When Twitter first launched their ad service in 2013, there wasn’t much to get excited about. But since then, Twitter Ads have become a force to be reckoned with. Here are a few guidelines to help you better understand Twitter campaigns.

Twitter Ad Options

Before building any outreach campaign, it’s essential to identify your goals. Twitter has two types of advertising that allow you to accomplish different things:

1. Promoted Profiles

This type of ad encourages new Twitter followers to your account. These ads are shown to users who don’t yet follow you and can be a way of connecting with people who might be unfamiliar with your business.

2. Promoted Tweets

These ads allow you to deliver a specific message to people who would most likely want to see it. Twitter has powerful tools that help you specify the audience based on keywords, interests, location, and gender.

Oreo tweeted this photo during Super Bowl XLVII's now infamous blackout to great popularity.
Oreo tweeted this photo during Super Bowl XLVII’s now infamous blackout.

Make Your Ad Count

Generally speaking, the key to a successful Twitter campaign is to engage with timely topics. (See this tweet from Oreo referenced above.) Unlike Facebook timelines that accumulate content over time, people usually use Twitter as a way to engage with a stream of content that’s current and “of the moment”.

The good news is that this allows you to explore creative approaches to engaging your audience and rapidly test new messages. Speaking of your message, consider including a call to action (i.e. visit our website to claim this special offer) to make it easier to track the effectiveness of your campaign.

Greg Alison and Zorro
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