Should you prioritize Twitter as your go-to platform for online advertising? It can be!
While Twitter has its drawbacks, it can be the ideal advertising platform depending on your goals. Twitter offers unique ad targeting features that are unparalleled, setting them apart from the average features found elsewhere. Don’t misunderstand, platforms like Facebook Ads, Google AdWords, and Bing Ads have their strengths and excel in many areas. However, let’s explore five aspects where Twitter advertising outshines other online ad platforms.
1. Performance-Based Payment
Promoting tweets on Twitter means you only pay when your marketing objective is met. Whether it’s website conversions or Twitter engagement, you pay only when users take those actions (organic impressions and engagements are a bonus!). This applies to all aspects of Twitter advertising. App install campaigns mean you pay solely for successful installs, while follower campaigns mean paying only for new followers. This approach demonstrates Twitter’s confidence in its advertising product and willingness to share the risk. In contrast, platforms like LinkedIn lack pay-for-performance options. Although Facebook offers it (likes, installs, clicks), Twitter often surpasses it for lead generation.
2. Keyword Targeting
Targeting by keywords on Twitter offers a remarkably focused approach to reach specific users who’ve shown intent. Target users based on words or hashtags used in their recent tweets or interactions. This level of granularity is absent in Facebook’s targeting, which relies on broader topics. The distinction? Facebook allows targeting those interested in “AdWords” as a topic. Twitter allows for laser focus, like targeting #ppcchat, a niche hashtag for PPC marketers.
Facebook’s vast topic list, while impressive, lacks the granularity of something like #ppcchat. Consider the #FIFAgate campaign:
A $25 investment yielded 40,000 paid impressions (plus almost 15,000 organic!):
This hashtag-targeted promotion reached only those interested in #FIFAgate. Interestingly, this promoted tweet was even featured in an article, The 14 Best Tweets from FIFA gate – an unlikely outcome on Facebook. This exemplifies the power of Twitter advertising, targeting users engaged with specific topics rather than broadcasting broadly.
3. Tweet Engager Targeting
Another highly targeted method is reaching out to users who recently interacted with your tweets.
This hidden gem allows you to focus on those who not only saw your promoted tweet but also actively engaged with it. Targeting engagers is like a laser-guided missile, pinpointing the most receptive audience segment. Impressive, right?
Facebook lacks a comparable feature. The closest equivalent is the “hidden” invite button to invite engagers to like your page. Moreover, high engagement rates on Twitter offer significant advantages, as detailed in my post, Hacking Twitter Ads: Mastering Twitter’s Secret Quality Adjusted Bids Algorithm.
4. Tailored Audiences
Imagine targeting all Twitter users who follow specific accounts – it’s possible! Using tools like BirdSong Analytics, download follower lists for any account and create tailored audiences for your campaigns. Facebook’s custom audiences are useful but require email addresses or phone numbers, a significant limitation. Reaching Facebook users without this information is impossible. Twitter’s entry barrier is much lower, requiring only a Twitter handle to reach users.
This is the holy grail of Twitter advertising, allowing easy access to any account’s follower base.
5. Cost-Effective Clicks
On Twitter, clicks can be incredibly affordable, sometimes costing just a few cents!
The auction-based pricing hinges on what advertisers are willing to pay. Lower competition on Twitter translates to more budget-friendly clicks.
In Conclusion
Paradoxically, Twitter’s smaller reach compared to Facebook is its strength! As demonstrated, Twitter delivers remarkable results for advertisers. Does this negate the need for AdWords or Facebook Ads? Absolutely not! Strategies like RLSA and Facebook remarketing remain crucial for converting brand affinity into leads and sales. However, for sectors like news, entertainment, technology, and politics, Twitter engagement is powerful. Features like tailored audiences and hashtag targeting are invaluable tools for creative marketers. While limited to the Twitter user base, a smaller audience doesn’t diminish the potential for a significant return on investment.
