As a newbie to Twitter advertising tools I was interested to investigate the value of Promoted Tweets, Promoted Accounts and Promoted Trends to a PR campaign.
So what exactly are Promoted Tweets? If you choose this option your tweets will be available in Twitter search, where they are ‘interest targeted’ using key words. The idea is to send your most engaging Tweets to the most relevant users beyond your core followers. Research shows that over 95 per cent of users visited an online retail site after being shown a tweet; and almost 39 per cent of them purchased items (http://www.hashtags.org/platforms/twitter/promoted-tweets-help-businesses-sell-more-says-study/).
Promoted Tweets can be purchased on a CPE (Cost-per-Engagement) basis. You choose your daily spending limit and both minimum and maximum bids. I recommend setting a low bid price of $0.50 with a daily maximum. You only pay your bid price when a user clicks on, retweets, replies to or favourites your Promoted Tweet. Based on their low cost you can affordably trial a Promoted Tweet. They seem to offer a higher click rate, and are a good way to drive a particular action via Twitter or increase awareness for your campaign.
If you have a long-term campaign goal Promoted Accounts are an ideal tool to build-up your list of followers. Using a CPF (Cost-per-Follower) basis, you make a bid ranging from $0.50 to $2.50 minimum up to $4.00 or $5.00 that you are willing to pay for each person who follows your account based on Twitter’s recommendations. Your Promoted Account will be displayed in the ‘Who to Follow’ section to users who are most likely to be interested in your account. With this option you only pay for new followers that you gain. Online feedback I read pointed out that Promoted Accounts don’t always offer the best value because you can’t modify the targeting of the ads and there is a risk that the people you are reaching aren’t necessarily interested in your product message.
If you have a product launch campaign than you may want to consider purchasing a Promoted Trend that will advertise your message atop the ‘trends’ list on Twitter home pages and apps. Twitter sells a single message a day, per territory. The cost to advertise will run you over $200,000 so this option depends on your client’s product and budget. Results show that Promoted Trends have a long-term impact with a 73 per cent rise in brand mentions on the day they run and three weeks after advertisers will still see an increase in mentions and retweets (https://blog.twitter.com/2013/study-the-value-of-promoted-trends).
Whether or not you are an advocate of Twitter advertising will depend on your specific campaign goals and budget. If you are looking to grow your list of subscribers or increase revenues through a direct call to action than Twitter ads offer a low-cost and highly effective vehicle to share your message with a wider group of users in the shortest period of time.