The following piece serves as a case study of Twitter Advertising. See how I leveraged social media monitoring to increase the effectiveness of my Twitter advertising campaigns by 11x at no additional cost per click by targeting the right demographic.
A pay-per-click (PPC) advertising strategy is only as effective as its targeting. Your campaign will fail if your target demographic isn’t properly identified and reached. Although while Twitter provides a wide variety of targeting possibilities, these alternatives aren’t always adaptable or accurate enough for small budget marketers. To this end, I used social media listening to target just the Twitter people most likely to be interested in my advertisements, and the results were phenomenal.
1. Using the appropriate Twitter targeting option
Targeting possibilities on Twitter are many. Step 2 (‘Audience’) of building a new campaign in Twitter Advertising displays all of these options for you to choose from.
Keywords
Keyword targeting is simple; your advertisements will only appear to those whose tweets contain the terms you choose. I’ve tried targeting like this before with limited success. The locally accessible match types are not versatile, so you may be getting a lot of untargeted traffic, which is a downside for marketers with smaller budgets but still beneficial for large organisations.
Targeted Markets
With Twitter’s robust Customized Audiences feature, you may submit your own list of persons to whom your promotional tweets will be displayed.
Followers
The precision with which this manner of targeting operates has impressed me much. It enables you to reach out to people who share common interests with the followers of the Twitter accounts you choose. If I follow @adidasoriginals on Twitter, it’s probably because I have a keen interest in Adidas’s new footwear and apparel. The challenge here is identifying the set of influencer profiles most likely to bring about the desired outcomes.
Boolean search for locating a specific demographic
Let’s move beyond theoretical considerations and begin compiling your first targeted audience’s Twitter handles. How I attracted my ideal target demographic and skyrocketed my site’s popularity is detailed here.
Get ready for your first targeted audience! Let’s make another custom list (using the Followers targeting option) and see how to upload both of them to Twitter.
Insight #3: Locating Key Opinion Leaders
Starting now, we’ll be scouring Twitter for the most popular accounts in your field, with an eye towards compiling a list of these accounts for use in targeted advertising based on their followers’ demographics. If you’ve been paying attention, this should be straightforward: simply re-use the alert you just set up.
In my situation, I wanted to follow people that tweet about social media-related topics like advertising, management, and software. It’s conceivable that the accounts’ followers will be a worthwhile demographic for the campaign. I just checked the alert’s Influencers report.
Step Four: Uploading the Information to Twitter
You may finish setting up Twitter Advertising by importing your highly targeted list of Twitter users. We’ll start with the earliest accounts we gathered (“Tailored audience”).
Some Closing Remarks
That’s all, the whole thing shouldn’t take you more than half an hour at most (and much less than that when you do it for the second time). Here’s one last motivational snapshot in case you need it. The first two campaigns were developed using the aforementioned techniques, while the third is a standard keyword-based campaign.