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by Oliver Ewbank on 6th April 2011
Integrating Tweets into your display advertising is an excellent way to run promotions that change regularly. You can Tweet your message instead of creating a new creative.
As the social media platform continues to evolve we are seeing further integration between ‘social’ and other forms of online advertising. A great way to grow your Twitter follower base is to use the social templates in the Google AdWords Display Ad Builder.
If you are running a display advertising campaign on the Google AdWords content network you have the option of creating banners using their Display Ad Builder. One of the main benefits of this tool is being able to include your latest Tweets in the advert.
This tool is an excellent resource for companies that don’t have design teams to create real time banners to ‘sell the click’ to potential buyers. It will also help promote a special offer with Tweet updates to entice further sales.
For example, a magazine publisher could offer 10% off their first 100 subscriptions in January. They can update their account with Tweets to create urgency around the ‘call to action’. Each day you can update the creative saying ’90 subscriptions left’, ‘81 subscriptions left’. Having the option to change an advert with real time tweets gives flexibility to change the offer and test the best CTR.
If you don’t have the resources to test multiple banners this is the next best thing. You can test tweets and find out which ones bring in the best conversions. This is ideal for companies without a graphic designer or dedicated conversion optimiser.
The social template can help you build a valuable list of Twitter followers (instead of a direct sale). This approach will allow you to engage with Twitter users and schedule retargeting campaigns. In the long term the ROI of a Twitter follower may be greater than a click through to your own landing page.
The social templates are really useful if you want to run timely promotions that change daily. They also give organisations the opportunity to test different creative without the need for a complex design or added cost. The added benefit is the ability to build a list of Twitter prospects for further re-targeting.
Working in new media for over 8 years, Oliver Ewbank has worked for a range of brands including eBay and SportBusiness.com on SEO, PPC and Social Media Management. He has won awards for his SEO work and been featured in a number of publications, including Virgin online.