eCommerce and Digital Marketing News

Twitter Advertising

Twitter Advertising


Twitter is a popular social networking site and is a great advertising tool. Twitter offers a great platform for increasing brand awareness and lead generation. It effectively optimizes tweets in search engine as the content is indexed by Google. But things move quickly on this platform.

Twitter Ads

Objective of Twitter ads include:

  • Brand awareness and reach among Twitter users.
  • Website clicks or conversions for businesses looking for customers for their newly launched product/service.
  • Tweet engagements through special offers and announcements to reach target audience.
  • App installation on mobiles by users or to get previous users to re-engage with app.
  • Video views to promote brand and increase sale of products/services.
  • Collect leads that may convert into sale.

Promoted Tweets Ads

The best advertisement option for boosting engagement on Twitter. Promoted tweet ads are displayed at the top of the list of trending topics. Such ads increase brand awareness, likes and retweets among users. It creates a buzz around the brand. Advertisers can select the location, target audience, and also set the budget for the campaign.

Conversational Ads/Hashtag Ads

Conversational ads, also called hashtag ads contain convincing images or persuasive videos that features call to action and customizable hashtags. These ads boost engagement and increase brand awareness among Twitter users. The call-to-action button encourages users to tweet hashtags that can increase the brand’s influence. Hashtag ads also attracts lots of organic posts that are tied directly to a brand.

Ads to Promote Account

These ads promote the brand account on Twitter by increasing followers. Users who follow a brand not only see its Tweets, but also become prospective advocates of the brand and loyal customers. Ads to promote account are shown in multiple locations on Twitter, including the brand’s timeline “Who to Follow” section, as well as in the search results.

Ads to Promote Website

Brands use Website Cards to attract traffic from Twitter to their website. These Twitter Ads promote the company’s website by boosting traffic, generate quality leads and increase sale of products/services. Campaigns around Website Card typically includes copy, a picture, and a headline. Twitter promoted website ads allows brands to target very specific audience. It also uses device targeting to target the desktop and mobile users separately.

Ads to Promote Mobile App

Twitter ads to Promote Mobile App was created with the sole objective of increasing mobile app downloads, app engagement and in app purchase. These applications install ads are shown in the Home Feed section, which Twitter calls an “App Card”. The app cards are of two types: image app cards and video app cards. Both types have similar display, except that the video app card, features a video. The call-to-action button opens the App store in the app itself.

Video Ads

Sharp and compelling video ads on Twitter helps to create awareness and interest in a brand. Twitter video ads are available in three formats: promoted video, in-stream video ads and sponsorships.

Promoted Video

Marketers prefer promoted video ads among the various Twitter video ads available. These ads offer businesses a great way to increase brand awareness through good video tweet to a large audience. Such promoted video campaigns use an existing tweet for promotion through an ad account.

In-Stream Video Ads

Only brands that belong to the Amplify program of Twitter can upload ads to this platform. The content of these ads have to match the specific, relevant and pre-approved criteria of Twitter. It helps Twitter to ensure that ads are displayed only with relevant content.


Sponsorship allows businesses to sponsor videos created by Twitter’s video content partners. These ads are not very popular among marketers.

Influencer marketing on Twitter

Businesses are increasingly using Twitter influencers as a social media marketing strategy. Advertisers look for influencers who have huge following that overlap with the brand’s target audience. Such influencers can bring amazing result for companies looking for ways to create brand awareness, lead generation and boosting sales.

Pros of Twitter Ads

  • Pay for performance, i.e. when you have achieved your marketing objective
  • Low cost per click
  • Keyword targeting allows brands to target users engaged with a specific topic

 Cons of Twitter Ads

  • Twitter Ads are more expensive than Facebook Ads
  • Average lifespan of tweets is just a few minutes, as new tweets are generated every second, in thousands.
  • Brand’s marketing strategy must be unique in order to stand out from the crowd.