Learn how to promote your account and tweets to reach a wider audience. Key takeaway will include: defining the target audience, learning the different campaign offerings (interest vs. keyword), best practices for promoted tweet copy, optimizing cost per engagement.

1. TWITTER ADVERTISING FOR
REAL ESTATE PROFESSIONALS

2. THE POWER OF TWITTER
- 360 MILLION USERS
- 25% EARN OVER $100K PER YEAR
- 51% HAVE A COLLEGE DEGREE
- DIRECT AND CONSTANT COMMUNICATION WITH
MILLIONS OF INDIVIDUALS INCLUDING CLIENTS AND
POTENTIAL CLIENTS

3. HOW CAN TWITTER
ADVERTISING WORK FOR YOU?
• PROMOTED TWEETS
• PROMOTED ACCOUNTS

4. BEFORE YOU START
DO A QUICK TO CHECK TO MAKE SURE YOUR
PROFILE IS IN TOP FORM
1. PROFILE PICTURE: RECOGNIZABLE & ENGAGING?
2. YOUR PROFILE: ARE YOU GETTING FULL VALUE OUT OF
160 CHARACTERS? INCLUDE NAME, LOCATION & WEBSITE
3. HEADER/BACKGROUND: USE THIS TO SHOWCASE THE
PERSONAILTY OF YOUR BUSINESS

5. PROFILE PICTURE
HEADER
LOCATION
WEBSITE
PROFILE DESCRIPTION

6. BEFORE YOU START
IDENTIFY YOUR ADVERTISING OBJECTIVES
PROMOTED TWEETS: (IN TIMELINE & IN SEARCH) HELP
YOU GET YOUR CONTENT IN FRONT OF THE RIGHT
AUDIENCE
PROMOTED ACCOUNTS: HELP QUICKLY BUILD A
COMMUNITY OF FOLLOWERS

7. GETTING STARTED
GO TO TWITTER ADS AND LOG IN
WWW.ADS.TWITTER.COM

8. PROMOTING TWEETS

9. CREATING A PROMOTED TWEET

10. NAME CAMPAIGN
CHOOSE TO RUN CONTINUOUSLY OR A SPECIFIC
START AND END DATE

11. TARGETING OPTIONS
1. KEYWORDS: REACH PEOPLE THAT SEARCH, TWEET
ABOUT OR ENAGE WITH SPECIFIC KEYWORDS

12. TARGETING OPTIONS
2. INTERESTS AND FOLLOWERS: REACH PEOPLE WITH
SPECIFIC INTERESTS OR WHO ARE SIMILAR TO
FOLLOWERS OF SPECIFIC ACCOUNTS
- TARGET BY @USERNAME
- TARGET BY BROAD INTEREST CATEGORY

13. TARGETING @USERNAMES ALLOWS
YOU TO REACH USERS WITH
INTERESTS SIMILAR TO
FOLLOWERS OF ANY OF THOSE
ACCOUNTS.
INTEREST CATEGORIES
INCREASE POTENTIAL
REACH. WE WILL TARGET
USERS INTERESTED IN ANY
OF THE CATEGORIES YOU
ENTER, IN ADDITION TO
ANY @USERNAMES YOU
ENTER ABOVE.

14. WHERE WILL YOUR AD APPEAR?
USER TIMELINES:
- KEYWORD TARGETING
- INTEREST & FOLLOWER
TARGETING
SEARCH RESULTS:
- KEYWORD TARGETING

15. ADDITIONAL TARGETING OPTIONS
- LOCATION
- DEVICE
- GENDER

16. TARGETING SUMMARY
PROMOTED TWEETS WILL
TARGETING USERS:
- IN NYC METRO AREA
- WHO FOLLOW OR ARE
SIMILAR TO FOLLOWERS OF
@CURBEDNY, @NYTIMES,
@TRDNY, @WSJ
- FALL INTO REAL ESTATE
INTEREST CATEGORY
- ACROSS ALL DEVICES
- MALE OR FEMALE

17. CHOOSING TWEETS
MANUAL OR AUTOMATIC:

18. CAMPAIGN BUDGET
SET MAX DAILY BUDGET, TOTAL CAMPAIGN BUDGET
OPTIONAL
BUDGET
SUMMARY &
REACH

19. CAMPAIGN OVERVIEW
CAMPAIGN
SUMMARY
SAVE
CAMPAIGN

20. WHEN SHOULD YOU PROMOTE A TWEET?
WHEN YOU HAVE ENGAGING CONTENT AND WANT TO DRIVE
AN ACTION OR AWARENESS:
- OPEN HOUSES
- REPRESENATIVE PAGE
- LISTINGS
WHERE WILL USERS SEE PROMOTED TWEETS
- IN RELEVANT USERS FEEDS
- TOP OF RELEVANT SEARCH RESULTS
HOW OFTEN WILL USERS SEE PROMOTED TWEETS?
- ONCE AT THE TOP, THEN THE TWEET WILL STAY IN
NEWSFEED LIKE NORMAL TWEET

21. TIPS FOR OPTIMIZING PROMOTED TWEETS
IMPROVE IMPRESSION VOLUME
- MAKE TWEETS ENGAGING: ENGAGEMENT RATE IS A
FACTOR IN BID AUCTION, ENGAGING CONTENT IS
REWARDED. EXCLUSIVE CONTENT CAN INCREASE
ENGAGEMENT RATE
- MAINTAIN FRESH TWEETS: TWITTER IS REAL TIME,
TYPICALLY LOSE MOMENTUM AFTER 1-2 DAYS – BE SURE
TO ADD FRESH PROMOTED TWEETS
- USE RELEVANT KEYWORDS OR INTEREST: INCLUDE
IMPORTANT KEYTERMS & HASHTAGS IN TWEET COPY &
KEYWORD TARGETING
- HAVE A COMPETITIVE CPE (COST PER ENGAGEMENT)
BID

22. IMPROVE ENGAGEMENT
- IMPROVE TWEET COPY: ENGAGING TWEETS ARE:
TIMELY, WITTY, RELEVANT, INFORMATIVE & PLATFORMSPECIFIC. USE POPULAR #HASHTAGS, VIDEOS, PHOTOS,
ETC
- BID ON LONG-TAIL CRITERIA: SELECT HIGHLY
RELEVANT AND SPECIFIC KEYWORDS OR INTERESTS
- OPTIMIZE BASED ON PREVIOUS PROMOTED TWEETS:
DASHBOARD WILL IDENTIFY TOP PERFORMING TWEETS,
APPLY SAME TACTICS FOR FUTURE TWEETS

23. PRACTICES TO AVOID
- USING ALL CAPS: LOOKS SPAMMY
- INTERCHANGING NUMBERS FOR LETTERS: LOOKS
SPAMMY IF DONE TOO MUCH
- IRRELEVANT OR INSENSITIVE HASHTAGS
- PROFANITY AND VULGARITY

24. EXAMPLE DASHBOARD
IMPRESSIONS: MEASURES THE NUMBER OF TIMES A USER IS SERVED A
PROMOTED TWEET
ENGAGEMENTS: THE TOTAL NUMBER OF TIMES A USER HAS INTERACTED WITH
A PROMOTED TWEET. THIS INCLUDES ALL CLICKS ANYWHERE ON THE
TWEET, INCLUDING ANY HASHTAGS, LINKS, USERNAME, OR TWEET EXPANSION;
RETWEETS; REPLIES; FOLLOWS; OR FAVORITES.
SPEND: THE TOTAL AMOUNT SPENT TO DATE IN PROMOTED TWEET CAMPAIGNS.
ECPE: TOTAL NUMBER OF ENGAGEMENTS DIVIDED BY TOTAL SPEND TO DATE.
ENGAGEMENT RATE: THE NUMBER OF CLICKS, RETWEETS, REPLIES, FOLLOWS
AND FAVORITES DIVIDED BY THE TOTAL NUMBER OF IMPRESSIONS.

25. PROMOTING ACCOUNTS

26. PROMOTING YOUR ACCOUNT

27. NAME CAMPAIGN & CHOOSE TO RUN CONTINUOUSLY
OR A SPECIFIC START AND END DATE

28. TARGETING
- LOCATION
- GENDER
*NO KEYWORD TARGETING
- @USERNAME
- INTERESTS

29. CAMPAIGN BUDGET
SET MAX DAILY BUDGET, TOTAL CAMPAIGN BUDGET
OPTIONAL
BUDGET
SUMMARY &
REACH

30. ACCOUNT SUMMARY WILL GIVE YOU THE OPTION TO
LAUNCH CAMPAIGN, SAVE AS DRAFT OR MODIFY
DETAILS (SAME AS PROMOTED TWEETS)

31. CAMPAIGN DASHBOARD
- PAUSE OR LAUNCH ADS HERE, REVIEW STATS

32. BILLING
ENTER PAYMENT
METHOD UNDER
ACCOUNT AND
BILLING IN TOP
RIGHT CORNER
ALSO FIND
BILLING HISTORY
AND ACCOUNT
SETTINGS HERE

33. TWITTER AD POLICY
1. RESPECT TWITTER’S TERMS OF SERVICE, RULES, ETC
2. COMPLY WITH LEGAL REQUIREMENTS
3. DON’T DISTRIBUTE SPAM, HARMFUL CODE OR
DISTRUPTIVE CONTENT
4. PROMOTE HONEST, AUTHENTIC AND RELEVANT
CONTENT, TARGET RESPONSIBLY
5. SET HIGH EDITORAL STANDARDS FOR TWITTER
CONTENT YOU CREATE
6. SET HIGH STANDARDS FOR OFF-TWITTER
CONNECTIONS
FOR MORE INFO AND GUIDELINES:
https://support.twitter.com/groups/56-policiesviolations#topic_239

34. ANY QUESTIONS?
CONTACT INFORMATION:
EMILY BIBEAULT
EMILY@NYLMEDIA.COM
212-355-9090 X227