Twitter Ad Hacks: Advertising Your Landing Page

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Note: This is part 2 of our 4 part series. To get the most out of this educational series read Part 1, Twitter Ad Hacks: Customer Value Optimization before moving forward.

Be Crafty

How to Create a Tweet That Promotes?

When crafting your Promoted Tweet, if you want to get the most from it, you will need to keep conversions in mind. To do that, you need to identify your goals, which can include but should not be limited to:

  • Growing your mailing list (through the Lead Magnet)
  • Capturing a business lead (through the Lead Magnet)
  • Making a sale (Usually through the Tripwire Offer but also the Core Offer)

If you do not have your Lead Magnet set up, then you can contact the nice folks at Digital Marketing Virtual Assistant and they will help you to get set up in a jiffy. Or attend our 6 month DIY Digital Marketing Implementation Coaching Program. For a free consultation contact us today!

 
Ideally, if you wish to reach your goal and are not doing this just for the fun of it, you will want the traffic that sees and clicks on your tweets to be taken to a landing page that encourages them to sign up for your mailing list, submit a lead form or purchase a product.

To achieve that, you will need to include the following:

  • A target audience
  • A benefit/value
  • A call to action
  • A link to a landing page or a squeeze

I can hear you gasping in horror already ”But only 140 characters allowed!” – yes it’s true, and while it is difficult, it is not impossible. Let’s take a look at few examples.
 
This is a promoted tweet by ON24, a webcasting and virtual communications platform.
 
This is a ON24, a webcasting and virtual communications platform. Their tweet identifies with anyone who hosts webinars as the target audience, with download as a call to action and the link takes people to their landing page. Their landing page is almost perfect for gathering leads for their platform.
 
Use Twitter to send people to important links.
 
I say “almost” because the social sharing buttons do clutter the Download Button but should lead to lead generation converters.

Our next example is PRWeb – the top online news distribution service.
 
Kick your business up a notch by getting the most out of promoted tweets!
 
Their tweet identifies businesses that want media coverage as the target audience, with sign up as a call to action. And the link drops you on the following landing page:
 
Send from Twitter to a successful landing page like this one.
 

    This landing page is perfect for getting new customers as it has one call to action, followed immediately by credibility symbols. If the user isn’t ready to sign up at this point, they can scroll further down the sales page to learn more about PRWeb’s services. Each section of benefits includes a call to action to get started.

    An example from EXAIR is below. They are a manufacturer of compressed air products.
     
    Here is an exapmle of a promoted tweet.
     
    Their target audience for the tweet are people who have static electricity problems and they identify them with a call to action which leads to their landing page:
     
    A great example of a landing page.
     
    Their landing page is a bit cluttered with too many product listings past which you have to scroll to find out more details about the free product with purchase. This page will struggle with conversion.

Here is another example of a Twitter campaign where a free consulting book is being given away as a lead magnet.
 
Promoted tweet for a FREE E-Book!
 
The tweet identifies people who are knowledgeable in a certain area but aren’t sure how to become a consultant. The link takes you to a sales letter written by the author himself.
 
A high converting sales page!
 

And at the end, simplicity is the key, a sales button:


 
Example of a kick-ass sales button.
 
The lesson to be learned from these examples is that you have to fully conversion-optimize your Promoted Tweets. Starting from the 140 character tweet to the landing page that the tweet brings them to. This will help you to achieve your goal and produce more return on your advertisement investment.

How to Effectively Set Up Your Twitter Advertising Account

Once you have your promoted tweet goal identified, composed your message, and ensured that once your squeeze or landing page delivers what your 140-characer message offers, then you can begin with your Twitter Advertising campaign.

Entrepreneurs and small businesses in Canada, Ireland, UK and US, who are creating advertisements in English can simply sign into Twitter Ads using their main @username (Twitter handle) and password. Businesses outside these countries would need to inquire with Twitter directly.

Remember, when signing in to Twitter Ads for the first time, you will need to configure your location and time zone settings as you will not be able to change them later on so be sure that you set this up correctly from the get-go.

Next, you will be able to choose a Promoted Accounts or Promoted Tweets campaign. But before you do that, you need to configure the rest of your Twitter Ads account. Use the dropdown Account menu to set up your credit card payment.
 
Twitter account dashboard.
 

Fill out your credit card information as usual and accept Twitter Advertisement terms of service.

 

 
In the next step you will get to access several other Twitter Advertising options, displayed in the top menu bar, and you will also be asked about your Twitter advertising goals:

  • Campaigns > Tweets and Accounts – overview of current Promoted Accounts and Promoted Tweets campaigns that are active. To create a Promoted Accounts or Promoted Tweets campaign, use the Create New Campaign button at any time.
  • Creatives > Tweets – the tweets you have or are actively promoting in a Promoted Tweets campaign. Use the Compose Tweet button to create a new tweets to be used in a Promoted Tweet campaign.
  • Creatives > Cards – this section shows you the Lead Generation Cards you have or are actively promoting in a Promoted Tweet campaign. You can use this option to create a new lead generation card.
  • Analytics – here you can see various analytics about your Twitter account as a whole, including your tweet activity, follower demographics, Twitter Card usage, and traffic from Twitter to your website.
  • Conversion Tracking – set up your conversion tracking here.

Conversion Traffic on Twitter – How To

To set up your conversion tracking on Twitter you will first need to…yes, you guessed it – give it a name! Name it something that will make sense to you, such as, Conversion Course Scale or Mailing List Signup, or September 2013 Webinar Registration, or All the People Who Love Dave… well, maybe not the last on… but your call, really.
 
Half the fun of Twitter Ads is naming the campaign.
 
Once the name is selected, choose the conversion type from site visit, purchase, download, sign up, or custom for types that do not fit the other specified goals. There is also advanced attribution setting which you can use to let Twitter know how long they should attribute the conversion to a Twitter advertising campaign.

When you use create tag, you will get an embed code to place on your webpage which indicates to you that a visitor has completed the specified conversion.
 
Copy the tracking code to always keep track on your ads
 
Pages that confirm a completed conversion include, Shopping Cart Order Confirmation pages, Thank You for Subscribing pages, and Thank You For Submitting a Form pages.

Keep in mind that your conversion tracking tag will be marked as Unverified until someone lands on the page to make a conversion. Also, if you are going to create multiple Twitter advertising campaigns with different conversions, you can create additional conversion tracking tags by clicking the create new conversion tag button.

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It’s Time to Ditch Frustration.

Schedule your free 30 minute consultation with
Shannon Kuykendall, DMCP, ICP
today to discover your path to freedom…

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Twitter Ad Hacks: Customer Value Optimization

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Customer Value Optimization

What is it? Why is it important?

What hides behind a successful strategy of advertising on Twitter? Do you wish you could make more money with your ad? What a silly question, of course you do! But first you have to understand the strategy and the context in which Twitter advertisement stands apart from all the others.

So how do Twitter ads fit into the Customer Value Optimization or CVO?

Twitter advertising is a traffic source that accomplishes several major goals:

Sell to more people – Twitter ads will generate new leads by sending traffic to your Lead Magnets. If you are not sure how to set up a Lead Magnet, the team at Digital Marketing Virtual Assistant will be more than happy to help you out. For those of you really looking to step up your game take advantage of this Ultimate Marketing Shortcut!

Ultimate marketing for $1
Below is the Customer Value Optimization Chart, in it you can see exactly where you are in relation to the rest of the strategy.

Determine your Twitter Ad fit/type Visual Chart.

Twitter Ad Options

When it comes to Twitter advertising, there are three options:

  • Promoted Accounts
  • Promoted Tweets
  • Promoted Trends

Promoted Accounts are a good way for entrepreneurs and small businesses to gain more followers using Twitter and Promoted Tweets to give more exposure to their individual tweets. Advertisers with a larger budget (roughly 200K per day) can use Promoted Trends to their advantage by keeping a hashtag at the top of Trending Topics for a set period of time.

Twitter advertising revenue totaled $545 million in Q3 of 2016, an increase of 60% year-over-year, yet a relatively low number of businesses use Twitter as their advertising platform, so it is worth jumping in on this now, before it gets too crowded.

Types of Twitter Ads

Promoted Tweet

The first of the two types of Twitter ads you will see below with the yellow tag “Promoted by….” This is a basic Tweet known as Promoted Tweet, with basically some money out behind it to reach more people than it would have reached organically. You can have an ad with just a link that clicks out to your page or you can also add a photo to it.

Keep in the know with your Twitterfeed

The Legion Card

The second of the Twitter ad types is what’s called “The Legion Card”. If you click on the settings at the top right hand corner and scroll down to Twitter Ads. The Dashboard is similar to Facebook ads, with all the different campaigns that you have or have had.

The platform is not as well developed as the Facebook one, so make sure to keep your own tracking, as some of the stats can be a little off. Try to use another tracking program just to double check everything. If you’re not sure which tracking source to use, you can always contact your Infusionsoft Virtual Assistant and they will help you to set everything up.

And remember to pause any campaign that is either not doing well or has been running for a while. You don’t want to run your campaigns into the ground. Another thing to remember is the Engagement Rate, not to be confused with a Click Through Rate. It basically means a click anywhere on the tweet. If you look at the top of the table it actually breaks it down for you if the engagement was via a share or a like or simply an enlargement of the picture.

Know the impressions, engagements, and money spent all in one place

Setting Up Your Twitter Card

Now let’s take a look at Twitter cards. At the top of the screen click Creative and select Cards. What is great about Twitter cards is that not only does it allow you to post your image, your product information and your call to action but right under the sign-up button the customer’s information is already entered so they don’t actually have to fill anything out! And you get their lead.

Allow people to quickly give their name and email without ever leaving Twitter

So to create this card, all you have to do is click on Create Lead Generation Card and it will literally walk you step by step as to how to set the card up. I advise you to look through examples of such cards online so you can have a better idea as to what will work for you and your product.

Another way to do this is via Promoted Tweet. You can run several different tweets and test them against each other, keep an eye on which one is performing better. Once you know which tweet is performing better, then you want to go into “Edit Campaign” and select just that tweet. Put the others on pause as you don’t want to keep spending money unnecessary. The Dashboard is very similar to Facebook and is very detailed and intuitive.

One very good thing to pay attention to is if you click on the “Handles” option from the selection on the left, you can see which Handles have performed best related to your tweets and the target those Handles on Facebook as well for similar product.

Setting Up a New Campaign

Now onto creating a new campaign. Again, this is from the Twitter Dashboard, click on Create New Campaign. Promoting your Tweet Campaign is an easier way to get leads as people are more likely to pay attention to someone’s tweet and follow/share/interact with it than with a whole account. And after that they are quite likely to follow your account if they can relate to your tweets.

Launch a campaign with Twitter Ads.

As usual, you will need to title your campaign, set the start and end date. But here is the important part. What is the primary goal of your campaign? So you have two options:

  1. Awareness and Engagement – impressions. Are you interested in showing up on people’s timelines? Better for larger brands.
  2. Traffic and Conversion – clicks. Are you interested in people clicking on your link and actually becoming a customer? Good for smaller businesses and entrepreneurs.

With targeting you have 4 options:

  1. Tailored Audiences – you can upload your email list and target them
  2. Interests and Followers – targeting specific handles (10-20)
  3. Keywords – (something you can’t do on Facebook) Anyone who has used a specific word or phrase, you can show up in their Twitter feed
  4. Television – anything related to television that is on Twitter

Always checkmark Target Your Followers and Target Users Like Your Followers, it definitely gives you much more exposure and better results.

I suggest for Location you select Target Specific Locations if you do not want your ad going to literally everyone, you do not want to spread your campaign butter-thin.
When it comes to devices, it is up to you and your campaign’s needs. If you wish to specifically target Android or tablets, you can do that, otherwise, leave all the options checked for maximum impact.

At the bottom of the page, you can select whether you want to use a tweet you have already posted in the past or you can create a whole new tweet. With the tweets, make sure to catch their attention, get straight to the point and give them the benefit as to why they should click on the link and the call to action which tells them to click on the link.

Remember, you do not use Twitter ads to make money, they are a tactic, a marketing channel which brings the traffic to you!

 

Setting Your Twitter Ad Budget

As to budget, you can set a Total Budget or a Daily Budget. For Daily Budget, it is best to set it around $30 to give the tweet a chance to perform and see which tweet does best. Remember we’ve discussed running several tweets at the same time, 3-4 is a good number to start with. Best to set your maximum bid about $0.06 higher than the maximum suggested bid, that way you are guaranteed to win it but it doesn’t mean that you will actually pay that entire price, you will pay just the amount by which you’ve outbid your competition.

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It’s Time to Ditch Frustration.

Schedule your free 30 minute consultation with
Shannon Kuykendall, DMCP, ICP
today to discover your path to freedom…

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