Twitter Advertising, Part 4: Increased Ad Engagement with Twitter Cards Tutorial

4.2 Introduction

Hi, I'm Jennifer Evans Cario. Thanks so much for joining me for part four in our series on Twitter advertising.

4.3 Challenge of Twitter Marketing

One of the biggest challenges of marketing on Twitter is that ultimately, 140 characters isn't really that much space. Trying to get your message across, trying to get a call to action, trying to get a link, trying to get anything compelling into it, it's a challenge. And while there are many marketers and many businesses that have absolutely mastered the art of communicating in such a small amount of space. When it comes down to actually trying to push traffic, and push conversions, there's a lot of things that would be very beneficial to have added in. For example this Walt Disney World tweet links into a page that has a picture. Well that picture's lacking from the tweet. It's got great offer details, again lacking from the original tweet. It has a call to action lacking from the original tweet. There's a lot of great things that could be put into that mix that help push people deeper into the process and make them more likely to convert. The question is how do you improve the performance of your Twitter advertising with such a small space? And the answer to this is the idea of Twitter cards.

4.4 Introducing Twitter Cards

Twitter cards are now open to advertisers of all sizes, whether you're enterprise level, smb level, or somewhere in between, absolutely open to everybody. The great thing about Twitter Cards is that they take a standard tweet and they add additional opportunity to market to it. For example, one of the many types of specialty cards that's available, in terms of Twitter Cards, would be a remocked version of the Walt Disney World tweet that did include that image, that did include a little bit of a offer detail, at least when to book by, what some of the extras that might be added to it. And then for some types of cards, what it will actually do is take the Twitter user name and take the email address associated with that user name and it will allow you to set a call to action that when people click on it, whether it's check dates or register now or whatever else, will send that information through to you, so that you can follow up, via email, to get that offer directly in front of people. Now the great thing about Twitter Cards is that they also are integrated into Twitter's native analytics. So you have a lot better opportunity to really get in, and not only push the lead, but to actually track it in line with your advertising to see what's your spend, what's your cost per lead, and what does that campaign look like?

4.5 Types of Twitter Cards

Now there are quite a few different Twitter cards that are available. We won't go over all of them because you can go in depth on the Twitter website to look at them. But to highlight a few that you've probably even seen popping up as you've spent time on Twitter, there are things like summary cards. Summary cards basically allow you to add an extra image, add a title, add a byline, add a little bit of a description. And they're usually associated with blog posts or news articles, or something similar. There are also product cards. Product cards will actually pull pricing information and location and description and images straight from the website that the content is coming off of. Then there are lead generation cards, like the one we just talked about with Disney, that actually allow you to use Twitter. And to use these cards to push newsletter registrations or offer registrations or coupon downloads or a variety of different things that allow people to send that email address to you. So again, you can follow up with additional information.

4.6 Setting Up Twitter Cards

Now Twitter cards can be set up within the self service advertising system, or through several of the different partners, and basically what happens is when you go into the advertising system and you're looking under creative you'll see this option for cards. When you select the option for cards it's going to pop up a window that allows you to actually dive into this lead generation process. Now, while you can promote almost any type of Twitter card that you set up, the only one that is actually native to the advertising system is the Lead Generation Card. Most of the others can be, again, used as a promoted Tweet, but can also simply be integrated into your website so that any sharing that actually happens off of your website into the Twitter platform also carries that additional information with it. One of the nice things about setting up lead generation cards within the advertising system is that as you are entering your data and your information. It will actually show you what that card will look like. So as you go through and you add a description, and you upload a card image, and you do your call-to-action and other things like that, you're going to get to see that preview of what your card's going to look like before you actually send it out. And then again, once you send it out and you're promoting it, it's going to get tied into that native analytic system. And you'll be able to go back and look to see what the response looks like. And all the same measures of targeting. You know whether by interest or TV conversation targeting or geographical area. All of those same targeting actions are still going to be applicable even with your lead generation card. So it's a really great way to take Twitter advertising to the next level no matter what size your business is.

4.7 Tailored Audiences

Now moving into another area of Twitter advertising that has now been opened up to advertisers of all sizes, and be utilized by pretty much anyone, is the concept of Tailored Audiences. And what Tailored Audiences let you do, is reach out into the web. And identify some specific individuals, not just by interest targeting, not just by demographic, or TV targeting. But saying these are the exact people that I know I need to get my message in front of. And then to add that into the Twitter system and make sure your apps are showing up for those people. Now, there is still a little bit of a difference on the enterprise level versus the SMB level in terms of how you can target with tailored audiences. And what that ultimately comes down to is unless you're enterprise level, or you're working with an enterprise level partner. You're going to miss out on this first opportunity, which is the idea of Dropping Browser Tags. Those of you who are familiar with re-marketing or re-targeting, this will be a very familiar concept. Basically, what happens is you have a Twitter user that's going out onto the Web. Choosing to go to a Website, and while there, is getting some type of cookie dropped into their browser. From there, that cookie Is getting fed into one of the partner systems for Twitter. So, Ad Roll does this, bluekai does this. There's quite a few different partners. And then those partners are working with the Twitter database to identify that user as a Twitter user, and then to feed a follow-up ad to them within the Twitter environment. So then again, it's basically Twitter's version of doing remarketing. Now, in terms of mobile activity targeting, because clearly that's one of the big challenges here. Is that you can easily track people going around on their Web browser by dropping cookies, but cookies aren't available on all forms of mobile devices. So the interesting thing here, is that we expect to see Twitter take that Web based activity. And those cookies being dropped into the Web based activity, and to transport them over to the mobile environment. Because what they'll be able to do, is match the Web activity with the Twitter user ID. And then still deliver the ad to people when they're showing up on the mobile browser.

4.8 CRM Targeting

A targeting option available to advertisers of ball sizes is the idea of CRM targeting. So, basically taking the email list that you've put together for your subscribers, or maybe your existing customer list, or your potential customer list. Any of those lists can allow you to take that existing point of contact that you have for your store and basically take that Rolodex and pass it over into one of the ad partner systems. And be able to generate a list of matches with Twitter. To find those matching Twitter accounts so that, again, you can identify the individual users and get your message out in front of them. So, it's a wonderful opportunity for businesses that do have existing points of contact to be able to go in and basically duplicate some of the marketing efforts that you might be doing on Facebook or via email marketing or even in store to get those messages in front of those same people an additional time. Now it is important to be realistic with your email numbers for those of you who may use custom audiences on Facebook it's a similar concept here that your entire list isn't going to match, mean just when you look at the user number of the different social media channels you know, Facebook has roughly 71% of internet users are on Facebook whereas Twitter only has about 18% of internet users. So again, you can't expect to have a one for one match. Basically, if you've got a starting list of 245,000 users. You do that Twitter import with a 17% maximum number and account for differences in email addresses, you're looking at an estimated list of somewhere between 25 and 50,000 people. But even if you're a smaller company or you're a brand that's just getting started and you've got 17 or 20,000 users you're still looking at a potential estimate of one to 4,000 people matching you on twitter. So again, companies of all sizes have the potential to come in and make use of tailored audiences to make sure you're getting that same message in front of people over and over, and increasing the likelihood that they're going to pull the trigger down the road. Now, I will say that you do have to have a minimum starting email list of 5,000 people. So again, for the very, very small businesses, this isn't going to work very well. But for most of the more established SMBs and for anything enterprise level, that's not going to be an issue. Now remember, with tailored audiences there's a lot of different opportunities at play here. Maybe that special offer is going out to past buyers or maybe your insiders list. It might be duplicating the messaging that you're putting out in TV, or print, or radio, or maybe duplicating what you might be running on Facebook and sending out the email on the same day but also keep in mind that Twitter will allow you to do tailor audiences by signing up based on Twitter ID. So if you're doing influence or targeting, you know, if you're doing the research to compile those lists of names that can be wonderful for doing some list targeting options. So that's all we've got in our Twitter advertising series. I want to thank you so much for joining me.

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  • PMP, PMI, PMBOK, CAPM, PgMP, PfMP, ACP, PBA, RMP, SP, and OPM3 are registered marks of the Project Management Institute, Inc.

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