Creating Effective #TwitterAds
Ian Mackie
Director of Strategy
Point It, Inc
11/17/2013 2
“There are 500 million plus tweets per day…
Average time spent per week = over 4 hrs…
Mobile users are 66% more likely to retweet…
...and 44% more likely to click on links…”
- Kenshoo
11/17/2013 3
To promote or not to promote…
11/17/2013
› Promoted Tweets – Keyword vs. Interest Targeting
› Campaign management
› Finding the right audience
› Reporting & Twitter Analytics
› Facebook vs. Twitter: who’s winning on mobile?
Agenda
Promoted Tweets – Keyword Targeting
› Reach people that search, tweet about, or
engage with specific keywords
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Keyword Targeting
› What is it good for?
› query and/or purchase intent – be there when it
matters
› Direct response
› product interest
› Events
› Performance expectations
› higher engagement rates
› lower volume
11/17/2013 6
Promoted Tweets – Interest Targeting
› Reach people with specific interests or who
are similar to followers of specific accounts
11/17/2013 7
Interest Targeting
› What is it good for?
› Conversation
› Brand awareness
› Reach
› Events
› Performance expectations
› lower engagement rates
› higher volume
11/17/2013 8
Tweak your Targeting
› Geo - DMA + Zip Code (new!)
› Device:
› desktop & laptop
› iOS, Android – by device & versions
(new!)
› Pacing - evenly or accelerated
› Compose a tweet for promotional
purposes ONLY (won’t be published to
followers)11/17/20139
Campaign Management
Is there really a “right way”?
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Campaign setup
Audience Segmentation
Reporting
Campaign Set-up
› Use a naming structure that makes sense to
YOU (for quick viewing & reporting)
› Break out mobile vs. desktop
› Pacing - start w/ standard, move to
accelerated if budget allows
› High bids out of the gate are OK11/17/2013 11
Audience Segmentation
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› Do your research
› Plan to experiment
Audience Segmentation
› Interest targeting
› use Instant Search & Popular Accounts to find
related handles
› Find the influencers
› wefollow.com
› topsy.com
› followerwonk.com
11/17/2013 13
Audience Segmentation
› Keyword targeting
› Exact, phrase, broad + negatives
11/17/2013 14
Ads Reporting
› understand interests & handles that are
driving engagement
11/17/2013 15
Twitter Analytics
Promote wisely.
11/17/2013 16
Who’s Winning Mobile
11/17/2013 17
It’s a draw…for now
11/17/2013 18
Facebook Twitter
Offsite Content/Direct
Response
Awareness
Events
App Discovery
Awareness
Events
