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Make Twitter Ads Work for B2B Lead Generation
Presented by John A. Lee
Managing Partner – Clix Marketing
#SMXsocial13– November 20, 2013
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Twitter Ads in the Wild
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What You Should Expect to Learn Today
• Twitter Ads Primer
• B2B Targeting with Followers
• B2B Targeting with Keywords
• Ad Writing for Twitter
• Lead Generation Cards
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“
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Success is neither magical nor mysterious. Success is the natural consequence of consistently applying the basic fundamentals.
Jim Rohn
Let us not forget about marketing fundamentals!
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Remember the Fundamentals
• Relevant, message-matched landing pages.
• Clearly stated calls-to-action and benefits in promoted tweets and on landing pages.
• Campaign segmentation for clean data.
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Twitter Ads Primer
Promoted AccountsPromoted Tweets for Followers; Search; Timeline
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Promoted Tweets for Followers
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Lookalike Audience of Your Followers
• Leverage the followers of your business @handle.• Target your existing followers. High chance of overlap with existing leads
and/or customers.
• “Include followers of…”
• Target Twitter users similar to your followers.
• “Include users like followers of…”
• Lookalike audience.
• Don’t have many followers?• Participate in the Twitter universe organically to gain followers.
• Prime opportunity to run a Promoted Account ads campaign.
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Leverage Your Competitors and Thought Leaders
• Leverage the followers of other Twitter users.
• Create a list of target @handles using Twitter search:• Competitors
• Thought leaders in your industry
• Publications covering your industry
• Twitter users discussing competitors or topics related to your business
• Bulk upload and “include users like followers of…”
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Promoted Tweets for Followers
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Report on @handles as if They Were Keywords
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Promoted Tweets for Search / Timeline
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Twitter Keyword Targeting
For Search
• Targets searches done on Twitter.com.
• Broad, phrase, exact matches.
For Timeline
• Targets the content of tweets in timelines.
• Almost contextual matching, but with greater control.
• Broad, phrase, exact matches.
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Keywords to Target
• Your brand.
• Your competitors.
• Products and services.
• Relevant hashtags (Twitter groups, conferences, hot topics).
• Current topics relevant to your business.
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Keywords with Match Types FTW!
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Strategies for Ad Writing on Twitter
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Tweets Just for Twitter Ads
• OK to use tweets posted organically, but tracking will be muddled.• No way to segment organic
engagements vs. paid engagements.
• Create new tweets marked as “Promoted-only” with properly tagged website links.
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Tips for Promoted Tweets
• Write promoted tweets like you would write any piece of ad copy. • Relevant to your target audience and keywords.
• You only get 140 characters, so use a URL shortner. • Test bit.ly, t.co, ow.ly.
• Test creating customized, keyword specific URLs (e.g. bit.ly/ClixRocks).
• When creating shortened URLs, make sure all links have tracking tags.• Analytics, 3rd party tools, etc.
• Create a schedule to keep promoted tweets “fresh” and to sustain testing initiatives.• Use Twitter’s tweet scheduling feature to plan ahead.
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URL Shortners Are Your Friend
Customize to Match Themes & Keywords
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Lead Generation Cards
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Lead Gen Cards
• Obtain lead information within the Twitter timeline.• Sign ups, offers, email
subscriptions, free trials.
• Download lead data via CSV.
• Sync with CRM software via APIs.
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Thank You!Have questions? Let me know! Email: [email protected] Twitter: @john_a_lee