[2023 ] Thorough explanation of the types, benefits and usage of Twitter ads

In addition to young people in their teens and 20s, Twitter has many users in their 30s and over, making it easy to approach a wide range of age groups . Another major advantage is that users can be targeted by inferring user interests based on tweet content and engagement status with other accounts. As a result, it is possible to promote the best products and services for the persona’s needs.

In this article, in addition to basic knowledge such as the mechanism of Twitter Ads, types of advertisement menus, and billing methods, we will also explain how to actually place Twitter Ads with images. By all means, please take a look at this article and actually experience the placement of Twitter ads.

Twitter ads

Table of Contents

What is Twitter Ads?

What is Twitter Ads?

Twitter Ads is a service that allows you to place ads on Twitter’s timeline, search results, and “for you” feed . By advertising on Twitter, which has over 45 million monthly active users , you can reach a large number of users.

Advertisements posted on the timeline look similar to regular tweets, so they don’t feel like advertisements, and actions such as “Like” and retweet are also possible. In addition, there is no advertising cost for secondary spread tweets, so information can be spread with a low budget .

Another feature of Twitter Ads is that they can be targeted in a variety of ways. In particular, by performing “keyword targeting” and “follower targeting” unique to Twitter ads, it is possible to post advertisements that match the interests of users.

What are the benefits of Twitter Ads?

Twitter Ads has strengths in information diffusion and targeting that matches needs, and specifically has the following advantages.

1. Aim for secondary diffusion among users

Secondary diffusion refers to the diffusion of posted advertisements by user actions. There are two actions that lead to secondary diffusion on Twitter: “Retweet”, which diverts the original tweet as it is to your own timeline, and “Quoted Retweet”, which retweet with your own comment.

For example, let’s say Mr. A is interested in an advertisement on his timeline and retweet the content. Then, Mr. A’s friend B became interested in the content and retweeted Mr. A’s tweet.

In this way, Twitter advertising has the advantage that users who see the advertisement spread the information, and the information is further spread by the user’s followers .

2. No charge for secondary spread tweets

Twitter Ads is designed to set an item called “Purpose” at the time of posting, and to be charged when the user takes action set by “Purpose”. For example, if you set the objective to ‘Conversions’, you will be charged when a user likes or retweets.

There is a rule that you will only be charged for actions taken directly on Twitter Ads, not for secondary tweets. Therefore, there is no charge for repeated retweets by multiple users.

If you include high-value content for users, that information will spread more and more through secondary diffusion. Therefore, Twitter Ads can be said to be an advertisement that can maximize conversions with a small budget.

3. Appeal to young people who are difficult to reach with mass advertising

Young people in their teens and twenties are said to have difficulty receiving mass advertising because they do not watch TV or read newspapers .

According to the Ministry of Internal Affairs and Communications’ 2020 Survey Report on Information Communication Media Usage Time and Information Behavior (P.66), the Twitter usage rate is highest among those in their 20s (79.8%), followed by those in their teens (67.6%). %), followed by those in their 30s (48.4%).

By using Twitter Ads, you can effectively appeal and approach your products and services to young people .

4. You can target people who are interested in your company’s products and services

With Twitter Ads, it is possible to target by inferring interests from tweet content and engagement status with other accounts. Therefore, it is possible to effectively approach users who are interested in your company’s products and services .

Twitter Ads targeting includes “follower targeting,” which targets users who are similar to followers of a specified account, and “keyword targeting,” which targets users who have engaged with specified keywords.

Types of Twitter Ads campaigns

Twitter’s advertising menu has been renamed due to its rebranding on April 14, 2021. The new advertising menu is as follows.

  • Promoted Ads (formerly Promoted Tweets)
  • Ads for Followers (formerly Promoted Accounts)
  • Twitter Takeover (Formerly Promoted Trend)
  • Twitter Amplify
  • Twitter live

To get the most out of Twitter Ads, it’s important to understand the characteristics of each ad menu and use them accordingly. This chapter introduces the features of each Twitter Ads menu.

1. Promoted Ads (Formerly Promoted Tweets)

Promoted Ads (formerly Promoted Tweets)

Promoted ads are advertising menus displayed on the Twitter timeline. They look just like regular tweets , except that “Promotion” is displayed in a small box in the lower left corner . Ads that blend into regular content, such as promotional ads, are called “native ads” and have the advantage of lessening the feeling of advertising.

Users can also take actions such as retweeting and liking ads . As I explained earlier, there is no cost for secondary viral tweets.

Promoted ads have a wide reach, making them ideal for branding and increasing awareness of companies and products. For more information, please see the article below. In addition to the mechanism and features of Promoted Tweets, detailed posting methods are also explained, so you can start your campaign immediately after reading.

2. Follower Acquisition Ads (formerly Promoted Accounts)

Ads for Followers (formerly Promoted Accounts)

Follower acquisition ads are advertisement menus posted on timelines, search results, etc. for the purpose of encouraging users to follow. It looks similar to a promoted ad, but it features a profile introduction and a follow account button inside the ad .

Follower Ads are effective when targeting conversions within Twitter.

3. Twitter Takeover (Formerly Promoted Trend)

Twitter Takeover (Formerly Promoted Trend)

Twitter takeover is an advertising menu that is posted in a special advertising space limited to one company per day. For 24 hours, you’ll have exclusive access to Twitter’s prominent locations, such as the top of your timeline, your ‘For You’ and ‘Trending’ feeds .

Twitter takeovers are divided into the following two types depending on where they are posted.

・Timeline takeover
An advertisement menu that allows you to monopolize the top of the timeline for 24 hours. It supports formats such as images, videos, and carousel ads, and secondary diffusion is possible depending on user engagement.

・Trend takeover
Advertisement menu displayed in “Recommended” and “Trends” in the “Search Topics” tab of Twitter. 24-hour monopoly on the top or second row of each feed. It is also possible to post in combination with promotional ads that include images and videos.

Since you can monopolize places that are easy for users to see, you can meet many purposes such as branding and guidance to your own site, as well as gaining reach.

4. Twitter Amplify

Twitter Amplify is an advertising menu that publishes advertisements in cooperation with companies affiliated with Twitter. If your company’s name recognition is low, you can place advertisements by taking advantage of the high recognition of major companies .

Twitter Amplify is further divided into the following two types.

・Amplify pre-roll
You can run your own pre-roll ads on a video distribution site that is a content partner of Twitter. Pre-roll ads are video ads that appear at the beginning of a video. With over 200 publishers, you can increase your advertising exposure opportunities in media other than Twitter.

・Amplify Sponsorship Sponsor
video content created by Twitter’s content partners. Sponsor names are displayed on the video content, making it ideal for building brand associations.

5. Twitter Live

Twitter live

Twitter Live is an advertising menu that allows you to creatively post live streaming videos. Since the video being distributed in real time can be played, it is effective when you want to encourage access to the site of the distribution source or provide a topic to users to generate engagement .

When posting a Twitter live, you can open an “event page” that is a page dedicated to live distribution. If you use the event page, you can live stream while displaying a list of tweets with any hashtag. You can increase the attention of the timeline of your company account and temporarily collect a lot of access.

Explanation of Twitter Ad Costs (Billing Mechanism)

Explanation of Twitter Ad Costs (Billing Mechanism)

Next, let’s take a look at Twitter Ads costs and how billing works.

There are 6 types of billing methods

The billing mechanism for Twitter Ads is called an “auction format.”

An auction is a method in which multiple advertisers with the same target submit bids and compete for advertising space . For example, if you select “beauty” as your interest targeting, you will bid against advertisers who are also interested in beauty.

Please note that actual billing (subtraction from the budget) will occur only when the following conditions are met. These conditions are called “billing methods”.

BILLING METHOD TIMING OF BILLING COST MARKET
CPC/Cost Per Click Pay each time your ad is clicked 24 to 200 yen
Pay-per-impression CPM/Cost Per Mille Pay per 1,000 ad impressions 400-650 yen
Follow Billing CPF/Cost Per Follow Pay each time the follow button on your ad is clicked 40 to 100 yen
Engagement Billing CPE/Cost Per Engagement Billing for each engagement such as “like” or retweet to the ad 40 to 100 yen
Install Billing CPAC/Cost Per App Click Pay each time the app install button in your ad is clicked 100 to 250 yen

The above billing method differs depending on the “Purpose” set when placing an ad . For example, if the purpose is to expand reach, the billing method will be charged for impressions, and if the purpose is to increase the number of video views, the billing method will be set automatically.

THE PURPOSE SUPPORTED BILLING METHOD
number of followers Follow Fee (CPF)
website clicks Pay Per Click (CPC)
reach Pay per impression (CPM)
number of tweet engagements Pay for Engagement (CPE)
Number of app installs Install Charge (CPAC)
App engagement count Install Charge (CPAC)
number of video views Pay Per Play (CPV)
Pre-roll play count Pay Per Play (CPV)

 

3 types of bids for ad space

When submitting a bid, you have the freedom to choose between three bid types:

・Automatic bidding
This is a bidding type that automatically adjusts the bid amount so that the maximum effect can be obtained with the minimum cost within the budget. It is recommended for those who are new to advertising because it is easy to decide the bid amount even if you have no experience in advertising management.

・Maximum bidding price
This is a bidding type in which the upper limit of the amount to be paid is set in advance. You don’t have to worry about unexpected expenses because you won’t be charged more than the set amount. However, if the amount is too low, you may not be able to win the bid, so a certain amount of experience is required.

・Target Bid
This is a bidding type that automatically adjusts the average billing amount generated during the day to approach the target unit price specified in advance. If you set the target unit price to 100 yen, you can optimize to get the maximum action with an average unit price of 100 yen. Since the upper limit is not set, you can prevent the mistake of saying, “I should have set the upper limit a little higher.”

Just as the billing method was determined according to the purpose, the available bid types also differ depending on the purpose of setting.

 

CORRESPONDING PURPOSE AUTOMATIC BIDDING MAXIMUM BID TARGET BID
number of followers ×
website clicks
reach ×
number of tweet engagements ×
Number of app installs
App engagement count ×
number of video views ×
Pre-roll play count ×

 

Prices fluctuate depending on ad quality, competition, and user status

Pricing for Twitter Ads is also based on the following factors:

1. Quality Score

Quality Score is a measure of the quality of your ad compared to other advertisers. A high Quality Score affects not only the bid amount, but also the placement position (number from the top of the timeline, etc.) .

There are three factors that determine your Quality Score:

  • Resonance: how engaged the user is with the ad
  • Relevance: Is the ad content relevant to the user’s interests?
  • Recency: whether the ad is new

2. Number of target users

The higher the number of target users, the higher the price.

3. Volume of competition

The more competition, the higher the price.

If you want to learn more about how Twitter Ads is billed, check out the article below. This article introduces more in-depth information than this article, such as when Twitter advertising costs are incurred and the estimated fees.

How to post Twitter Ads

Follow the steps below to post Twitter Ads. I will explain it with an image, so let’s set it together.

  1. Create a Twitter advertising account
  2. Select your ad campaign objective
  3. Advertising campaign settings
  4. Ad group settings
  5. targeting
  6. Set ad placement
  7. creative creation
  8. Confirmation of advertising campaigns

To start Twitter Ads, you need 2-3 weeks of Twitter operating experience . Therefore, if you have created a new account, please operate Twitter for a certain period of time before creating an advertising account.

① Create a Twitter advertising account

First, create a Twitter Ads account.

Now go to your Twitter profile page . Click “See more (marked with three dots)” on the left menu of the top screen.

When the details menu appears, select “Twitter Ads” this time.

Then you will be taken to a screen where you can select your goal.

② Select the purpose of the advertising campaign

In Twitter Ads, first select a campaign objective. The objectives that can be selected are as follows.

  • Reach: Increase the number of users who see your ad
  • Video Views: Get more views for your ad videos
  • Number of pre-roll views: Get people to watch the ad at the beginning of the video for at least 2 seconds
  • App installs: increase app installs
  • Website Clicks: Get more traffic to your website
  • Engagement: Maximize Likes and Retweets
  • Followers: Increase the number of followers of your company account
  • App Re-Engagements: Getting people to actually use your app

The advertisement menu and billing method to be used are determined by the purpose selected here. Choose the one that best fits your company from among the 8 types of purposes.

After selecting your purpose, click Next at the bottom of the screen.

(3) Advertising campaign settings

Next, set up your ad campaign.

The following items will be displayed, so let’s fill in the necessary items.

・Campaign name
Enter any name that is easy to manage.

・Payment method
Set the payment method for advertising expenses. Only credit cards are accepted for Twitter Ads.

・Daily budget
Enter the budget per day. There is no minimum spending limit.

・Total budget
The maximum budget during ad delivery. Although it is an optional item, it is better to enter it in order to avoid unexpectedly expensive charges.

・Start/End
Specify the start and end date of the campaign. You can specify up to the time.

After completing the input, click “Next” at the bottom of the screen to move to the next page.

④ Ad group setting

Next, set up the ad group.

Here, you can set the campaign’s target audience and ad creative settings. At least one ad group must be created, and multiple ad groups can be created.

If you want to test the performance of your ads with A/B tests or multivariate tests, it ‘s a good idea to create multiple ad groups and creatives beforehand .

In the ad group, set the following items.

・Ad group name
Enter any name that is easy to manage.

・Ad Group Total Budget
Set the budget for this ad group. The total budget can be omitted, in which case the budget set in the campaign will be applied.

・Set the start/end
ad delivery period. Configurable date and time. If this is also omitted, the set period of the campaign will be applied.

・Select from bidding strategy “auto bid”, “maximum bid” and “target bid”.

・Payment method
Although it is described as “payment method”, it is actually “billing method”. In other words, what conditions must be met to generate costs. Automatically populated by the first selected purpose.

After completing the entry, scroll down the screen and move to the “Audience Characteristics” item.

⑤ Targeting

When setting targeting, enter the items of “Audience Characteristics”, “Custom Audience”, and “Targeting Function”.

You can set targeting in Twitter Ads as follows.

・Audience characteristics
Gender, age, region, and language targeting can be set.

・Custom Audience
You can target using your website’s visitor list and prospect list.

・Targeting function
It is possible to set targets based on user preferences such as keywords, interests, favorite movies, and events.

Once the settings are complete, just scroll down the screen. Go to the item “Placements”.

You can learn more about Twitter Ads targeting in the article below. The cost-effectiveness of advertising changes greatly depending on whether targeting can be set, so let’s take this opportunity to learn.

⑥ Set the advertisement placement

Placements are where your Twitter Ads appear.

For example, promoted ads can appear on profile screens and search results in addition to the required destination of timeline. The more placements, the wider the reach, but if you want to avoid unnecessary ad exposure, setting the placement to a minimum is one way to do it.

If your first objective is Reach, you’ll see placements like this:

After completing the settings, scroll down the screen and move to the “Creative” item.

⑦ Creative creation

In the creative item, set the text and images that are actually displayed as advertisements.

In addition to creating new Tweets for your campaign, you can also search for past Tweets to use in your ads.

If you want to create a new advertising Tweet, click the Tweet button to the left of “Preview”. A new tweet creation screen opens, so enter text and attach images as you would create a normal tweet.

Also, depending on the selected purpose, the item “Display creative” appears at the top of the screen. If you have created a creative to distribute, please press this “Display creative” and upload the data.

You are now ready to run Twitter Ads. Click “Next” at the bottom of the screen to move to the final confirmation screen.

⑧ Confirmation of advertising campaigns

Finally, we do a final check of the advertising campaign. If there are no problems, click “Start Campaign”.

Ad creative type

Twitter Ads creatives can be created by combining content such as text, images, and videos. There are 4 types of creatives, so choose the type that suits the purpose of your ad.

text only

Ad creative type

Display only text on the creative. The number of characters that can be displayed is 140 Japanese characters or 280 English characters. Since it is only text, it is easy to create, but since it is simple and does not leave an impression, we recommend creative production with images and videos as much as possible .

with image

with image

 

A creative set of text and images. You can set up to 4 images for one creative.

The number of characters you can set is the same as for text-only creatives. You can use PNG/JPEG images with a maximum file size of 5MB.

with video

with video

 

A creative that combines text and video. The ad video will automatically play when the ad is displayed on the timeline. By using informative videos, you can convey a lot of information even in Twitter ads with character limits .

Maximum file size is 1GB. The maximum video length is 2 minutes and 20 seconds.

Twitter card

Twitter card is a function that allows you to set your own CTA (call to action) such as “site URL” or “app install” on the creative. There are three types of Twitter Cards:

website card

The website card is a function that allows you to write the site URL along with text, images, and videos on the creative . You can freely set the transition destination of the URL, such as a website, owned media, SNS, YouTube channel, etc.

app card

Twitter card

App Card is a feature that allows you to place an “Install” button on your creative . Use text and images to showcase your mobile app and drive direct installs.

conversation card

Twitter card

 

A conversation card is a Twitter ad that has a CTA button with a hashtag attached to an image or video.

For example, when a user taps the hashtag “#tweet with cafe latte” attached to a conversation card, a tweet with the post text is automatically generated. Since information can be spread without trouble, it is easy to lead to secondary diffusion. Conversational cards are great if you’re looking to expand your reach and drive engagement.

Domestic examples of Twitter Ads operation

Domestic examples of Twitter Ads operation

Unilever’s total beauty care brand “LUX” has launched the “LUX Social Damage Care Project”, a project aimed at solving social problems related to women. We started using Twitter Ads in March 2020 to increase awareness and engagement with this project.

Unilever’s use of Twitter ads was operated based on four axes.

  • Posting Tweets Using Influencers
  • Leveraging Conversational Cards
  • Live streaming using Twitter Amplify
  • Promo ad distribution with manga using Twitter Amplify

We have created a unique hashtag for the conversation card, “#What do you do when you know your gender?”

We also used Twitter Amplify to create a creative that included manga content. The manga supplements the parts that cannot be conveyed in a normal 140-character tweet, resulting in a high engagement rate.

As a result of implementing the first and second campaigns, we succeeded in increasing the final engagement by 1.5 times . It can be said that it is an effective example of combining multiple advertisement menus with influencer posts.

If you want to know more about Twitter Ads, check out the article below. In this case study, we introduce a total of 7 types of Twitter Ads operation examples.

Common failure patterns for Twitter ads

Twitter Ads have a common failure pattern. Know the failure patterns in advance and increase the success rate of the campaign.

Twitter Ads Not Delivering

If you’ve created a Twitter ad but it’s not showing for some reason, your ad may be set up as follows.

・Twitter Ads whose ad accounts and set creatives are under review
will not be distributed unless they pass the review for each creative. If your review is taking a long time, check to see if you’re following the Twitter Ads Policies .

・Budgets and bids set too low
Since Twitter Ads uses an auction format, if the bids are too low, you will not be able to win the competition and your ads will not be displayed. The point is to gradually increase the bid amount within a reasonable range.

・If there is a contradiction in the targeting conditions, or if
there is a contradiction between the ad content and the targeting, such as a creative that introduces stores in Osaka that is too broad (or narrow), but uses regional targeting of “Tokyo”, it may not be displayed. Masu. Also, if you set only broad conditions such as “Male”, the bid price will increase and the possibility of impression will decrease. On the other hand, if you narrow down the conditions too much, you may face the risk that there are no users who can display it in the first place.

Forced suspension (offboarding)

If your Twitter Ads account or campaign content violates our advertising policy, you may be forced to suspend (obboarding). When the forced stop process is executed, all the advertisements that were scheduled to be posted will be suspended by the management side .

If you are violating the advertising policy, you will basically be sent a message in advance. However, be aware that if serious violations are found, suspension action will be taken without notice. We recommend that you review the Twitter Ads Policy in advance .

Ads should be created from the user’s point of view.

Twitter ads enable secondary diffusion of information and detailed targeting. In addition to strengthening engagement with prospective customers, it is possible to appeal products and services that meet their needs, which leads to improved satisfaction and reliability.

However, if users do not find value in advertisements, they will not spread information. Create Twitter Ads that users will want to share with you from the perspective of “What kind of value can you provide to the other party? ”

Twitter Ads can be created by anyone with a track record of operating a Twitter account for two to three weeks, so please try operating the actual management screen first and check how easy it is to use.

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