Introduction to Twitter Ads:How to Plan and Build a Successful

Campaign

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HousekeepingListening/voice optionsQuestions and chat room#SMwebinarRecorded webinarPost-webinar survey

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Speakers

Jimmy HangAdoption Manager Twitter@jimmyhang

Uri Bar-JosephDirector of MarketingSimply Measured@uribarjoseph

Danie PoteMarketing ManagerSimply Measured@daniepote

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AgendaWhy Twitter AdsA few pro tipsPromoted Products overviewHow to plan and build your first Twitter Ads campaign 4 tips for optimizing your campaignQ&A

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Why Twitter Ads

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A short history of social ads

November2007

April2010

July2008

October2013

December2013

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Faster way to reach wider, engaged audience

241 active users

> 500 million Tweets every day

>25% of total social shares across all social networks

76% access on mobile devices

Language agnostic

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Build your audience

Image in Progress

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But rent it while you build

Image in progress

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Twitter Ads = Leasing

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Better, smarter, hyper targetingExplicit

Profile Behavior

UsernameLanguageTime ZoneCountryGender

FollowersFriendsSearchesHashtagsKeywords within tweetsActivity TimeDevice

Explicit

Profile Behavior

CompanyInterests

InterestSimilar Users

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It works!

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It’s a fast growing interest platform

76% of monthly active users accessTwitter from a mobile device

Available in 35+ languages

1,000s of Twitter Ads advertisers

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Your customers are on Twitter

72%of followers are more likely to make a future

purchase

30%lift in recommendations

after following/interacting

70%of followers retweet because they like a business’s content

Sales Word of mouthReach

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Before We Start:A Few Pro Tips

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A few important elements

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Flock to unlock

Incentivize followers to spread your message by retweeting(i.e. sharing) your Tweet to unlock exclusive content.

Read more: https://business.twitter.com/tactics/flock-unlock

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Twitter cards

Read more: https://dev.twitter.com/docs/cards

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Scheduling Tweets & photo optimization

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Amplify Your PresenceWith Twitter Ads

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Overview

Promoted Accounts Promoted Tweets

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A framework for campaign management

Set Objective& Goals Plan Do Measure

& Analyze

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Step 1: Define campaign objectives

Competitive Leaderboard All Account Avg. Lowest Account Leading Account How does the leader compare?

Engagement 1211,205 total engagement

9@accorhotels

261@hiltononline

Leader tweets less often than average. Content is mostly normal tweets and links.

Followers 121341K total followers

5,597@accorhotels

170K@MarriottIntl

Leader has 129K (318%) more followers than the next best brand @StarwoodBuzz.

Potential Impressions121

22.4M total impressions3,179

@accorhotels12.0M

@MarriottIntlLeader has 54% share of impressions and gets an average of 72K impressions per tweet.

Brand Tweets121

1,056 total tweets0

@accorhotels364

@hyattconciergeLeader sends about 12 tweets per day and gets an average of 0 interactions per tweet.

Compare up to 10 Twitter accounts in this report. Type in cells below to change.

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Step 2: Identify your target audience

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Answer all your ad campaign questions with Simply Measured

Best time to Tweet?............................................

What Keywords to target?.................................

What Interests/Topics to target?.......................

What Followers to target?.................................

What Influencers to target?...............................

What Locations to focus on?..............................

What Devices to add/limit?................................

Twitter Account Report

Conversation Driver Analysis

Twitter Follower Report

Twitter Audience Analysis

Influencers & Advocates Report

Twitter Account Report

Twitter Account Report

Questions Answers

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Step 3: Create content

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Research your best hits with Simply Measured1. What type of Tweets (retweets,

@replies or normal Tweets) drive the most engagement?

2. What type of Tweet content (photos, videos, links or normal Tweets) drive higher engagement?

3. What type of engagement (replies, retweets, mentions and favorites) you can expect to see?

4. Get examples of Tweets that drove strong engagement

5. Keyword frequency in your Tweets

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Step 4: Bids & budgeting

Read more: https://business.twitter.com/products/pricing

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Step 4: Bids & budgeting

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Step 5: Reflect and measure

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Measure with Simply Measured

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Set Objective& Goals Plan Do Measure

& Analyze

Use data to analyze your process

Set Objective& Goals Plan Do Measure

& Analyze

Was the goal:Attainable? Reasonable?Challenging?Appropriate?

Was the plan:Right?Realistic?

Where there gaps in:Execution?Knowledge?Fundamentals?

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4 Tips to OptimizeYour Twitter Ads

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Source: How Top Brand Marketers Use Twitter; Simply Measured, 2014

1. Use links with calls-to-action

Tweets containing at least one link drive 98% of top brands’ average engagement.

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2. More Tweets are better

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3. Use images

A picture is worth a thousand words, especially when you’re limited to 140 characters.

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This campaign saw a 2.44% increase in engagement rate between Tweets with images and Tweets without – which is pretty significant for PTs

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3,200+ people shared this article

across social

4. Newsjacking

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Wrapping upRecorded webinar posted and emailed tomorrowPost-webinar survey$50 gift from Twitter Ads

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Why Simply Measured for Twitter

Twitter Account Report

Twitter Follower Report

Twitter Audience Analysis

Multiple Twitter Channel Analysis

Vine Tweet Analysis

Twitter Competitive Analysis

Twitter Customer Service Report

Multiple Twitter Customer Service Report

Complete Social Media Snapshot

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Q&A

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THANKS!