socialpro 2015: advanced twitter ads: next-level tactics for driving leads & sales in real-time
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#SocialPro #14B @sahilio
Sahil Jain, CEO & Co-founder of AdStage
ADVANCED TWITTER ADS: DOING MORE WITH TWITTER
TAILORED AUDIENCES
#SocialPro #14B @sahilio
Sahil Jain, CEO of AdStageFormer Co-founder & CMO of Trigger.io @ 20, AOL @ 19, Yahoo! @ 17, High School & College dropout.
ABOUT
AdStage All-In-One PlatformAllows advertisers to create, optimize, and report across Google, Bing, Facebook, Twitter, & LinkedIn Ads.
#SocialPro #14B @sahilio
WHY TWITTER
316Mmonthly active users
17.1minutes per day
on average
Source: eMarketer November 2014Source: Twitter October 2015
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Better Targeting for Advertisers
TWITTER TAILORED AUDIENCES
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ADVANCED STRATEGIES FOR TAILORED AUDIENCES
Acquire New Users Easier
Limit Wasted Ad Spend
Increase Conversions
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Exclusion Targeting
LIMIT WASTED AD SPEND
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“Half the money I spend on advertising is wasted; the trouble is
I don't know which half.”
-- John Wanamaker
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Device Carrier Platform Age Gender Location Television Keyword
Core Targeting on Twitter Ads Language Interest Behavior Event Previously engaged Handle followers
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Types of Tailored Audiences
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Exclusion Targeting
Cross-device retargeting
Previously Converted
Existing Customers Competitors
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Similar User Targeting
ACQUIRE NEW USERS EASIER
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Targeting users that are similar to your existing users requires market
research - a $21 Billion industry.
Source: Market Research Market Research Report | NAICS 54191 Sept 2015
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Twitter Ads Includes This Data For You
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When to Use Similar User Targeting
Brand Awareness
Product Announcements
Lead Generation
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Product Announcement
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Brand Awareness
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Lead Generation
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Nurture with Dynamic Retargeting
INCREASE CONVERSIONS
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In a cross-device world, retargeting is becoming more
and more difficult
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67%start shopping on one device and
continue on another
Source: comScore/PayPal “Reaching the Connected Consumer” Custom Surveys, Oct 2013
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Twitter is one of the few channels that can accurately
retarget your database
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Tailored Audiences for Retargeting
Direct Response
Lead Nurturing
Loyalty Programs
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Lead Nurturing Example of Content Drip
Blog Post / Infographic
Guide / Whitepaper
Case Study
Webinar
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Adding in Twitter Ads at Each Stage of the Drip
Blog Post / Infographic
Guide / Whitepaper
Case Study
Webinar
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Create a Website Tag for Each Conversion
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Nurture Leads on Twitter with Exclusion Targeting
Blog post subscribers
Whitepaper downloads
Case study downloads
Whitepaper downloads
Case study downloads
Webinar registrants
Targeted Audience Excluded Audience
Core Target Audience by Keyword, Interest, etc.
Existing Customers, Competitors, Previously Converted
Blog Post / Infographic
Guide / Whitepaper
Case Study
Webinar
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Lead Nurturing Example for End UserVisits Website and subscribes to blog
Receives nurture campaigns via email and Twitter
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Direct Response
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Loyalty Programs
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THANK YOU!
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MARCH 1-3, 2016