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Twitter ads: types, formats and settings | Digital marketing for digital dinosaurs

Twitter is a social media platform that allows users to post short text and media

The platform is widely used all over the world to share opinions, discuss and mostly argue with each other.

Its main characteristic in my view is the real time nature of the platform itself, the fact that most of the conversations on Twitter are happening in real time and about topics that are happening in the very same moments. This can make a tweet very effective as well as something that ages very fast. It can work well with supporting events that brands sponsors, piggyback society, popculture and lifestyle events or sometimes stir some conversation. In the latter case, it is important to notice that the nature of the conversations can be quite extreme with polarising views and this makes the platform somehow risky to play with, for more conservative brands. On the other side it can give brands some creative opportunities for big visibility.

As usual, unless a brand invests heavily in producing organic content over time, in order to get visibility fast, you need to invest media money on it biggest advantages of advertising on twitter is the Keyword targeting, very precise way to go after specific people who have demonstrated intent on Twitter.

You can target people who have used a specific word or hashtag in their Twitter update (or people who have interacted with tweets containing those words) in the last seven days.

When it comes to the type of ads we can create on Twitter, they tend to be similar to other platforms.

Promoted Ads, look very similar to any other tweet supporting a variety of media formats: Image Ads, Video Ads, Carousel Ads (that give advertisers up to six horizontally-swipeable images or videos to showcase multiple products or promotions), Moment Ads and Text Ads simple and native Text Ads feel like the rest of Twitter content

Follower ads, designed to promote an account to a targeted audience to build awareness and attract new followers. Unless you’re serious about building your brand on TW maybe less useful here

Then the more premium versions of the ads:

  • Twitter amplify - allows advertisers to align their ads with premium video content from the most relevant publishers meaning your ad will be placed as a roll on or a sponsor of a curated category

  • Timeline Takeover puts brands at the top of the conversation as the first ad of the day.

  • Trend Takeover / Trend Takeover+ puts ads alongside what's trending, placing messages where the conversation starts on the Explore tab.

  • Twitter live is similar to FB live where advertisers can broadcast their biggest moments to the world and allow audiences to join in real-time.

Just like the other platforms, each specific features can be applied to each type of ad, whether is a poll, conversation buttons, hashtags or website buttons

TWITTER KPI When checking performances of our ads on Twitter we want to check the following KPI’s

- Average Amount of Link Clicks: How many users have clicked on my links?

- Average Engagement Rate: Are my Tweets interesting to my audience?

- Average Amount of Impressions: How many users have seen my content?

- Top 5 Tweets by Engagement: Which Tweets perform the best?

- CPM of Twitter Ads: How much do you spend for 1000 Impressions?

- Results Rate of Twitter Ads: How is my campaign performance tracked?

- Cost per Result of Twitter Ads: How much am I spending per tracked result?

- Interests of followers: What are my Followers focused on?

- Number of Followers: How many followers do I gain or lose?

- Hashtag Performance: Which hashtags work best for you?

Sources: above material is mainly taken from Twitter, I will post a series of links to useful sources towards the end of the series of those blog posts.

For now if you want to learn more about Twitter ads I suggest you to study here

Hope this is useful for you, please feel free to get in touch.


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