Depending on your goals, Twitter offers different ad campaigns that accomplish different things. For example, their website click campaign’s goal is to gain website traffic, while the followers campaign’s goal is to increase followers on your profile. Here, we’ll look at three ad campaign options on Twitter:
1. Website Clicks Campaign
Like other social profiles, this ad tool is created to increase traffic to your website and motivate an audience to take a specific action. Twitter uses what they call a Website Card, which appears on users’ feeds, to grow your site traffic and drive specific actions. A Website Card usually includes an image, a short sentence about your business, and a link to your website.
This campaign is great for advisors who want to direct their followers and prospects back to their site because that is where they offer the most value.
2. Followers Campaign
According to Twitter, 69% of users buy from a business they follow on Twitter. Businesses with large social media followings are also often seen as more credible. If you think you have a strong Twitter profile, meaning that you consistently Tweet a variety of useful, insightful content, Twitter’s followers campaign might be right for you.
This campaign involves placing your profile in the “Who to Follow” sidebar, as well as on users’ timelines. Some good reasons to run a followers campaign might also include directing users to your profile to offer an exclusive discount, updates on upcoming services or events, or access to industry research. You can create multiple campaign Tweets and see which perform the best.
3. Engagement Campaign
Engagement campaigns’ goal is to increase Retweets, likes, and mentions, therefore spreading your message to a wider audience. Twitter’s engagement campaign promotes your Tweets to a large, targeted group of people and enables you to place your best content in front of the audience that matters to you. Although these Tweets are still labeled as Promoted, just as the above campaigns are, they still act like normal Tweets and are able to be liked and Retweeted.
Each of these ad campaigns have pros and cons and should be approached differently. For example, Tweets are more likely to get higher levels of engagement with photos, but photos may distract from the call to action if you are simply trying to gain more followers. Experiment with the ads offered to decide which are best for your business. And if you have advertising success, let us know at [email protected]!
