A Guide to Twitter Ad Campaign Objectives

With 330 million monthly active users and 500 million tweets being sent per day, Twitter is a platform marketers should not be ignoring. It provides access to a highly engaged user base and variety of ways to utilize advertising to achieve business goals.

If you’re familiar with Facebook advertising, then the principals behind Twitter advertising will be very easy to grasp. You select a campaign objective, upload creatives, define targeting, set bids and budgets and launch.

Twitter Ad Campaigns

There are three different types of advertising campaigns you can run on Twitter—promoted tweets, promoted accounts and promoted trends. What type of campaign you run will be determined by what your campaign objective is.

Awareness Campaign

Awareness campaigns aim to getting the maximum reach for your campaign. With this campaign type you are promoting your tweets and setting a bid by Cost Per 1000 Impressions (CPM). Twitter will optimize your ads to reach as many unique users as possible. Awareness campaigns are created by using existing tweets or building tweets that conform to these standards in the Twitter Ads Manager.

Tweet Engagement Campaign

Tweet Engagement campaigns aim to get users engaging with your tweets by either Liking, Retweeting or Replying to your tweet. With this campaign type you are promoting your tweets and paying per initial engagement with the user. Twitter will optimize your ads to try and get as many tweet engagement as possible. Tweet Engagement campaigns are created by using existing tweets or building tweets that conform to these standards in the Twitter Ads Manager.

Website Click or Conversion Campaign

Website Click and Conversion campaigns aim to get the maximum number of people clicking on your ad and visiting or taking action on your website. With this campaign type your are promoting your tweets and paying per click (CPC). With a conversion campaign type you can also track and optimize towards onsite conversions. Website Click and Conversion campaigns are created using a Twitter card that you can add a headline, image and link to.

Video View Campaign

Video View campaigns aim to get users engaging with your video. With this campaign you are promoting a video and paying every time someone views your video (Twitter counts this as viewing 2 seconds of the video, expanding it full screen or unmuting it). Twitter will optimize your ads to try and get as many video views as possible. Video View campaigns are created using a Twitter card that you can add a headline, description and link to.

App Install or App Engagement Campaign

App Install campaigns aim to get users to download and install your mobile app. App Engagement campaigns aim to get users who have already installed your app but not used it in a while to re-engage with it. Depending on your goal you pay every time someone installs or opens your app. Twitter will optimize your ads to try and get as many app installs or opens as possible. App Install and App Engagement campaigns are created using a Twitter card that you can add a headline, description and link to, they will also pull in ratings from the App Store.

Follower Campaign

Follower campaigns aim to acquire new followers to your Twitter account. With this campaign type you are promoting one of your Twitter accounts and paying per new follower acquired. Twitter will optimize your ads to try and acquire as many new followers as possible. Follower campaigns are created like a standard tweet—using an image and text to promote your business.

Conclusion

Twitter Ads has a lot to offer any brand willing to invest a little money and track results closely. Its variety of campaign objectives can be used throughout your marketing funnel to build awareness, foster engagement and drive conversions.

If you’ve been discounting Twitter in favour of other platforms it might be time to revisit your assumptions. It can form a vital part of a multi-channel online advertising campaign in conjunction with Facebook, Instagram and other social platforms when used right.