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VIDEO TRANSCRIPTION:
Once you're logged into Twitter, you'll see this list of options. Click on "More" and you'll see something called "Twitter Ads." Once you're here, you can create a new campaign here. So let's try to create a new campaign. All right, those are the different types of ads I can create on Twitter. Today in this video, we're going to try to increase tweet engagement on all of my tweets.
You can give your campaign a name. My funding source is already selected. For you, you may need to add your credit or debit card. You need a daily budget and a start date, so I set the start date to "Now". There are two types of pacing methods: standard or accelerated.
On the left hand side, you'll see that there are three different breakdowns: Campaign, Ad Group, and finally Review. So at the campaign level, you basically choose your objective and your ad budget. At the ad group level, you basically target and choose your creative. Let's click next and go to Ad Group. You can give your ad group a name. You can also choose the start and end time for specific ad groups and assign a budget to your ad group if you want. I wouldn't want to do either of those, so the budget I added at the campaign level will be used across all ad groups within the campaign.
There are different types of bids: automatic and maximum. If you choose automatic, Twitter will automatically optimize your budget and try to get you maximum interactions. You can also just add a maximum bid. So if I add 1, that means Twitter will not spend more than 1 per interaction on the tweet. You will also see a recommended range here and where you fall, so for maximum results, you should bid within the recommended range.
There are some measurement options here that I think most people don't need. There's something called the Audience Measurement Tag, so if you're using a third-party SAS audience measurement platform, like Nielsen or Comscore, you can integrate that into your Twitter ads and select it here. Right now I don't have any partners added, so I can't do that.
If you use DoubleClick to track your ads for your business generally, you can select that and add your tracking code here. However, you can only use this if you use the DoubleClick platform to track your ads. For now, I don't need either of those, I'll just set up my ad group details and click next.
So you can start adding different types of audiences here. It could be people who have visited your website, or a list of customers that you've uploaded, people who are using your mobile app. But you can't use this part of your audience unless you've created an audience for yourself here in the Audience Manager. I'll save that for another tutorial. It's basically used for remarketing campaigns where you're trying to show ads to people who have already visited your website or your mobile app.
However, if you don't have an audience to choose from, you can basically define your audience here under "Demographics," so I'll start with any gender and add an age range. You can select location, language, and technology, which means you can segment your audience by the operating system version they use, the platform, the language, the device, the carriers, or the location.
The next step is audience features, which basically allow you to narrow down your audience based on events, behavior, interests, conversation topics, similar followers, keywords, movies, etc.
Also under "Interest" you'll find a whole bunch of options that you can choose from to basically narrow down the type of users you want to reach. When you select talking topics, here you can basically add topics that people are talking about, something like marketing, something like marketing… So you can basically choose some type of talking topic. You can choose people here whose followers you want to find similar to, for example someone like GaryVee, or you can just add keywords. For example, you can see I've added people who have graduated from college and are interested in online education, keywords like "marketing" or "product management."
You can also enable recommendations so that you get some recommendations here, which are essentially hashtags or user accounts that are used most often within your chosen audience.
You can choose from an existing list of tweets you already have, or you can simply create a new tweet by clicking here. I'll just go ahead and select one of my tweets. You can also preview the ad. This is what it will look like on web, Android and iOS devices. You can also choose the placement of the ad. Whether you want it on profiles and tweet detail pages, search results or the user timeline is selected by default.
Finally, you can easily review and publish your campaign.
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