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How to properly manage your promoted posts on Twitter

by Nathan Gadzhibalaev, posted 5 months ago
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As of 2018, there are 330 million users on Twitter, and 94% of them have stated that they plan to purchase products/services influenced by the businesses they follow on the platform. It’s no wonder why marketers list Twitter as one of the top social media platforms when it comes to ROI.

And the good news is that unlike other platforms, Twitter marketing production costs are low – posts consist of just 280 characters since Twitter’s major update (but the classic 140 characters can also do the trick), paired with some form of visual content or a website link. Although certain brands and marketers find it too limiting, Twitter’s dynamic environment also means that people engage in conversations in a lively and fast-paced manner. Tapping into that audience by using the short character limit wisely can give your engagement levels a considerable boost.

If you have a Twitter profile for your business or brand but don’t know how to go about marketing on Twitter, the platform offers an easy and straightforward way – promoting tweets.

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What are the benefits of promoting your posts on Twitter?

You can promote your  tweets to:

  1. Announce new updates
  2. Offer customer support, as this is the platform businesses use most often
  3. Connect with your customers
  4. Inspire conversations

You can have (and choose) among several objectives when promoting a tweet.

  • Drive a particular action (increase website traffic)

Drive website traffic by using your best content paired with a link to your site, or offering coupons, deals or Twitter giveaways.

  • Gain more business/brand awareness

Share your business updates, or use promoted tweets to get more people to find out about your events.

  • Increase engagement

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 Promoted tweet: what is it, and how do I get it?

A promoted tweet is essentially just a regular tweet paid for by an advertiser such as yourself, so it doesn’t get lost in the avalanche of tweets on users’ timelines and can reach Twitter users that don’t already follow a business’ profile.

By promoting a tweet, you can purchase more placements than that tweet could reach all by itself organically, no matter how awesome it is.

Where do your promoted posts appear?

Promoted posts appear in Twitter’s search results when people are making queries about particular terms, as well as in people’s news feed.

Twitter has made it especially easy to make the initial step towards advertising on the platform by starting a campaign in Twitter ads manager. You can even promote a tweet from your mobile by using quick promote! However, if a promoted tweet is not later shared organically, Twitter can discontinue its use, mainly because it’s a clear signal that people are not reacting to it.

Promoted tweets pricing

There are two budget fields for your Twitter campaigns: a Daily Budget (spent evenly throughout the day, or as fast as possible, depending on your preference) and a Budget Maximum. No matter which one you use, Twitter will stop running your campaign as soon as your marketing budget is spent.

Important:

  • Through an “awareness campaign,” Twitter charges per impression
  • With the “engagement campaign,” Twitter charges for engagement (only for paid engagements, not organic engagements.) If you are running a campaign that no one is liking or retweeting, Twitter won’t charge you for the eyeballs alone.
  • Twitter charges on a per click basis for website clicks and conversions.

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 Managing your promoted posts

While it’s not exactly Facebook-level when it comes to depth, Twitter’s ad manager lets you manage your ad campaigns on Twitter easily.

How do you start a Twitter promoted post campaign?

  1. You can decide to boost the reach on an existing tweet or create a campaign for a specific target group

Tip: Use the create a campaign for promoted post A/B testing. To do this, you’ll just have to create at least two slightly different promoted tweets, split them halfway between the users in your target group, and see which post performs the best.

2. When creating a campaign, Twitter will ask you to name it.

Tip: Choose a name that will help you remember which target audience you’ve chosen for the campaign, as you can run multiple campaigns tailored for different target audiences.

3. Pick out your campaign’s start and end dates – you can schedule a campaign for a particular time, or you can choose to “start immediately” and “run continuously”

Tip: Use a custom time period for your campaign when you want to advertise a limited time offer, seasonal products, or an event. In all other circumstances it’s better to run the campaign continuously – Twitter will stop advertising when your marketing budget is spent.

How to set up targeting for you Twitter campaign

1. Keywords

When you choose a keyword that’s highly relevant to your content, you’ll be making sure that your campaign will be shown in conversations where users actively engage with it.

2. Interests

Twitter offers 25 interest categories and 350 subcategories and once you choose from them, Twitter will create a custom group of users who are interested in your category

3. Geotargeting

Twitter offers country-level targeting and granular targeting, so you can actually target just about any place on planet Earth.

4. Tailored audiences – target:

  • Importing a list – either of your email subscribers, existing customers or Twitter usernames of particular individuals you want to reach (such as Influencers)
  • Web – find people who’ve recently visited your website, using either Twitter’s website tag or Twitter’s Official Partner Progam
  • On mobile – find people who have signed up or installed your app using tracking conversion

You can find a full list of Twitter’s targeting options here.

Tracking your campaign’s success

Twitter has an activity dashboard where you can track the number of impressions, the number of engagement, and the engagement rate (impressions divided by engagements.) You can also get a breakdown of your daily averages. Use this data to find out what tweeting practices had the best results, even if you have to pull up data about every individual tweet to gain more insight.

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Tips and tricks on how to promote your posts on Twitter effectively

1.   Promote your best performing content

There’s a reason why nobody is liking or retweeting a particular post – nobody likes it! You won’t make people suddenly fall in love with your business by promoting posts that are not performing very well. Instead, only select the best tweets to promote and help them reach more people.

2.   Stay consistent

Consistency on social networks is key – the more you expose people to your brand, the more brand recognition you’ll be channelling. But this especially important for Twitter, as the platform’s News Feed doesn’t really as heavily on user behaviour algorithms such as Facebook does for example.

3.   Don’t tweet promotional content all the time

Audiences are becoming increasingly ad-resistant, so just getting something out there won’t do the trick on its own. You have to focus on providing great, high-quality copy that users like to engage with, and always creating it with a specific target audience in mind. People who browse the internet are constantly assaulted by ads, and sometimes being too salesy can have a negative reaction.

For more information about Twitter, check out Amplifr’s Twitter Marketing Guide for even more tips & tricks you can use to make the most out of your account!

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