Run a campaign on Twitter

I’m the guide to help you create and target an audience on Twitter.

Intro

In this article we’ll guide you through publishing an ad campaign to Twitter. You’ll need to have the following ready before we get underway:

  • Access to your Twitter Ads account
  • A Twitter Ads account integrated in Lexer
  • A Twitter Ads activation set up in Lexer Activate
  • Your Tribe or Tribes ready in Lexer Identify

If not, see these articles first:

Sending your audience

First you’re going to navigate to Lexer Activate. Lexer Activate allows you to send audiences to social, search, and email platforms.

Your first step is to click ACTIVATE NEW AUDIENCE. As we’re sending this to Twitter, select the appropriate Twitter Ads account.

Next we’re going to pick the relevant Tribe or Tribes, and send our audience.

Creating your Twitter campaign

Head to ads.twitter.com and login to the correct account.

  1. Once we’re at the Ads manager home page, we can view our successfully exported audiences by clicking on Tools.
  2. Then, select Audience Manager from the dropdown menu.
  3. To create a new campaign, select Create campaign.

Set your business objective

Twitter has 8 business objectives that can help you shape your campaign.

App installs You want people to download your app.
Followers You want to build an engaged audience to amplify your message, on and off Twitter.
Tweet engagements You want to maximize engagement of your Tweets, and get more people talking about your business.
Promoted video views You want more people to see your GIFs or videos.
Website clicks or conversions You want people to visit and take an action on your website (e.g. download a paper, or make a purchase).
App re-engagements You want your existing users to open and use your app.
In-stream video views (pre-roll) You want to pair your videos with premium content.
Awareness You want as many people as possible to see your Tweet.

We’re targeting loyalty customers in this example, so we’ll select the objective Website clicks or conversions.

Campaign details

Now we’ve selected our campaign objective, it’s time to set the other parameters of the campaign.

  1. Name
  2. Start and end dates
  3. Budget

Name

We recommend naming your campaign something memorable and meaningful, so it’s easier to find the exact campaign you’re after when it comes to reporting. This could be something that incorporates your Lexer Tribe name.

Start and end dates

When setting up your campaign, you must set a start time, though setting an end time is optional. Most campaigns will have a set start and stop time, unless you’re running an “always on” activation. In this example we’re going to let our campaign run for 2 weeks, starting on the 1st of November and finishing on the 14th.

Once you’re happy with the additional campaign parameters, click Next in the top right hand corner.

Budget

When setting your budget, you’re prompted to set a daily budget - this is mandatory. You can also set an overall budget, which is a good idea if you’re still testing and learning from Twitter Ads, but it’s optional.

You’ll also notice there’s an Advanced option when it comes to your budget, which allows you to set the pacing of your budget. There are two options:

Standard Show ads throughout the day, to spend budget as efficiently as possible.
Accelerated For time-constrained campaigns. For example, around major sporting events, show ads as often as possible, starting at midnight Australian Eastern Time each day.

We suggest using Standard, unless you’re working to a specific deadline, or time frame.

Ad groups

Ad groups allow you to target multiple groups of users within the same campaign. You can also assign different budgets and creative to these groups. Twitter refers to each group within a single campaign as a “line item”.

An example of how this might be applied could be targeting loyalty customers. When analyzing loyalty customers in Lexer Identify, we notice a clear divide between high and low spenders. We could use this knowledge to target each group with a different message and budget in a single Twitter Ads campaign.

Choosing your creative

On this page we’ll be selecting our tweets to promote, and also choosing where to display our promoted tweets. By default, Twitter checks all options:

  • Users’ timelines (mandatory)
  • Profiles and Tweet detail pages (optional)
  • Search results (optional)
  • Expand your reach on the Twitter Audience platform (optional)

Twitter also gives you the ability to use existing Tweets from your account, or you can make an entirely new piece of creative.

Depending on the campaign you’re running you may wish to experiment with a few different Tweets or creative targeted at your audience, to see which delivers the best conversion rate.

We’re just going to make a simple piece of creative for our current campaign.

  1. Click here to create a new Tweet for your campiagn

What’s the Twitter audience platform?

The Twitter Audience platform is a network of websites and apps that support advertising from the Twitter network. If you wish to have your campaign displayed on other sources you’ll need to also provide the following:

  • Select a category for your ad, for example “fashion”
  • Provide a business website URL for your ad - this does not need to be specific to your current campaign

You can also pick a list of iOS or Android apps that you do not want your ad to be served on.

In this example, we’re just going to have our ad displayed on Twitter, so we’ll leave the Twitter Audience box unchecked.

Targeting

This is where we can now add our activated Tribe or Tribes to our campaign.

  1. Head to the search bar under Your Audience
  2. Select from the dropdown Tailored audiences (lists). From here, simply type in the names of the audiences you wish to include in your targeting.
  3. Once you’ve added your audience, click NEXT

Review and launch your campaign

You’ve made it to the final step! On this last page you can review all the parameters we’ve just set up.

We now have one last chance to check everything, like our budget, target audience, and creative. If you’re happy with everything, click the Launch campaign button, and you’re off!