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Are Twitter ads truly worth it? Is there a way to use them that actually adds value to your marketing campaign? The short answer: It just depends. Twitter ads certainly aren’t recommended for everyone, yet we’ve seen for ourselves that some companies can use them to tremendous effect.

As you consider Twitter ads as a possible component in your marketing plan, here are some factors to think about.

Deciding on Your Promotion

Start with some basic statistics. Currently, Twitter boasts more than 328 million monthly active users, sending more than 500 million tweets daily. This is obviously a large-scale platform on which your brand can advertise, and promoted tweets have been proven effective:  More than 40 percent of all Twitter users say they have purchased a product after being exposed to it through tweets.

Not all Twitter promotion is created equal, though; one of the first decisions you’ll have to make is the kind of promotion you want to try. Here are some options:

• Promoted tweets. These tweets show up in a user’s feed and look more or less like regular tweets—only they’re not necessarily from accounts that the user follows. Twitter draws on various signals to decide the “relevant” audience for these tweets. This makes for a great way to increase brand awareness, build engagement, drive traffic, or promote a specific sale or event.
• Promoted accounts. Rather than promote an individual tweet, you might try endorsing an account—which can help you earn more followers. This can also increase general awareness of your brand and potentially drive leads.
• Promoted trends. Finally, promoted trends will show up in the “trending topics” box, and can be helpful for brands trying to boost a specific hashtag. This is primarily an option for really big, enterprise-level brands; it’s quite expensive, and not something we recommend for smaller companies.

Selecting a Campaign Objective

In addition to choosing a specific type of promotion, you’ll also need to figure out what you’re trying to accomplish. There are a few different campaign objectives that Twitter offers.

• Awareness. When you launch an awareness campaign, it’s meant to help you get your message out to as many people as possible. The cost is based on how many impressions your tweets gather. This is a great campaign type to implement when you’re launching a new product, or if you’re new to Twitter and just want to establish your presence.
• Followers. Another good option for brands just starting out on Twitter, follower campaigns revolve around helping you build an audience. If you engage in this type of campaign, make sure you give people a good reason to follow and keep following you. Pair the promoted tweets with some good, organic outreach.
• Website clicks or conversions. If you have a guide, a blog, or a specific product page you want users to click on, conversion-based campaigns can sometimes be effective. Note that the cost will depend on the number of clicks you get.
• Tweet engagement. Finally, tweet engagement campaigns promote your brand’s tweets to a relevant audience, with the goal of striking up more conversations and general chatter. If you’re just looking to build buzz around your brand, this can be a good option.

Developing a Twitter Strategy

There are obviously a lot of considerations to make, and to make the wisest choices, you may want to work with the pros. Driven2020 provides integrative marketing solutions, and we can advise on whether or not your brand should be using paid Tweets—and if so, how. Ready to explore your options? Reach out to Driven2020 today.

Reach out to the Driven2020 team today to talk about Twitter advertising!