What is Twitter’s Promoted Ads (former Promoted Tweets)? Explanation of features, setting methods, and fees

Promoted ads are a type of Twitter ad that can be posted in almost the same format as regular tweets. Users can retweet and comment like normal tweets, and we can expect effects such as information diffusion and communication between users.

There are several types of Twitter ads, but among them, promoted ads are suitable for branding and promoting access to your site.

This time, we will explain the characteristics of promotional ads, how to set them, and points to note when posting with images.

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What are Twitter Promoted Ads (formerly Promoted Tweets)?

What are Twitter Promoted Ads (formerly Promoted Tweets)?

A typical example of Twitter advertising was a “promoted tweet,” but due to the rebranding on April 14, 2021, “promoted tweets” were renamed to “promoted ads . ” This rebranding has also changed the names such as Promoted Accounts and Promoted Trends.

Although the name has changed, there are no major differences in the advertising mechanism or specifications. Here are some features of promotional ads.

Delivered in the same format as regular tweets

Promoted ads look almost the same as regular tweets , so they are easy to blend in with other content and have a weaker advertising feel. The only difference from regular tweets is that promoted ads have a small “promotion” in the bottom left corner.

Retweets are not subject to billing

Promoted ads generate engagement in the same way as regular Tweets, such as likes and comments.

Promoted ads are paid and you pay for ad engagement, but not for retweets . So the more retweets you get, the more cost effective your ad will be.

Benefits of running promoted ads

Benefits of running promoted ads

Depending on the type of advertising menu on Twitter, the roles and expected effects differ. In order to maximize the effectiveness of promoted ads, it is important to understand the unique benefits of promoted ads.

Increase your ad exposure with a low budget

Users who like the content of the ad spread the information by retweeting, but as I explained earlier, in the case of promotional ads, there is no cost for retweets. As a result, you can increase your advertising exposure with a small budget.

Promoted ads, which have strong diffusive power and increase exposure opportunities, demonstrate their true value, especially when the purpose is to “expand reach” or “increase the number of tweet engagements.”

Advertisements that match your company’s target can be appealed

In the case of promoted ads, it is not only possible to target users based on conditions such as gender, age, and region, but also based on tweet content and connections with other accounts .

Combined with the fact that users can “like” and comment like normal tweets, you can increase the chances of your company’s targets seeing your promoted ads. Furthermore, it also leads to active communication between users who are interested in the same theme.

For example, let’s say that you specified “camping” as the targeting, and Mr. A, who is interested in camping equipment and outdoor wear, spreads the ad through retweets. The retweet catches the eye of Mr. A’s followers, Mr. B and Mr. C.

Mr. A’s friends who are interested in camping, Mr. B and Mr. C, may be interested in camping. Then, you can expect B and C to click on the ad and access the sales site, and secondary information diffusion effects such as retweets can be expected.

In this way, by distributing ads to appropriate targets, promotional ads produce .

Leads to raising the number of potential customers

Promoted ads are also effective in increasing the number of potential customers who are not yet familiar with the brand or product .

Promoted ads can be displayed not only on the timeline, but also on the search results of Trend Takeover, profile pages of accounts that meet the targeting conditions, etc. Therefore, users have the opportunity to see advertisements for each action such as “search” and “login” in addition to “viewing friends’ posts”.

Of course, whether or not you can create potential customers depends on the content of the creative, but the more exposure opportunities you have for your ad, the greater your chances will be.

Placement of promoted ads

Promoted ads are primarily placed on the timeline, but you can also place them in the following ad slots:

  • Timeline: Displayed on the target timeline (post list).
  • Trend Takeover search results: Shown in search results in the “Search Topics” tab.
  • Account Profile: Appears on the target’s profile page.
  • Audience Platform: Appears on apps that Twitter users use every day.

You can specify the placement of the promoted ad in the item “Placement” when setting up the distribution (details will be described later).

Pricing system for promotional ads

The pricing system for promoted ads is an “auction format” .

The auction format is a method of competing with other advertisers targeting the same audience to place bids. For example, if you specify “sports” in your targeting, you will compete with advertisers who are also targeting users who are interested in sports.

The bid amount is set in advance as a budget, but the timing of billing depends on the “purpose” of the campaign .

The purpose is selected for each campaign, such as “acquisition of followers” or “guidance to the website or CV”, and it is charged when the action set for the purpose is obtained. For example, if you set the goal as “Acquire Followers”, you will be charged for each additional follower that appears on your ad.

You can choose between the following types of bidding methods for your promoted ads:

・Automatic bidding
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
Bid type that sets the maximum amount to be paid 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 price is too low, you may not be able to make a successful bid, so a certain amount of experience is required.

・Target bidding price
A bidding type that automatically adjusts the average billing amount generated during the day to approach the pre-specified target bid price. If the target unit price is set at 100 yen, it can be optimized so that the maximum action can be obtained with an average unit price of 100 yen. Since the upper limit is not set, it is possible to prevent mistakes such as “I should have set a slightly higher upper limit”.

How to distribute and set up promotional ads

You may think that Twitter Ads are difficult to serve and set up, but with Promoted Ads, there are only six steps to serving your ad. Specifically, you can post a promotional ad by following the steps below.

  1. Choice of purpose
  2. campaign creation
  3. Ad group creation
  4. Targeting settings
  5. Placement settings
  6. creative creation

Easy-to-understand explanation of the 6 steps with images.

①Selection of purpose

First, select an objective for your ad campaign. The purpose of Twitter Ads is to:

  • 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

First, log in to your company account from the Twitter login page .

Click “More (three dots)” on the left menu of the account management screen.

Select “Twitter Ads” from the menu that appears.

Switched to Twitter Ads screen. First, you can choose the objective of the advertising campaign, so you can choose the best objective for your company from among eight. As mentioned earlier, promoted ads are designed to charge you when the objective you select here is met, so think carefully about your campaign goals.

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

② Campaign creation

Next, create a campaign.

On the Campaign Details page, fill in the following fields:

  • Campaign name: Enter any name that is easy to manage.
  • Payment Method: Set the payment method for advertising costs. Only credit cards are accepted for Twitter Ads.
  • Daily Budget: Enter your daily budget. There is no minimum spending limit.
  • Total budget: The maximum budget during ad serving. 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.

③Ad group creation

Next, set up your 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.

Move to the “Ad Group Details” page and set the following items.

  • Ad Group Name: Enter any name that is easy to manage.
  • Ad Group Total Budget: Set the budget to spend on this ad group. The total budget can be omitted, in which case the budget set in the campaign will be applied.
  • Start/End: Set the ad delivery period. Configurable date and time. If this is also omitted, the set period of the campaign will be applied.
  • Bid Strategy: Choose from “Auto Bidding”, “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 input, scroll down the screen and move to “Audience Characteristics”.

④ Targeting settings

In the Audience Characteristics part, set your targeting.

Below is a list of promotional ad targeting. Please note that each item is separate.

  • Audience characteristics: You can target by gender, age, region and language.
  • Custom Audiences: Target using your website’s visitor and prospect lists.
  • Targeting function: It is possible to set targets based on user preferences such as keywords, interests, favorite movies, and events.

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

⑤ Placement settings

Placements are where your promoted ads appear.

There are four types of placements you can choose from for your promoted ads:

  • Home timeline: Displayed on the target timeline (post list).
  • Search results: Displayed in the search results in the “Search Topics” tab.
  • Profile: Appears on the target’s profile page.
  • Audience Platform: Appears on apps that Twitter users use every day.

Home Timeline is selected by default and cannot be changed. Other items are automatically selected according to the first selected purpose. The more placements you have, the more you can expect to expand your reach .

For example, “Profile” placements are good for gaining followers, as they mainly transmit account information. Also, if you want to appeal your products on a large scale, it is better to limit the setting range to only “home timeline” and “search results” to reduce unnecessary advertisement exposure.

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

⑥Creative creation

Finally set the creative.

At the bottom of the screen, a list of tweets sent in the past from your company’s account is displayed, and it is also possible to post existing tweets as advertisements as they are.

If you want to create a new Promoted Tweet, click the Tweet button to the left of “Preview”. The same posting screen as a normal tweet will be displayed, so create a new tweet for advertising.

When all settings are complete, click Next at the bottom of the screen. Finally, a confirmation screen will be displayed, so if there are no problems with the content, select “Start campaign”. Your promotional ad is now complete.

How to check delivery results of promotional ads

Once you’ve launched your campaign, go to your Twitter Ads dashboard. You can check the delivery results of your promotional ads on the management screen . Let’s actually open the result screen and check what kind of items can be checked.

First, select “Ad Manager” from the top menu “Campaign” on the Ad Management screen.

After moving to the Ads Manager screen, click the item “Campaigns” at the bottom of the screen.

Results such as impressions and CVR for each campaign are displayed at the bottom of the screen. In addition to campaigns, you can also check the results by ad group or creative.

Points to note about promotional ads

 

Points to note about promotional ads

Promotional ads have many advantages such as high information diffusion and optimization of targeting, but there are some points to be aware of.

May have negative comments

Promoted ads allow users to freely post comments like regular tweets. Therefore, it is possible that negative comments will be attached.

Comments on Tweets will be visible to all users unless the account of the user who made the comment is set to private (keyed account).

As a countermeasure, “reply limit” is effective. By using Reply Restriction, you can limit the people who can reply to the tweet to “everyone”, “accounts you are following”, and “only users who tweeted”. Until now, the reply limit function was only available for regular tweets, but from March 2021, it can also be used for promoted ads.

May be hidden or blocked

At the top right of the promoted ad, there is a menu item that says “I’m not interested in this ad” or “Block”. If you click “I’m not interested in this ad”, you can hide the ad, and if you click “Block”, you can hide the ad as well as the regular tweet.

Content that makes users feel uncomfortable is likely to lead to hiding or blocking ads, so try to create creative that attracts users and makes them feel useful .

Quote retweets are not subject to deletion

Promoted ads can be retweeted by users, and can also be retweeted with comments (quoted retweet). Please note that in the case of quote retweets, the information cannot be deleted from the advertiser side .

For example, let’s say you removed a promoted ad because the creative contained inappropriate language. In that case, the retweeted information for that ad will also be automatically deleted. However, the quote retweet information remains intact.

If you really want to delete the quote retweet information, you must ask the user who made the quote retweet to delete the post. Before posting your Promoted Ads, it’s important to carefully review your Tweets for errors or inappropriate language.

Promoted Ad Account Not Available Immediately

It takes a certain amount of time after you have a Twitter account to use promoted ads. Therefore, if you are thinking about running promoted ads, get a Twitter account as soon as possible .

Twitter reviews newly acquired accounts for compliance with its advertising policies. The minimum review period is a few days, but please note that it may take 2-3 weeks depending on the time of year .

In addition, since past Twitter usage records are also checked as a condition for passing the screening, it is necessary to operate such as acquiring a new account and tweeting regularly.

Aim to spread information by creating promotional ads that users find useful

It is a promotional advertisement that has many advantages such as being able to post advertisements in the same format as regular tweets and expecting secondary diffusion of information through retweets. However, from the user’s point of view, the information of the account they do not follow suddenly appears on their timeline.

In the past, there was a case where a major fast-food restaurant made its promotional tweets vertical by inserting line breaks for each character except for hashtags in order to attract attention. I have.

When promoting on Twitter, it is necessary to design the content from the user’s perspective and carefully consider the creative.

If you create compelling creatives, your Tweets will be well received by users and spread the word. This creates contact with many users who have not yet met. Be clear about the benefits your users are looking for, and try to create creative that makes them feel useful.

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