Twitter is used by millions of people on a daily basis, which makes advertising on the platform one of the best decisions you can make if you want to generate leads and funnel traffic towards your brand.
This Twitter ads guide will help you to better understand the types of advertisements you can launch on Twitter and some of the best practices to help you get your content out to more people.
80% of Twitter users have mentioned a brand in one of their Tweets, and the typical user of the platform follows five businesses.
You can reach more users in your target audience by having an active presence on the platform.
Combined with the right attribution software, you’ll be able to see active growth in your leads, conversions, and overall engagement on the platform, helping you to generate more revenue and expand your brand’s social proof and online presence.
When you implement a successful Twitter ads campaign, all of that changes for the better.
Your brand can reach new users in your target audience that are likely to be interested in your brand.
In addition, you can build a loyal network of clients and followers, leading to word-of-mouth advertising as well as additional lead generation.
Regardless of the budget you have available, Twitter ads are an effective method to increase your brand’s visibility and connect with users who aren’t already following you.
Twitter Ads Guide 2024
Are you ready to use Twitter to help boost your business?
This Twitter ads guide is just for you— we’ll uncover the hows and whys of Twitter ad campaigns, the kinds you should focus on, and how to use them in the right way to see the results that you need.
Types of Twitter Ads
There are a variety of different Twitter ads you can choose from when you’re creating the most effective campaign for growth.
Here, we’ll explain what each type offers and how it works.
Twitter ads aren’t simply limited to tweets; you can also promote your whole account.
This type of Twitter ad allows you to promote your account in order to be seen by users who don’t already follow you.
Promoted Twitter accounts appear in the timeline of users who don’t follow you as well as within the Who to Follow suggestions and search results.
Once users come across your profile, they don’t have to click through to view it— they can follow you by clicking the displayed Follow button.
This means that there is a higher likelihood that the user will follow you, avoiding any additional time or hassle of visiting your profile looking for the button.
Promoting your Twitter account this way is a great choice to help boost your followers and gain exposure for your profile as a whole.
This may be one of the most common types of Twitter ads.
Promoted tweets look basically the same as regular tweets; the only difference is that people who are not following your brand or business will see the ad because you paid to display your content to your target audience.
Tweets can be liked, commented on, and retweeted by the viewer just as regular tweets can.
Any tweets that are part of an ad campaign will be marked with Promoted in the lower left-hand corner.
You’ll have the same amount of freedom with promoted tweets as you do with normal ones.
They can contain rich media like photos or videos; if it includes a video, it will play automatically in the user’s timeline for up to 60 seconds.
Anything after 60 seconds will loop.
Promoted tweets is a quick and easy ad format to get a particular piece of content out to your target audience and capture their attention through interesting and engaging content that prompts them to take action.
Twitter is known for having short, text-based content that is easy for viewers to consume.
It can be difficult to stand out from the crowd at times, especially if you have a longer story that you can’t really jam into a short piece of content.
This is where Twitter moments come in. You can create collections of tweet conversations, live commentary, and more to create a larger, more expansive message.
Using promoted moments can help to give extra emphasis to big moments for your brand and captivate your audience’s attention instantly.
Twitter offers additional insights and tips for Twitter moments, so check them out to get creating and consider them promoting your content.
Twitter is a platform very much based on trends, and you can see the list of trending topics on the right-hand side of your Twitter account.
This is basically a roundup of the most popular topics and hashtags currently seen on the platform.
Promoted trends on Twitter are purchased by a brand to specifically promote a particular trend in order to generate more traffic and leads.
You can see promoted trends in the Trends for You section located both on your timeline as well as in the Explore tab.
If a user clicks on the promoted trend, they’ll then see a promoted tweet from your brand at the top of your feed.
This is an excellent way to get the attention of your users and grow your followers, as well as stay relevant with different trends that are happening on Twitter.
People will see you when they check out trending topics, which makes them see your brand in a credible light.
Twitter introduced Promoted Trend Spotlight in January 2020, increasing the impact of the promoted trends feature by supporting rich media like GIFs, videos, and static images.
This is currently only available in about 15 markets, including US, UK, Japan, Mexico, Spain, Canada, among other countries.
Using these Twitter ads feature has proven extremely effective, offering up to a 3x higher clickthrough rate (CTR) over regularly promoted trends and even 113% higher ad recall.
Using social media ads can be confusing and time-consuming if you’re just getting started, which is perhaps a deterrent if you are new to Twitter or other social platforms.
If you don’t want to deal with the stress of learning and running Twitter ads, automated ads could be perfect for you.
Twitter Promote Mode is a subscription service that will promote your tweets without you doing anything.
Your content will be promoted on twitter automatically through this feature that will create Twitter ad campaigns for you.
Twitter Promote Mode is a paid service that costs $99/month, and while the price may seem a bit steep, your Tweets can reach thousands.
Users of Twitter Promote have seen impressions and reach in the way of 40,000+, which means that they saw a big increase in the amount of people that they were connected with.
In addition, organic clicks and engagements also increased, which is a good sign.
When you start Twitter Promote, you can choose interests and set up some targets so that you’re likely to be in contact with users who are connected to your niche in some way.
If you can, it’s good to set up your own custom Twitter ads, but if for whatever reason it doesn’t work for you, try out Twitter Promote as a solution.
How to Set Up Your Twitter Ads Campaign
Here we’ll go through the 6 different steps you should follow to set up your Twitter ads campaign.
After following the six simple steps, you’ll have live Twitter ads that can help you to expand your presence on the platform.
Let’s check it out!
Step 1: Set Up Your Account
If you already have a Twitter account, you’re ready to go.
If you don’t, you’ll need to set one up since Twitter ads account is connected directly to your Twitter handle.
Once you have a Twitter account, visit the Twitter ads website.
Here, you can set up your ads account from which you can promote your tweets.
The first thing you’ll need to input is your country and time zone so that your currency can be set up properly, and in the next step you’ll be asked to choose your objective.
Step 2: Choose an Objective
No matter what social media platform you’re using for advertising, you have to set your clear objectives, not only for yourself but also in order to create the ad on the platform.
This includes Twitter, and they will ask you what your objectives are right off the bat.
There are a variety of different objectives that you can have.
You should keep in mind your business needs: what are you looking to achieve and how are you going to track that?
If you’re having trouble deciding on an objective, Twitter offers advice on their business website for additional assistance and reference.
There are a total of 8 different objectives you can choose across 3 categories. This is the breakdown:
- Reach: maximize your ad’s reach
- Video views: get people to watch your video
- Pre-roll views: pair your ad with premium content
- App installs: get people to install your app
- Website clicks: drive traffic to your website
- Engagements: get people to engage with your Tweet
- Followers: build an audience for your account
- App re-engagements: get people to take action in your app
You can only choose one of these objectives, so it’s important that you have clear business goals that you can then apply to your Twitter ads goal.
If you’re starting from the ground up, you may consider going in order: starting with awareness, then going through all of the different consideration objectives, and finally ending with conversions.
This can be a good strategy to help you earn followers, build a solid user base, and then get them to take action.
Once you’ve got your objective set up, you’ll be taken to the Campaign Details page that asks you to name your campaign (if you’d like), as well as fill in your funding source and the daily budget that you’re going to apply to your campaign.
Once you determine that, you’ll need to complete your ad group details.
Step 3: Configure Your Ad Group Details
Here you can decide your ad group, target audience, how long your campaign will run for, as well as bid type.
If you’re just starting out with Twitter ads, you should keep your campaign down to one ad group.
Once you get a bit of experience under your belt, you can expand to multiple ad groups or even split up the ad group you already have to make your ads more effective for the subgroups of your target audience.
Here you can also choose how to pay for each ad group.
For instance, if you select automatic bidding, Twitter will determine the best bid to help you get top results at the lowest price according to your budget.
Step 4: Target the Right Audience
This is where you really need to focus on getting things right.
You have to ensure that your targeting is on point, otherwise, you’ll be reaching users that are irrelevant to your brand, leading to lackluster results.
Let’s say that you run a fashion brand and you have an active Twitter account that features your products.
Unfortunately, you aren’t focusing on interacting with women followers and your ad campaigns are too general to reach the right users.
This means that the people you reach with your ads are unlikely to be interested in what you’re offering, which means you can’t generate any additional followers or revenue.
You need to select the proper targets so that you reach the optimal audience for your campaigns.
The first step is to start with demographic targeting— gender, age, location, and language.
You can then move on to target people depending on the device they use.
Once you’ve selected your preferences, you’ll move on to the final section, which is about keywords and more.
While the Twitter ads form says that it’s optional to include keywords, you definitely should.
Otherwise, your results will be all over the place and you won’t reach a specific group of Twitter users.
Once you put in at least one keyword, you can get recommendations on other related keywords that may help you reach the right audience.
After choosing keywords, you can then choose “follower look-alikes,” which will target people with similar interests to a particular account’s followers.
For instance, if you’re the owner of the fashion brand, you may want follower look-alikes from accounts like Tyra Banks, since her followers are likely to enjoy fashion.
Or, you could target competitor accounts; in the fashion space, Fashion Nova is known for having a lot of followers and engagements, so you may want to replicate a similar audience.
Just as with keywords, once you choose at least 1 follower look-alikes account, you can get recommendations.
Other optional fields for targeting include interests, movies and TV shows, events, conversation topics, and more.
Once you feel good about your targeting instructions, move on to Twitter ads placement options.
Step 5: Choose the Best Ad Placement
Your ad needs to be placed somewhere that users are likely to notice it.
Without the optimal placement, it doesn’t matter how beautifully-crafted your ad is. You also want to ensure that the ad isn’t too intrusive.
You can choose for your ad to appear on home timelines, profiles, and also within search results.
After you confirm your placements, you should select the tweet(s) that you’re going to promote.
Step 6: Launch Your Ad Campaign on Twitter
Once you’ve created your ad campaign, you can click Next at the bottom of the page, which will take you to the overview of your campaign so that you can check everything and confirm the details before you get started.
If you check it out and everything looks good, congrats! You’re ready to click the Launch Campaign button at the bottom right.
After clicking, your campaign will be live.
Be sure that you check your campaign carefully so that you don’t have to go back in and edit it later. This can disrupt your campaign and cause unnecessary issues.
If you do have to edit Twitter ads later, you can do so with the Twitter Ads Editor.
In your ads account, visit Tools and choose Ads Editor. You can download your campaigns into a spreadsheet, edit them, and also create new ones altogether.
Once you’re done editing, you can upload the spreadsheet into the tool and the new changes will be applied.
Top Tips for Twitter Ads Success
Running a Twitter ads campaign can be a bit stressful because you are investing in building your audience and in order to get some kind of ROI, you need to see the best results possible.
Below you’ll find 4 tips to help get your Twitter ads off to a good start.
These are things that you can include right off the bat to make sure that your ads deliver value.
Create Clear and Eye-Catching content
Twitter ads can help you to reach thousands of users who potentially have no idea about your brand and definitely don’t currently follow you.
That means you want to catch their eye and make a good impression on them the moment they see your ad.
You should be using rich media in your tweets.
You can get up to 200% more engagement when you include photos and videos in your tweets, and you’ll also stand out amongst the crowd when people are scrolling through their feed.
Don’t forget, you should also keep your profile up-to-date and looking on point because if a user visits your profile, they may be swayed to either follow you or not based on what they see.
Keep Your Ad Copy Concise and Direct
It’s likely that you’ve got a lot to say in your tweet, but remember that you have to minimize it to only 280 characters (unless you use promoted moments across a range of tweets).
Per Twitter itself, the best-performing tweets read between 50-100 characters in length.
Don’t overwhelm your viewers with tons of wordy text; include the necessary, add in your rich media, and be direct and to the point!
Add a Sense of Urgency to Offers
When you are promoting tweets through Twitter ads, consider adding a limited-time offer or deal so that your users feel a sense of urgency and follow your call to action (see next section).
Big discounts or limited offerings on a first-come-first-serve basis also works great.
Think about what makes your Twitter ads campaign unique and what will help it to stand out from the rest of the campaigns out there.
Adding an offer that makes you desirable boosts the likelihood that people will check you out.
Include an Enticing Call to Action
Calls to Action (CTAs) are very important in social media and marketing.
You want your viewers to take some kind of action after seeing your Twitter ads, after all, so make sure you’re explicit about what they should do.
Don’t just assume that people can understand what your ad is saying to them— be direct and tell them exactly what they need to do.
If you want them to follow you, say “follow us.” If you’re looking for engagement, ask them to leave a comment, like the tweet, or share it.
Want to funnel traffic to your shop or external website? Tell your users to click the link.
Your Twitter ads campaign objective will guide your CTAs, but never go without one.
Be creative and approachable when you write out your CTAs and make sure they align with your brand’s voice.
No matter if you’ve used Twitter for years or just created your account, getting off the ground with Twitter ads is a great way to reach new people in your target audience and build a stronger platform for yourself on social media.
You can generate leads, boost revenue, and build authority in your niche when you have active Twitter ads that resonate with your audience.
As we mentioned at the start of this Twitter ads guide, make sure that you monitor and analyze your campaign results so that you can optimize your strategy for future Twitter ads, delivering better results every single time.