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How To Setup Twitter Ads

Advertising on social media platforms like Twitter and Facebook has blown up in recent years, eating into the advertising market share of Google and becoming a viable and often very high ROI way to get your ads seen.  Here we’ll talk about how to set up Twitter adverts for your advertising campaign.


Getting Started With Twitter Adverts

First things first, and most obviously, you’ll need a Twitter account so go and create one if you have not already.  You can then visit this link where you’ll be asked whether you want to create an ad campaign or promote your tweets.


What Are Twitter Promoted Tweets?

Promoted tweets places your tweets in specific search results as well as in the Twitter stream itself.


What Are Twitter Ads?

Twitter ads is a more in depth advertising method, using groups of tweets and can see your info being displayed in locations other than the newsfeed (such as the ‘Who to Follow’ section).


Below we will discuss setting up Twitter Ads.  In a future article we’ll cover how to create and manage Promoted Tweets.


Step 1: Select Your Twitter Advertising Objective

After selecting that you want to launch an ad campaign in the initial step, you’ll be presented with 8 options:


  • Tweet engagements
  • Promoted video views
  • Awareness
  • Website clicks or conversions
  • In-stream video views (pre-roll)
  • Followers
  • App re-engagements
  • App installs


Chose the option that most closely matches your objective.  If you select “Followers” above you will be promoting your profile as opposed to multiple tweets.


Step 2: Submitting Your Twitter Ad Details

After selecting your objective, you’ll be asked to enter details of your campaign such as name, budget and start/end date potentially along with some other options specific to the objective you selected in step 1.   When managing your budget you’ll be asked to select the ‘cadence’ of your advert which essentially dictates the frequency the ads will be shown.  “Standard” allows Twitter to manage the frequency based on their algorithm, “Accelerated” shows them as much as possible.  “Standard” suits most cases whereas “Accelerated” is better when you wish to get ads shown in a short space of time.


Step 3: Creating Twitter Advertising Ad Groups

You will now be asked to create “ad groups” for your Twitter advertising campaign. Each advertising group has its own audience, budget and timing settings but is managed under the overall campaign that you are creating.  One group will be set up and selected by default but you ‘copy ad group’ to create a new one and manage separately.  This allows you to, for example, run advertising campaigns over specific days that target different parts of your website.  


If you create a new ad group you will need to give it a name, budget, start/end time and ‘bid type’.  For bid type you have a few choices:


  • Automatic bid: With this option you are instructing Twitter to figure out the most cost effective bid amount based on your ad group settings
  • Maximum bid: You set the maximum amount you’re willing to pay for each advert engagement
  • Target bid: Similar to maximum bid but the price you’re charged by Twitter will be indicative of the daily average cost of each ad placement


Step 4: Selecting Your Twitter Ads Target Audience

For each ad group you create you will have a “Targeting” option and it is here you can define your target audience. You will be offered the following options:


  • Gender: 
  • Age:
  • Location:
  • Language:
  • Device:
  • Audience Features (keywords, topics, events etc…)


Step 5: Define The Creatives For Your Twitter Ads

Arguably the most important part of creating  your Twitter adverts, you now have to create each of the tweets you wish to promote.  Either go ahead and create new one or you can pick from any existing tweets in your account.  If you create a new Tweet be sure to check the box “Promoted only” if you only want the tweet to show as an ad and not in your normal Twitter stream.


In addition to this you can have your Twitters appear in the details of specific Twitter conversation or even in users profiles, allowing you to hone in on a more targeted audience. 


Step 6: Launch Your Twitter Ads Campaign

The final step  is to select the “Review your campaign” option to check over all your settings and then if good to go, click “Launch campaign”.  


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