Advertising on Twitter. Basic guide for creating a Twitter Ads campaign.

Twitter is one of the most widespread social networks and it offers enormous possibilities for those companies that want to advertise on it. Here we will talk about the key aspects.

Twitter users want to keep themselves continuously informed, minute to minute, on the infinite number of questions that come up on a day-to-day basis. These days, the internet in general (and specifically the various different social networks) is the preferred method for finding information and for finding out the answer to any problem, doubt, claim, incident, etc.

According to the figures that Twitter itself publishes, there are currently 500 million tweets per day and more than 240 million active users. As such, it has become an indispensable network not only for individual users, but companies as well. They know that they can reach their target audience easily and directly through the use of Twitter, as well as connect with them and relate to them in an interesting way.

A quick way to connect with your target audience is to plan good Twitter advertising or, to use the term they themselves have coined, use the Twitter Ads platform. You can use Twitter advertising to promote your company’s profile, your tweets, your videos, etc. But, before creating a Twitter Ads campaign, generally, you must keep in mind some of the requirements that we talked about in our basic guide to creating a successful Facebook campaign . After all, you will need to refine your campaign as much as possible so that you can reach your target audience and successfully meet their needs.

How to design a Website Card for Twitter Ads | Advertising on Twitter

There are many things to keep in mind when creating a successful Twitter Ads campaign, but amongst the most important are audience segmentation and your daily budget. We explained these issues in detail when discussing Facebook advertising campaigns, and the same is applicable for Twitter. So, here we will concentrate on explaining how to design a successful Twitter Ads campaign specifically.

Currently we recommend that you use Website Cards as they are the best way to get traffic from Twitter to your website. According to data from Twitter, promoted tweets with Website Cards generate a 43 % higher interaction rate in comparison with tweets with links. They also obviously have better visibility, because their format is different to a typical tweet and they take up more space in the Twitter timeline, which attracts the users attention much more than a simple tweet with just text. Therefore, they also get more user interaction, thus increasing the levels of engagement in general.

On the Twitter Ads platform, you can promote your tweets using Website Cards by going to the “Promote your brand” menu and selecting the option “Website clicks or conversions”.

Once your Twitter Ads campaign is active, you will be charged based on the cost per link click (CPLC), that is to say that you only pay when someone clicks on the link in your Website Card which directs them to your website.

With all of this, your company will also have increased brand awareness and higher chances of conversion for these new users, which will generate more of what we are interested in (which, in case you had any doubt, is sales).

Just as if it were a Facebook ad, a Website Card can include the following three elements:

• Title: include a brief description and always include the URL to which you want to redirect your target audience. Remember that it is important to include a Call To Action (CTA) on your Website Card, in order to encourage your users to do what you want them to.
• Copy: highlight your products/services, give your target audience a compelling reason to visit your website, fill in the contact us form, buy a product, etc.
• Image: the best dimensions are 800x320px. Once again, remember that it is important to design a striking image. It must be attractive to look at and grab the attention of the user while adding an extra value which makes them want to react and click on the promoted tweet and thereby enquire further about your products or services.

As you can very well see, advertising on Twitter is very simple to set up and configure. Having said that, it is still important take care when designing your Website Card, especially when picking the image. This is what will really catch the attention of the user due to its size on the Twitter timeline and because the copys themselves are very limited in terms of the number of characters permitted.