Twitter Advertising has become an important way for brands to amplify their messages and connect with the 200 million active users on Twitter in real time.
Their ad business is growing so large that eMarketer estimates the company will earn $582.8 million in global ad revenue in 2013.
The amount of data Twitter is able to mine and present to advertisers is massive, and as a result this process has been increasingly difficult for the average user to manage in the past. Additionally, demand by businesses (especially small businesses) to be able to tap into more targeted ad campaigns around certain keywords in their local areas has never been higher.
A new update to the Twitter Ad Dashboard aims to make campaign set up easier for anyone trying to rollout sponsored tweets or accounts in a matter of minutes.
1. Progress Bar
Twitter has added a progress bar to show how far a campaign is in the process. This visual guide to tracking the steps from start to finish make it easier to understand the ad creation process.
2. Save Draft Campaigns
Sometimes you just need to take a break in the middle of your campaign for a morning standup meeting, Skype call, or much needed frozen burrito. Saving a draft campaign makes it easy to pick up right where you left off, and visual cues .
Advertisers can target their account and Tweets by:
- Keywords in timeline
- Interest
- Geography
- Gender
- Similarity to existing followers
- Additional targeting options for Tweets include:
- Device (mobile, desktop)
- Keyword search results
3. Maximizing Results
Some people consider paid Twitter ads as just a means of driving people to links, but mixing up photos, videos, links, and even new products like Twitter’s survey and lead gen cards in your promoted tweet campaigns open up a new path of discovery for potential audiences.
It’s not just about the spend though, for businesses to truly take advantage of their promoted ad campaigns they should continue to engage and interact.
Providing relevant content when it’s most important to consumers will keep brand a part of the daily conversation, and increase the effectiveness of promoted advertisements.
60% of Twitter users come from mobile devices, reacting to news and information on the go. With an improved dashboard, advertisers have the ability to swiftly tune their campaigns and provide additional lift to that authentic content they are creating in real time.
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Have you started running Twitter Ads yet? What are some of the success or failures you have seen in your experiences?