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Video Transcript

Your ability to intelligently target the right audience will have a big impact on the success of your campaign. Targeting your campaigns through Keywords, Interests and Followers, and Tailored Audiences allows you to optimize the way your ads are distributed.  

Keyword targeting utilizes an intelligent algorithm to get your ad in front of people who have recently searched for that keyword or hashtag, used it in a recent Tweet or engaged with a Tweet that contained it. Including at least one of your keywords into your Twitter ad copy will place it into Twitter search results. When it comes to selecting your keywords, use those that have worked organically and are descriptive of your business or specific offering. Also note the amount of times a certain keyword has been used to get an idea of it’s popularity.

Consider targeting industry, event and competitor hashtags. For example, say you run a grocery store that focuses on gluten free foods. You can target an ad at an event hashtag for a local Gluten Free Expo to aim your ads an audience you already know would be interested in your niche.

Under Interests you can target people who have expressed an interest in a particular topic. For example, if you’re launching a new vegetarian food product, you can aim your ads at people interested in vegetarian food. You can also target your ad at Followers of a particular Twitter account which will target people with similar interests. In this case, you may want to try targeting the audience of a competitor or a popular vegetarian food blog and it’s a best practice to target between 10 to 25 usernames to reach a large enough audience.

Twitter’s tailored audiences provide an opportunity to use customer data such as emails and Twitter handles to target specific users. Say you run a small grocery store and are looking to expand into event catering. By building a list of influential event production companies in your city, you can target it precisely at those who would be interested in your offering.

If your Twitter campaign focuses on conversion, you need to create Website Tags to attach to your campaign. When creating a website tag, select the type of conversion you want to track such as a download or a purchase. For more information on how to implement conversion tracking, visit Twitter Business Solutions.