Twitter Advertising, Part 2: Understanding Targeting & Bids Tutorial

2.2 Introduction

Hi! I'm Jennifer Evans Cario. Thanks for coming back and joining me for part two in our series on Twitter Advertising.

2.3 Start with Twitter Ads

When you first go into Twitters advertising system they're going to ask you where your business is located and they're going to ask you what your monthly budget is. And based on that selection they're going to either push you into the Enterprise level advertising or they're going to push you into the SMB self-serve advertising. So, very simple, come in, make your selection. Anything under $5,000 a month is considered small business by Twitter. Now Enterprise Level Advertisers, as we talked about back in part 1, are going to have the opportunity to make use of promoted accounts and promoted tweets. And promoted trends. And they're going to do this through several of the third party exchange partners that are running off of Twitter's advertising API. The SMB advertisers on the other hand are going to have the option to use promoted accounts and promoted tweets, and they're going to be running through the self-serve advertising options. And some of the third party partner apps that also tend to work with Twitter.

2.4 Marketing Platform Partners

Now, Twitter has what they call their certified marketing platform partners. And these are a wide range of companies that have come in, gone through a certification process with Twitter, and that offer a little bit deeper level of things like campaign management, campaign targeting, campaign measurement. And these tend to work on the enterprise level side of things. The Twitter API ads partners, basically offer you the tools to dig much deeper than you would normally dig with Twitter advertising, or with the self-serve system. So we look at campaign options that are designed to let you get in and run broad-level campaigns, where you're uploading all of your data and everything straight off of your server into it. That you've got access to multi-user logins, there's enhanced keyword targeting that's going to dig deeper than the self serve system. Very granular level operating system and device targeting options. Sales Force has the exact target marketing cloud. It's going to let you actually come in and do some day parting on your campaigns. It's going to have an analytics dashboard, you know bulk campaign management. There's quite a few different partners that have quite a few different specialities. So checking out and looking at the current list of partners at any given time. If you don't already have an agency or a third party partner you're working with, can be a great way of sort of feeling out which one specialize in which key areas, and which of those areas are the best fit for us. Because some companies are going to have far better use for things like the bulk campaign management and multi-user logins, while others really want that opportunity to go granular in both their device targeting, and in their keyword targeting.

2.5 Certified Partner Program

Now Twitter also offers a more generalized Certified Partner Program, and this is where opportunities come in for the SMB as well as for the enterprise level. A lot of these companies are going to offer things like team member management, content development, assistance, measurement and analytics. Again, these tend to be slightly lower level tools, but some of them really have the opportunity to go across the board from the SMB on up to the enterprise level. Programs like SproutSocial that are going to let you keep tabs on the interactions on some of the demographic data that are going to bring that multi-channel reporting into the mix, as well as task management and assignments. So that as you start to see some of that engagement and those responses coming in, you have the ability to feed them out to specific team members. Some of these tools like SproutSocial are also going to have some CRM integration, that are going to let you keep better tabs on the conversations that you're having with your target audience over time. Partners like Crimson Hexagon, are going to bring sentiment analysis into the mix, and conversational theme analysis to help you gather some additional data. So that as you move forward with your advertising options on Twitter, you can better target your future campaigns, both in terms of who you define using Twitter's interest targeting, but also what you're actually putting out as the content in those tweets or the content that are going along with your promoted trends.

2.6 Ad Targeting

Now, in terms of Twitter's targeting options, based on the partner program that you're going through, there's going to be a little bit of variety in terms of how you can get in and actually do some of that targeting. But using the self service system, there's four key areas that Twitter breaks it down in terms of how you can decide what your primary method of targeting's going to be. There's the old standby of the PPC world of keywords, going in and typing keywords, or phrases, or concepts, that Twitter can go in and say, people who happen to be talking about these topics or maybe running searches for these topics on Twitter want to make sure that my ad is showing up for. There's the idea of television targeting, which actually goes in depth enough in terms of your options, that we're going to dedicate almost an entire video later in this series to the enterprise level and SMB level forms of television advertising. But there's also interest targeting and follower targeting. And this is where you have the opportunity to go in and look at the specific topics that people are looking for, or even better on some fronts, to go after people who also follow other accounts on Twitter. So, this is a great opportunity to say, if I sell smart water. Maybe I want to go after the people that are connecting with Fiji Water, and Vitamin Water, and Deja Blue, and some of the other water brands. Based on what you're looking to get your ad in front of, it's great to do the research on Twitter to see who the influencers are there, or to see who the other leading brands and the other leading concepts are there. Now there's also the idea of tailored audiences which again, we'll go into a little bit more in-depth later in this series. But basically this is your opportunity to either import a list of email addresses or maybe a list of Twitter ID's. Where on the enterprise level, to even have some cookie targeting built in so that when people come to your website, you have the opportunity to come back around down the road and get that message in front of them with some retargeting on Twitter. Now once you get pass those sort of four key areas of targeting, you've also got some location targeting that you can put in. And that may be going down to specific cities, and metro areas, or to specific states. It might be country wide or it may even be entering multiple countries into that mix. You also have the opportunity to go in and do some targeting based on devices or platforms that you might want to target. Whether people happen to be on mobile or other devices or whether they're on their desktop or laptop computers. Again, the opportunity to change the messaging or change the focus, or if what you have to offer goes after one of those very specific demographics, to exclude all the others and only get it in front of people who use those specific devices or platforms.

2.7 Promoted Tweets

Now back when Twitter first started offering promoted tweets the basic way that it worked was that Twitter would automatically choose which one of your tweets were going to show up as promoted tweets. And by default that's still exactly what happens. So basically Twitter will take a look at some of your most recent tweets and they'll explore the engagement of them. So, they might make a list of them and say okay, well this one has 4 re-tweets and this one has 1 favorite. This one has 0 re-tweets and maybe 1 reply. And basically they'll look for a pattern to find the highest engaging tweets. Once they find that high engagement tweet, that's the one that they would actually promote and put out there. So, ultimately, well, you got the benefit of not having the time stamp and, you know, having it stand out and get in front of people. And while you can still do your targeting. You didn't have a really high level of control over which specific messages were going to get that promotion. Now clearly for marketers and especially in the agency world, for people who were used to being able to highly customize any message that they're sending out based on the target demographic or the target audience that they're looking to get in front of, this is a little bit of a [LAUGH] frustrating factor. So what happened was you had plenty of people saying, well wait a second, why would I want to promote my Tweets if I can't pick the one that I'm promoting? You know, if you're picking it for me. So Twitter has, thankfully, started to offer a new ability to go in and manually select the campaign Tweets, or to actually very specifically compose new Tweets for those campaigns that you're going to put out there. So the fact that you can now come in and say I want to pick specific tweets that I want to have show up in this campaign or I want to remove them, or maybe I just want to leave it set to the auto promote, which for the life of me I can't figure out why most people would do. Again, it gives you the opportunity to go in and set up some of those more specific campaigns and get that messaging out in front of exactly who you want to get it in front of. So, the great thing here is that by setting up multiple campaigns and manually selecting different sets of tweets, you have a lot more control over being able to do the measurement to see what type of messaging is having the biggest impact for you out there. And, even again, to have different sets of messaging going out to different target audiences.

2.8 Keep in Mind

Now, what it all boils down to is that for brands that either want to take Twitter to the next level or that may have been investing time and effort into Twitter and just aren't seeing the results that they're looking for, the Twitter ads provide a great opportunity to revive accounts that are struggling to breathe. Just like we see companies experimenting with ads on Facebook to help push past that Facebook news feed algorithm and make sure that the messaging is getting in front of the right people, that's what Twitter advertising opens the door for. So one, it's that chance to overcome the extremely high competition for attention that's taking place on Twitter and the conversation moves very fast, different topics popping up all the time, and most people who are using Twitter are multi-tasking while they're using it so it's a great way to force your visibility within their feed and to get your account in front of those people that you're trying to get in front of. But it's also a great opportunity to overcome a lack of context. Because keyword targeting lets you hit a broad range of potential. Instead of, again, counting on the fact that at that particular point in time, someone is ready to receive your message. By putting it out there with some of that keyword targeting or interest targeting. You have a much higher likelihood of knowing that at some point they've expressed interest in that message, and therefore, they're likely to be a little more receptive when you actually get it out in front of them. It also gives you the very wonderful opportunity to basically poach followers off of other Twitter accounts that are similar to or even competitive to your own. Finally, it's that opportunity to combine your paid, earned, and owned opportunities together. Because earned is great, but paid and owned are going to help push that conversation forward. And that three-pronged approach can really deliver much, much stronger results in the long run.

2.9 Coming Up

So coming up in part three in this series, we're going to look at the value of second screen engagement. That's people making use of tablets, or phones while they're actually watching TV, and we're going to look at enterprise level television ads using Twitter Amplify, and then we're going to switch over a little bit to the SMB side, and we're going to talk about how SMBs can creatively still do some television targeting, making use of Twitter conversations. Thank you so much for joining me for part two in this series on Twitter advertising.

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