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TwitterBasics

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Topics Covered

• General Understanding

• Twitter Campaign Objectives

• Account Creation

• Campaign Creation & Settings

• Audience Targeting

• Dashboard Walkthrough

• Twitter Reports

• Conversion Tracking

• Ad Group Creation

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3.5BWeekly

Tweets

World wide

Why advertise on Twitter

22.5 Million

Monthly active users across all platforms

in India

80% On mobile

Monthly active users on mobile

Source: Twitter

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Indian Users…

64%

Use Twitter to follow Brands

33%

Use Twitter while shopping

29%

Use Twitter to discover a New Brand

Source: Twitter

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Audience Behavior

on Twitter

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#Understanding Audience Behavior on Twitter

Twitter is a very

dynamic and

trending platform

Uber cool audiences

to influencers, all are a

part of this dynamic

universe

#hashtags and direct follow options with official handles

gives our audience the freedom of speech

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Facebook

Audience

attitude:

Laid back, data

hungry, stalker,

friends update &

probably

gossips

Twitter over FacebookBasically audience behaviors' and the quality is a major difference between the two platforms. Facebook has

more reach without any doubt but the quality audience is on twitter is better.

Audience Comparison

Twitter Audience

Attitude:

Active, Aware,

Trending

updater, real,

enthusiastic &

probably interact

with something

new

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Types of Campaign

Objective on Twitter

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Grow your followers with Promoted AccountsFollowers are expecting the latest from your brand. Once they follow you on Twitter, they start new conversations about your brand and Re-tweet the content they love

• 50% of them want to be notified about new product releases

• 66% of them have re-tweeted brand tweets in the last 3 months

• 53% of followers tweeted about a positive brand experience

• 63% of them visited the brand’s website

• 55% of them searched for the brand on the Internet

• 54% of followers have bought from the brand

• Promoted Accounts enhances that process for your brand to start new conversations, at

scale.

• Growing your follower base on Twitter consistently can help your business to achieve

greater brand awareness and word of mouth.

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Maximize Visibility using Promoted Trends

Trending topics reflect the most active conversations on Twitter in the moment.

• Promoted Trends allows your brand to rise to the top of these topics on Twitter for a 24 hour

period

• Promoted Trends have always delivered long-term impact on earned media, increased

brand advocacy, and greater purchase consideration for your brand

• Showcase your brand message with a rich ad format within the timeline

The new Promoted Trend format now

delivers:

• 7X more replies

• 12X more followers

• 10X more re-tweets

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Engage your audience with Promoted Tweets Twitter users have passionate conversations, explore topics and share interesting content. Becoming a part of that active and energetic engagement is a great way to build relationships and create advocates for your

business. .

• Tweets with visuals drive higher user engagement, so

experiment with images or video

• Get creative with Vine to create short, looping videos or add

up to four images in a single Tweet

• Tweet about industry, seasonal and cultural events to

capitalize on the real-time nature of Twitter

• Be conversational and offer exclusive or behind-the-scenes

content

• Share your business’ unique personality with users

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Drive website traffic using Website cards

Website Cards showcase your website content within a Tweet to get users more interested in your business.

• 47% of users who follow a business are more

likely to visit the company’s website

• Choose a call-to-action phrase that best reflects

your offering

• Place a conversion pixel on the landing page to

track the actions like registrations, sales etc.

taken by the users

• Website Card is the recommended creative type

used for Website clicks/Conversion objective. At the

optimization level we can select the objective we

want to optimize it for.

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Drive video views using Promoted videosTwitter is the place for great video storytelling and promotion. Whether it’s to stay updated on breaking news, a game-winning goal or timely messages from brands, people turn to Twitter todiscover what’s going on in the world.

• 400% growth (QoQ) in video consumption on Twitter

• 82% of the Twitter users watch video content on Twitter

• The video starts auto playing once the video is 100% in-view

• Works on a Cost per View (CPV) model wherein a user will be

charged when he/she watches the video for a minimum of 3

seconds

• Plan for moments such as Festivals, Sporting events and own

the event with Twitter

• Add a call to action to your video to direct users to visit your

brand’s website or watch more video content

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Generate leads using Lead cards

Lead cards helps you find potential customers for your businesses.

• On Twitter, you can generate leads by collecting email

addresses from potential customers..

• Use a relevant image and compelling copy and give users

something in return for their email id

• Make people feel special with exclusive offers – words like

“get”, “win”, “enter”, “receive”, “find” and “sign” often inspire

action

• Once someone submits their email address, you can reach

out to the person with your marketing communication or ask

your sales teams to reach out.

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Get more installs using Mobile App install cardsSince 80% of Twitter’s users access the platform from a mobile device, mobile application developers have a huge opportunity to reach a relevant audience.

• Showcase the in app experience so that people know

what to expect

• Show the right device. If you are running an Android

campaign don’t show an iPhone

• Use the image to reinforce your targeting. If you’re trying

to reach teenagers with one campaign and busy

professionals with another, you should create different

images that show the appeal of your app for those unique

groups.

• Including key messaging points as text in the image itself

will help to drive app installs

• You can optimize in one of the following ways:

a)Optimize for app clicks, pay for app clicks

b)Optimize for installs, pay for app clicks

c)Optimize for installs, pay for installs

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How to Kick Start a

Twitter account?

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Step 1 : Dashboard Creation & Pre RequisiteLike we have Google AdWords interface where we can create campaigns for advertising on

Google networks. We have an advertiser Dashboard that serves the same purpose.

• We need an official Twitter handle for that account.

Account

• In order to create a dashboard to advertise we need a minimum of $ 10,000.00

Advertiser Dashboard

• Once the dashboard is created by the Twitter/Komli team we can create campaigns

Campaigns

Currently the conversion rate for $ 1 = INR 72.00. These rate are revised every quarter, do ensure

that you check with twitter team every quarter.

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Concept of Funding Source

• As a first time advertiser on a Twitter you require $10,000

• Imagine this money to be a pre paid card, in short you can promote various

types of campaign worth $10,000 or it’s dollar equivalent in our case INR.

which changes every quarter

• Now if you finish you initial $10,000 you can add another funding source

worth $5,000 which will act like a top up card

• Every funding source you create has a time limit, please ensure that you

keep a check on the funding source before it expires

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How to Create a

Twitter Campaign?

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• Login to your twitter account

• You will see a list of links to your right had corner

• Click on Advertise link and will redirect you to advertiser’s dashboard

OR

• Direct Link : https://ads.twitter.com which will directly take you to the advertiser’s

dashboard

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New Campaign Twitter

Helps you select the campaign

objective that suits best for your

campaign requirement

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Set Up Your Twitter Campaign

Add the desired campaign

name, it can be edited anytime

after the campaign begins.

You can select the funding

source from which you want the

campaign should spend. One

account can have one or more

funding sources.

Helps you select date range and time that you want promote the

campaign. For Indian accounts the twitter clock runs on

Singapore time so ensure that you consider the time difference.

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.

Set Your Campaign Budget

Set up your campaigns daily

budgets in ‘$’

Setting up a total budget ensure

that you campaign never over

spends the projected budget.

This field in Optional

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Set Your Pricing

Manual Bidding

Set the bid manually. For example: If it’s a CPE

campaign, adding the desired bid will ensure that

post campaign the CPE value doesn’t exceed the

projected value.

Automatic Bidding (Default)

Twitter automatically adjusts your bids.

In twitter you have two Pacing options

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Select your Creative

Directly create a tweet,

Select any of

these type of

tweets

This gives you a preview of how

your ad would look

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Audience Targeting

There are millions of

people who interact on

Twitter on a daily basis.

Imagine the left side as a

pool of all possible

audience and then by

using audience targeting

you can narrow down to

the desired list of

audiences on right side

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Location Targeting

Enter the

desired location

for targeting

We have a big list

of locations that

needs to be

targeted, instead of

going one by one

we could add a

complete list of

cities or courtiers in

this block This box shows the list of already selected

locations and also the list of cities that is

available with Twitter interface

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Gender & Language - Targeting

Gender

targeting

allows us to

select the

gender that we

want to target

The campaign settings default to targeting all languages, but you can

limit targeting to specific languages if preferred. Underneath gender

targeting, select “Limit targeting by languages” and select your

preference.

Default targeting

Gender – Any Gender

Languages – All Language

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Devices & PlatformsUnlike any other social media platform twitter on the other hand has an extensive

device and platform preference that you can use for targeting your customers

This helps you select your

device preference.

Default selections is All

Devices.

We can target audiences on

a specific mobile network

like Vodafone, Airtel, etc.

Target users who have

recently used Twitter on a

new device.

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iOS Devices & Platforms

You can select iOS

devices as a whole or

specific device

according to a model of

your choice

By using the above setting you can select whether you want to target

iOS mobile/tablet users who are using Wi-Fi. This setting comes handy

in Video Views Campaign

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Android Devices & Platforms

You can select Android

devices as a whole or

specific device

according to a model of

your choice

By using the above setting you can select whether you want to target

Android mobile/tablet users who are using Wi-Fi. This setting comes

handy in Video Views Campaign

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Other Devices & Platforms

Unlike other platform

Twitter allows us to select

a wide range of devices

according to our

campaign requirements

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Mobile Carriers (Networks Provider)Mobile carrier setting allows us to select the mobile network providers

You can select the carrier by manually entering the field

You can select the predefined carriers based on countries

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Target New Mobile Device Users

Target users who have recently used Twitter on a new device.For example: if someone changes the device from one device to another, we can target these user

accordingly and you can also select the timeframe for the same

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Audiences Targeting Based on their Interests, Follows,

Behavior, etc.

Target using keywords

and match types

Target Audiences who

follow a specific page

Target Audiences using

predefined Interests categories

Target Audience using

their data like email ids

Target Audiences depending

on TV shows or channels

Target audiences depending

on their Online & Offline

Behavior

Target audiences interested in

events from event calendar

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Keyword Targeting on Twitter

Keywords target their search

queries, recent Tweets, and

Tweets they recently engaged

with.

Match Types:

Broad, Phrase, Exact

Same for negatives as well

You can upload the complete list

of keywords with their match

types.

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Follower Targeting on Twitter

We can manually enter the

names of the handle that you

feel will be relevant to your

audiences

We can add multiple handles

together using the Import button,

ensure that we have to add @

before the name of handles

Maximum Number of Handles we

can target = 100

You can also target

people who follow your

handle and similar

audiences to your

handles

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Interest Targeting on Twitter

Target users based on the varied interests which would be inline to your product

We can manually enter the

interests that will be relevant to

your audiencesWe can add multiple predefined interest

categories and browse all possible

categories

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Tailored Audiences on Twitter

You can directly add the list

of emails, twitter ids or

Advertising Ids that you

would like to target

This list of people depends upon the

website visitors that we get and can be

used for various type of campaigns to

re engage with shoppers, app user and

website visitors.

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TV Targeting on TwitterTarget the TV specific to a country.

Only available for 16 Countries.

Currently NOT available in India

Helps you target a Specific TV

show / shows

We can select a particular TV

channel / channels

We can select a particular genre of

TV show which we want to target

and we can also target multiple

genres

Countries: Argentina, Brazil, Canada, Chile, Colombia, France,

Germany, Ireland, Italy, Japan, Mexico, Netherlands, Spain, UK,

USA, Venezuela.

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Behavior Targeting on TwitterBehavior Targeting is only available for USA and UK.

You can target people basis their

behavior online and offline characteristics

You can target already predefined

behavior

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Event Targeting on TwitterYou can target important events like a sport event or any particular day

You can manually enter major event /

events

Twitter has a predicated

list of events which you

can select

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Placement Targeting on Twitter

The ads that are served on

a users timeline

This helps you advertise on

the users profile or a profile

that user is going through.

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Twitter

Dashboard Walkthrough

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Understanding Twitter Dashboard

Helps you select the type

of campaign you want to

create

Date range selection

Filter

options

You can see the performance

at these levels

Interface Options

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Options on Twitter Dashboard

Campaign

Dashboard – for

reporting and stats

You can select and upload

creatives or view the creatives.

This comes in handy for adding a

video for more than 30 seconds

Twitter has its own

analytics that can help

you analyze your

campaign and help you

optimize

These are

various tools that

twitter interface

has to offer

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Campaign Overview

Campaign Name

with objective

Select the metrics

you want to view

Total stats overview

for that date range

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Ad Groups Overview

Campaign Name

with objective

Select the metrics

you want to view

Total stats overview

for that date range

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Tweet Level Overview

Preview of the

Tweet and the

creative

Total stats overview

for that date range

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Platform Level Overview

Gives you a

complete platform

level stats for a

selected date range

Total stats overview

for that date range

This helps you optimize your stats basis your platform. We will be discussing about platform

optimization in audience targeting

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Location Level Overview

Gives you a

complete Location

stats for a selected

date range

Total stats overview

for that date range

Gives your stats basis your location that you have already targeted. We will be discussing

about Location optimization in audience targeting.

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.

Demographics Level Overview

Gives you a

complete Gender

level stats for a

selected date range

Gives your stats basis the Demographics that you have already targeted. We will be discussing

about Demographic optimization in audience targeting.

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Twitter - Reports

• Custom Columns NOT available in

twitter. The report will contain all

possible column value

• Download granularity options that

are available are either Weekly,

Daily or Hourly. It all depends on

the timeline that you select.

• Download type available are CSV

or XLS

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Twitter - Bulk Reports

• Available Segment options:

Tweet

Creative

Platforms

Locations

Demographics

Ad Group

• Multiple selection available

• Default - Download granularity:

Daily

• Default - Download: CSV

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Conversion Tracking

Set-up

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Conversion Tracking – Implementation

Guide

Conversion tracking for websites enables you to measure the number of users who perform a desired

action on your website after viewing or engaging with your Promoted Tweets.

User interacts with

your Promoted Tweet

on web or mobile

User completes an

action on your

website. Conversion

tag fires

View conversion reporting

on ads.twitter.com and

optimize towards cost-

effective campaigns

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Conversion Tracking

1. Navigate to Tools

and Conversion

tracking

2. Review program

terms and policy

3. Click on “generate

website tag for

conversion tracking”

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Conversion Tracking - Snippet

Copy the code snippet or

email instructions to your

developer

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Step 1 - Install TAG Across Your Entire Website

Paste the tag into every page

on your website

<head>

INSERT TAG

CODE HERE

</head>

Insert code into an approved third

party container tag

INSERT TAG CODE HERE

Please contact your account

manager for a list of pre-

approved third-party

container tags

We recommend placing the code

immediately before the closing </head>

tag in your HTML

OR

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Step 2 - Verify the Website Tag is Installed Properly

• Tracking: Twitter has gotten pings

from the tag on at least one page

within the last 24 hours

• Unverified: Twitter has not gotten

any pings from the tag on any

page

• Dormant: Twitter has not gotten

any pings from the tag on any

page in the last 24 hours

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Create Website Conversion Events

Step 1 - Click “Create new conversion event”

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Step 2 - Enter Conversion Event Details, Tracking &

Rules

Fill in the details

Requires a new code

snippet for each

conversions event

(25 event maximum

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Step 3 – Setup Attribution Window & Additional Details

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Step 4 – Additional Setup for Single Event

If specified the universal website tag, you’re all set.

However, if you’ve specified the single event website tag

you have just one more step

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Step 5 – Website Tag

Code

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Advanced Implementation : Transaction Values & Order

QuantityTransaction values and order quantity implementation for web pages:

<script src="//platform.twitter.com/oct.js" type="text/javascript"></script>

<script type="text/javascript">twttr.conversion.trackPid('ntozh', { tw_sale_amount:

AMOUNT_HERE,

tw_order_quantity: QUANTITY_HERE });</script>

<noscript>

<img height="1" width="1" style="display:none;" alt=""

src="https://analytics.twitter.com/i/adsct?

txn_id=ntozh&p_id=Twitter&tw_sale_amount=AMOUNT_HERE&tw_order_quantity=

QUANTITY_HERE" />

<img height="1" width="1" style="display:none;" alt="" src="//t.co/i/adsct?

txn_id=ntozh&p_id=Twitter&tw_sale_amount=AMOUNT_HERE&tw_order_quantity=

QUANTITY_HERE" />

</noscript>

If you want to capture the transaction value on the page you are tracking, you may do so by setting the

highlighted parameters “AMOUNT_HERE” and “QUANTITY_HERE” to the values you want to record. Should you

not want to track transaction values or order quantity enter “0” for each parameter

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Best Practices For TAG Installation

Consider Your Sales Cycle

Place your tag across your entire site

Don’t forget mobile pages

How to phase out Single Event Tag

Consider how to remarket

How engagements are measured

How site visits are measured

Reconciling your analytics

Keep checking TAG status

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Ad Groups

On Twitter

What is an ad group?Ad groups are part of a new campaign structure to make it easier

for you to organize, optimize, and manage your campaigns.

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How to create and edit ad groups?

Select ad editor

Export spread

sheet

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Ad Group Creation In Exported Spreadsheet

Once you’ve exported your spreadsheet, you will see new

columns for ad group creation:

•Ad Group Name

•Ad Group Start Time

•Ad Group End Time

•Ad Group Serving Status

•Ad Group Total Budget

•Ad Group Placement

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• You will now need to enter in “new C1”, “new C2”, “new C3”, etc in chronological order

for each new campaign in the Campaign ID column

• Each new campaign will automatically create a new adgroup, so it is advised to add an

ad group name within the campaign row.

• Once you’ve created your new campaigns, insert new rows below each campaign

for each additional ad group you want to build. Associate each of these new ad

groups with the correct campaign by matching the “new C1” “new C2” campaign ID

(in blue below).

How to Create New Campaigns with Ad Groups

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How to Create New Campaigns with Ad Groups

• Leave the Ad group IDs blank & create a new Ad group name. The system will

recognize an ad group is associated with a particular campaign via the nesting order &

matching your campaign ID.

• In the example below, @baristabar has created two new ad groups for each campaign

(one within the main campaign row in red, one as an additional nested ad group in

blue). Pro tip: ad groups must have the same campaign objective as their parent

campaign.

After entering in targeting criteria & Tweet IDs for your new campaigns & ad groups, save &

import. Upon upload the Ads editor will create IDs for your new campaigns & ad groups.

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How to Add New Ad Groups to Existing Campaigns

• Insert the campaign ID & funding source ID for the campaign you want your ad groups

associated with. In the example above, you would enter in “i5394759” into the

campaign ID column & “i31248553” for the funding source ID. Ad group funding source

must match the funding source of its parent campaign

• Leave the ad group ID column blank. Upon upload, the Ads editor will create new ad

group IDs for you.

• Ensure your ad group objectives match their parent campaign objective

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Congratulations!

Now you are a

Twitter Hero