Create a Twitter ad campaign
1. Determine a specific, measurable, attainable, relevant, and timely (SMART) goal for your Twitter ad campaign.
Defining the overall purpose of your ad campaign will help determine elements like the message, design, target audience, duration, and ad budget. For example, you may want to set up a week-long Twitter promotion to promote a flash sale and generate 250 new leads.
2. Identify a target audience for your Twitter ad campaign that aligns with the SMART goal you set.
Set a target audience based on demographics, location, interests, and behaviors. You can also target members of your own email subscriber list, or set a lookalike audience made up of new users similar to your existing audience.
3. Determine the type of Twitter ad campaign that aligns with your goal and the target audience you've selected.
Consider what types of content are most likely to reach the target audience for your campaign. Types of Twitter ads include: Promoted Tweets: Can include a photo or video and is displayed on Twitter feeds alongside organic tweets. Text ads: A simple text-based ad with up to 280 characters. Carousel ads: A series of up to 6 photos or videos that users can swipe through on their Twitter feed. Promoted moments: A collection of related Tweets that tell a larger story and are displayed as Moments, curated stories on Twitter. Pre-Roll ads: Ads that are displayed before the video content of another brand.
4. Write the ad copy and include a graphic or video.
Specific ad types on Twitter may only require one or the other. For example, a text ad won’t require ad creatives like images and videos, while a pre-roll ad may only need minimal written ad copy. Aim to create attention-grabbing content that will encourage users to stop scrolling through their feed to view your ad. Your design should match your brand guidelines and incorporate a stand-out element or hook to engage viewers.
5. Write a persuasive CTA that compels your target audience to take the desired action.
For example, your CTA may include an irresistible offer that’s perfectly positioned as a solution to your target audience’s pain points. Your CTA can encourage viewers to sign up for a service, set up a free demo, or make an appointment for a consultation.
6. Set up your ad campaign with Twitter Ads Manager by selecting a campaign objective, defining a budget and duration, adding groups, and choosing your target audiences.
You will need to set up a Twitter Ads account in order to access these features. If you are new to Twitter ads, it’s best to stick to one ad group. In the future, you can set up multiple ad groups to maximize your reach. Determine a budget and duration for your ad campaign that aligns with your overall advertising goals and drives the most potential reach for your brand.
7. Measure and analyze your ad campaign's performance with Twitter Analytics to gauge and optimize the success of your ad strategy over time.
Track the results after each ad campaign to identify how effective your tactics were in reaching your target audience. Use the performance metrics in Twitter Analytics to craft new strategies for future campaigns to continue optimizing your results.