Twitter Ads

A Guide to Twitter Ads: Main Types, Cost, Specs, and Examples

Your business is growing or on a roll. You’re witnessing increasing user engagement, user conversion, click-throughs, and the works. On Twitter, your tweets are engaging, being retweeted or favored. So it’s time, you say, to set up a Twitter Ads campaign. But where do you start? Or with what? Well, here it goes.

Types of Twitter Ads

First off, there are different types of Twitter Ads: promoted tweets, which are regular tweets that you pay for in order to display them to people that are not following them yet. Then, there are promoted accounts. These are shown on potential followers’ timeline. This means that your business can benefit from a larger audience. And, of course, there are promoted trends. This type of Twitter Ads campaign focuses on topics that are the most talked ones on Twitter. Basically, through the use of the # (“hashtag”), you can promote a specific topic that is both trending and can gain further organic growth through the use of retweeting.

Twitter Ads Cards

These are somewhat trickier to enable, but Twitter has made sure that it explains the whole process, so we don’t have to.

There are several cards that you can use, depending on the type of your Twitter Ads campaign, to expose your brand. There are the following: Summary card, Summary card with large image. Then there are the App card, Product card, and the Player card.

The first two ones are similar: the only difference is that the Summary card with large image supports a large featured photo, unlike the other one. The Summary card is a standard card that has a title, description, thumbnail, and Twitter account attribution. The App card is a card that details a mobile app with availability for direct download. The Player card is a card that provides video, audio or media availability (such as music playlists etc.). These are powerful tools that you can use for your Twitter Ads campaigns.

And, of course, the Product card is for those that have an e-commerce business. It offers, in addition to the title, description (up to 200 words), thumbnail and Twitter attribution, a spot for price and availability detailing.

Campaign Pricing

One would argue that all this looks enticing, but: “What is the cost for such Twitter Ads campaigns?”. Well, first of all, you need to validate your Twitter cards prior to using them in an effective campaign.

Second of all, pricing for Twitter Ads is based on three levels of bidding. There’s automatic bidding: depending on the type of your campaign and your prior experience with Twitter. It automatically suggests the overall price for your campaign, depending on the objectives that you define.

The maximum bidding option is for those advertisers that work on a budget. Basically, you set a maximum cost for your objective-based campaign. And, as Twitter states:

“Additionally, the maximum bid option allows advertisers to manually set a higher bid, which increases the likelihood of their ad displaying in front of the targeted audience”. Last, but not least, there’s target bidding. This is for those who target either website visits or follower campaign results.

Examples of Twitter Ads

Think of Coca-Cola, Adidas, Nike, and other large corporations that strategically focus on when to start a campaign. Coca-Cola’s Christmas campaign works well during, you guessed it, Christmas. Adidas made some Twitter Ads for their new collection of sportswear during the football league contest. And so on.

Whether you’re on a budget, a small on the trend company, or a big retailer, using Twitter Ads will definitely improve your conversion rate, ROI, profit, and revenue. Just make sure you pay attention to the above info. And don’t forget the best practices when it comes to followers and their acquisition.

Image source: