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Cracking the code on advertising on Twitter, here are 5 reasons to use these ads

Is Twitter the best online advertising platform?


That's right – Twitter has its problems, but in some cases and contexts, it's really the best advertising platform you'll find – even if, ultimately, it will depend on what that you hope to accomplish.

But Twitter offers unique advertising targeting features that you will not find anywhere else. These are the unicorns in a sea of ​​features of the donkey.

Do not get me wrong – I love Facebook ads, Google Adwords and Bing Ads. These advertising platforms all do a ton of things fantastically.

Reasons to use Twitter Ads

But here are five areas where Twitter advertising is superior to other online ad platforms.

1. You pay for performance

When you promote tweets on Twitter, you only pay when you reach your marketing goal.

Whether your goal is website conversion or engagement on Twitter, you only pay when people take this action (any additional organic printing and commitment are free bonuses!). The same goes for Twitter.

If you run an application installation campaign, you only pay for the number of successful application installations.

If you start a subscriber campaign, you only pay the number of people who clicked the Follow button and start tracking your account.

What's really great is that Twitter supports some of the risk. Twitter believes that its advertising product will offer exactly what you want.

Compare that to LinkedIn, for example, which offers no paid advertising option for performance. Facebook offers performance pay (I like pages, app installs, clicks on links), but Twitter can be far superior for lead generation.

2. Keyword targeting

Keyword targeting is a remarkably interesting and accurate way to attack specific people who have demonstrated their intention 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.

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Facebook does not allow you to do that. On Facebook, you can not target by keywords. Facebook only offers targeting by subject.

What is the difference? Well, on Facebook, I can only target people who are interested in AdWords as a subject.

On Twitter, I can be much more precise. I could target #ppcchat – a popular hashtag for traders to talk about all things PPC.

Facebook has an exhaustive list of tens of thousands of topics. But as great as it is, Facebook does not have a category for something as granular as #ppcchat.

Let's look at a crazy example of this in practice: #FIFAgate.

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I paid $ 25 to promote this tweet. He got 40,000 paid impressions (closer to 15,000 organic prints!):

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The promotion was based on a hashtag. Only people interested in #FIFAgate have seen it.

And something funny happened. This promoted tweet was finally featured in an article, The 14 Best Tweets of FIFA. Chances are you want to see something like this happen as a result of advertising on Facebook.

This shows how powerful Twitter advertising can be. Instead of tweeting to everyone, you can only target the people involved in this topic.

3. Tweet Engage Targeting

Targeting by tweeting engagement is another way to reach an audience in a remarkably targeted way. With this form of advertising, you're remarketing to people who have recently seen or participated in your tweet.

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This is a hidden gem of Twitter advertising. Rather than picking everyone up on Twitter in an untargeted way, you can target not only people who have seen your tweet promoted, but also those who committed themselves with this tweet.

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The targeted people who engaged with your tweets are the Twitter version of a laser-guided missile to find the 1% of your most engaged users. Incredible things here!

Facebook is nothing like this. The closest thing I can think of is the large Facebook "hidden" invitation button that allows you to invite the people who participated in your posts to like your page.

Moreover, the Twitter system has huge advantages for high engagement rates. You can learn more about this in my article, Hacking Twitter Ads: Mastering Twitter's Secret Quality Adjusted Auction Algorithm.

4. Custom Audiences

Did you know that you can target all Twitter users who follow specific accounts with your Twitter ads? If you use a tool such as BirdSong Analytics, it's easy to upload a list of all subscribers from any Twitter account and create your own custom audience to target your Twitter ads.

Facebook has custom audiences, which are impressive in their own way. But Twitter wins here because for Facebook's personalized audiences to work, you need to have the email address or phone number of the people you want to reach. It's a big stumbling block.

And if you want to reach Facebook users, but you do not know their e-mail address or phone number? Sorry, you're out of luck!

On Twitter, the bar is much lower. All you need is the handle of a Twitter user to reach people with your promoted tweets.

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This is really the holy grail of Twitter advertising. A bespoke audience makes it very easy to get in front of any account.

5. Low cost per click

On Twitter, you can get clicks for pennies. Literally.

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The price of a click is based on the auction. He has everything to do what people are willing to pay.

Advertisers will find that life is very cheap on Twitter because of the lack of advertising competition.

What does all this mean?

For advertisers, the biggest weakness of Twitter (it has a smaller reach than Facebook) is also its greatest strength! As detailed in the five cases above, Twitter can very well behave for advertisers.

Do you still need AdWords and Facebook Ads? Of course! RLSA and Facebook remarketing, for example, are incredible for converting brand affinity into leads and sales.

But for some industries, such as news, entertainment, technology and politics, the engagement on Twitter is rather incredible. Custom audience and hashtag targeting? These are pure dynamite for creative traders!

The only drawback is that you only get people who use Twitter. It's a smaller audience than Facebook. But that does not mean you can not get a great return on your investment.

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Photo via Shutterstock

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