social media how toAre you interested in turning followers into customers?

Have you considered Twitter ads?

As much as marketers love engaging with people on Twitter, what they really want to know is how to start making a profit from those conversations. Twitter ads are a great way to do that.

In this article I’ll show you four key ways to build a successful Twitter ads campaign.

twitter ad campaign tips

Find tips for building a successful Twitter ad campaign.

Listen to this article:

#1: Choose a Campaign To Fit Your Goals

The first question you need to ask yourself before jumping into a Twitter ad campaign is pretty obvious.

What do you want to get out of it?

There are five different Twitter products you can use and each works differently. Depending on your goals, some might be a better fit for you than others.

twitter ad campaign options

Choose from five types of Twitter campaigns.


Want to get more followers? This is easier than you think. Use clear ad copy that specifies what you want people to do (follow you), and spell out the benefit you’ll be offering in exchange.

Are you sharing great deals and discounts?

Are you offering special promotions followers won’t want to miss?

Whatever benefit you’re offering, let people know about it!

You can combine a campaign for follower growth with something to make it more targeted. Looking at interests or specific keywords is a good place to start. You can even look at the followers of businesses similar to yours.

2. Website Clicks or Conversions

Want to drive more people to your site?

Twitter’s website card tool is just what you need. Here’s an example of a website card from Betabrand.

betabrand website card tweet

This website card includes a product preview and a Shop now call-to-action button.

Website cards are designed to help advertisers direct Twitter users to off-Twitter content, with a nifty little preview of the content they’ll see and a powerful call-to-action button.

Of course, you can customize everything on the website card and all of it works to redirect people to your site.

It goes without saying that you also get detailed conversion tracking data so you can see what works for you and how to customize it to perform even better. Try different ads to look at which messages are most successful with your audience.

3. Tweet Engagements

So you want to create more buzz?

If your goal is to drive higher levels of engagement and be a part of more engaging conversations, use a tweet engagements campaign.

For example, this Kill Cliff ad prompts users to retweet and use the company’s hashtag.

kill cliff engagement card tweet

This Kill Cliff ad drives engagement.

You might want to use a tweet engagements campaign around a specific topic, such as a product launch or an event. You can use it to get people talking and feeling excited about it.

Using keywords is an ideal targeting strategy because you can reach out directly to people with a particular keyword that shows they’re interested in your event or product.

Follow your progress from the Tweet Activity dashboard (discussed later in this article), where you can quantify your impact and get in-depth data about how people are engaging with you.

4. App Installs or Engagements

Do you have your own mobile app? Do you want more people to engage with it? Choose the app installs or engagements campaign.

Check out this Twitter ad that JackThreads used to drive their app installs.

jack threads app install card tweet

This JackThreads ad prompts users to install their app.

It’s a great way to increase awareness of your app. You can segment your audience in a number of ways—by device, operating system or Wi-Fi connection—to make the ad really specific.

With mobile measurement partners, you can get fast and easy access to metrics to track your campaign.

5. Leads on Twitter

Are you looking at growing your contacts database or do you want to get a head start on an upcoming promotion?

The lead generation card is your friend. It’s easy to use, and a tailored audience strategy handpicks the most qualified new leads for you. Here’s an example from Home Chef, a company that sells weekly meal delivery service in Chicago.

home chef lead generation card tweet

This lead generation card helps Home Chef grow their business.

The lead generation card is also a helpful tool for competition entries and redeeming special offers, or for signing up for mailing lists and petitions.

#2: Target the Right Audience

The next thing you need to ask is whom are you targeting? What type of person do you want to reach out to and what is the best way to do that?

Depending on your answer, there are lots of different ways to target people on Twitter.

targeting options

Choose targeting criteria to reach a specific audience.

Interest targeting is a great way to connect with other users based on their interests, and it can be useful as part of a broader targeting campaign. With over 350 interest categories to choose from, it’s pretty easy to find people who share interests with you.

Keywords are another helpful targeting filter. You can reach out to the people using or searching for particular keywords. It’s a fantastic way to see what people are interested in at that particular moment and respond to them in a timely way.

Followers lets you reach out to people with similar interests as a group, or the followers of specific accounts. Use this targeting criterion when you want to focus on a more niche audience.

If none of the above targeting criteria work for you, you might want to try tailored audiences.

tailored audience options

With tailored audiences, you can target people using your own data.

Tailored audiences allows you to use your own CRM list and target more precisely. You can overlay it with other filters like location, gender, platform and language to make it even more specific to your needs.

#3: Set Up a Website Tag for Remarketing

If you want to track and remarket to existing customers and leads, set up a website tag. You can then create campaigns based on the data you get, like tracking conversion rates or where your audience is coming from.

If you want to learn more about remarketing (Twitter advertising with tailored audiences), watch this video.

Find out how to create a new website tag to collect information for remarketing purposes.

#4: Optimize Your Campaign

After you’ve launched your campaign, you want to make sure it’s working in the best way possible for you.

In short, it’s time to optimize!

There are three important tools to help you track your campaign.

1. Tweet Activity Dashboard

activity dashboard

Track performance with the Tweet Activity dashboard.

Have you come across the Tweet Activity dashboard before? It’s jam-packed with useful info, but it can be a little overwhelming at first. Here’s a breakdown of ways you can use it:

  • Follow performance on a month-by-month basis.
  • Track both your organic and promoted tweet engagements.
  • See specific tweets alongside detailed metrics for them.
  • Export all of your tweet-level data.

2. Conversion Tracking

If you’ve installed a website tag, you can use it to follow conversions on both your broader campaign and at an individual tweet level.

tracking conversions

Use a website tag to track conversions.

So what’s the point of tracking conversions?

It’s helpful to assess your campaigns and quickly spot what has worked and what hasn’t. So next time around, you can refine your campaign for a better performance.

3. Mobile Apps Analytics

If you’re running a mobile app campaign, you can get tons of useful details about it with Mobile Apps Analytics. Receive detailed stats on app purchases, installs and openings.

set up mobile analytics

Set up Mobile Apps Analytics to get stats on your mobile app campaign.

You’ll also get detailed information on conversions with the various mobile measurement partners available for setting up mobile app conversion tracking.

Create a Content Calendar With the Twitter Small Business Planner App

A content calendar is a great way to see your business activities from another perspective and plan your ad campaign to meet your objectives.

A content calendar doesn’t have to be Twitter-specific. Looking at other social networks and platforms as well allows you to choose how to coordinate them for the best campaign.

Twitter recently introduced the Twitter Small Business Planner app, where you can find tips and tricks on how to manage your Twitter ad campaign and content calendar. You can download this app from the App Store or Google Play.

This app provides a daily calendar centered around four main themes: tweet suggestions, Twitter ads strategies, information on Twitter tools and exclusive events. You can add your own events and agenda based on your company, industry or market.

twitter small business planner app

Manage your campaign with the Twitter Small Business Planner app.

This app also syncs with your personal calendar so you can easily manage it along with other marketing and personal activities.


Twitter ads have a lot to offer for growing your business, but if you’re feeling a little overwhelmed by all of the options, don’t worry! Twitter is packed with tools to help you launch a successful ad campaign.

Take a look at your Twitter goals and think about which audience you want to target. Then once you’re up and running, don’t forget to measure your activity to optimize results.

Remember, Twitter is a way to connect in real time and at all stages in the purchase funnel.

What do you think? Have you created a Twitter ad campaign? And if so, has it helped grow your business? I’d love to hear your experiences. Please share your thoughts in the comments below.

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  • Gates S.

    Nice on Liz

  • BloggerMesh

    Nice Post, there is much info avilable online about Facebook campaign, but a littl premier stuff is available on twitter campaign , this post will definitely help to run twitter campaign from start

  • Thanks @BloggerMesh. I agree, there’s a lot of great insight and articles on how to do a great Facebook campaign, but not a lot on Twitter. Which is why I decided to write this. Thanks for taking the time to write your feedback. Glad you’ve found the article useful 🙂

  • Thanks @disqus_ipxhvf9627:disqus! 🙂

  • Thanks for sharing the article. It was great going through it and have learnt many new things.

  • A pleasure @digitalfreelancerz:disqus! Glad it was useful 🙂

  • hienkool

    Thank for shares

  • Congrats on the great article Liz! You are a pro and SME is lucky to have you as a contributor!

  • Pingback: How to Build a Winning Twitter Ad Campaign | Hogan Multimedia()

  • Thanks so much for the lovely comment @disqus_VHIqMOpUhf:disqus! I feel so lucky to be surrounded by you and the rest of the social media manager school group! I learn so much from all of you. Hugs xx

  • You’re most welcome @hienkool. 🙂

  • great ideas, I have tried FB ads and google ads, with not much prior research, lost money, and traffic not improved. Research research research and think twice before paying for ads!

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  • cluny grey jewelry

    Thanks! This is definitely something I’m going to look into!

  • Nice, informative post. Twitter is doing the right thing by making sure that their advertising product is completely spot-on and offers the right kind of functionality. Based on the kind of accounts people follow Twitter can build a fairly large interest based targeting method as well, but I think the ability to simply target people that follow certain accounts is a lot more useful. Couple that with custom audiences and website retargeting, it’s a sweet deal.

    My only complaint however, is that the cost of advertising on Twitter is so high. Each follower gained usually costs you about $1, and you’ll be hard pressed to find a CPE of less than $0.5.

  • Kate

    Brilliant tips! Thanks @liz_azyan:disqus

  • Thank you for stopping by @maggietuczapska:disqus! You’re right 100%. Social ads these days are a skill to have and research is definitely key!

  • Hi @clunygreyjewelry:disqus, glad you’re going to be diving in! 🙂

  • My pleasure @kate_bryant:disqus! 🙂

  • John Cosstick

    Hi Liz. What a great post. It has prompted me to have a close look at Twitter Ads. Social Media Manager School star graduate! Congratulations. Best wishes. John Cosstick.

  • Thank you @beta21:disqus. I agree with your observation and method. Twitter ads needs to be used in conjunction of the whole sales funnel. Using custom audiences and website retargeting is where the advertisers/marketers intentions really meets their goals.

    I do agree that Twitter advertising is a bit dearer, say compared to Facebook ads at the moment. Even LinkedIn ads is also still quite expensive. But given the right audience, copy, image and budget — it could be highly rewarding. I always try to think, how much would it cost me to go out in the real world to acquire one paying client and then it does tend to put some of the cost into perspective again 🙂

  • Hi @John Cosstick:disqus!! So lovely to see you here 😀 Thank you for taking the time to leave a comment. I love our Social Media Manager School! I’ve learnt so much from it. If you ever have any questions about Twitter ads, feel free to give me a shout! Best wishes to you too John. Liz

  • This was super informative since twitter marketing is still abit of a mystery

  • I’m glad you’ve found it useful @cassdecosta:disqus. Thank you for taking the time to leave your feedback . Have a great day/evening! 🙂

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  • Santosh Singh

    Great Post!!!

  • Glad you like it @disqus_9sUYcxINCz:disqus!

  • rachelcabose

    @liz_azyan:disqus, I’m trying to figure out if the Twitter targeting options are “AND” or “OR” options. Does it target people who use the keywords I pick AND have the interests I selected AND follow those other accounts, or does it target people in any one of those categories?

  • Hi Liz, thanks for such a detailed article!

    And how do you go about testing different people/keywords/interests for your campaigns? Do you just look at the results in the ad reports or do you create individual campaigns for each split-test?


  • Hi @adomasbaltagalvis:disqus! My pleasure. I’m glad you enjoyed it. I definitely create individual campaigns for each split test. You can even create personas as a basis to create the ads i.e. mix keywords, interests etc and see which persona/mix works the best.

    Hope this helps!

  • Thanks for the answer! It’s a pitty the split-testing part is this complicated – I wish Twitter had the ad groups the same way like Facebook and Adwords do. Now, for any actual objective (say get new followers) I might need to create from 5 to 10 and more campaigns which can get messy very quickly. Let’s hope they’ll solve it soon 🙂

  • This is very good way to do that.

  • GingerBeer

    Question – does website tagging work if you put the tag on the main page of the site, but are trying to get users to go to a subdomain? In other words, the conversion I want is site visits to the subdomain, but the tag is on the main page only.