Twitter Campaign Structure
Strategies to strengthen your social marketing on Twitter
The four components that make up every Twitter Ads campaign are Timeframe, Creative, Targeting and Budget. How you approach these elements will depend on the type of campaign you run.
Once you’ve selected a campaign objective, the first step is to define the campaign time frame. The default choice is to run your campaign continuously until the campaign budget is reached or until you stop the campaign manually. You also have the option to define campaign start and end dates which works especially well for time bound campaigns around events or holidays.
The next step is to pick your Tweets. You can select previously published Tweets or compose brand new ones on the spot. For a Tweet Engagement campaign, a good guideline is to pick your best performing Tweets that also support key business objectives and to compose a few new ones to achieve a mix of organically successful and fresh content. For Website Clicks and Conversion campaigns, you’ll have the option to build new Tweets as Twitter Cards, which is strongly advised as it will optimize your Tweets to generate clicks.
An audience for your Twitter campaign can be tailored by location, gender and the platforms and devices they use. It can be further targeted by Interests, Keywords, Followers, TV Targeting and Tailored Audiences. Much like Facebook’s Custom Audiences, Twitter’s Tailored Audiences allow you to either include or exclude certain customer segments from your ads.
Next, you need to set a daily budget for your campaign. While you’re getting acquainted with Twitter ads, let Twitter’s algorithm select your bid automatically. Once you’ve done a significant amount of testing, use manual bidding for greater control over how your budget is spent.
For Tweet Engagement campaigns bidding is done on a cost per engagement basis which means you will only pay when someone takes an action on your Tweet. For Video Ads, you’ll pay for views. For a Followers campaign you’ll be charged each time you gain a new follower so it’s important only serve this type of ad to those who would benefit from joining your Twitter following. For Website Clicks and Conversions, you’ll be charged each time someone visits your website. For App Installs and Engagement, you’ll pay each time an install or an engagement occurs. And for Leads on Twitter campaign, you’ll pay for each lead the campaign generates. Lastly, you can set a maximum budget for your entire campaign. This is optional, but a good way to control your campaign costs when you’re first starting out.
As always, before you launch your campaign, take the time to explore advanced audience targeting features so you can be sure your message will resonate with your prospects.