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A Guide to Advertising on Twitter

Oliver Ewbank

by Oliver Ewbank on 4th May 2011

Using the Twitter advertising service is an excellent way to extend the reach of your Tweets to a broader audience.

The Twitter Revolution

Over the last few years Twitter has become the heartbeat of the web. It’s the largest, fastest-growing communication platform in cyberspace. Creating a Twitter account is a great way to interact with your target audience and research has even suggested that Tweets can even help influence search results. So how do you capitalise on this emerging platform?

Twitter Advertising

As well as being proactive with your company account there is an option to advertise on Twitter. It has been around for a while but only the brave have tested the water. So how does it work? Like any online advertising platform you have the opportunity to set a budget, location and time period.

Getting Started

If you’re serious about advertising on Twitter you need to go to the ‘Start Advertising Page’.  This page will provide information on each of their advertising services. You simply provide your details and submit a request to be added to the queue for people who want to advertise.

The Advertising Service

When advertising on Twitter you have three main services to choose from:

1.       Promoted Tweets

Promoted Tweets can help extend the reach of your Tweets to a broader audience. By promoting a Tweet, users will see it when they search for one of the keywords you’ve attached to your Tweet. This can be done on a Cost-per-Engagement (CPE) basis, so you only get charged when a user Retweets, replies to or clicks on your Promoted Tweet.

The benefit of this service is that retweeted impressions are free and can increase the reach of your campaign.

2.       Promoted Trends

Promoted Trends will feature a trending topic at the top of the top trends list. This is a great opportunity to feature a Trend related to your business. Users who click on the Trend will be taken to the list of Tweets with your promotion at the top of the timeline.

The benefit of this service is the magnitude of exposure you can get from advertising.

3.       Promoted Accounts

Promoted accounts will help you build your follower rate and build a strong list of users. If you choose to promote your account Twitter will use its recommendation engine to highlight your profile to users who will find it interesting. The service will look at your account and follower base to identify high quality users in your chosen sector.

Measuring ROI

As with any advertising it’s important you can measure your ROI. If you use Google Analytics you can track Twitter conversions. If not, Twitter also provides their own analytics system (as part of the service). The analytics displays fundamental metrics including impressions, Retweets, clicks, replies and follows with real-time updates.

If you can work out the exact value of a follower, Twitter advertising may be the platform for you. Promoting Tweets and Accounts not only grow your brand but you also have the opportunity to retarget your follower base.

For more information please visit our Twitter Management page.

Oliver Ewbank

Oliver Ewbank

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.

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