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

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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

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Promoted Tweets – Interest Targeting

› Reach people with specific interests or who

are similar to followers of specific accounts

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Interest Targeting

› What is it good for?

› Conversation

› Brand awareness

› Reach

› Events

› Performance expectations

› lower engagement rates

› higher volume

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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

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Audience Segmentation

› Keyword targeting

› Exact, phrase, broad + negatives

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Ads Reporting

› understand interests & handles that are

driving engagement

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Twitter Analytics

Promote wisely.

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Who’s Winning Mobile

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It’s a draw…for now

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Facebook Twitter

Offsite Content/Direct

Response

Awareness

Events

App Discovery

Awareness

Events

Thank you!

Ian Mackie

ianm@pointit.com

@point_it

facebook.com/pointit

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