the complete guide to direct response advertising on twitter

Advertising Automation Software


Twitter Offers A Huge Opportunity For Direct Response Advertising

• “Mobile-first” has been an essential concept in digital marketing over the past several years

• Last year, 58% of all US digital ad spend was allocated to direct response campaigns

• Twitter’s investments in mobile and direct response advertising has helped make it the world’s fastest growing channel for display advertising

http://totalaccess.emarketer.com/Chart.aspx?R=169705&ECID=TA1002

http://totalaccess.emarketer.com/Chart.aspx?R=176821&ECID=TA1002


Who’s on Twitter, and what are the user demographics?

• 313 million monthly active users

• 82% of Twitter users access the site on mobile devices

• 79% of Twitter accounts are international (outside the US)

https://about.twitter.com/company





Twitter Targeting Options• Interests - Get in front of people who love

certain topics

• Followers – Pick one or more Twitter accounts whose followers you are interested in reaching. This option will target users with similar affinities to those who follow the Twitter handles you select


Twitter Targeting

• Keywords – This feature matches ads to Twitter users who have recently used a specific word or interacted with a Tweet that used a specific word

• Lookalikes – Target new prospects that share similar interests and behaviors with existing customers or people who have already interacted with your brand or product


Twitter Targeting• Tailored Audiences – Allows you to leverage

your CRM data to reach people who have already interacted with your brand

• Television – Lets you deliver Promoted Tweets to users engaged with specific TV programs


Twitter Targeting

• Location – Geo-target certain countries and cities so you can connect more strongly with customers by acknowledging their surroundings

• Installed App Category – Target people based off of the different types of apps they have downloaded on their phones


Twitter Targeting

• Operating System, Device and Connectivity – Reach specific segments of your audience with the ability to choose factors like whether your ad gets in front of owners of unique iPhone or Android devices

• Gender • Language


Twitter Ad Types Powering DR Success• Website Card Ads

– Drive website clicks or conversions– Catch your audience’s eye with striking images or

videos. Integrated call-to-action buttons provide a clear next step for people to take action on your ads.


Twitter Ad Types Powering DR Success• Image and Video App Card Ads

– Drive app installs or engagement– Prompt people to take action on your ad through

visual cues and direct language. Depending on the goal of your campaign, you can drive new downloads and repeat app sessions with an Install or Open call-to-action.


Twitter Ad Types Powering DR Success• Image/Video + Link Ads

– Drive action using big, bold media– By design, Website and App Cards have more

“clickable” real estate to link people off of Twitter, but Image/Video + Link ads can be a powerful solution for driving offsite actions as well. They feature larger creative and can offer a a more native look and feel.


Creative Best Practices• Images and Videos– Experiment with

vibrant colors and pick hues that pop

– Try out images or videos featuring people vs. objects or one product vs. a collection

– Sometimes an image-video + link ad can perform better than a Card since it feels more native


Creative Best Practices• Copy– Be direct about what

you want someone to do once they land on your website or in your app

– Play with CAPS, exclamation points, and symbols or emojis

– Avoid using extraneous #hashtags or @mentions in your copy


Creative Best Practices– Use action words

like download, shop and sign up to steer viewers towards your desired action

– Convey a sense or urgency with words like now and today

– Don’t forget to include your value proposition (i.e. the why behind the what)


Scale Your Best Creative

• As with all digital marketing efforts, apply the scientific method to testing each creative element on Twitter.

• If an ad is performing well, what’s driving that success? Is it the targeting, the ad copy, the image, or all of the above?


Scale Your Best Creative• Build out Lookalike Audiences based on a list of

your best customers to expand your advertising reach to people who also have the propensity to respond to your campaigns.

• Expand the mobile reach of your ads by extending your targeting to Twitter’s Audience Platform.

https://business.twitter.com/en/help/campaign-setup/twitter-audience-platform.html


Pro Tips for Twitter Ads That Convert• Ecommerce– Retarget visitors

to your website and upload emails from your CRM to nurture your relationship with potential shoppers. Focus on limited time offers and sales, seasonal rollouts, promo codes, or free shipping


Pro Tips for Twitter Ads That Convert• Mobile Gaming

– Try driving downloads with a combination of eye-catching ad creative and intelligent targeting on Twitter. Video App Cards are a must for mobile games. Use them to display in-game action, spotlight popular characters, and play up exciting challenge levels


Pro Tips for Twitter Ads That Convert

• Lead Generation– Benefit from the direct

response functionality of Website Cards. Drive purchases and signups with CTAs like “Book now” and “Apply here.”

– Make sure ad images and copy convey exactly what your company does and why it’s valuable.


Nanigans Powers Direct Response Success On Twitter

• For in-house marketing teams looking to accelerate revenue growth on Twitter, Nanigans advertising automation software is the most powerful solution available.

• With direct integrations to today’s most valuable advertising channels, Nanigans offers marketing teams a compelling reason to consolidate tools and providers, and unite their first-party data under one in-house solution.

Advertising AutomationFor more direct response advertising eBooks, reports

and case studies, V

isit our Resource Center!

http://www.nanigans.com/marketing-resources/

http://www.nanigans.com/marketing-resources/

the complete guide to direct response advertising on twitter

Marketing