This document summarizes a Twitter advertising master class webinar. The webinar covered recent innovations in Twitter ads like conversational ad units and shareable tailored audiences. It discussed how Twitter fits in the marketing funnel and provided tips for using different Twitter ad formats and features for awareness, interest, desire, and action. Experts from Twitter and agencies discussed areas for future Twitter ad expansion and took live audience questions at the end.
2. Welcome!
Social Advertising Master Class: Why Attend?
• Learn more about Twitter advertising
• Where Twitter fits in the marketing plan
• A review of recent Twitter ad innovation
• Expert tips, tricks, and best practices
• Build your POV and talk track
JOSH DRELLER
VP, PRODUCT MARKETING
3. Webinar Details
• Please ask questions for Q&A
session at the end
• There will be 2 polls throughout
the webinar
• You will receive a link to the
webinar recording tomorrow
with a copy of this presentation
4. Today’s Agenda
• Twitter ads in the marketing plan
• Recent innovation and releases
• Full funnel approach with Twitter Ads
• What’s coming up
• Twitter tips and tricks
• Q&A
5. Manage ads across the five key platforms
with a single sign-on.
Power ads with ease through streamlined
workflow.
Invest in worthy audiences with targeting
built on predictive data science.
Social Ads
6. Today’s Expert Panelists
MIKE BAUMWOLL
ACCOUNT MANAGER
TWITTER
TALA AQEL
SUPERVISOR, AUDIENCE
SOLUTIONS GROUP
OPTIMEDIA
KARL STRAND
PRODUCT MANAGER
4C
7. LIVE POLL #1
What is your primary business objective with
Twitter advertising?
25. Shareable Tailored Audiences
PRIMARY USE CASES
Share TA lists between accounts
Brand has ~100 accounts and re-uploads TA lists to every one --> eases activation
and TA management, see a happy customer quote below
Share TA lists with buying partner
API Partner + Brand: Brand wants to share a read only list but cannot give direct
access to the account or raw data due to security policies
Co-branding
LiveNation on behalf of Taylor Swift or EA co-branding games for different titles
such as Star Wars --> share those TAs and launch campaigns!
What is your primary business objective with Twitter advertising?
Direct click-to-conversions (sales/leads/etc.)
Branding and awareness
Engagement and customer relationship building
Photo source: marketingland.com
Looking across 80+ Twitter advertisers using the 4C Social Ads product, the 3 biggest days in terms of total ad spend over the last 3 1/2 months coincided with 3 of the biggest TV events during that time:
American Music Awards indexed 2.91X higher than the daily average
Super Bowl 50 indexed 5.84X higher
The Grammys indexed 2.14X higher
Source: http://emojitracker.com/
Note – These “tiles” were placed during the webinar by the speakers as an interactive exercise
Which area of innovation would you most like to see Twitter expand?
Ad formats
Targeting
Reporting & analytics
Measurement
Optimization