you are selling then the
script should be allocated only on that page.!
!
!
!
!

70
Website Custom Audiences are the Facebook equivalent of

Twitter Tailored Audiences for website visitors. In both
products the rationale is exactly the same (remarketing),
and although Twitter has an easier configuration process,
its more limited in its functionalities, as the remarketing is
done on a single page basis.!
For example: Twitter does not allow you to target users who
visited two or more specific pages of your site.
!
!
To create a new audience, go into Tools menu on the top bar, and then click
on the Conversion Tracking option.!
!
In the new window click on the blue button Create New Website Tag located
on the upper-right corner. A new window will open where you need to
configure the following:!
Tag name: a name easy to remember for you to identify each tag!
Conversion type: here you can choose what type of conversion

youd like to track from the following options:!
71
Site visit: tracks users visiting a specific page of your

website!
Purchase: used to track those users who complete a

purchase on your eCommerce site!
Download: this tag tracks users who download a file from

your website!
Sign up:User signs up for a newsletter or service!
Custom: Use this one for any other actions not tracked by
any of the above.!
Create a Tailored Audience for Remarketing: This is the most

important option, as it is where you inform Twitter you will be using
this tag to create a Tailored Audience, and not just to track
conversions. Make sure this option is selected."
Post Engagement attribution window: With this option you can

configure the time window in which a conversion on your website will
be assigned to a user who engaged on your ad. For example, a user
may click your ad and visit your website but completes a conversion
only some days later. Engagements are considered clicks, retweets,
follows, etc!
72
Twitters Post engagement attribution window is limited to a

maximum of 90 days.
Post view attribution window: very similar to the previous, only this
time you are configuring the conversions that happened after a user
viewed your ad, regardless if they engaged and interacted with it or
not.!
!
Once you have configured all the fields, click on Create Tag. This will make
Twitter create some code that you will need to copy-paste just before the
closing </body> tag of the page you will be tracking on your website or on
all pages if you just want to track all users visiting your website.!
73
!
The way in which you do this depends on your websites CMS. I use Genesis
for Wordpress, and have installed a plugin called Web Hooks that allows me
to paste some script of code in the pages where I need it.!
To make this pixel code work, the script must be included

just before the </body> tag. Including the tracking pixel in
any other area of your conversion page html code will not
make it work.
!
!
!

74
!
Lists"
These types of audiences are made of users registered in your records. It
could be subscribers to your newsletters, previous customers, etc. Currently
you could create List Tailored Audiences based on the following data:!
Email addresses!
Mobile phone numbers!
Twitter usernames!
Twitter ids!
Mobile advertising ids!
The Facebook equivalent to List Tailored Audiences are

Custom Audiences from a File. They can be created with
the same types of data; however Twitter also allows using
twitter usernames as a source of data.
!
!
!
!
75
!
To create a List Tailored Audience, go into Tools menu on the top bar, and
then click on the Audience Manager option.!
!
In the new window click on the blue button Create New List Audience located
on the upper-right corner. A new window will open where you need to
configure the following:!
Audience Name: a name easy to remember for you to identify your

audience!
Type of data: select format of the data used to create the list. Keep
in mind you can select only one type per audience, so if you want to
combine more than one type of data you will need to create more
than one list.!
!
!
!
!

76
Twitter usernames and IDs are the most effective types of

data to create this audience. Having apps or promotions
where users opt in by giving you this information could be
an effective strategy.
Upload the data file: Needs to be in CSV or TXT format, and cannot
include anything else other than the data itself in the correct format.
Thus: no headings or additional columns with other data.!
After configuring these options, you will need to agree to Twitters terms of
use and click on the Create List Audience blue button located at the bottom
of the screen. Twitter will upload all your records and cross-reference with the
information users have uploaded in the platform; after a few minutes or hours
depending on the size of your file Twitter will display the status of your
newly created lists in a report similar to the next one.!
!
This report can be accessed at any time through the Audience Manager
option, located under the Tools menu from the Top Bar, and includes not only
List Tailored Audiences, but also Website Visitors Audiences.!
77
Whether its normal to have a variation between the number

of records in the file containing the data and the amount of
users identified by Twitter; you can estimate the accuracy of
your file (and effectiveness of your campaign) by comparing
these two. On average, Twitter manages to identify 60-70%
of uploaded records, so if your audience is lower than that,
you should probably consider alternative targeting options.
78
ANALYTICS
79
!
CHAPTER 6
TWEET ACTIVITY
Twitter Ads includes a robust analytics dashboard that allows you to find
reach and engagement information for all your organic and paid activity,
evaluate the performance of your cards, and a deep analysis of your
followers.!
Keep in mind this is not the campaign report, but just a dashboard where you
can find information related to any activity around your tweets and account in
general. This report is different from the Campaign Report in the following
ways: !
Includes all tweets used in your account not only promoted ones!
Does not include cost information like breakdowns for money spent!
Think of this report as Facebooks Insights for your Page,

which is different from your advertising campaign reports.
!
To access the Analytics panel, click on Analytics on the top menu, and then
select from one of the options displayed in the drop down menu.!
80
!
Tweet Activity"
The top area of this window contains a general summary of the impressions
your tweets have generated in a 28 day (4 week) period. This information is
also represented in a bar chart for the same period.!
!
Remember each bar represents impressions, NOT user reach or
engagement. If the same user has seen your content more than once on their
timeline, each time will be counted as an impression. However, due to Twitter
fast activity the likelihood for this to happen often is very low.!
Below this chart, you can see a report of Impressions, Engagement, and
Engagement Rate for all your tweets. Here you can select to find information
only from tweets you have used in advertising campaigns, in which case your
report is split in two areas.!
Top area: Contains the tweet and data about its organic distribution.!
Bottom area: Details whether or not the tweet is currently being used
in any campaign, and data about its overall paid distribution.!
81
!
Clicking anywhere on one tweet report will open a new window with further
information split by Organic and Promoted or paid. The metrics reported in
this new window are the following:!
Impressions: number of times users have seen your tweet!
Detail expands: number of times users clicked on the tweet to find

more information!
Link clicks: Clicks on a URL or a Card, if you were using one!
User profile clicks: clicks on your information, such as your name,

your username or your profile pic!
Follows: number of times users followed you directly from a tweet!
Retweets: number of times users retweeted your tweet!
Embedded media clicks: clicks to view a photo or video in the

tweet.!
Favorites: number of times users favorites your tweet!
Hashtags clicks: clicks on any hashtags contained in the tweet!
82
Replies: number of replies the tweet generated.!
This report also includes a performance of the tweet for the first 24 hours
after it was published.!
Finally, on the right area of Tweet Analytics dashboard you can also find 28
days data reports for the following metrics:!
Engagement Rate!
Link clicks!
Retweets!
Favorites!
Replies!
Use these reports to quickly identify your best performing

tweets and promote them beyond your followers using an
advertising campaign.
83
!
Followers"
The followers report is quite simple and does not provide much demographic
data, however it is still very useful to understand what are your most relevant
markets, interests as well as gender distribution.!
The top area contains a line chart representing an evolution of your audience
since you started using Twitter. This is very useful to identify and analyze
specific growths or drops in your audience.!
This chart represents only net follower gain. Users

unfollowing are not represented in a different line, however
are included in the chart displayed.
!
You can also find information of the following:!
Interests: percentages of the amount of your followers that have any

particular interests. Very useful when you need to do interest
targeting in your advertising campaigns.!
84
Location: visual representation of the main countries and states

where your audience is located. If you hover the mouse on one area
it will display a bubble with information about the total number of
users in that particular country or state.!
Gender: breakdown by gender of your total audience!
Popular accounts: Other accounts followed by your followers,

ranked based in the number of followers you share with them.!
85
!
The purpose of this report is to have a better understanding of who is your
audience, so you can refine your targeting when creating campaigns.!
!
Twitter Cards"
As we explained in Chapter 1, Twitter Cards are an effective way to include
additional content on your tweets, as well as generate further engagement on
users. Twitter cards need to be configured at a website level after an account
has been approved by Twitter.!
This dashboard provides information about all activity around tweets including
cards. It is not only limited to cards coming from your website, but any card
from any website that you have tweeted about. !
Includes three main reporting areas:!
URL clicks: Contains data only for tweets that included a URL
(hashtags do not count), and represent activity and clicks on those. "
86
Install attempts: This area contains data only if you have tweeted an
App Card"
Retweets: Contains information about retweets generated by the

content you published regardless if users clicked on any element of
the tweet."
Each of these main dashboards contains a list of different charts. Charts are
the same on each dashboard, with the only difference of the metrics being
represented. The following two are common for all dashboards.!
Tweets: Number of cards in the selected time period that includes a

URL link"
Impressions: Number of times those cards have been displayed on

your followers news feeds"
The third metric changes on each dashboard, and represents the data being
reported: URL Clicks, Install Attempts, and Retweets.!
This is one of the most interesting and complete reports you

may find on many online platforms, however as it represents
only information from Cards it may take some time and
practice until you see a version full of data and insights. Still,
its worth getting familiar with its functionalities.
!
!
!

87
!
The charts available for these dashboards are the following."
!
Snapshot"
A quick glance at how Tweets with your Twitter Cards drove URL clicks.
Information is represented in a visual chart with some bubbles, as shown in
the following image.!
Change Over Time"

This report represents activity in a trend chart for the time period selected, so
you can identify if some particular day contributed in a significant way to your
results. !
88
!
Card Types"
A breakdown of how each type of card used in your content contributed to
your results, compared with how users in Twitter are using and getting results
from these cards.!
!
Devices"
Brands and models of mobile devices used to install apps on an App Card.!
Links"
Links in Tweets with your Twitter Cards that got the most results.!
Tweets"
Tweets with your Twitter Cards that generated the best results.!
Sources"
Apps, websites and widgets used by your influencers to tweet your content.!
89
!
Influencers"
Top accounts that tweeted links to your content.!
Use this information to connect with those users more

actively: reply to their own tweets, mention them in your
content, etc
!
!
!
!
!
!
!
90
!
CHAPTER 7
CAMPAIGN ANALYTICS
Twitters campaign report dashboard is displayed automatically after logging
into your advertising account. Alternatively you can click on the Ads option of
the menu in the top bar. The interface is divided in three main areas:!
Chart!
Detailed Reports!
Audience Segments!
This report contains information only from your advertising

campaigns. Results from organic content is not included
here, but on the report described in Chapter 6.
!
Dashboard Description"
Chart"
The most prominent element of the dashboard is a trend chart, which can
change depending on three factors:!
Main Metrics"
91
Segments"
Data breakdown"
!
On top of the chart there are a few tabs showing different metrics!
Impressions: This is the metric selected by default, represents the

number of times a tweet/ad has been displayed!
Engagements/Follows: Represent all actions done by users seeing

your ad, based on the goal of your campaign!
Spend: Investment amount displayed is the currency used by your

account. Beware of this if you manage several accounts in multiple
currencies.!
Conversions/Cost per follower: If your campaign includes

conversion tracking, this report will show how many conversions you
have obtained. On Promoted Account campaigns, it will show the cost
92
!
per new follower.!
!
Clicking on each of these tabs will generate a new chart for the selected
metric.!
The figures on each of the metrics also change depending on the time period
selected. You can change the time period in the field located in the upper-right
corner of the dashboard.!
93
!
When changing reports or windows, the platform often
changes the selected period without apparent logic. Always
check the date range selected when the data displayed
changes in any way (e.g.: is updated, filtered, new report,
etc)
!
Detailed reports"
Below the chart area you can find the reports for the selected segment with a
breakdown on the above-mentioned metrics.!
!
That is: while the figure displayed at the top on each tab gives you only a total
number, the reports provide details for all the elements related to each metric.!
94
!
There is one detailed report for each of the metrics. To show each of them
simply click on the button with the metric name, located in the lower-left area
below the chart.!
!
Audience segments"
The left column contains a list of segments that will provide a data breakdown
for each of the reports mentioned previously.!
95
!
Clicking on each of these segments generates a new report, however the data
displayed in the chart and top tabs remains the same.!
Lets see how to get data from the reports.!
!
Detailed Reports"
Once you have selected the main metric you want to report its time to get into
detail.!
Start by selecting the campaign you want to analyze. To do this, click on the
Campaign name on the detailed report.!
When you do this, the whole screen will refresh, the tabs at the top of the
page will show different figures, the left column will include new segments,
and the detailed report section at the bottom will also look different and
display the elements for the selected segment (in this example, Tweets used
on the campaign selected)!
Be aware that the time range could have changed; so make sure you are still
reporting on the correct period.!
Lets see what can be found under these reports.!
96
!
Summary"
By clicking on this button, youll have access to a quick report containing the
following elements:!
Start: The date where each of your tweets started to be used in the
campaign. Most likely they will all show the same date, unless you
decided to include a new tweet in your campaign at a later date.!
Spend: Amount of money spent on each of the ads. The sum of all is
the total spent of your campaign.!
Impressions: How many times each of your tweets have been

served to users!
Link clicks: All clicks on a link or website card in your tweet,

including clicks not being billed (e.g.: same user clicking twice)!
Cost per link click: The total spent divided by the total number of
clicks including those clicks not being billed!
Click Rate: This is just the CTR of your tweets, that is: impressions
divided by number of clicks!
Note how the first row of each report the one just below the headings,
highlighted in blue contains the campaign totals.!
97
!
Engagements"
In this report you can see a breakdown of engagement generating actions
done by users seeing your promoted tweets:!
Impressions: This is the same figure as the previous menu. It is

displayed again here only as a reference.!
Clicks: While the summary report showed link clicks only, this one
includes all clicks to any element of your tweet, including: hashtags,
account name, names of other users, images, cards and of course:
links.!
Retweets: Number of times your content was retweeted by users!
Replies: Number of times your ad received a reply!
Followers: Number of users that started following you as a result of

your tweet. If your campaign is for a promoted tweet not account
this action counts when users click on the follow account button.!
Engagement Rate: The ratio of dividing the total number of actions

(that is: clicks, retweets, replies and followers) by the number of
impressions.!
Conversions"
This report is available only if you are tracking conversions as part of your
campaign. Here you can see how each promoted tweet contributed to your
campaign overall results.!
On clicking on the Conversions button, your report will display the following
data:!
Spend: Money amount spent on each of your ads!
Conversions: The name of this column will change depending on the
98
!
type of conversion you configured when you created your conversion
tracking code!
Total conversions: Number of users who converted to your

campaign goal!
Cost per conversion: Also referred to as Cost per Acquisition (CPA),

is calculated by dividing the total spend by the number of
conversions.!
Conversion rate: Reported for each of your ads!
So far weve been reporting on the tweets used on a campaign. However, if

you want to get user insights and demographic data youll need much more
data than this.!
This is where the Audience Segments become very useful.!
!
Audience Segments"
The segments displayed in the left column could vary depending on the type
of campaign and targeting you have used. Clicking on each of these will
generate a new report, containing on each row sub-elements for the selected
segment.!
For example, selecting the segment Platforms will show a report similar to
the following.!
99
This new report contains the same metrics as explained previously, only data
will be broken down by the elements included in the segment.!
Lets see what elements can be found on each segment.!
Tweets: Usually this segment is selected by default and as the name

suggests, displays all the tweets that have been used as part of a
campaign.!
Platforms: Selecting this segment will display your report with a

breakdown by device and operating system where your ads were
displayed!
Locations: This segment shows a breakdown by geographic area.

By default it will show country, but well see in a moment how to get
more detail!
Demographics: User data with information by their gender and

language!
Interests: What topics do your target audience like to comment

about, which is not user declared information but behavioral data
obtained by Twitter after analyzing trends.!
Handles: If you have targeted users based on the accounts they

follow, this segment will report how each of those accounts
contributed to your campaign results.!
100
!
Interactive Chart"
One of the most interesting features of Twitter campaign reports is the
interactive chart, which could represent data based on the main metric and
specific elements of a segment.!
By clicking on any row of any of the reports, you can see how the chart
changes to report information only for that particular element.!
For example, the following chart represents impressions across all platforms.!
By clicking on a new tab/metric on the top of the chart, and on a specific row
in the report underneath, a new chart is displayed representing the new metric
for the new element. In the following chart I have selected Follows for Android
Devices.!
101
!
Detailed Information"
As you dig into data using the segments menu, you will find some of the
segment elements are marked in blue. This means that element contains subelements that could provide additional data.!
102
!
There are two segments where you can find additional information for your
reports:!
Locations"
As weve seen before this segment will display a report with a breakdown by
country.!
However, in some cases Twitter also provides information by state or region,
metropolitan area and even postcode!!
To access this level of detail, just click on one of the country names marked in
blue. At the top of the new report youll see some buttons that allow you to
change the geographic level or go back to the previous report.!
!
Platforms"
This segment provides additional information for iOS and Android devices. As
it happened with Locations, you only need to click into any of those links.!
The new report contains two groups of data: devices or operating system.!
103
!
This option is very useful especially if you are using Twitter to promote an app
for smartphones, or you are planning to develop one.!
!
!
!
!
!
104
!
CONCLUSION
As it happens with everything in life, things require time to be learned and
mastered; and Twitter is no different. Therefore do not get overwhelmed and
give up if you dont achieve the expected results initially Try again with
different settings or change your ads, and analyze your data regularly. !
Learning from your errors is the only way to become really familiar with
the tool."
I really hope you have found this eBook / guide useful, and are considering
Twitter as an advertising platform for your Social Media activities if you were
not using it already.!
And if you want to keep learning on Social Media strategy, dont forget to visit
my website at www.antoniocalero.com, where Ill keep sharing my
experiences as well as providing regular tips and advice to make your Social
Media marketing activities more effective. !
Good luck!!
!
!
!
105
ABOUT THE AUTHOR
Antonio Calero is a social media consultant and

strategist specialized in user behavior management. "
He helps businesses understand better their unique
audiences to create effective social media content
and campaigns."
You can keep in touch at www.antoniocalero.com"
FOLLOW ME ON
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Tips and Advice"

WHY TWITTER ADS?

Easy to use interface"

Target users based on the accounts they follow"

If they have mentioned these words in their status updates!

If they have engaged with any content from the Page!

If they have recently stopped following that Page!

Furthermore, Facebook usually considers only active users. This means, a

Be careful when selecting this type of targeting: you really

Broad: Includes variations of the selected keywords (e.g.: typing

Exclusion: Avoids certain keywords!

When selecting keywords, you could also consider trending

Summary Card: Displays a short preview of the content linked,

Summary Card with Large Image: Similar to a Summary Card, but

Photo Card: A Card displaying a single photo !

Product Card: A Card optimized to display product information!

Gallery Card: A Card highlighting a collection of four photos!

When using an App Card as part of an advertising

Player Card: A Card providing audio streams or video clips!

Website Card: A Card designed to drive traffic, including a medium

Lead Generation Card: A Card designed to capture email leads

This two-step process combined with the user qualification

Even if you have some experience with online advertising, I

waiting for!; June 2014

TV Show Ad targeting: This product is only available for companies

Promoted Hashtag: The purpose of this product is creating and

This is not possible on Facebook at the moment, where on

Recover and abandoned shopping cart"

On Facebook this technique requires the use of Custom

Which demographics are more reactive to your content!

Accounts with the most active users!

Which keywords get more attention!

Main interests from users engaging with your content!

Twitter includes two different reporting tools: one where you

If your credit card gets cancelled in the middle of a

Including more than one credit card in your payment options

Type of notifications: Select what notifications related to your

Phone number: To be used by Twitter representatives to get in

Ad Manager: Full access to create and edit campaigns, but cannot

Analyst: Has access only to the campaign analytics!

These are the same permission levels offered currently by

Giving access to another user to your advertising account

Tweets and creatives used as ads!

Budget and bidding!

Text of the tweet!

Followers (Promoted Account)"

Including some tweets as part of your Promoted Account

Is taken to the app store!

The app is launched on their mobile device!

Facebook offers also App Installs and App Engagements

On Facebook, these type of campaigns are called Clicks to

As we have already mentioned, this is a Twitter exclusive

Start immediately, run continuously: Your campaign will start

App Installs &

Used on their tweets the keywords you select!

Used those keywords to search for content!

Engaged with other tweets containing those keywords!

Broad match: Considers variations of the keywords you choose and

Broad match modifier: By adding the + symbol to any of the words

Phrase match: By adding quotes to the keywords you specify you

Negative match: Keywords preceded by the negative symbol will

Negative phrase: Keywords in quotes preceded by the negative