A comprehensive presentation that will walk you through the different available options in running paid Ads on Twitter, and help you evaluate strategies that are best suited for your business.

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Introduction
Twitter Ads – Summary
Promoted Tweets
Promoted Accounts
Promoted Trends
Pricing Model
Twitter Analytics
Twitter For B2B
Case Studies & Success Stories
Appendix
Index
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Twitter-Ads products are designed to help you grow your business.
There are three services
 Promoted Tweets (in timelines and in search) help you get your content in front of the
right customers at scale.
 Promoted Accounts help you quickly build an active community of customers and
advocates for your business.
 Promoted Trends appear at the top of the Trending Topics list on Twitter and are clearly
marked as "Promoted.“
Use these products together to make the biggest impact with your marketing messages.
Run multiple campaigns to send tailored messages to different audiences or test different
targeting options to see what is most effective.
Introduction
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4. Twitter Ads – Summary
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5. Metrics
Promoted Tweet
Promoted Account
Promoted Trend
How it Works
Tweet at your targeted
audience or your
followers & spark
engagement..
Make yourself
discoverable by asking
relevant people to
follow your twitter
account, and make
permanent engagement
possible..
Stay on top of the
trend list for 24 hours
and create a buzz
around your
brand/product..
Targeting
Interest, @usernames,
demographic, keyword
Interest, @usernames,
demographic
All twitter users
Where
Ad/Account/Trend
appears
Twitter search pages,
search results of
promoted trend, targeted
user timelines, third party
clients..
Who to Follow widget,
people search results,
account suggestions..
On top of the “top
trends” list widget on
the left side..
Pricing
Cost Per Engagement,
20 cents - $5 per
engagement
Cost Per Follow, 50
cents - $5 per follower
Flat fee, tens of
thousands per day
Twitter Ads – Summary
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Promoted Tweets are ordinary Tweets
purchased by advertisers who want to reach a
wider group of users or to spark engagement
from their existing followers.
Promoted Tweets are clearly labeled as
Promoted when an advertiser is paying for
their placement on Twitter.
In every other respect, Promoted Tweets act
just like regular Tweets and can be re-tweeted,
replied to, favorited and more.
Promoted Tweets
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7. Users see Promoted Tweets at the following positions on Twitter:
 At the top of relevant search results pages on Twitter
 In Search Results for a Promoted Trend
 Home Timelines of Targeted Users (only if the Tweet is likely to be interesting and
relevant to that user)
 Official Twitter desktop and mobile clients, including TweetDeck, Twitter for iPhone,
and Twitter for Android, among others
 Third-party Twitter clients e.g. HootSuite
• Any Promoted Tweet people see in their timeline will appear just once, at or near the top of
their timeline. Then, the Promoted Tweet will scroll through the timeline like any other Tweet.
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Promoted Tweets Contd.
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If your goal is to drive a particular action via Twitter, Promoted Tweets can:
 Drive website traffic asking users to click on your best content
 Offer coupons and deals in the copy of your Tweets
 Drive leads using Lead Generation Cards
 Promote sales and giveaways
On the other hand, If your goal is to drive awareness for your business, Promoted Tweets
can do this in a variety of ways:
 Expand the reach of your content like blog posts, white papers, and more
 Connect with influencers and brand advocates by ensuring they see your content
 Promote awareness around events and product launches
 Ask for re-tweets to gain an even broader audience for your messages
Promoted Tweets – Application
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Promoted Accounts are part of Who to Follow, which suggests accounts that people don’t
currently follow and may find interesting. Promoted Accounts help introduce an even wider
variety of accounts people may enjoy.
Because Promoted Accounts boost your follower growth, they are best used when you
would like to be more discoverable to people who are likely to love your business.
Consistently growing your follower base on Twitter will help you achieve the following
goals:
 Drive purchases, leads, downloads, and signups - By choosing to follow you, Twitter
users are demonstrating an interest in your product. You have an opportunity to
connect with them in meaningful ways to drive actions.
 Increase brand awareness and word of mouth sharing - When you Tweet valuable
content, Twitter makes it easy for your followers to share it with their friends through
retweets, driving increase reach and awareness.
 Drive web traffic - Once you acquire a paid follower you have the opportunity to
engage with them everyday, for free, with your organic Tweets. Your followers are the
mostly like to see your Tweets and spend time on your website.
Promoted Accounts
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Promoted accounts are displayed in three places:
 As part of the Who to Follow widget on the left
side of your logged-in Twitter.com homepage
and Connect tab
 On the Who to Follow page, which you can
reach by clicking on View all on the Who to
Follow widget or tab
 People search results
 On profile pages as part of the Similar to
you widget
You may see a Promoted Account as one
of the suggestions if a Promoted Account is
relevant for you.
As with Promoted Trends and Promoted Tweets,
this suggestion is labeled as Promoted to
distinguish it from other recommended accounts.
Promoted Accounts Contd.
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Promoted Accounts are suggested based on a user’s public list of whom they follow.
When an advertiser promotes an account, Twitter’s algorithm looks at that account’s
followers and determines other accounts that those users tend to follow.
If a user follows some of those accounts, but not the advertiser’s account, then Twitter may
recommend the advertiser’s Promoted Account to that user.
Promoted Accounts Contd.
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Promoted Trends began as an extension of our Promoted Tweets platform, and are now a
full-fledged product in their own right. With Promoted Trends, users see time-, context-,
and event-sensitive trends promoted by our advertising partners. These paid Promoted
Trends appear at the top of the Trending Topics list on Twitter and are clearly marked as
"Promoted.“
Users interact with Promoted Trends the same way they interact with any other Trending
Topic. They are able to click on a Promoted Trend to view all Tweets containing the trending
#hashtag or trend terms. They are also able to Tweet about the Promoted Trend by
including the terms in their Tweets. The only real difference is that a Promoted Trend is
purchased by an advertiser and clearly marked as being promoted.
Users who click on a Promoted Trend see Twitter search results for that topic, with a related
Promoted Tweet from the advertiser at the top. Tweets on the search results page for
Promoted Trends are unfiltered, open, and authentic. (Tweets which violate Twitter's spam
and abuse policy are filtered out as usual).
Promoted Trends
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Promoted Trends are visible to all users on Twitter.com while they are being promoted.
Check your homepage and your Discover tab's Trending Topics list to see what one looks
like!
In addition to twitter.com, Promoted Trends are displayed on Twitter for iPhone, Twitter for
Android, and Tweetdeck.
Promoted Trends Contd.
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Model : You’ll only be charged when people follow your Promoted Account or re-tweet,
reply, favorite or click on your Promoted Tweets.
 You’ll never be charged for your organic activity on Twitter.
 You can enter a credit card to start advertising right away. If you are a larger brand, you
can work with a Twitter Ads specialist on your billing.
Daily Budget: Set your daily budget for each campaign. Twitter will automatically stop
showing your ads once your budget has been met, and you’ll never be charged more than
what you want to spend.
Bidding: Our pricing system is based on bidding—you set the maximum amount you’re
willing to spend per follow or click. You may pay up to this amount but it will likely be less
because you’ll never pay more than one cent above a competitive bid. Average bid varies
from 20 cents to $5 per engagement.
Getting Promoted: After promoting your account or Tweets for a few days, check back in to
see what’s going on. Based on your performance, what other advertisers are doing and the
allocation of your budget, you may want to adjust your bid. You can do this at any time.
Pricing Model
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Twitter Analytics gives you the ability to track multiple components of your Twitter Ads
activity, learn more about the behavior of your customers and adjust your campaign to
drive better results.
Watch your Promoted Tweets and Accounts perform in real time. You’ll see the
fundamental metrics for your Promoted Tweets and Accounts campaigns, including
impressions, re-tweets, clicks, replies and follows, as they happen. Larger brands can also
see these metrics for their Promoted Trends.
The timeline activity dashboard provides a comprehensive look at all of your activity on
Twitter. See how every single Tweet performs with mentions, follows, reach and more.
Then look for insights, trends and opportunities to optimize.
Use the Followers dashboard to learn more about your audience. Keep track of the growth
of your follower base and get valuable insights about their interests, geography and
engagement.
Twitter Analytics
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Take your data to go.
Do more with your numbers.
You can download CSV files for each dashboard to use in presentations, tables and
databases.
Twitter Analytics Contd.
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17. Twitter For B2B
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Twitter’s trying to let B2B companies know that their audience is using Twitter.
The stat that should interest B2B industries the most is that 11 percent of Twitter users who
saw a tweet from a B2B tech brand went on to convert on the company’s website (by
completing a sign-up form), compared to only 4 percent of average Internet users.
Twitter for B2B
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Twitter users who see Tweets from B2B tech brands are more likely to visit the sites of
these brands (59% compared to 40%).
Twitter for B2B – Statistics
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Twitter users who see B2B tech brand Tweets are more likely to search for these brands
online (30% compared to 12%).
Twitter for B2B – Statistics Contd.
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Twitter users exposed to B2B tech brand Tweets are more likely to convert. and complete a
sign-up on a website (11% compared to 4%).
Twitter for B2B – Statistics Contd.
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It means that there is a large B2B audience on Twitter researching, interacting and looking
for these opportunities.
It also means that Tweets drive traffic to B2B brands’ websites.
Most importantly, Tweets actually drive conversion for B2B brands.
Summary: This study was able to illustrate the direct ROI of tweeting to a B2B audience.
 In 140 characters B2B brands are generating more leads and increasing their online
business opportunities.
 The key is making it easy for the right people to view your Tweets and link those
message directly to forms and calls-to-action on your website.
Results Analysis
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23. Cast Studies & Success Stories
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Industry Domain: B2B software company
Challenge: Demonstrate industry thought leadership, generate leads and drive sales for a
B2B software platform.
Solution: Used Promoted Tweets in timelines to distribute product information, free
assessment promos and educational content. Used Promoted Tweets in search to target
keywords related to their product.
Results
 770% increase in Twitter-generated leads
 600% increase in Twitter referral traffic YoY
 6% conversions via Twitter
Source : Twitter.com
Detailed Case Study – Optify
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Optify used Promoted Tweets to Increase Twitter generated leads by over 700%
Their primary goals with Twitter’s Promoted Products were to establish Optify as a
thought-leader with our target audience on Twitter and to increase Optify’s brand visibility
Their secondary goals were to generate more leads using Twitter and by generating ROI
positive opportunities for the sales team
They used Twitter Promoted Products to syndicate their unique and original content in
conjunction with their Twitter for Business application to have visibility into a full-circle
closed-loop tracking of their Twitter activity
By doing so, they were able to track, measure and analyze their performance on Twitter
and what Twitter Promoted Products contributed to the overall results
Source : Twitter.com
Detailed Case Study – Optify Contd.
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Their plan to achieve the goals and objectives above was broken down into a
few elements
 Thought leadership & Leads
 Tweet our most-read, commented, shared content from Optify’s B2B Lead
Generation Blog
 Create connections with other must follow marketers on Twitter
 Share top industry news with our own Twitter followers
 Include call-to-actions in Tweets, with a required form for users to fill out
 Monitor effectiveness of campaign and compare lead-driven campaigns to
generic campaigns
 Monitor Twitter activity on a daily basis and optimize campaigns to
achieve highest performance levels
 Implement a “Struck-while-it’s-hot” process to reach out immediately to
users who mention Optify’s brand name or any of their targeted keywords
 Close the loop by Tweeting relevant follow up content to users who
downloaded their content from Twitter
Source : Twitter.com
Detailed Case Study – Optify Contd.
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In order to implement and track their Twitter campaigns, Optify used Twitter for Business
application and tag each Tweet to a unique campaign allowing them to tie a specific tweet
to a visitor, lead, opportunity and a closed deal.
Optify’s visitor tracking and analytics reporting in conjunction with Twitter’s campaign
analytics allowed them to cross reference high-engaging Tweets (as measured by
impressions, replies, re-tweets, favorite and follows) with the Tweets that drove the most
website engagement (as measure by visits, page-views, conversion rate and time on site).
Source : Twitter.com
Detailed Case Study – Optify Contd.
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Industry domain: Technology
Challenge: Generate awareness for their LIFEBOOK notebooks within the B2B community.
Solution: Used Promoted Tweets to target B2B decision-makers as well as users interested
in technology and computer reviews.
Results
 3x more time spent on website
 Lowest CPE among marketing channels
 5+% peak engagement rate
Source : Twitter.com
Success Story – Fujitsu
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Industry Domain: Technology
Challenge: Connect to Twitter users interested in tech safety and security as a valuable,
real-time resource.
Solution: Worked with social marketing agency Uptown Treehouse to effectively target
users by interest and location using Promoted Accounts.
Results
 25% decrease in cost per follower through optimization
 24K new followers over a three-month period
 24% increase in follow rate
Source : Twitter.com
Success Story – Microsoft ‘s Safer Online
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Industry domain: Finance
Challenge: Drive a discussion on relevant healthcare issues while boosting website traffic.
Solution: Use keyword targeting in timeline to connect Promoted Tweets with the target
audience, spark engagement and increase visitors to a thought leadership report.
Results
 70% of website traffic to the report driven by Twitter
 3% engagement rate on Promoted Tweets
 9.76% increase in followers
Source : Twitter.com
Success Story – KPMG
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Industry domain: Software Marketing
Challenge: Increase B2B sales through more effective lead generation.
Solution: Used Promoted Accounts to build their follower base of business-to-business
marketers. Engaged followers and users similar to their followers with Promoted Tweets in
timelines.
Results
 150% increase in sales
 46% lower cost per lead
 32% ROI
Source : Twitter.com
Success Story – HubSpot
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Industry domain: Software & IT
Challenge: Establish thought leadership to engage with five distinct web developer
communities and generate B2B leads.
Solution: Used Promoted Tweets in timelines to become a visible, valued participant in
developer communities on Twitter. Used Promoted Tweets in search to demonstrate realtime thought leadership around industry events.
Results
 500% increase in web traffic
 50% lower cost per acquisition
 20% attribution of revenue to Twitter
Source : Twitter.com
Success Story – New Relic
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Industry domain: Technology
Challenge: Gain new followers and generate revenue during the UK’s biggest consumer
electronics show.
Solution: Used Promoted Accounts to extend reach and Promoted Tweets to create
awareness of Twitter-exclusive offers during the Gadget Show Live.
Results
 $27K in revenue directly from Promoted Tweets
 694% increase in brand mentions
 2,576 new followers
Source : Twitter.com
Success Story – Lenovo UK
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34. Appendix
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@SamsHotSauce has been selling their hot
sauces in several retail locations and online.
Here are the campaigns they might set up to help
them grow awareness of their products:
 Promoted Tweets targeted by interest.
▪ @SamsHotSauce wants to promote their
products to people who are likely to be
interested in spicy foods and hot sauces but
may not have heard of them yet.
Example Walkthrough – Sams Hot Sauce
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They choose to promote their Tweets and target them in the following ways:
 InterestCategories – @SamsHotSauce chooses “barbecues and grilling” and “Mexican
cuisine” under the food and drink interest category.
 @usernames – they choose to target several celebrity chef accounts known for cooking
spicy foods and several well known food blogs.
 Location They choose to target a national audience since they can ship anywhere in the
United States from their online store.
 Gender @SamsHotSauce knows both guys and gals love hot sauce so they target both
genders.
To help drive engagement with their content, they promote certain types of Tweets. For
example:
 Tweets that include photos or videos
 Timely Tweets that tap into popular conversations
 New Tweets that contain fresh content every 1-3 days
Strategy – Promoted Tweets
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@SamsHotSauce uses Promoted Accounts to build
an audience of relevant followers. Once they gain
these new followers, @SamsHotSauce can
communicate with them over and over again.
To reach people who are likely to be interested in
their business, they target their Promoted Account
to the same interest categories and @usernames
that they targeted with their Promoted Tweets
campaign.
@SamsHotSauce wants to build their follower base
consistently over time, so they choose a daily
budget rather than an overall campaign budget.
Strategy – Promoted Accounts
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Promoted Tweets targeted by keywords in timeline.
@SamsHotSauce wants to reach people who demonstrate an interest in products or topics
related to their business.
They choose to target their Promoted Tweets to people who have recently included
relevant keywords in their Tweets or engaged with Tweets that include those keywords.
Targeting criteria
 Keywords: @SamsHotSauce targets keywords like “habanero,” “peppers” and “spicy
food” matched in any order.
 Phrases: They also target “Toledo Chili Festival” as a full phrase.
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