This week, we are talking about one of the key components that are essential for online success – traffic. A couple of days ago, I showed you how to drive targeted traffic to your blog using Facebook Ads. Today, I want to dwell on another important platform Twitter and show how you can use it to drive targeted traffic to your website.
Twitter has millions of active users and the company’s official website states that 47% of users who usually follow a business are likely to visit the company’s website. Twitter itself makes it easy for you to tap this tremendous opportunity by offering tools to make it easy to create campaigns to drive traffic to your website. Let’s see how you can do this.
Using Website Cards to Drive Traffic to Your Website
Twitter’s go-to tool for driving website conversions is Website Cards. Twitter’s internal analytics show that Website Cards drive 43% more clicks compared to normal tweets. Website Cards are creative ad units with options to add an attractive image, a descriptive text, and a powerful call to action button. They are usually displayed to a targeted group of users and are capable of being tracked from end to end. Setting up Twitter cards is easy as pie and involves 5 simple steps.
Creating a Twitter for Ads Account
To get started with Website cards, you first need to have a Twitter Ads account.
1. First, you need to sign up for a Twitter Ads account.
2. Once your account is approved, you can log in to the Twitter Ads dashboard to create for first website card.
Setting Up Your Campaign
Now enter your campaign details.
3. On the top right of the screen, click the Create new campaign drop down and select Website clicks or conversions.
4. In the next screen, enter a name for your campaign and select a start and end date for your campaign.
Selecting Your Target Audience
5. Set up your target audience by location, gender, language, platform and carrier. Additionally you can narrow down your target audience by adding keywords, followers, interests, tailored audiences, TV targeting, behaviors, and event targeting.
6. Also choose where your promoted tweets should appear; in the user’s timeline? in the Search results? or in the Profiles and Tweet Detail pages.
7. If required, you can also limit who sees your promoted tweet by excluding a certain audience.
8. Another exclusion option is to exclude audiences by user behavior.
After you have set your target audience, you can scroll to the top left of the screen to see your estimated audience size.
Setting Up a Budget
9. In the next step, you set up a budget capping how much you spend a day or by setting a total budget.
10. The Advanced Option lets you choose if you want to set automatic bids to get the best results at the lowest price (within your budget) or choose your own target cost per click.
Choosing Your Creative
Now its time to set up your creative. You can compose a new Tweet or go for an existing one. Let’s compose a new tweet.
11. In The Website Card, enter your tweet, the website URL where you want visitors to go, an image (800×320 px), a powerful call to action headline and a card name that is for your reference.
12. Click Preview to preview the tweet and when you are satisfied with all the information, click Tweet (promoted-only) button.
If you haven’t set a payment yet, the Twitter dashboard will prompt you to set up the account. Once you input your credit card details, you can hit the launch button to start the campaign.
Tracking Twitter Conversions
Every marketing campaign must be tracked from end to end to know how far it has succeeded in achieving your objectives. If your Twitter ad is not intended to encourage users to take action on your website, you can avoid setting up conversion tracking. On the other hand, if you are say, the owner of an ecommerce store, you can track who viewed a promoted tweet and went on to make a purchase from the online store. Similarly, if you are a B2B company, you can track which of your campaigns are leading to successful sign ups or lead gens.
Twitter’s conversion tracking tool shows you the return on your investment by tracking the actions users take after engaging with your promoted tweet. These actions can include link clicks, Retweets and impressions. To start measuring conversions, you need to add a snippet of Twitter code or a website tag to the page on your website that corresponds to the conversion event.
How to Setup Twitter Tracking
Once you have launched your campaign, you can setup Twitter tracking.
1. On the Twitter dashboard, from the Tools menu, select Conversion tracking.
2. Click Create your first website tag.
3. Enter the tracking details such as name, conversion type(whether you want to track a site visit, download, purchase, sign up or others) and click save tag and generate code snippet.
4. In the next screen, you will be presented with a code snippet that you must copy and paste into your website just before the closing </body> tag. Please give up to 24 hours for Twitter to get pings from the tag.
5. Scroll down to the bottom of the page and click Save and return to conversion tracking.
You can now monitor your Twitter Ads dashboard for engagements and conversions.
How to Set Your Audience
Some points to remember when you are setting your target audience:
- When you use keywords to target your audience monitor the performance of the keywords during the initial days of your campaign and replace the low performers with new keywords.
- When you target by followers, include the usernames of your competitors and advertise to their followers. You can also make use of the Search feature in Twitter to find other companies that are tweeting about the topics that you share. Again, monitor your campaign and analyze which usernames are resulting in high conversions.
- Twitter has about 25 interest categories with several subcategories and you can still further narrow down your audience by selecting from a category. You can monitor your analytics to see which interests are performing better than others and exclude ones which are not performing well.
- Tailored audiences are people who you have engaged with elsewhere while Behavior targeting includes people who exhibit certain types of behavior such as owners of certain products, interested in travel, likely retailer type and so on. You can choose to target audiences who are tailored or exhibit certain behaviors if it meets the goal of your campaign.
- Twitter also allows you to suppress the ad from being shown to certain groups of people. This is ideal to use because you don’t want your ad showing up to your list of existing customers or subscribers or people you are likely targeting in another campaign. Use the exclusion options to save your campaign dollars on people who are most likely to convert.
How Much to Budget for Twitter Ad Campaigns
Twitter Ads works on an auction based system and your budget and bid decides the price of your campaign. When you set up your budget, you have a couple of options. You can choose Automatic bidding where Twitter will optimize your ad by showing you in auctions with the lowest bid possible, while also making sure it delivers on your overall campaign objectives. Or you can choose Maximum bidding where you set the price of a follow, lead, click or engagement.
You can set the campaign to run for a specific period and control how much money is spent every day, or you can define the total cost of your campaign, in which case the campaign will automatically end when the budget runs out. If you are promoting a trending topic, the total budget option will be a good fit as your ad will receive attention when the topic is hot and trending.
If you are running a campaign to drive more traffic to your website, you will only be charged for clicks to the website. Other engagements such as retweets and replies are free. The maximum bid pricing for this option is between $1.68 – $10.00. The pricing for other campaigns such as video views, acquiring followers, tweet engagements and app installs vary from $0.10 to $23. Twitter recommends setting bids at $1 – $2 to get started. If you have a tight budget, set bids low and gradually increase to conserve budget.
To get the most out of your budget, create highly targeted campaigns and A/B test the performance of each campaign using a small part of your budget. With this new analytics, you can launch further campaigns that will drive traffic to your website.
Twitter Ads offer website owners a straightforward and easy process to setup creatives and monitor their performance. You cannot expect to get results the instant you start running a campaign. As with any marketing strategy, you will be monitor and constantly test your campaigns, understand which ones work and which ones don’t and readjust your strategies to be successful.