Facebook vs. Twitter Ads
Facebook has a much larger audience size over Twitter, which allows you to create more targeted audiences. The Facebook business platform is much more advanced than Twitter’s. You can select your most ideal customer down to their ethnic background, salary, purchase behavior and much more. Whereas on Twitter you can only create an Audience based on their interests and Keywords that they are searching for. All in all, both platforms are a great opportunity to reach your target customer and help grow your business. In this post, I will be going over step by step how to create a Twitter ad campaign.
How to Set up a Twitter Ad Campaign
Setting up a Twitter ad campaign has some similarities to Facebook. It is broken down by 3 sections; Campaign, Ad Set & Ad. The campaign objectives are also similar. Twitter have fewer options; however, they follow the same principles as Facebook. Below I will go through all of the Campaign objectives and go through how to then build the campaign. I will use Promoted Views objective as an example (all objectives are set up the same)
Step by Step Twitter Ad Campaign Set up
Name your campaign – Using distinguishing Campaign Names are especially important if you are running lots of ads at once. This will help avoid confusion among campaigns. Not only that, but it also helps tremendously when exporting data from Twitter to pull reports on excel.
Start and End Dates – Pretty straight forward. Just remember if you are running a campaign in another country – work out the time difference so that you are running the campaign early and finishing late in order to allocate the budget evenly.
Setting budgets – I recommend always setting the campaign ‘Total Budget’ even though it is stated as (optional). This just means that you will never overspend. This is important because we are all human and make mistakes and when you are working for yourself, chances are you won’t have someone to check for mistakes, etc. (Just be on the safe side). Then simply divide the total budget by the number of days you want to run the campaign.
Creating Your Twitter Ad Group
On the next screen, you will need to build out the ad groups. Here, you can build out more than 1 ad group if you wanted to allocate different budgets to different ad creatives (e.g carousel, video, image).
Ad Group Name – If you are creating multiple ad groups, naming the ad group is very important (similar to campaign name). Once you get more confident and start running more ad sets & ads it can get very confusing unless you distinguish between them. This will be a lifesaver, especially when it comes to reporting or comparing results.
Setting budget & start/end dates – These are optional because they are only important if you want to run more than 1 ad group. For example; if you wanted to allocate different budgets and have one ad set start & end at different times.
Bid Type – Here you have the option of ‘Automatic Bid’, ‘Target cost’ and ‘Max. Bid’. I would advise sticking to ‘Automatic Bid’ especially when starting out. Then once you get a bit more confident and know what to look for when looking at performance metrics, you can then start to bid manually.
In the targeting section you create your audience following the steps below
Here you select which gender, age and location you want to target. Note, the age ranges are all pre-determined; therefore, you can only choose set age ranges.
You can add whatever it is you can think of that would target your ideal customer. I advise to make the audience as large as you can to help optimize towards the best performing ads.
This is where Twitter is a little trickier than Facebook. Before you even get to this point you need to create your ad. Once you have created your tweet (ad) then all you do is click on ‘Organic Tweets’ and then choose ‘Promoted only Tweets’. Then find the tweet or creative that you have created and select it. (You can choose several ads if you like and Twitter will optimize towards the best performing with the ad group). Finally, click ‘Review and Complete’…
And You’re Done! Just make sure you go back and review your Twitter Ad Campaign set up, paying more focus to things like budgets and dates.