This deck talks about everything an advertiser on Twitter would need to know. Starting from basic understanding of Twitter as a social platform to campaign creation and management, this deck covers it all.

1. 1
Twitter
Basics

2. 2
Topics Covered
• General Understanding
• Twitter Campaign Objectives
• Account Creation
• Campaign Creation & Settings
• Audience Targeting
• Dashboard Walkthrough
• Twitter Reports
• Conversion Tracking
• Ad Group Creation

3. 3
3.5B
Weekly
Tweets
World wide
Why advertise on Twitter
22.5 Million
Monthly active users across all platforms
in India
80%
On mobile
Monthly active users on mobile
Source: Twitter

4. 4
Indian Users…
64%
Use Twitter to follow Brands
33%
Use Twitter while shopping
29%
Use Twitter to discover a New Brand
Source: Twitter

5. 5
5
Audience Behavior
on Twitter

6. 6
#
Understanding Audience Behavior on Twitter
Twitter is a very
dynamic and
trending platform
Uber cool audiences
to influencers, all are a
part of this dynamic
universe
#hashtags and direct follow options with official handles
gives our audience the freedom of speech

7. 7
Facebook
Audience
attitude:
Laid back, data
hungry, stalker,
friends update &
probably
gossips
Twitter over Facebook
Basically audience behaviors' and the quality is a major difference between the two platforms. Facebook has
more reach without any doubt but the quality audience is on twitter is better.
Audience Comparison
Twitter Audience
Attitude:
Active, Aware,
Trending
updater, real,
enthusiastic &
probably interact
with something
new

8. 8
Types of Campaign
Objective on Twitter

9. 9
.
Grow your followers with Promoted
Accounts
Followers are expecting the latest from your brand. Once they follow you on Twitter, they start new
conversations about your brand and Re-tweet the content they love
• 50% of them want to be notified about new product releases
• 66% of them have re-tweeted brand tweets in the last 3 months
• 53% of followers tweeted about a positive brand experience
• 63% of them visited the brand’s website
• 55% of them searched for the brand on the Internet
• 54% of followers have bought from the brand
• Promoted Accounts enhances that process for your brand to start new conversations, at
scale.
• Growing your follower base on Twitter consistently can help your business to achieve
greater brand awareness and word of mouth.

10. 10
Maximize Visibility using Promoted Trends
Trending topics reflect the most active conversations on Twitter in the moment.
• Promoted Trends allows your brand to rise to the top of these topics on Twitter for a 24 hour
period
• Promoted Trends have always delivered long-term impact on earned media, increased
brand advocacy, and greater purchase consideration for your brand
• Showcase your brand message with a rich ad format within the timeline
The new Promoted Trend format now
delivers:
• 7X more replies
• 12X more followers
• 10X more re-tweets

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Engage your audience with Promoted
TweetsTwitter users have passionate conversations, explore topics and share interesting content. Becoming a part of
that active and energetic engagement is a great way to build relationships and create advocates for your
business. .
• Tweets with visuals drive higher user engagement, so
experiment with images or video
• Get creative with Vine to create short, looping videos or add
up to four images in a single Tweet
• Tweet about industry, seasonal and cultural events to
capitalize on the real-time nature of Twitter
• Be conversational and offer exclusive or behind-the-scenes
content
• Share your business’ unique personality with users

12. 12
Drive website traffic using Website cards
Website Cards showcase your website content within a Tweet to get users more
interested in your business.
• 47% of users who follow a business are more
likely to visit the company’s website
• Choose a call-to-action phrase that best reflects
your offering
• Place a conversion pixel on the landing page to
track the actions like registrations, sales etc.
taken by the users
• Website Card is the recommended creative type
used for Website clicks/Conversion objective. At the
optimization level we can select the objective we
want to optimize it for.

13. 13
Drive video views using Promoted videos
Twitter is the place for great video storytelling and promotion. Whether it’s to stay updated on
breaking news, a game-winning goal or timely messages from brands, people turn to Twitter to
discover what’s going on in the world.
• 400% growth (QoQ) in video consumption on Twitter
• 82% of the Twitter users watch video content on Twitter
• The video starts auto playing once the video is 100% in-view
• Works on a Cost per View (CPV) model wherein a user will be
charged when he/she watches the video for a minimum of 3
seconds
• Plan for moments such as Festivals, Sporting events and own
the event with Twitter
• Add a call to action to your video to direct users to visit your
brand’s website or watch more video content

14. 14
Generate leads using Lead cards
Lead cards helps you find potential customers for your businesses.
• On Twitter, you can generate leads by collecting email
addresses from potential customers..
• Use a relevant image and compelling copy and give users
something in return for their email id
• Make people feel special with exclusive offers – words like
“get”, “win”, “enter”, “receive”, “find” and “sign” often inspire
action
• Once someone submits their email address, you can reach
out to the person with your marketing communication or ask
your sales teams to reach out.

15. 15
Get more installs using Mobile App install
cards
Since 80% of Twitter’s users access the platform from a mobile device, mobile
application developers have a huge opportunity to reach a relevant audience.
• Showcase the in app experience so that people know
what to expect
• Show the right device. If you are running an Android
campaign don’t show an iPhone
• Use the image to reinforce your targeting. If you’re trying
to reach teenagers with one campaign and busy
professionals with another, you should create different
images that show the appeal of your app for those unique
groups.
• Including key messaging points as text in the image itself
will help to drive app installs
• You can optimize in one of the following ways:
a)Optimize for app clicks, pay for app clicks
b)Optimize for installs, pay for app clicks
c)Optimize for installs, pay for installs

16. 16
How to Kick Start a
Twitter account?

17. 17
.
Step 1 : Dashboard Creation & Pre Requisite
Like we have Google AdWords interface where we can create campaigns for advertising on
Google networks. We have an advertiser Dashboard that serves the same purpose.
• We need an official
Twitter handle for
that account.
Account
• In order to create a
dashboard to advertise
we need a minimum of
$ 10,000.00
Advertiser
Dashboard
• Once the dashboard is
created by the
Twitter/Komli team we
can create campaigns
Campaigns
Currently the conversion rate for $ 1 = INR 72.00. These rate are revised every quarter, do ensure
that you check with twitter team every quarter.

18. 18
.
Concept of Funding Source
• As a first time advertiser on a Twitter you require $10,000
• Imagine this money to be a pre paid card, in short you can promote various
types of campaign worth $10,000 or it’s dollar equivalent in our case INR.
which changes every quarter
• Now if you finish you initial $10,000 you can add another funding source
worth $5,000 which will act like a top up card
• Every funding source you create has a time limit, please ensure that you
keep a check on the funding source before it expires

19. 19
How to Create a
Twitter Campaign?

20. 20
.
• Login to your twitter account
• You will see a list of links to your right had corner
• Click on Advertise link and will redirect you to advertiser’s dashboard
OR
• Direct Link : https://ads.twitter.com which will directly take you to the advertiser’s
dashboard

21. 21
.
New Campaign Twitter
Helps you select the campaign
objective that suits best for your
campaign requirement

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.
Set Up Your Twitter Campaign
Add the desired campaign
name, it can be edited anytime
after the campaign begins.
You can select the funding
source from which you want the
campaign should spend. One
account can have one or more
funding sources.
Helps you select date range and time that you want promote the
campaign. For Indian accounts the twitter clock runs on
Singapore time so ensure that you consider the time difference.

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.
Set Your Campaign Budget
Set up your campaigns daily
budgets in ‘$’
Setting up a total budget ensure
that you campaign never over
spends the projected budget.
This field in Optional

24. 24
.
Set Your Pricing
Manual Bidding
Set the bid manually. For example: If it’s a CPE
campaign, adding the desired bid will ensure that
post campaign the CPE value doesn’t exceed the
projected value.
Automatic Bidding (Default)
Twitter automatically adjusts your bids.
In twitter you have two Pacing options

25. 25
.
Select your Creative
Directly create a tweet,
Select any of
these type of
tweets
This gives you a preview of how
your ad would look

26. 26
.
Audience Targeting
There are millions of
people who interact on
Twitter on a daily basis.
Imagine the left side as a
pool of all possible
audience and then by
using audience targeting
you can narrow down to
the desired list of
audiences on right side

27. 27
.
Location Targeting
Enter the
desired location
for targeting
We have a big list
of locations that
needs to be
targeted, instead of
going one by one
we could add a
complete list of
cities or courtiers in
this blockThis box shows the list of already selected
locations and also the list of cities that is
available with Twitter interface

28. 28
Gender & Language - Targeting
Gender
targeting
allows us to
select the
gender that we
want to target
The campaign settings default to targeting all languages, but you can
limit targeting to specific languages if preferred. Underneath gender
targeting, select “Limit targeting by languages” and select your
preference.
Default targeting
Gender – Any Gender
Languages – All Language

29. 29
.
Devices & Platforms
Unlike any other social media platform twitter on the other hand has an extensive
device and platform preference that you can use for targeting your customers
This helps you select your
device preference.
Default selections is All
Devices.
We can target audiences on
a specific mobile network
like Vodafone, Airtel, etc.
Target users who have
recently used Twitter on a
new device.

30. 30
.
iOS Devices & Platforms
You can select iOS
devices as a whole or
specific device
according to a model of
your choice
By using the above setting you can select whether you want to target
iOS mobile/tablet users who are using Wi-Fi. This setting comes handy
in Video Views Campaign

31. 31
.
Android Devices & Platforms
You can select Android
devices as a whole or
specific device
according to a model of
your choice
By using the above setting you can select whether you want to target
Android mobile/tablet users who are using Wi-Fi. This setting comes
handy in Video Views Campaign

32. 32
.
Other Devices & Platforms
Unlike other platform
Twitter allows us to select
a wide range of devices
according to our
campaign requirements

33. 33
.
Mobile Carriers (Networks Provider)
Mobile carrier setting allows us to select the mobile network providers
You can select the carrier by manually entering the field
You can select the predefined carriers based on countries

34. 34
.
Target New Mobile Device Users
Target users who have recently used Twitter on a new device.
For example: if someone changes the device from one device to another, we can target these user
accordingly and you can also select the timeframe for the same

35. 35
.
Audiences Targeting Based on their Interests, Follows,
Behavior, etc.
Target using keywords
and match types
Target Audiences who
follow a specific page
Target Audiences using
predefined Interests categories
Target Audience using
their data like email ids
Target Audiences depending
on TV shows or channels
Target audiences depending
on their Online & Offline
Behavior
Target audiences interested in
events from event calendar

36. 36
.
Keyword Targeting on Twitter
Keywords target their search
queries, recent Tweets, and
Tweets they recently engaged
with.
Match Types:
Broad, Phrase, Exact
Same for negatives as well
You can upload the complete list
of keywords with their match
types.

37. 37
.
Follower Targeting on Twitter
We can manually enter the
names of the handle that you
feel will be relevant to your
audiences
We can add multiple handles
together using the Import button,
ensure that we have to add @
before the name of handles
Maximum Number of Handles we
can target = 100
You can also target
people who follow your
handle and similar
audiences to your
handles

38. 38
.
Interest Targeting on Twitter
Target users based on the varied interests which would be inline to your product
We can manually enter the
interests that will be relevant to
your audiences
We can add multiple predefined interest
categories and browse all possible
categories

39. 39
.
Tailored Audiences on Twitter
You can directly add the list
of emails, twitter ids or
Advertising Ids that you
would like to target
This list of people depends upon the
website visitors that we get and can be
used for various type of campaigns to
re engage with shoppers, app user and
website visitors.

40. 40
.
TV Targeting on Twitter
Target the TV specific to a country.
Only available for 16 Countries.
Currently NOT available in India
Helps you target a Specific TV
show / shows
We can select a particular TV
channel / channels
We can select a particular genre of
TV show which we want to target
and we can also target multiple
genres
Countries: Argentina, Brazil, Canada, Chile, Colombia, France,
Germany, Ireland, Italy, Japan, Mexico, Netherlands, Spain, UK,
USA, Venezuela.

41. 41
.
Behavior Targeting on Twitter
Behavior Targeting is only available for USA and UK.
You can target people basis their
behavior online and offline characteristics
You can target already predefined
behavior

42. 42
.
Event Targeting on Twitter
You can target important events like a sport event or any particular day
You can manually enter major event /
events
Twitter has a predicated
list of events which you
can select

43. 43
.
Placement Targeting on Twitter
The ads that are served on
a users timeline
This helps you advertise on
the users profile or a profile
that user is going through.

44. 44
Twitter
Dashboard Walkthrough

45. 45
.
Understanding Twitter Dashboard
Helps you select the type
of campaign you want to
create
Date range selection
Filter
options
You can see the performance
at these levels
Interface Options

46. 46
.
Options on Twitter Dashboard
Campaign
Dashboard – for
reporting and stats
You can select and upload
creatives or view the creatives.
This comes in handy for adding a
video for more than 30 seconds
Twitter has its own
analytics that can help
you analyze your
campaign and help you
optimize
These are
various tools that
twitter interface
has to offer

47. 47
.
Campaign Overview
Campaign Name
with objective
Select the metrics
you want to view
Total stats overview
for that date range

48. 48
.
Ad Groups Overview
Campaign Name
with objective
Select the metrics
you want to view
Total stats overview
for that date range

49. 49
.
Tweet Level Overview
Preview of the
Tweet and the
creative
Total stats overview
for that date range

50. 50
.
Platform Level Overview
Gives you a
complete platform
level stats for a
selected date range
Total stats overview
for that date range
This helps you optimize your stats basis your platform. We will be discussing about platform
optimization in audience targeting

51. 51
.
Location Level Overview
Gives you a
complete Location
stats for a selected
date range
Total stats overview
for that date range
Gives your stats basis your location that you have already targeted. We will be discussing
about Location optimization in audience targeting.

52. 52
.
Demographics Level Overview
Gives you a
complete Gender
level stats for a
selected date range
Gives your stats basis the Demographics that you have already targeted. We will be discussing
about Demographic optimization in audience targeting.

53. 53
Twitter - Reports
• Custom Columns NOT available in
twitter. The report will contain all
possible column value
• Download granularity options that
are available are either Weekly,
Daily or Hourly. It all depends on
the timeline that you select.
• Download type available are CSV
or XLS

54. 54
Twitter - Bulk Reports
• Available Segment options:
Tweet
Creative
Platforms
Locations
Demographics
Ad Group
• Multiple selection available
• Default - Download granularity:
Daily
• Default - Download: CSV

55. 55
Conversion Tracking
Set-up

56. 56
Conversion Tracking – Implementation
Guide
Conversion tracking for websites enables you to measure the number of users who perform a desired
action on your website after viewing or engaging with your Promoted Tweets.
User interacts with
your Promoted Tweet
on web or mobile
User completes an
action on your
website. Conversion
tag fires
View conversion reporting
on ads.twitter.com and
optimize towards cost-
effective campaigns

57. 57
Conversion Tracking
1. Navigate to Tools
and Conversion
tracking
2. Review program
terms and policy
3. Click on “generate
website tag for
conversion tracking”

58. 58
Conversion Tracking - Snippet
Copy the code snippet or
email instructions to your
developer

59. 59
Step 1 - Install TAG Across Your Entire Website
Paste the tag into every page
on your website
<head>
INSERT TAG
CODE HERE
</head>
Insert code into an approved third
party container tag
INSERT TAG CODE HERE
Please contact your account
manager for a list of pre-
approved third-party
container tags
We recommend placing the code
immediately before the closing </head>
tag in your HTML
OR

60. 60
Step 2 - Verify the Website Tag is Installed Properly
• Tracking: Twitter has gotten pings
from the tag on at least one page
within the last 24 hours
• Unverified: Twitter has not gotten
any pings from the tag on any
page
• Dormant: Twitter has not gotten
any pings from the tag on any
page in the last 24 hours

61. 61
Create Website Conversion Events
Step 1 - Click “Create new conversion event”

62. 62
Step 2 - Enter Conversion Event Details, Tracking &
Rules
Fill in the details
Requires a new code
snippet for each
conversions event
(25 event maximum

63. 63
Step 3 – Setup Attribution Window & Additional Details

64. 64
Step 4 – Additional Setup for Single Event
If specified the universal website tag, you’re all set.
However, if you’ve specified the single event website tag
you have just one more step

65. 65
Step 5 – Website Tag
Code

66. 66
Advanced Implementation : Transaction Values & Order
Quantity
Transaction values and order quantity implementation for web pages:
<script src="//platform.twitter.com/oct.js" type="text/javascript"></script>
<script type="text/javascript">twttr.conversion.trackPid('ntozh', { tw_sale_amount:
AMOUNT_HERE,
tw_order_quantity: QUANTITY_HERE });</script>
<noscript>
<img height="1" width="1" style="display:none;" alt=""
src="https://analytics.twitter.com/i/adsct?
txn_id=ntozh&p_id=Twitter&tw_sale_amount=AMOUNT_HERE&tw_order_quantity=
QUANTITY_HERE" />
<img height="1" width="1" style="display:none;" alt="" src="//t.co/i/adsct?
txn_id=ntozh&p_id=Twitter&tw_sale_amount=AMOUNT_HERE&tw_order_quantity=
QUANTITY_HERE" />
</noscript>
If you want to capture the transaction value on the page you are tracking, you may do so by setting the
highlighted parameters “AMOUNT_HERE” and “QUANTITY_HERE” to the values you want to record. Should you
not want to track transaction values or order quantity enter “0” for each parameter

67. 67
Best Practices For TAG Installation
Consider Your Sales Cycle
Place your tag across your entire site
Don’t forget mobile pages
How to phase out Single Event Tag
Consider how to remarket
How engagements are measured
How site visits are measured
Reconciling your analytics
Keep checking TAG status

68. 68
Ad Groups
On Twitter
What is an ad group?
Ad groups are part of a new campaign structure to make it easier
for you to organize, optimize, and manage your campaigns.

69. 69
How to create and edit ad groups?
Select ad editor
Export spread
sheet

70. 70
Ad Group Creation In Exported Spreadsheet
Once you’ve exported your spreadsheet, you will see new
columns for ad group creation:
•Ad Group Name
•Ad Group Start Time
•Ad Group End Time
•Ad Group Serving Status
•Ad Group Total Budget
•Ad Group Placement

71. 71
• You will now need to enter in “new C1”, “new C2”, “new C3”, etc in chronological order
for each new campaign in the Campaign ID column
• Each new campaign will automatically create a new adgroup, so it is advised to add an
ad group name within the campaign row.
• Once you’ve created your new campaigns, insert new rows below each campaign
for each additional ad group you want to build. Associate each of these new ad
groups with the correct campaign by matching the “new C1” “new C2” campaign ID
(in blue below).
How to Create New Campaigns with Ad Groups

72. 72
How to Create New Campaigns with Ad Groups
• Leave the Ad group IDs blank & create a new Ad group name. The system will
recognize an ad group is associated with a particular campaign via the nesting order &
matching your campaign ID.
• In the example below, @baristabar has created two new ad groups for each campaign
(one within the main campaign row in red, one as an additional nested ad group in
blue). Pro tip: ad groups must have the same campaign objective as their parent
campaign.
After entering in targeting criteria & Tweet IDs for your new campaigns & ad groups, save &
import. Upon upload the Ads editor will create IDs for your new campaigns & ad groups.

73. 73
How to Add New Ad Groups to Existing Campaigns
• Insert the campaign ID & funding source ID for the campaign you want your ad groups
associated with. In the example above, you would enter in “i5394759” into the
campaign ID column & “i31248553” for the funding source ID. Ad group funding source
must match the funding source of its parent campaign
• Leave the ad group ID column blank. Upon upload, the Ads editor will create new ad
group IDs for you.
• Ensure your ad group objectives match their parent campaign objective

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Congratulations!
Now you are a
Twitter Hero