Understanding The Different Types of Twitter Ads

Understanding The Different Types of Twitter Ads

Twitter is alive with activity, boasting over 300 million users and over 500 million tweets sent every day. In terms of advertising it is still a very new space, and the types of advertising products available to marketers is very different to what you may be used to.

If you are looking to get started in Twitter advertising, or want a better understanding of how advertising works on Twitter, this guide should point you in the right direction.

Here are the types of ads available on Twitter:

 

Promoted accounts

Image courtesy of Twitter's official blog: https://business.twitter.com/solutions/promoted-accounts
Image courtesy of Twitter's official blog: https://business.twitter.com/solutions/promoted-accounts

 

This form of ad is ideal for companies that are new to Twitter or are looking to scale up their audience. Your ad recommends your twitter channel to users through the home timeline and the 'who to follow' sections of the Twitter website and apps.

Why allocate budget to growing your audience?

Building a social media following organically can be slow and expensive in terms of time and effort. Supplementing your organic efforts with paid solutions such as promoted accounts can significantly speed up your audience growth rate.

 

Website cards

Image courtesy of Twitter's official blog: Screenshot courtesy of Twitter's official blog: https://business.twitter.com/solutions/gain-website-conversions
Image courtesy of Twitter's official blog: Screenshot courtesy of Twitter's official blog: https://business.twitter.com/solutions/gain-website-conversions

This is the closest thing you will find to your typical direct response digital marketing ads. Website cards are designed to drive traffic and conversions on your website.

However, it is important to remember that Twitter is significantly different to most direct response channels such as search engines, or display networks.

Ensure sure your website card is crafted in a way that suits the channel. Making your creative time-sensitive, such as referencing recent events, holidays or seasons is one way that you can gain significant traction through your website cards.

 

App cards

Image courtesy of Twitter's official blog: https://business.twitter.com/solutions/app-card
Image courtesy of Twitter's official blog: https://business.twitter.com/solutions/app-card

If you need to promote a mobile app rather than your website, App cards are the ideal solution. Similar to a website card, App cards allow you to craft some content and provide an image.

However rather than being directed to your web page, users click an 'install' button and are directed to the android Play Store or iOS App Store install screen for your app.

App cards are particularly effective on Twitter because so many people view and interact on this social network through their mobile devices.

 

Promoted tweets

Image courtesy of Twitter's official blog: https://business.twitter.com/solutions/promoted-tweets
Image courtesy of Twitter's official blog: https://business.twitter.com/solutions/promoted-tweets

Promoted tweets may be the simplest form of advertising to explain on Twitter. This ad format allows you to amplify your own tweets, enabling you to reach a much wider audience.

According to Twitter, companies can expect to reach approximately 30 per cent of their follower base with organic (unpaid) content. Depending on how engaged your followers are in Twitter, your reach could be higher, or significantly lower. Promoted tweets can ensure that you reach the other 70 percent of your followers consistently.

In addition to your own followers, you are able to target other Twitter users who may be interested in your company and content, but who are not currently following your Twitter channel.

As with promoted accounts, promoting your tweets can boost the performance of your Twitter content marketing efforts, making it more cost-effective, increasing engagement, and ensuring faster growth.

 

Promoted trends

Image courtesy of Twitter's official blog: https://biz.twitter.com/en-gb/products/promoted-trends
Image courtesy of Twitter's official blog: https://biz.twitter.com/en-gb/products/promoted-trends

Trending on twitter is a massive achievement for any company, whether it is your actual channel or a brand hashtag. Promoted trends allow you to add your own hashtag to the prestigious list of trending items on Twitter.

Building a buzz around your tweets or hashtags can be extremely difficult, especially considering how quickly news and information become stale online. Using promoted trends is ideal for kick-starting major marketing campaigns and initiatives.

Promoting your own trend is a way of encouraging a large number of people to start tweeting, sharing and using your hashtag at the same time. This effectively creates an initial buzz or conversation that can then start spreading organically.

Sounds expensive? It is.

Advertising with promoted trends is something you need to talk to your Twitter account manager for, and is reportedly only available to advertisers with a $200,000 or more budget.

 

Conversational ads

Image courtesy of Twitter's official blog: https://blog.twitter.com/2016/introducing-conversational-ads
Image courtesy of Twitter's official blog: https://blog.twitter.com/2016/introducing-conversational-ads

Conversational ads is a new product from Twitter. It is so new that at the time of this post it is still a beta product, and may not be available to all advertisers.

Conversational ads are a clever way to get Twitter users engaging, interacting and sharing your content. Companies can use these ads to get people talking about topics related to the brand, products or services. The brand gains additional exposure as more people respond.

See the Twitter blog post for more information on conversational ads.

While it is still early days for this particular product, we see a lot of potential for conversational ads and predict advertisers will see some very positive results from it.

 

Have you used Twitter Ads before? What are your thoughts about Twitter's new conversational ads? Let me know @nathan5ri Try our Free AdWords Audit.

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