Earlier this year Twitter introduced its own social advertising platform, in an attempt to make itself more attractive for marketers and boost its revenues. Individuals, businesses, and organizations have long used Twitter as a social marketing tool, but the ad platform brought them more exposure more quickly, for a price, of course. Now that advertising on Twitter has been around for some time, and marketers have embraced it, it’s time for you to consider whether you should use it.
What Twitter Advertising Can Offer You
Twitter offers a self-advertising program that lets you promote both your profile and your Tweets, or just one of them. You can manually select the Tweets you want to promote, or let Twitter chose five of the most engaging Tweets you’ve posted recently. Multiple targeting options are available by location, gender, device, or interest/keywords. Device targeting coupled with Twitter’s popularity among smartphone users makes the network the best option for mobile ads. But the location targeting is rather limiting, offering city-level targeting only in the U.S., and just country-level targeting in the rest of the world.
The Cost of Twitter Advertising
Twitter ads are based on a cost per engagement (CPE) model that charges you for any action that a user takes with your promoted tweets. The cost of Twitter ads starts theoretically at $0.01 per engagement, but since advertisers have to bid for the ads, you will likely end up spending at least $1 per engagement. The good thing about Twitter advertising is that you can set a lifetime as well as a daily budget, making the ads cost-effective. Anyway, you need at least $50 to start a decent advertising campaign on Twitter.
For Who Is Twitter Advertising?
It’s not an easy question. You have to remember that Twitter’s advertising platform is still relatively new, at least compared to the ads platforms of Facebook or LinkedIn, and while marketers are embracing it, they do it with caution. What’s clear so far though is that most users don’t like to talk business on Twitter. If you want to advertise a blog, an event, an exhibition, a fund-raiser, or anything related to entertainment, sports, or fashion, Twitter ads are great. But for more mundane marketing, you will want to approach Twitter advertising with care, always keeping in mind that you have alternatives like Facebook ads and Google AdSense.
Only time will tell whether Twitter’s self-advertising platform will be a success in the long run, but so far it looks good.