5 tips on how to run great Twitter Ads

twitter ads

Whilst it’s often overlooked, Twitter ads can be a great tool for increasing your brand awareness. The platform has made multiple changes in recent months to improve its targeting, ad format options, attribution windows and tracking. It now holds a lot of potential for advertising your business.


Before you start advertising on any new social media platform, it’s important that you understand if your audience is there and how they interact with the channel. Recent statistics show that the platform is more popular with millennials than Gen-Z for example and 56% of the channel’s audience are men.


Some key stats that stand out when considering advertising on Twitter are:


  • 16% of internet users aged 16-64 use Twitter for brand research
  • 54% of Twitter’s audience are more likely to purchase new products
  • 77% of Twitter users feel more positive about brands that are community and society-focused


If your audience is on Twitter, then you should be too, which leads us nicely onto the first tip.


1. Choose the right targeting.


Like most social advertising platforms, Twitter allows marketers to reach their target audience through their age range, gender, location and language. As well as the ability to include or exclude custom audiences. However, unlike Facebook, Instagram and LinkedIn, Twitter allows us to target people through keywords meaning it’s much easier to reach potential customers based on their specific interests.


Another great addition to Twitter’s targeting is the ability to target follower look-alikes. This allows you to reach people who share the same interests as the followers of any account. This is a great way to find a new and highly relevant audience group. The more information you have on your target audience the better, but it allows you to experiment with targeting options as well to aid future campaigns.


2. Create a clear campaign structure.


Similar to Facebook ads, Twitter operates in a Campaign, Ad group, Ad structure.  Before building your campaign you are asked to select an objective. Essentially what do you want to achieve with your campaign? 

Once you have selected your objective and input your campaign information you can begin to create your ad groups. Again similar to Facebook, this is where you can begin to experiment with various targeting and creative. The best practice is to group similar audiences together. Have BOF, MOF and TOF audiences in separate campaigns so you can create a clear strategy that is easy to manage.

twitter campaign objectives


3. Stick to your brand’s tone of voice.


Your Twitter ads should seem no different to any organic content you are pushing on any social channel. Especially when reaching retargeting audiences, you want people to feel like they can resonate with your brand. A consistent tone of voice is a key component in building brand awareness, and your ads should maintain your brand’s identity as much as possible.


Another key thing to keep in mind with Twitter is how fast things can change. It’s a fast-moving platform and trends can come and go within 24 hours. If you are running ads that tap into what’s trending, make sure you keep an eye on how relevant that ad stays and remove it as soon as the trend disappears as there’s nothing worse than a brand trying (and failing) at jumping on trends!


In the example, eBay has maintained their young, fun tone of voice for their new Love Island ads. They have also adapted it slightly to fit with the Love Island audience as well. Although they are promoting their second-hand clothing, they have used a meme style creative with an image from the show.


ebay twitter ad


4. Keep your copy concise.


Twitter’s ads are designed to blend into the Twitter feed. It’s important that your ads appear like an organic tweet. Users scroll through Twitter fast and their attention span is short so it’s important to avoid large blocks of text. 


Obviously, it’s important to maintain brand identity and get the key messages into your ad, but your copy should be short, concise and keep the users’ attention. It’s also important to add a clear call to action on your ads, telling your audience exactly what action you want them to take.

virgin twitter ad

5. Create high-quality visuals and choose the right ad format.

Like Facebook, Twitter offers various ad formats, however, some are only available for certain objectives.  For example, you may have to choose an already published Tweet or choose a video for certain types of ads. In some cases, you won’t even need creative, like if you’re creating a Follower campaign or example.


However, in the cases where you do use creative, you have options such as video, carousel and single image creative to choose from. Using high-quality, eye-catching creative is essential if you want your ad to stand out on the feed. You want people to stop scrolling and engage with your ad.


Like any paid social strategy, the key to success is to test and regularly optimise your campaigns. However, once you get it right, Twitter ads can be a great tool for the growth of your business. If you want to know more about how paid social can grow your business, get in touch today.