3. What You Should Expect to Learn Today
•
•
•
•
•
Twitter Ads Primer
B2B Targeting with Followers
B2B Targeting with Keywords
Ad Writing for Twitter
Lead Generation Cards
4. “ Success is neither magical nor mysterious.
Success is the natural consequence of
consistently applying the basic fundamentals.
Jim Rohn
Let us not forget about marketing fundamentals!
”
5. Remember the Fundamentals
• Relevant, message-matched landing
pages.
• Clearly stated calls-to-action and
benefits in promoted tweets and on
landing pages.
• Campaign segmentation for clean
data.
8. Lookalike Audience of Your Followers
• Leverage the followers of your business @handle.
• Target your existing followers. High chance of overlap with existing leads
and/or customers.
• “Include followers of…”
• Target Twitter users similar to your followers.
• “Include users like followers of…”
• Lookalike audience.
• Don’t have many followers?
• Participate in the Twitter universe organically to gain followers.
• Prime opportunity to run a Promoted Account ads campaign.
9. Leverage Your Competitors and Thought Leaders
• Leverage the followers of other Twitter users.
• Create a list of target @handles using Twitter search:
•
•
•
•
Competitors
Thought leaders in your industry
Publications covering your industry
Twitter users discussing competitors or topics related to your
business
• Bulk upload and “include users like followers of…”
13. Twitter Keyword Targeting
For Search
• Targets searches done on
Twitter.com.
• Broad, phrase, exact matches.
For Timeline
• Targets the content of tweets
in timelines.
• Almost contextual matching,
but with greater control.
• Broad, phrase, exact matches.
14. Keywords to Target
Your brand.
Your competitors.
Products and services.
Relevant hashtags (Twitter groups,
conferences, hot topics).
• Current topics relevant to your
business.
•
•
•
•
17. Tweets Just for Twitter Ads
• OK to use tweets posted
organically, but tracking will
be muddled.
• No way to segment organic
engagements vs. paid
engagements.
• Create new tweets marked
as “Promoted-only” with
properly tagged website
links.
18. Tips for Promoted Tweets
• Write promoted tweets like you would write any piece of ad copy.
• Relevant to your target audience and keywords.
• You only get 140 characters, so use a URL shortner.
• Test bit.ly, t.co, ow.ly.
• Test creating customized, keyword specific URLs (e.g. bit.ly/ClixRocks).
• When creating shortened URLs, make sure all links have tracking
tags.
• Analytics, 3rd party tools, etc.
• Create a schedule to keep promoted tweets “fresh” and to sustain
testing initiatives.
• Use Twitter’s tweet scheduling feature to plan ahead.
21. Lead Gen Cards
• Obtain lead information within
the Twitter timeline.
• Sign ups, offers, email
subscriptions, free trials.
• Download lead data via CSV.
• Sync with CRM software via
APIs.