Twitter Ads

Benefit of Twitter Ads- Youll only pay for the actions that align with
your campaign objective, Cost-per-action pricing, great flexibility in
total spending
Campaign Objectives:
Tweet Engagements-Reach more people and drive conversation
Website clicks or conversions- Send people to your site (to purchase,
sign up)
App installs or app re-engagements- Get people to install or reengage with your mobile app
Video Views (Beta Stage)- Get people to watch your videos
Followers- Grow your community on Twitter
Leads on Twitter
Pricing Structure:
Ads are priced using an auction model
Each time a campaign is eligible to appear, an auction takes place
between your ad and all other eligible ads
Advertiser needs to specify budget and bid
People are only charged when one of the above campaign objectives
is achieved
Advertisers are given three options
Automatic Bidding-It enables twitter to auto-optimize bids
for a given campaign objective and budget on advertisers
Behalf-Will allow advertiser to enter in auctions with lowest
costs while also delivering on overall campaign objective.
Experienced Twitter Ads Advertisers, New Advertisers.) Easiest
way to start a campaign quickly
Manual Bidding (Deprecated from the Followers campaign
objective)- Allows users to manually select how much a
lead,click or engagement is worth to their business. When win
auction will win one unit above the second place advertisers
quality adjusted bid-Second Price Auction. Advertisers that
prefer more control or have strict budget requirements. More
flexibility
Target Bidding (The advertiser mentions the target cost per
link click(or lead). Well optimize your bids to achieve this
average costs, typically within 20% of your targets on a daily
basis. Pay the actual average cost for all links. Default option
Takes 2 days to shift from changing or updating from one bid
system to another.
Available Campaigns

Website Clicks or Conversion Campaigns- Only charged for

clicks to our websites. Other actions and campaigns wont be
charged.
Followers Campaign- You will only be charged for the follows you
acquire from a particular campaign. All other actions and
engagements are free.
Tweet Engagement campaigns- Charged only for engagements
on your promoted tweets. Impressions are free
App installs or app engagement campaigns- Charged for clicks
only to install or open your app you acquire from that campaign
Leads Campaign- Charged only for the leads acquired, all other
actions and engagements are free.
Video View Campaign- Charged only for video views
from a particular campaign. View-50% view on users
device, at least 2 seconds or clicked full screen option. New
metric-3s/100% view
Pre roll campaign- Same as above, only difference no
tweets are associated with it.

US Rates??
Followers campaign: $2.50 - $3.50
Website clicks or conversions campaign: $1.68 $10.00
Tweet engagements campaign: $1.50 - $2.50
App installs or app engagements campaign: $1.95 $3.25
Leads on Twitter campaign: $4.47 $23.00
Quality Adjusted Bids:
In order to determine which ads to display on Twitter, both the bid amount
and Quality score of as are taken into account- 3Rs used- Resonance,
Recency, Relevance
Provide bid guidance also in order to know about how much to spend.
Process of starting a new campaign on Twitter
1. Campaign Dates and Budgets:
Two options to start a new campaign- Start Immediately, Run continuously.
Customize start and end dates

2. Set Budgets and Bids- Total Budget and Daily Maximum. The
campaign will automatically stop once we reach the total budget
3. Set Daily Budget Pacing Options- Standard delivery(Evenly
throughout day), Accelerated Delivery(Spend Daily Budgets as fast
as possible- Running time sensitive promoted tweets during live
events, conferences, TV shows or sporting events)
Places where we may see the effect of Ads- Home timelines, who
to follow and search results.
There is a separate section for promoted trends and tweets to
distinguish from other recommended accounts.
Targeting

Allows for Geo targeting and gender targeting also.Can use our own data
Tells us how much we will be able to reach

In App Based Ads

Average CPI for India: 0.35$
Ways of Performance Measurement on Apps:
Cost-per-mille (CPM)-Traditional way of advertising, good for building
awareness for brand or application. Client is charged for every mile1000 times, advertisement is displayed to a user on a mobile
platform
Cost-per-click (CPC)-Better performance based method, because
clients will only pay when the user will click on the ad-see
engagement
Cost-per-install (CPI)-Specific to mobile applications. The brand is
charged a fixed or bid rate in this system.
Lots of Players in the market-Appbrain, emerge who offer in-app based
advertising services. Give Dashboard services that allow it to monitor
Google Play compliant non-intrusive ad units- Between levels, at the
bottom of an activity
Monitor-Clicks, User Installs, Revenue
Major android ad networks

Ad companies also offer the flexibility of spending the money you earn on
ads to transfer it for own app promotions. Bonuses are given for this
Full Screen Interstitials, Allows for Horizontal and Vertical videos. That can
be skippable or non skippable-Rich media interactive ad card often at the
end of an ad. Main metric is the device network to which an particular
mobile agency has access-Instream videos
Estimation of Revenue- Conversion Rate, Partial CLV, eCPM, fill rate
Average conversion rate for industry is 10%
Incentivized and Non-incentivized traffic
Often have 3d app walls that allows them to scroll on screen. Native ads
(List of apps on screen)and banner ads
Average Rates
Average Mobile RPMs
iOS Banners
iOS Interstitials
Android Banners
Android Interstitials
General Trend

$0.20
$3.00
$0.15
$2.00
Down

$2.00
$5.00
$1.50
$4.00

Mobile ad networks compete aggressively with each other in an effort to

gain more market share

Blogs
Three main ways of monetization:
Pay-per-click
Pay-per-impression
Pay-per-action
Sponsorships-When someone wants to be actively associated with
the ad
Contextual advertising programs-The ads that are shown on the blog
will match with what the blog is about e.g. Google Ad Sense, Konterra
Text Link Ads: Placed on the basis of specific text in the posts of a blog
are called text link ads.
Impression based ads- Number of times an add appears in a blog
Affiliate Ads- Give blogger the chance to provide a link to a product, will
be provided money when someone buys that product
Direct Ads- Give advertisers a chance to purchase ad space on their
blogs-Banner ads or some other kind of ads
Sponsored Reviews
Sites like blogrank help in identifying the top 100 blogs in any category so
that user can contact them for advertising.
Closely integrated to google ad sense.
Base formula for ad: Your daily unique visitor count, divided by hundred,
as a base monthly fee per ad.

Location based advertising is becoming increasing popular