Twitter Advertising – Understanding the Self-Service Ads Platform

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Twitter has a feature called self-service ads platform that can be used by small to medium sized businesses (SMBs) across 200 countries. What’s more you can also reach out to audiences in 15 different languages using Twitter. Twitter offers two basic ad formats on the self-serve platform.

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Promoted Tweets

Promoted Tweets are the regular Tweets procured by advertisers aiming to reach a wide ranging group of users or to initiate engagement from their current followers. These are intended for content syndication, brand promotion and brand awareness.


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How It Works

Promoted Tweets are clearly labelled as ‘Promoted’ when an advertiser is paying for their placement on Twitter. Brands select the Tweets they want to promote, and Twitter displays them at or near the top of targeted users’ news feeds. They can also appear in the search results for targeted keywords.

What it Costs

Advertisers are charged on a cost-per-engagement basis. Engagements are defined as retweets, favourites, follows, or clicks anywhere on the Tweet.

Promoted Accounts

Promoted Accounts are intended for follower acquisition. It can be used to promote accounts that people don’t currently follow and may find interesting. Promoted Accounts help introduce an even wider variety of accounts people may enjoy. Businesses use Promoted Accounts to boost their number of followers. Consistently growing a follower base on Twitter can help businesses get noticed, enjoy higher web traffic, increase brand awareness and lead to increase in sales.

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How It Works

Twitter displays your brand’s handle on the left-hand column of the site in the “Who to follow” box. Your brand appears alongside Twitter’s other tailored recommendations, but it is denoted that your account is promoted.

What it Costs

Advertisers are charged on a cost-per-follower basis. Prices vary depending on your brand, targeting, and seasonality.

Promoted Tweets vs. Promoted Accounts

While advertising on Twitter, it is important to decide whether you want to promote your tweets or promote your Twitter account.

What’s the Difference?

Businesses that promote tweets will see their tweets appearing in Twitter search results or in users’ Twitter streams.

Promoting Accounts, however will allow businesses to display their username under the “Who to Follow” section in users’ home pages.

How does one choose?

If you are looking at lead generation for your business, you will want to choose Promoted Tweets. However if expanding your follower base and building up an audience is your primary goal, you will want to go for Promoted Accounts.

Promoted Tweets allows you to design your tweets to promote your content and include links to your landing pages. You Twitter followers can then become your leads. Promoted Tweets as compared to Promoted Accounts stand to gain brownie points, as they give you the flexibility to choose the content that you showcase to your audience.

Which ad-format have you chose to promote your business on Twitter and why? Do share with us here. We would love to hear from you!

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