Twitter is the world’s fastest growing display ad channel, offering the unique chance to reach customers with the exact right message at the perfect moment in time. Thanks to deep investments in direct response advertising solutions and a highly engaged global mobile user base, Twitter represents a powerful opportunity to drive real revenue growth at scale. In this presentation, you'll find essential insights and best practices to drive higher returns from Twitter than ever before. For more helpful content, visit our resource center: http://nani.gs/2cm2jdp

1. Advertising Automation Software

2. Advertising Automation Software
Twitter Offers A Huge Opportunity For Direct
Response Advertising
• “Mobile-first” has been an essential concept in digital
marketing over the past several years
• Last year, 58% of all US digital ad spend was allocated to direct
response campaigns
• Twitter’s investments in mobile and direct response advertising
has helped make it the world’s fastest growing channel for
display advertising

3. Advertising Automation Software
Who’s on Twitter, and what are
the user demographics?
• 313 million monthly active users
• 82% of Twitter users access the site on
mobile devices
• 79% of Twitter accounts are international
(outside the US)

4. Advertising Automation Software
Twitter Targeting Options
• Interests - Get in front of people who love certain topics
• Followers – Pick one or more Twitter accounts whose followers
you are interested in reaching. This option will target users
with similar affinities to those who follow the Twitter handles
you select

5. Advertising Automation Software
Twitter Targeting
• Keywords – This feature matches ads to Twitter users who have
recently used a specific word or interacted with a Tweet that
used a specific word
• Lookalikes – Target new prospects that share similar interests
and behaviors with existing customers or people who have
already interacted with your brand or product

6. Advertising Automation Software
Twitter Targeting
• Tailored Audiences – Allows you to leverage your CRM data to
reach people who have already interacted with your brand
• Television – Lets you deliver Promoted Tweets to users
engaged with specific TV programs

7. Advertising Automation Software
Twitter Targeting
• Location – Geo-target certain countries and cities so you can
connect more strongly with customers by acknowledging their
surroundings
• Installed App Category – Target people based off of the
different types of apps they have downloaded on their phones

8. Advertising Automation Software
Twitter Targeting
• Operating System, Device and Connectivity – Reach specific
segments of your audience with the ability to choose factors
like whether your ad gets in front of owners of unique iPhone
or Android devices
• Gender
• Language

9. Advertising Automation Software
Twitter Ad Types Powering DR Success
• Website Card Ads
– Drive website clicks or conversions
– Catch your audience’s eye with striking images or videos.
Integrated call-to-action buttons provide a clear next step for
people to take action on your ads.

10. Advertising Automation Software
Twitter Ad Types Powering DR Success
• Image and Video App Card Ads
– Drive app installs or engagement
– Prompt people to take action on your ad through visual cues and
direct language. Depending on the goal of your campaign, you
can drive new downloads and repeat app sessions with an Install
or Open call-to-action.

11. Advertising Automation Software
Twitter Ad Types Powering DR Success
• Image/Video + Link Ads
– Drive action using big, bold media
– By design, Website and App Cards have more “clickable” real
estate to link people off of Twitter, but Image/Video + Link ads
can be a powerful solution for driving offsite actions as well.
They feature larger creative and can offer a a more native look
and feel.

12. Advertising Automation Software
Creative Best Practices
• Images and Videos
– Experiment with vibrant
colors and pick hues that pop
– Try out images or videos
featuring people vs. objects
or one product vs. a
collection
– Sometimes an image-video +
link ad can perform better
than a Card since it feels
more native

13. Advertising Automation Software
Creative Best Practices
• Copy
– Be direct about what you
want someone to do once
they land on your website or
in your app
– Play with CAPS, exclamation
points, and symbols or
emojis
– Avoid using extraneous
#hashtags or @mentions in
your copy

14. Advertising Automation Software
Creative Best Practices
– Use action words like
download, shop and sign
up to steer viewers
towards your desired
action
– Convey a sense or
urgency with words like
now and today
– Don’t forget to include
your value proposition
(i.e. the why behind the
what)

15. Advertising Automation Software
Scale Your Best Creative
• As with all digital marketing efforts, apply the scientific method
to testing each creative element on Twitter.
• If an ad is performing well, what’s driving that success? Is it the
targeting, the ad copy, the image, or all of the above?

16. Advertising Automation Software
Scale Your Best Creative
• Build out Lookalike Audiences based on a list of your best
customers to expand your advertising reach to people who
also have the propensity to respond to your campaigns.
• Expand the mobile reach of your ads by extending your
targeting to Twitter’s Audience Platform.

17. Advertising Automation Software
Pro Tips for Twitter Ads That Convert
• Ecommerce
– Retarget visitors to
your website and
upload emails from
your CRM to nurture
your relationship with
potential shoppers.
Focus on limited time
offers and sales,
seasonal rollouts,
promo codes, or free
shipping

18. Advertising Automation Software
Pro Tips for Twitter Ads That Convert
• Mobile Gaming
– Try driving downloads with
a combination of eye-
catching ad creative and
intelligent targeting on
Twitter. Video App Cards
are a must for mobile
games. Use them to display
in-game action, spotlight
popular characters, and
play up exciting challenge
levels

19. Advertising Automation Software
Pro Tips for Twitter Ads That Convert
• Lead Generation
– Benefit from the direct
response functionality of
Website Cards. Drive
purchases and signups
with CTAs like “Book now”
and “Apply here.”
– Make sure ad images and
copy convey exactly what
your company does and
why it’s valuable.

20. Advertising Automation Software
Nanigans Powers Direct Response Success On Twitter
• For in-house marketing teams looking to accelerate revenue
growth on Twitter, Nanigans advertising automation software
is the most powerful solution available.
• With direct integrations to today’s most valuable advertising
channels, Nanigans offers marketing teams a compelling
reason to consolidate tools and providers, and unite their first-
party data under one in-house solution.

21. Advertising AutomationFor more direct response advertising
eBooks, reports and case studies,
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