Assignment No#3

Advertisement on Twitter Platform

Submitted By
Fatima Sheraz (0033)

Submitted To
Pro. Muneeb Niaz
Class
Msc_IT
Section
A4
Date
29th July, 2018

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Contents
1. Advertisement On Twitter Platform................................................................................................3
Example......................................................................................................................................................3
Key takeaways and hacks.....................................................................................................................5
2. Types of Twitter Ad Campaigns........................................................................................................5
3. Where Will My Ads Appear?............................................................................................................5
4. What Are Promoted Tweets?............................................................................................................6
Pro Tip....................................................................................................................................................7
5. How to Create your Twitter Ads.......................................................................................................7
1. Setting Objective and Budget.......................................................................................................8
2. Creating an Ad Group...................................................................................................................9
3. Create your Twitter ads.................................................................................................................9
6. How to Target you Twitter Ads.......................................................................................................11
7. Twitter Tailored Audiences.............................................................................................................12
8. Twitter retargeting best practices...................................................................................................13
9. Twitter Video Ads............................................................................................................................14
10. Twitter Video Ads specs:.............................................................................................................14
11. Conclusion....................................................................................................................................15

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 1. Advertisement On Twitter Platform

Nowadays, Twitter advertising is continuously overshadowed by bigger, more popular marketing

channels like Facebook, Instagram, and Pinterest.
With all these cool kids on the block, Twitter might seem like an advertising channel that has
long lost its value.
But that’s not entirely true. Twitter is making some big changes with how brands can and should be
using the platform, which could potentially increase activity.

Even if it doesn’t rise back to its original superstar popularity, it’s still a powerhouse of a social
media platform, and there’s a lot to be gained from it..
Many brands are still seeing a great deal of value in Twitter advertising, and as more brands
flock to other channels and abandoned Twitter, the lower the competition will be.
Moreover, the social media network has 328 million global monthly active users, (though they
do admittedly have a declining active user base in the U.S.), and more than 67% of those users
are likely to purchase from a brand they follow on Twitter.
Don’t give up on Twitter just yet, because with these 2018 updates they could be gearing for a
comeback.

Example
Twitter Ad Campaign Coca-Cola
Every year, Coca-Cola delights their fans with a #HolidaysAreComing campaign, its iconic ads
featuring the festive Coke truck (that, by the way, first debuted 21 years ago).

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In 2016, the UK branch of Coca-Cola (@CocaCola_GB) ran a holiday Twitter campaign that
would help its fans keep up with the launch of the ad on TV.
To do that, Coca-Cola created GIFs that they shared and promoted via Twitter ads.

What’s even more awesome, is that this year, Coca-Cola created custom emoji. Every time
someone tweeted the campaign hashtag, a visual of the truck would appear in the tweet.

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Key takeaways and hacks
1. Create engaging campaigns – When creating a Twitter ad campaign, make all your ads
highly engaging and invite your fans to share and participate in your campaign.
2. Create high-quality visuals – Use GIFs and memorable visuals to make your Twitter ads
share-worthy.
3. Use contrasting colors – A study by Usability Tools showed that highly contrasting call-
to-actions had a 75% higher click-through rate compared to low-contrast CTAs. The same
rule applies to your ad images.
4. Make your ads fun – Coca-Cola chose to use engaging ads rather than overly salesy
messages.
5. Combine organic and paid reach – Start by sharing some Twitter posts organically and
as some posts get more engagement than others, use these for paid promotion.

2. Types of Twitter Ad Campaigns

There are currently two options you can choose from when you go to create a Twitter Ad in
terms of what you want to do. These options are to automatically promote your tweets and to
create a conventional ad campaign.
Automatic promoted tweets are a new system that will automatically take the first ten tweets you
post per day and promote them, placing them in users’ feeds. This excludes retweets and replies,
and all tweets must pass Twitter’s quality inspection before they’re promoted.
For enormous businesses who want to run campaigns quickly and on an automated basis to build
brand awareness and expand reach, this is one potential option.
Personally, I’d almost always choose the second, which is to manually create Twitter Ad
campaigns.
You can still use past tweets, but you get to choose exactly which ones you want to be
promoting. Your ad campaigns come with a wide variety of objectives, too, like the ability to
increase site clicks, get more followers, or encourage app downloads.

3. Where Will My Ads Appear?

Two different factors will determine where your ads appear: what objective you select, and then
which placements you choose.
Not all objectives offer every placement, but you can choose to select or deselect any of the
placements each objective gives you.

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The full list of potential placements include
1. In searches
2. On your profile and tweet detail pages
3. In users’ feeds
4. The Twitter Audience Platform

4. What Are Promoted Tweets?

According to a 2015 report by Kinetic Social, 88% of Twitter’s ad revenue came from Promoted
Tweets. However, it’s 2018 now and the numbers are becoming more skewed in favor of Video
Ads.
Here’s what a Promoted Tweet campaign looks like when using an existing tweet:

You can also create new Twitter cards that will look slightly different from the promoted tweets.
While the first example had the main text on top of the image, the Twitter cards have the
headline below your ad image.

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To create a Twitter card, simply enter the image, headline, website URL, and card name in the
New Card creation box.

Pro Tip: When using promoted tweets rather than Twitter cards, you can first gather the organic
likes and shares and only then promote your tweet. This way, your promoted tweet will have
additional social proof from the minute it’s published as a paid tweet.

5. How to Create your Twitter Ads

If you haven’t used Twitter as an advertising platform for a while, then you may be surprised
when you log in. It’s undergone some big changes over the years, so it will likely look a little
different than how you remember.
To get started, you can access Twitter’s Ad platform here.
First, you’ll be asked if you want to promote existing tweets (which works a lot like Boosted
Posts on Facebook and Instagram) or create separate ads.

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Followings are the steps top create twitter ads

1. Setting Objective and Budget

You’ll then be taken to another site, where you can choose from the following objectives

Choose the objective that’s best suited to your specific campaign goals (and remember to focus
on only one goal and desired action for each individual campaign, or you’ll confuse users).
Note that what you’re optimizing for will affect what you pay for; website clicks or conversions,
for example, charges you every time someone clicks. Select your objective by clicking on it, and
you’ll be taken to the next screen.
Here, you’ll name your campaign, set a daily and/or total budget, and schedule your campaign.
You’ll also be given additional information on the objective you’ve chosen. Once you enter all
this information, click the blue Next button in the top right-hand corner.

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 2. Creating an Ad Group
Next, you’ll create your Ad Group.
This makes it easier to split test different campaigns, and even divide up your total campaign
budget into different ad groups as you see fit.
You can set different start and end times for the campaigns as well.
Here, you’ll also choose your bid type (automatic is the best bet for most businesses, as it’s
optimized to get more results at a low price instead of manual, which can cost you placements),
and your key conversion metrics.

3. Create your Twitter ads

Next is the creative section (though targeting used to come first).
You’ll be asked to select past tweet, or to Create a new one, and to select display creatives.

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In many cases, when you’re creating a new ad and not promoting a tweet, it will be the better
option to create a new tweet. Because it can be difficult to spot, it’s highlighted in the screenshot
here:

Note that some objectives– including clicks to a website– must have Twitter Cards attached.
It’s a good best practice to have, anyways, since Twitter Cards help your add stand out and give
you a lot more room to share information with the user that will get them to click.
You can create and manage Twitter Cards in your Card Library, and they can be used to inspire
site clicks, add videos or images to the tweet, or feature app videos.

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At this stage, you’ll also have to make final decisions on where your tweets will appear for this
Ad Group.
You can choose whether you want them to appear on profiles, in searches, and/or the Twitter
Audience Platform.
If you have searches selected, you’ll be asked to categorize your Tweet so Twitter knows what
searches to have it appear in.
You’ll also need to enter the domain name for the business who is running the ad.

After you’ve selected your Display Creatives, you’ll move on to the targeting section.

6. How to Target you Twitter Ads

Because targeting is so important and complex, we figured it should get its own
mini-section.
When setting up a Twitter ad campaign, you can create a target audience based on
these targeting options:
 Location
 Gender
 Language
 Devices, Platforms, and Carriers

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  Keywords, which works like Google’s keywords and allows you to show up in specific
searches
 Followed Accounts, so you can reach users who follow certain accounts similar or
complementary to yours
(this can be particularly effective if you’re featuring that add in your account)
 Interests, which can include people interested in job searching, bowling, and cooking
 TV market, which includes people who have watched certain TV shows or movies,
which again can be used to create niche ads
 Behaviors, which can include everything from Charmin buyers to home gardeners.
 Events

You can get pretty granular at targeting niche audiences on Twitter. They’ve majorly stepped up
their game to compete with Facebook’s exceptional targeting system.
We’ll also look a bit more at Tailored Audiences in the next section, but after that, once you’ve
selected your targeting and reviewed your ad, you’re good to go.

7. Twitter Tailored Audiences

To keep up with Google’s remarketing audiences and Facebook’s Custom Audiences, Twitter has
added the Tailored Audiences targeting option. This allows advertisers to reach the existing
customers or past website visitors and deliver them highly relevant ads.

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If you want to target past website visitors, you also need to install Twitter’s tracking pixel on
your website.
Twitter lets you track several different conversion events:

8. Twitter retargeting best practices

 Remarket website visitors – Create landing page-specific Twitter ads to turn your
landing page visitors into customers.
 Exclude past converters – Don’t forget to exclude the people that have already
converted on your offer.
 Use remarketing for lead nurturing – Promote engaging content to increase brand
awareness and make people trust your brand even further.
 Target your email subscribers – Upload the lists of existing email subscribers to target
them with relevant offers.
 Deselect “Expand reach by targeting similar users” – This way, you’ll only be
targeting the people who have actually been to your website.

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 9. Twitter Video Ads
According to data by Twitter, the majority of Twitter users (82%) watch video content on Twitter
and 90% of them watch it on their mobile devices
Which leads us to another Twitter advertising rule: When creating Twitter Video Ads, make sure
your videos are optimized for Mobile views.
To set up a Twitter Video Ads campaign, select the Promoted Video Views campaign objective.

1. You can upload new videos to Twitter Cards under Creatives > Media.
2. You’ll also be able to insert a headline, call-to-action, and URL to your ad.
3. Your videos will auto-play on scroll, encouraging people to tap or click.
4. Here’s how a Twitter Video Ad will look like on Desktop:

10.Twitter Video Ads specs:

 File Type: MP4 or MOV
 Max Play Time: 2 minutes and 20 seconds (select accounts get 10-minute access)
 File Size: Under 1GB recommended
 Video Codec: H264, baseline, Main or High profile with 4:2:0 color space

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 11.Conclusion
Sure, Twitter advertising in 2018 isn’t as glamorous or popular as Facebook or Instagram Ads,
but that doesn’t mean that you should count it out.
It still offers value, and when used as part of a diversified marketing strategy, it can help you to
connect with new members of your target audience on an entirely different platform.
Twitter is working hard on improving its entire platform, so stay tuned to the AdEspresso blog,
because you know we’ll fill you in as soon as there are changes both for the organic and paid
features

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