Twitter Ads is a platform that offers great possibilities for brands to reach their target audience effectively. Thanks to its segmentation capability based on factors such as user behavior and geographic location, Twitter Ads has become an indispensable tool for advertisers.
However, an effective Twitter Ads strategy requires careful planning and a clear understanding of how the platform works. To do this, it is key to define objectives, select the appropriate type of ad and measure the performance of our campaigns. In this article we explain how to create an ad campaign on Twitter step by step.
What is Twitter Ads?
Twitter ads (now X ads) is an advertising service that is part of the X platform (formerly Twitter), to promote the content of companies and get to the right audience through increased traffic, relevance or branding.
One of its most relevant features is the ability to segment the audience through criteria such as their interests, the place where they are located or demographic aspects such as their age, among others. Through Twitter ads, brands and users can advertise their tweets, their accounts or certain trends.
What are the Benefits of Using Twitter Ads?
Twitter Ads is an essential tool to maximize the potential of advertising on social networks. Depending on your strategy and objectives on the platform, the potential benefits include:
- Recognition: with Twitter ads it is possible to significantly increase the visibility of brands, placing their messages in front of a wide and diverse audience.
- Consideration: by promoting tweets and accounts, Twitter ads helps generate interest and consideration among potential users of companies, facilitating engagement with the content, even when it comes to UGC.
- Conversion: ad campaigns on Twitter are designed to guide users towards specific actions, such as clicking on a link, downloading an application or making a purchase.
- Analytics and performance measurement: Twitter ads provides advanced analysis tools that allow you to evaluate the success of campaigns with detailed data on impressions, interactions and conversions.
- Real-time interaction: this tool allows direct and fast communication with the audience, improving the relationship with customers and the response to their needs.
- Precise segmentation: just as with other advertising platforms such as Ads YouTube, the social network X gives brands the possibility to target specific audiences based on interests, behaviors, location and more, ensuring that ads reach the most relevant people.
Different Types of Ads on Twitter Ads
Below we show you which are the most used ads in Twitter ads:
1. Promoted Ads
Promoted ads support a variety of multimedia content formats through the following subcategories:
- Image: they allow you to show your product or service with a single photo.
- Video: both videos in vertical format and horizontal, help to give life to the products and serve to direct people to a website or an app.
- Carousel: offer advertisers up to six horizontally scrollable images or videos to promote multiple products or offers.
- Moments: allow you to create, select and promote a collection of posts in order to tell an immersive story that transcends the 280 characters.
- Text: allow you to extend the reach of your posts beyond your followers to reach your target audience.
2. Ads for Followers
This type of ad is designed to increase visibility and can be used to promote an account among a segmented audience, with the aim of increasing recognition and attracting new followers.
3. Twitter Amplify
With Twitter amplify brands and content creators can partner to promote high-quality videos on the platform. This option focuses on premium videos and live events. Two of the most characteristic ads of this option are the following:
- Pre-roll: allows advertisers to select the content categories of the videos in which their video ad will be published.
- Sponsorships: offers advertisers individual links with a single publisher during a moment of their choice, and control at the post level for the duration of the campaign.
4. Twitter Takeover
Twitter Takeover prioritizes certain content over others, managing to place the content of brands in the first positions in the timeline of users. Some typical ads of this type of ads are the following:
- Timeline Takeover: places brands at the beginning of the conversation as the first ad of the day.
- Trend Takeover/Trend Takeover+: places ads next to trends, right where the conversation begins in the Explore tab.
5. X Live
X Live allows advertisers to broadcast their most important moments to the world and invite audiences to join in real time.
6. Dynamic Product Ads:
Dynamic product ads on X allow advertisers to present the most relevant products to the right customer at the right time.
7. Catalog Ads
Advertisers can display a collection of product images through a main image and smaller thumbnails that appear below
8. Surveys
They complement the ads with an interactive and attractive function, and allow followers to interact with the content.
9. Conversation Buttons
Conversation buttons generate interactions and conversations through the use of integrated buttons that invite users to tweet about the brand’s content. These include call-to-action buttons and customizable hashtags.
10. App Buttons
This type of ad also allows you to click on ad creatives and link to a specific download page from the App Store or Play Store.
11. Website Buttons
They allow you to click on the Image and Video Ads, which allows users to click to go to a specific landing page.
12. Branded Hashtags
This type of ads allow advertisers to express their personality and provide a visually appealing creative element every time the hashtag is used anywhere on X.
13. Branded Notifications
Brand notifications allow X users to receive valuable content or experiences directly from companies and creators, at the most opportune moments, such as during a seasonal campaign or a time when sales tend to increase.
How to Run a Campaign on Twitter Ads?
Running an ad campaign on Twitter requires a series of steps that we explain below. In addition, you can consult the official Twitter page where practical advice is offered to achieve better results.
1) Set up your Twitter Ads Account
The first step you have to do to set up the Twitter Ads account is to log in to the profile from which you want to launch ads on Twitter. Then go to the official Twitter ads page.
2) Add a Payment Method
Follow these steps to add a credit card to Twitter Ads:
- Within the ad manager, click on your username in the upper right corner.
- Select “Payment methods” in the drop-down menu.
- Select “Add new funding source”.
- Add your card information.
- Click on “Proceed to confirmation” and confirm.
- Your card will be reviewed internally to ensure that everything is fine. When approved, it will appear as “Valid” in the payment methods tab.
3) Create your Ads
You can choose between two main options to promote tweets as ads:
- Organic tweets: choose between the tweets you have already published with your user.
- Only promoted: create new tweets specifically for your Twitter Ads campaign. These tweets will not be displayed on your profile.
4) Set up your Campaign
To develop a campaign on Twitter Ads, you have to choose an objective.
- Reach: maximize the reach of your ad.
- Engagement: it is used when you want to get more likes, retweets, responses and clicks on the links.
- Web traffic: if your goal is to attract more visitors to your website, then you should select this option.
- Keywords: these ads focus on certain words that users search for on the Internet. In this way, the audience is reached through certain terms that may resonate with the brand and the services or products it offers.
Next, you will have to put the information of your campaign: choose a text, the name and the budget you want to invest, as well as the start and end date. Once this is done, your ad will be reviewed and, when approved by the platform, it will be launched automatically.
How to Measure Campaign Results?
Your work does not end with the configuration and publication of the campaign. We leave you some key points to optimize your campaign in real time and achieve better results continuously:
- Periodically review its performance and adjust as necessary in the Ad Manager Panel.
- Identify and replace lower performing posts and test new segmentations.
- Determine which audience gets better results and enhance those groups in future segmentations.
- Wait 2-3 days after adjustments to evaluate results.
- If the campaign continues with low performance, pause or delete it and try again.
Frequently Asked Questions
Below we clarify some of the most frequent doubts that are repeated among users:
How much Does an Ad on Twitter Cost?
There is no mandatory minimum investment, ads are published under a system of auctions of available advertising spaces. This is calculated based on the size of the segmented audience, how many advertisers have segmented that audience, how much you have bid and what are the objectives of the ads.
How is Advertising Paid on Twitter?
Twitter ads advertising is paid through an auction system where you set a daily or total budget for your campaign. You can choose between paying per click (CPC), per thousand impressions (CPM), per interaction (CPE) or per video view (CPV). Twitter charges you automatically according to the chosen model and the performance of your ads, and you can review your expenses and adjust your strategy from the ad management panel.
What is the Ad Revenue Share on Twitter?
The ad revenue share on Twitter is the percentage of advertising revenue that is shared with the content creators through programs such as Twitter Amplify and Twitter Media Studio. Creators can monetize their tweets and videos by allowing the insertion of pre-roll ads, receiving a portion of the revenue generated while Twitter retains the rest. This allows creators to earn additional revenue and advertisers to reach specific audiences through premium content on the platform.
If you want to master an ads strategy on Twitter, contact us and we will advise you on how to achieve the results you are looking for!