Part 2/3 - Twitter promoted accounts, trends and tweets.
This post is the second in a three part series:
- Part 1, The buzz around Twitter advertising.
- Part 2, Promoted accounts, trends and tweets.
- Part 3, Generating brand love or hate and getting started.
Promoted accounts, promoted trends and promoted tweets.
You can deploy any one of these three Twitter advertising options, or a combination. The pricing is not the same for all of them, and they appear at different points in the Twitter interface.
A promoted account will appear high in the “who to follow” section on the left hand side of the Twitter web interface, and in the search results. Promoted accounts can build up exposure resulting in a jump in followers. You can also choose a location for exposure, gender or interest topics. The best aspect of promoted accounts (in my opinion)? You only pay when your account is followed! You also get access to a special dashboard to track your progress. There are two levels of service. Smaller businesses can use a self service online route to creating a campaign. The full service option gives you access to a Twitter ads specialist, who would then talk through all the options, deciding with you on your best approach based on your objectives and budget. I have experienced this type of account service, and it is good ;-)
Promoted tweets appear like normal tweets but they can be targeted at new or existing followers based on location, interest, gender, keywords that people have in their timelines, or the device they are using. You only need to pay when people click on, reply, retweet or favorite your promoted tweet. Promoted tweets would then appear in the timeline or search results. Promoted tweets make a very good partner for promoted trends!
Trends appear on the left side of the Twitter web interface. Users pay when people access your trend, which would be linked to a promoted tweet. Remember that users can choose to view trends local to their country of global, so likewise, you can place your trend at either level.
Only a few things, carefully worded, would be suitable as a very good trend so think carefully. You want something that stirs people to make that click!!
Promoted tweets and promoted accounts use a bid process, called 2nd price option. If you bid 1 Euro and the runner up bids 90 cents, you win, but you would only then pay 91 cents, i.e. just higher than the 2nd price option. So it is natural that the targeting changes per bid price and not by daily limit, which controls how much exposure you can get in 1 day. Promoted trends is not priced like promoted tweets or promoted accounts. It uses a fixed price over a 24hr period. For some example case studies, go to Business.twitter.com
What does success look like? Return on investment ROI?
It is important to plan how you will measure success BEFORE the campaign starts and not after the campaign has ended. This is because a well thought out “success plan” should include all the elements that need to be measured. It is highly unlikely that you will be judging the success of your campaign only on how well your Twitter advertising performed. I will soon be publishing a blog post about success planning very soon. However, you do need to know how well your Twitter advertising campaign performed, and Twitter makes this easy for you by allowing you to download two CSV files with all the information you will need. The first CSV file has spend data.
The file contains a lot of information, but I list the most interesting column lables in this list;
- Campaign ID
- Campaign name
- Campaign start
- Campaign end
- Campaign total budget
- Campaign daily spend
- Daily cost per engagement/follow
- Daily effective cost per engagement/follow
- Engagement/follow rate
- Total impressions
- Total engagements/follows
- Billed engagements/follows
You can also download a CSV file with metrics. I list the most useful column labels;
- total engagements
- leads submitted
- engagement rate
- product type
- current remaining budget
- current bid
- current daily budget
- current total budget
*eCPE stands for “Effective Cost Per Engagement” accounts for additional engagements tied to your Promoted Tweet campaign that you aren’t billed for.
Twitter lead generation cards.
These cards are yet another way to show business results with Twitter advertising in addition to the metrics described in the last section.
These cards generate inbound interest from users by allowing them to easily share their information with you from within a Tweet. Lead Generation cards automatically capture the user’s name, username, and email address and let them send this to you with one click. You can use these cards within the Twitter advertising section to highlight specific offers, products, or services directly from within a Tweet. Go to “Advertising” and click on the “Create new card” button.
To fully utilize these cards with your CRM software, you have to setup a secure POST/GET endpoint for leads to be submitted directly to your company’s CRM or marketing automation system.
The next post will be - Part 3, Twitter advertising generating brand love or hate and also covering the topic of getting started.
Have you had any experience with Twitter advertising? Promoted accounts, promoted trends or promoted tweets, either running one or being targeted by one? Did you make good use of the spend download CSV file?
Clive Roach is the Head of Social Media for Philips Lighting. He is active with strategy development, activation, governance, projects and educational training activities for all aspects of social media within Philips Lighting. Clive has been working in the eMarketing area since 1997, and previously held roles in engineering, design and sales. Clive is also practical in addition to his current strategic role. In addition to this blog, he tweets daily on three Twitter accounts, has two Facebook fan pages, Google+, Pinterest, So.cl, Instagram, and participates in many other social networks.
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