Twitter recently announced the opening of accounts for ads aimed at small and medium-sized businesses. This news opens up new possibilities for conversions, lead generation, customer acquisitions and expansion of brand and product disclosure. But do you know how this new modality is working to have effective results? Twitter, target audience and indicators Today […]

The Twitter recently announced the opening of accounts for ads targeted to small and medium – sized enterprises. This news opens up new possibilities for conversions, lead generation, customer acquisitions and expansion of brand and product disclosure.

But do you know how this new modality is working to have effective results?

Twitter, target audience and indicators

Today there are over 255 million active Twitter users who post an average of 500 million Tweets per day. On average Twitter users follow six brands or more. (Source: Twitter for Business).

How much does it cost to advertise on Twitter?

There is no tabulated or specific value. Ads via Twitter Ads are set via auction. There are two ways to determine how to bid for your campaigns. You can choose between automatic bidding or maximum bid.

Automatic bid

Allows Twitter to automatically optimize bids for you. By making use of this option, Twitter seeks to place the advertiser in auctions with the lowest possible bid, in addition to seeking to achieve overall campaign objectives.

Maximum bid

With this model you can manually select the value of a follower, lead, click or engagement for your business. The way this auction works is called the “second price”.
When you enter a manual bid, you don’t pay this amount when you win a goal-based campaign auction. Instead, you’ll only pay $0.01 above the bid of the second-place advertiser with the quality adjustment.

The type of your campaign determines the actions you are bidding for and will be charged for once the campaign starts running.

Twitter Ad Types

There are two formats for advertising on Twitter, each with its own specific way to generate conversions.

Promote accounts

Twitter searches for profiles similar to your followers through similar interests and when it finds a connection it recommends your profile in the “who to follow” section located in the upper right corner of your homepage. That way you’ll get new followers that come closest to your profile.

Promotional Tweets

Twitter constantly monitors your posts, promotes the ones with the highest level of engagement, and automatically publishes the best ones. If there’s nothing new, Twitter promotes the most engaged on the best day and time in relation to your account. You only pay when someone follows or interacts with your post, and you don’t pay for viewing.

You can still only pay for how much you want to invest per day or how much you want to pay for new follower or interaction. You can even target by location and promote to mobile devices or desktops.

Campaign types

There are several specific campaigns for each action. See which ones are ideal for your Digital Marketing goal .

Campaign for clicks or website conversions

Its purpose is to drive traffic and generate conversions on your website from Tweets targeted to specific audiences. This type of campaign allows you to spread the content of your website via Tweet.

The average value indicated by Twitter for a website clicks or conversions campaign ranges from $1.68 to $10 depending on your target audience.

You will only be charged for clicks to your website that are acquired from this campaign. All other actions and engagements (Impressions, Replies and Retweets, for example) are free.

Followers Campaign

Promote your account or increase your Twitter audience. The followers campaign aims to increase your base to generate new business. Followers view your content and engagement helps broaden your message and can collaborate to attract even more followers.

The cost per follower on Twitter is defined by a second-price auction among other advertisers, but according to the social network itself, historical averages recommend bids between $2.50 and $3.50.

Your account will only be charged for the followers you acquire from this campaign. Other actions and engagements (impressions, responses and Retweets, for example) are free.

Engagement Campaign with Tweet

If you want to expand the reach of your content to reach a relevant audience on Twitter this is the ideal campaign.

Compared to other campaigns, Tweet engagement has a lower value. The recommendation in this case by the social network ranges from $1.50 to $2.50 per click.

You can promote Tweets that are published organically or create Tweets that are only promoted to the audiences you target.

If your goal is to launch new products, connect with influencers and brand promoters to see your content or even request retweets to gain an even wider audience this is the campaign for you. This is also true for specific content that you want to spread, such as new blog posts or rich new material.

You will only be charged for engagements with your Promoted Tweets. Prints are free.

Installations/Engagements Campaign with Application

The goal here is to get users to install the mobile app and increase new engagements from existing users. With mobile app promotion, advertisers can encourage users to download or open mobile apps directly from a Tweet.

For conversions in this modality, Twitter recommends that Installs or App Engagements Campaigns range from $1.95 to $3.25.

You will only be charged for clicks to install or open the app acquired from that campaign. This allows you to pay only for clicks that take the user to the App Store or Google Play or to open the app.

All other actions and engagements (Prints, Replies and Retweets, for example) do not involve charges.

Lead Campaigns

If you intend to acquire new emails for your base, the Leads Campaign is ideal. This campaign gets people who express an interest in your offer to share their email addresses with you.

The cost of getting results in Twitter Lead Campaign is considered one of the highest. The campaign range is from US$4.47 to US$23.00.

You will only be charged for purchased Leads. All other actions and engagements (Impressions, Replies and Retweets, for example) are free.

What You Can’t Advertise on Twitter

Twitter has within its privacy policy a series of restrictions on advertisements. Pay attention to what you cannot advertise.

Are prohibited:

• Advertisements for illegal goods and services;
• Advertisements for potentially dangerous or misleading products and services;
• Ads with misleading claims, such as “get rich quick” offers;
• Advertisements encouraging users to share their login information;
• Ads encouraging the publication of spam.

Among these restrictions, a tip: no matter what your digital marketing objective, always be transparent about the product or service you offer. Having a brand with a dishonest image can pose serious problems for your business.

Conclusion

It’s no use investing a large amount if your proposal is not aligned with the 140-character social network. Your content needs to be up to date, your posts consistent and with the right content for your campaigns to generate even more results.

Track your account performance, make bid adjustments and change strategy if you need to. Keep an eye out for content from benchmarks, competitors and how they are using Twitter Ads strategies. This can give your future campaigns a good edge and make your results even greater.