socialpro 2015: advanced twitter ads: next-level tactics for driving leads & sales in real-time

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Sahil Jain, CEO & Co-founder of AdStage

ADVANCED TWITTER ADS: DOING MORE WITH TWITTER

TAILORED AUDIENCES

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Sahil Jain, CEO of AdStageFormer Co-founder & CMO of Trigger.io @ 20, AOL @ 19, Yahoo! @ 17, High School & College dropout.

ABOUT

AdStage All-In-One PlatformAllows advertisers to create, optimize, and report across Google, Bing, Facebook, Twitter, & LinkedIn Ads.

#SocialPro #14B @sahilio

WHY TWITTER

316Mmonthly active users

17.1minutes per day

on average

Source: eMarketer November 2014Source: Twitter October 2015

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Better Targeting for Advertisers

TWITTER TAILORED AUDIENCES

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ADVANCED STRATEGIES FOR TAILORED AUDIENCES

Acquire New Users Easier

Limit Wasted Ad Spend

Increase Conversions

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Exclusion Targeting

LIMIT WASTED AD SPEND

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“Half the money I spend on advertising is wasted; the trouble is

I don't know which half.”

-- John Wanamaker

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Device Carrier Platform Age Gender Location Television Keyword

Core Targeting on Twitter Ads Language Interest Behavior Event Previously engaged Handle followers

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Types of Tailored Audiences

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Exclusion Targeting

Cross-device retargeting

Previously Converted

Existing Customers Competitors

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Similar User Targeting

ACQUIRE NEW USERS EASIER

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Targeting users that are similar to your existing users requires market

research - a $21 Billion industry.

Source: Market Research Market Research Report | NAICS 54191 Sept 2015

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Twitter Ads Includes This Data For You

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When to Use Similar User Targeting

Brand Awareness

Product Announcements

Lead Generation

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Product Announcement

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Brand Awareness

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Lead Generation

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Nurture with Dynamic Retargeting

INCREASE CONVERSIONS

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In a cross-device world, retargeting is becoming more

and more difficult

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67%start shopping on one device and

continue on another

Source: comScore/PayPal “Reaching the Connected Consumer” Custom Surveys, Oct 2013

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Twitter is one of the few channels that can accurately

retarget your database

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Tailored Audiences for Retargeting

Direct Response

Lead Nurturing

Loyalty Programs

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Lead Nurturing Example of Content Drip

Blog Post / Infographic

Guide / Whitepaper

Case Study

Webinar

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Adding in Twitter Ads at Each Stage of the Drip

Blog Post / Infographic

Guide / Whitepaper

Case Study

Webinar

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Create a Website Tag for Each Conversion

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Nurture Leads on Twitter with Exclusion Targeting

Blog post subscribers

Whitepaper downloads

Case study downloads

Whitepaper downloads

Case study downloads

Webinar registrants

Targeted Audience Excluded Audience

Core Target Audience by Keyword, Interest, etc.

Existing Customers, Competitors, Previously Converted

Blog Post / Infographic

Guide / Whitepaper

Case Study

Webinar

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Lead Nurturing Example for End UserVisits Website and subscribes to blog

Receives nurture campaigns via email and Twitter

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Direct Response

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Loyalty Programs

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THANK YOU!

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MARCH 1-3, 2016