So we signed up for the Twitter Ads Masterclass today delivered by Brian Lavery (@lav), Head of SMB Marketing for EMEA. It was a handy little refresher for us on Re-Marketing on Twitter – now who else would love these little refresher sessions?!
So before we got stuck in, we were already given a key point to remember: Re-Marketing allows us to merge our Marketing CRM Audience with the wider audience made up of every other user on Twitter. It’s bringing the little bubble to the big bubble, and sharing your stuff with the world. Sounds simple ey?
But when we create Twitter ads, how do you know who to target? I mean Twitter has over 300 million + users, how are you supposed to find people who are interested in that big of a market? Well Twitter has targeting options narrowed down to:
– Interests: based on Twitter profiling of what Twitter users search for and take interest in
– Followers: targeted to select accounts’ followers
– TV Targeting: based on TV shows they talk about
– Keywords: based on the hashtags/phrases they search and use and trends they partake in
– Tailored Audiences – your own defined audience which can be created by uploading various types of data in the following 5 ways:
– Uploading website visitors
– Uploading email marketing database
– Uploading your App audience – anybody who has engaged with your app in any way
– Twitter ID’s – Upload list data from your twitter or specific handles
– Phone numbers
With tailored audiences you can also create “look-a-likes” or embrace “similar users”. Creating look-a-likes means you can reach up to 10x more expansion based on Twitter’s criteria and database of what that user has in common with other users you are targeting – hence, similar users.
The only downfall of tailored audiences? They need to be bigger than 500 users on Twitter otherwise they won’t be deemed as successful enough and won’t be rolled out. So get building the lists!
So to create a new audience, there are 2 options:
Option 1) Upload Your Own List (E.g: Email Marketing Lists & Databases):
1. Name your audience – preferably it works better with a date involved so you know exactly what data will be stored in it on the date you named it and it makes it easier to update if necessary..
2. Specify the type of data to upload in the file – bare in mind your maximum file size is 5GB and can be uploaded in a .csv or .txt file, so Excel databases work perfectly fine.
Tip: Only tick the SHA256 encryption box if you have normalised and anonymised the file yourself – this helps to protect Twitter users privacy but keeping their data locked down so Twitter never see an insight.
And that’s done! It can however range from 3 hours to a whole day for the list to be created dependent on the size of the file you have uploaded so be prepared for a bit of a wait.
Option 2) Make a Tag (E.g: To Collect Website Visitors):
You can create tags for different purposes – normally to either work to track website conversions or to track website visitor re-marketing.
1. Name the tag
2. Select your conversion type: site visit | purchase | download | sign up | custom
3. Create your tailored audience or use and existing audience – this normally works best with a website visitor audience
4. Show conversion settings – set your post engagement and attribution settings
5. Generate your code snippet and copy and paste your tag code in with your site HTML code onto the relevant page.
Voila! It’s complete. It will remain unverified until the first tag has been used on the site – only after will it state activated.
Using tags can then help you to create Website Conversion Campaigns:
1. Name your campaign
2. Implement your website tag for conversion tracking (- see above)
3. Set the run time – start and end date
4. Select a key conversion tag
5. Get creative – create the Tweet content and add in images to use and website cards – these help to increase the click through rate and engagements.
6. Set your audience – use tailored audiences to help focus down your campaign and use the exlusion list to help narrow it down further.
7. Choose your budget, daily and total and then choose your campaign optimisation.
Setting up Twitter ads should never be confusing or too difficult. But you should always try to weigh up whether they are first necessary and then work through each step thinking carefully about your end users.
A key takeaway was to implement multiple website tags – these can be used as many times as you like across as many pages as you like and always use re-marketing strategies to help boost your business.