You’ve been quite successful in all your online marketing efforts for your business – ad campaigns with Google+, Facebook, Google Display Network. You haven’t ventured Twitter advertising so you don’t know what Twitter can do for your business yet. Maybe it’s time to explore what this greatly-followed social media network has in store for small businesses like yours.
Twitter’s goal is to ‘reach every person in the planet and serve the needs of advertisers around the world’. This is quite timely, especially for small businesses that are trying to catch up with the advantages of technology in their advertising and marketing activities.
Twitter has variety of ways to advertise your business:
- Promoted Accounts
If your business needs ramping up on followers and brand awareness, this is the Twitter platform for you. Your Twitter profile will be promoted through “Who to Follow’ module on the Twitter feed. This will help your business earn the media exposure and mileage, increasing the brand supporters and influencers.
Targeting Twitter users who are already following similar accounts as yours, this unique feature of Twitter allows you to determine the exact cost of getting new followers since you are only required to pay when a user follows your account. The concept of cost per follow (CPF) is much like the google adwords pay per click (PPC).
- Promoted Tweets
Ads are created from the tweets sent out from your Twitter account and then promoted to other users based on the specified target which can be on a geographical setting, search or keywords, followers and profile pages. Ads will appear in search results and timelines and the advertiser will only pay when a Twitter follower or user engages with the Promoted Tweet applying the cost per engagement (CPE) concept which includes a click, retweet, reply or favourite.
- Promoted Trends
This requires a rather big budget but for some businesses making big announcements or kick-starting an event or campaign - needing a big awareness boost, it is a worthwhile and good investment. These ads are fixed placements on a user’s home timeline page for 24 hours at a time, on a first come-first served basis, without any other ads displayed on that time frame. Your ads get solo display for full 24 hours.
Regardless of your selected Twitter advertising, there are three other important things to keep in mind:
- Determine your budget
The enormous market presented by twitter is tempting enough to splurge on the advertising budget, if you are an impulsive advertiser. However, as Twitter is also looking at small businesses’ participation in these campaigns, Twitter recommends a maximum bid (or the amount you are willing to shell out for these campaigns) which is based on average across all Twitter advertisers. The minimum bid is set at 0.50 cents and depending on the performance of your campaign Twitter will adjust the minimum required bid. The adjustment will depend on how useful or relevant other users find your ads.
- Cleaning up your Tweets
Through an automatic ad quality filter system built-in with Twitter, five most recent tweets will be taken and used as the ads showing in your campaign. The built-in ad quality filter selects the tweets based on relevance, engagement and the age of the tweet, which will then be used as Promoted Tweets.
On the other hand, third party content which you have retweeted may also end up being pulled by the ad quality filter, in which case traffic is directed to the third party’s site and not to your site. In order to avoid paying for clicks which are directed to another user’s website, you should have your tweets cleaned up and make sure there are no third party tweets or retweets which may be erroneously picked by the ad quality filter.
For many businesses, the unique value of using Twitter’s paid advertising to harness the power of real-time connections at the precise moment greatly matter.
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