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Twitter advertising – is it worth it? | Bitlab

Twitter advertising – is it worth it?

by Esther Tyreman / Website Design

Depending on what you want to accomplish, the best advertising platform may not be the same for everybody.

Facebook Ads, Google AdWords and Bing Ads and many other platforms all have fantastic features; however Twitter offers some unique qualities that you won’t get anywhere else.

So what do you get when you advertise with Twitter?

Pay for performance

Whatever your advertising end-goal is, you only pay when people take that action, any additional impressions or engagements are a free bonus.

If you are looking to run an app install campaign, you only pay for the number of successful app installs by your audience, similarly if you are looking to increase followers and run a campaign, you only pay for the people that actually click on that “follow” button.

Target the keywords

Keyword targeting is huge in all aspects of digital marketing, from advertising to content writing to SEO, and it can be a great way to make the most of Twitter.

You can target audiences who have used a specific word or hashtag in the last 7 days. This is different to the topic targeting offered by Facebook. For example, if you take “AdWords” as a topic, on Facebook you can only target people that are interested as “AdWords” as a topic. On Twitter however, you can be more specific and target hashtags like #ppcchat – a popular hashtag for marketers to discuss all things PPC. By tweeting specific and precise audiences, you can get involved with your target audience and even large, national events.

Oreo recently gave a good example of a big brand making the most of Twitter. In 2013, they ran an advert about the blackout at the Superbowl, “You can still dunk in the dark”. The Superbowl is a massive event, with millions of people engaging with it on Twitter. By running this timely advert, Oreo tapped into a huge audience, resulting in thousands of interactions with their brand, not to mention blogs and press picking up on their well-timed, witty advert.

Engagement targeting and tailored audiences

This offering from Twitter means that you can remarket your ads, not only to the people that saw your adverts but to people that engaged with them too. Rather than going for every twitter user in a non-targeted way, you can target users who were most engaged with your tweet/advert the first time around.

There are many tools available that allow you to download a list of every follower for any twitter account; you can go on from there to create your own tailored audience to target with your adverts.

What does it all mean?

Although Twitter’s reach is smaller than other platforms, this means that Twitter’s advertising methods have the capability to deliver superb results for advertisers. It also means that the costs for CPC can be kept relatively low, allowing you to get more from your budget. Twitter is currently an un-tapped resource by advertisers, so there is a lack of competition too.

Of course, multi-platform advertising is essential to convert brand affinity into valuable leads and sales, but for certain industries, Twitter advertising is great, allowing you to tailor audiences and target specific keywords and hashtags, meaning you can optimise the quality of your leads.

If you are looking to take your marketing to the next level, then it may be worth considering Twitter.

At Bitlab, we take the time to understand your business and your plans for growth. This allows us to formulate a tailor-made plan for your marketing strategy, integrating content and social media to get the best results for your business. If you want to discuss your requirements with a member of our highly-trained team, contact Bitlab on 0191 4350 030 or email info@bitlab.co.uk.


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