Twitter Ads what & why
Advertising is a centrepiece of Twitter’ s business model. However, Twitter does not want to ruin its image by running boring display advertising with big banners as is seen on other social media platforms. It wants the advertising to blend in, to be unobtrusive and a part of the Twitter system( Gorby, 2011). As mentioned above, there are more than 550 million active Twitter users, 70 % of SMBs are on Twitter, and 69 % of Twitter respondents have purchased from an SMB after following it on Twitter. Twitter is a massive platform for businesses to tap into to reach new or established customers and achieve results. Twitter helps the business to get in front of the people who are interested in the business. Whether the business wants to reach a small niche group or connect with a global audience, Twitter offers a variety of targeting options to help connect businesses with the right people(“ Advertising on Twitter,” 2016).
Twitter Ads objective-based campaigns are designed to help the business achieve results that will drive action and add value to the business. With Twitter Ads a business can create campaigns that are tailored for a variety of business goals, from driving traffic to increase brand awareness and the best part is that it only pays for action based on the marketing objective. If the objective-based campaign chosen is to drive website clicks, the business only pays for that specific action, and not any other action the follower might choose to do. options
A business can choose between following objective-based campaign types: + Website click campaigns: This campaign is for the businesses who want to increase site visits, conversations, and sales. This ad type is called a“ Website Card” and is a powerful format that allows the Twitter users to preview an image, related context, and a clear call to action in their timeline(“ Campaign types,” 2016). + Followers campaigns: This campaign is for the businesses who want to build an audience. This type of campaign promotes a business’ Twitter account to the desktop and mobile users in places like the“ who-tofollow” panel and user’ s timeline. Twitter already recommends people or businesses for users to follow. The recommendation is based on a very simple algorithm: Twitter suggests that a user follows people or businesses that their friends already follow. However, with“ Promoted Accounts” businesses can buy their way into the suggestion box and gain new followers. The price is set at an auction and the ad is priced per new follower that the business achieves(“ Campaign types,” 2016; Gorby, 2011). + Engagement campaigns: A Tweet engagement campaign promotes a business’ Tweets( promoted Tweets) to a large, targeted group of people. It enables the business to place its best content in front of the audience that matters the most, at the time where it will have the most effect. A Promoted Tweet is clearly labelled as a“ promoted”
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