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Twitter Advertising:From 101 to Real World ApplicationsPresented by: Jenneva Vargas

@jenneva26

Social Media Advertising is no longer a luxury.

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According to BIA Kelsey: This year, we are projected to spend 2.85 billion in social advertising. And that figure is only increasing. At this point – you should be writing into your contracts that there is a separate management and spend associated with each social media program you are managing.

$23.68 Billion

projected social advertising spend in 2015.

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Social media is the number one activity we do on the internet. AND we are all on multiple platforms. So the answer the question – where should you spend your money can be complicated.

If you are just starting out – you will want to test which platforms work best for you. I personally work primarily in Twitter and LinkedIn since my clients fall into the B2B tech space.

Where should you be spending your money?

1. Facebook

2. Twitter

3. YouTube

4. LinkedIn

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What should you be spending our money on? Well, that depends. What is your objective? For example, lets say I am running ads for Oracle’s CRM line of business. And I know that I always loose share of voice in the weeks leading up, during and even a little after Dreamforce.

What do I do? What CAN I do with social advertising? Well, I can target the people talking about Dreamforce for starters. I could also up the spend on all my other active campaigns so that I am not loosing out share of voice.

Or perhaps you are just starting out with a new brand and you need to build your community. Then you would turn to follower acquisition campaigns to help you start building up your numbers.

Figure out your primary objectives based on your business goals and act accordingly.

What should you be spending on?

1. Lead generation

2. Share of voice

3. Thought leadership

4. Follower count

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As marketers, we need to get out of mindset that our users are going to be viewing our ads on a desktop. All over the world research is showing that we spend more time researching, posting and accessing the internet via our mobile devices.

Are you considering mobile?

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Since 80% of Twitter users access the platform via their mobile device. It is paramount that your landing pages are mobile friendly and that you are optimizing your campaigns accordingly. But why stop there? The experience between mobile and desktop is vastly different. So why not optimize by device? Here are some steps to succeed:

1.When you have landing pages, create two: one optimized for desktop and one for mobile

2.Segment your campaigns by device

3.A/B Test

4.Win, win, win!

Pro Tip #1: Make sure your website is mobile friendly

Segment your campaigns by devices (mobile vs desktop)

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My approach to this is kinda similar to how you would order at Chipotle… Pick one under target, focus it with tailoring and enjoy.

Let’s talk Twitter TargetingTarget:InterestsFollowersKeywordsTelevisionEvent TargetingTailored AudiencesBehaviors

Bonus:eXelate Targeting

Tailor:Geography and LanguageDeviceGender

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You want to have a data gathering mindset when you approach your campaigns. This is why I will have several campaigns centered around one asset / landing page – so I can see exactly how a keyword is doing easily, and optimize.

Also note about Interests: Twitter will show you in the back end what other interests your users who interacted with your ad will fall into. So if you are targeting multiple interests (ex: SEO, Technology and Tech News) you will not be able to get the clarity you can with keywords (or @handles).

Pro Tip #2Target:InterestsFollowersKeywordsTelevisionEvent TargetingTailored AudiencesBehaviors

Data is the key to optimization.

When creating your campaigns pick one target.

Tailor:Geography and LanguageDeviceGender

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When you do this, you are going to get a lot of campaigns. And in the Twitter dashboard, it is just a list of every campaign you are running.

This is why naming conventions are extremely important. Everyone of my campaigns has: Campaign Name, Ad type (Promoted Tweet, Twitter Card, Tweet + Image), Targeting and Tailoring.

BONUS: Pro Tip

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You want to have a data gathering mindset when you approach your campaigns. This is why I will have several campaigns centered around one asset / landing page – so I can see exactly how a keyword is doing easily, and optimize.

Also note about Interests: Twitter will show you in the back end what other interests your users if you keep the naming convention the same throughout you will be able to search and compare within the dashboard.ho interacted with your ad will fall into. So if you are targeting multiple interests (ex: SEO, Technology and Tech News) you will not be able to get the clarity you can with keywords (or @handles).

BONUS: Pro Tip

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In May, Twitter started the transition to move to objective based campaigns.

But what does that mean? Now you are paying by your objective rather than engagement. So how is that different than before?

New(ish)! Campaigns by objective.

What is your goal?

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So was it that you couldn’t use images before? Of course not! You could, and you would double your engagement rate if you did. But you were paying for picture expands. And what is the value in that? None.

Pro Tip #3 If you are using website clicks as your objective you can now use images!

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This is why people started utilizing Twitter Cards. So they could take up more space, get more attention in the feed and entice people to click through.

Twitter Cards

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Here are three different website click campaigns. Which would you click?I did some testing and website cards won. They had over 180% increase in link clicks than images.

Pro Tip #4

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Not only do we have to think about the ad copy and targeting when we are working with but what will do better at auction?

Twitter is going to favor promoted ads with images. Primarily because users exchange with them more so they will always be favored. And if you don’t have an image you will have increase your maximum or target bid which will yield higher CPC and eat up your budget needlessly.

Pro Tip #5

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Have you noticed that in all these examples you don’t see any # or @?

Before May, you would be paying for these engagements. But now, we aren’t. Yet, all of these examples aren’t utilizing those common Twitter traffic. When you use a # or put in a username it will take the user away from your ad. We only have 8 seconds of a users attention so we have to eliminate distractions!

Pro Tip #6

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Real World Problems

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Unfortunately, as marketers sometimes we aren’t able to have access to analytics and have to go through a point person who pulls figures and give you your tracking links etc.

But you have to be able to answer these questions in order to prove value and optimize. So here are a few ways you can prove that you are providing value through tracking.

TrackingWhat is the ROI?What is the traffic doing?Are they converting?Is my campaign targeting the right people?

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Let’s start with the Twitter tracking pixel. Right now you can only generate a set number – I believe its 25. That will be changing soon so be patient.

How does it work?User interacts with adDevice is detected and data populates into the dashboard

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Pro Tip #6

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Pro Tip #6.1Utilize UTM parameters to drill down your information.

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Pro Tip #6.2Utilize UTM + URL Shorter for another layer of data.

If you are spending money on Twitter… it is likely that you are going to get assigned a Twitter Rep. But here’s the deal with that. They are trying to get you to spend more on their platform. So you need to take some of what they say with a grain of salt. So what are some ways to make that relationship work in your favor:

Ask for tips on being more effective and streamlining your process.

Ask for them to do quarterly reporting and

Find out what the benchmarks are in your vertical.

They will even give you tracking lists. Be sure that you are investigating those lists because a lot of times there will be some erroneous and eat up your budget.

Working with your RepAsk for tips on being more effective and streamlining your process.

Reporting and benchmarks they can give.

Targeting – investigate their lists!

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I want to leave you with these three things to keep in mind. What are our primary objectives as marketers? How can we win? Advocate for your user experience. Educate your clients or c-suite on best practices and current strategies. Now go forth… optimize and test.

What is your job?Advocate for your user experience.

Educate your clients.

Optimize and test.

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Thanks Pubcon!

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