Twitter Overseas Promotion Account Opening Practical Manual

Twitter is one of the key channels for overseas promotion. For many marketers who are new to Twitter, it sounds familiar, but they lack a detailed understanding of the platform. Morketing brings you the "Practical Manual for Overseas Promotion on Twitter", which explains in detail how to make good use of Twitter when promoting overseas.

Twitter was founded 10 years ago and has become an important platform for people to share their opinions, interests and experiences, and can reach more than 1 billion users for advertisers. For Chinese companies, Twitter is not exactly the same as the overseas version of Weibo in their imagination, and it is difficult to copy the experience of other platforms.

1. Explore what’s happening now

Whether you characterize Twitter as a media or a medium, you can use Twitter to learn about what is happening in your industry, community, and around the world. The Follow mechanism allows users to proactively learn the information they need. The place where consumers obtain information is always the main battlefield for brand promotion.

2. Improve your brand awareness

In a Twitter survey, 60% of Twitter users are accustomed to learning about new products on the platform. Twitter is one of the main ways they learn about new things and brands. On Twitter, cleverly pushed content can achieve very good viral effects, and what new brands need is effective exposure where the public's attention is focused.

3. Provide customer service in a timely manner

People often talk about the products they use on Twitter. In a Twitter survey, 73% of small and medium-sized enterprise users said that Twitter provides them with a quick way to get user feedback. This is an important step in establishing a positive image, helping the brand build prestige among consumer groups and strengthening one-to-one connections with customers.

4. Connect with potential customers, brand advocates, and influencers

In this respect, Twitter is very similar to Weibo. The decentralization of social networks allows users to choose to interact with people within their own circle or outside of it. The scope of following is not limited to acquaintances in daily life, but also includes opinion leaders, celebrities, industry leaders, etc. This reduces the cost for people to speak out, making it easier for marketing to attract people's attention.

Having talked about so many features of the Twitter platform, how do we place advertisements on Twitter and run a campaign? The Morketing Twitter Handbook will give you a complete answer:

How to advertise on Twitter?

How to optimize advertising on Twitter?

How to effectively measure advertising effectiveness?

In this first issue we will focus on how to advertise on Twitter.

1. Open an account

To place advertisements on Twitter, you first need to open an account for advertising.

First impressions are always important, and your profile is the first window for users to get to know you. Therefore, every detail of the account should be taken seriously and product and business information should be accurately displayed.

1. Twitter Username

Your username, usually your Twitter account, is your unique identity on Twitter. Your username can contain up to 15 characters. It is best to keep it short so people can find you easily. The name will appear above the Username field. The two messages can be the same, but they do not have to be repeated.

2. Twitter profile picture

You can choose a photo that represents your product or brand as your account profile picture. The image content should not be too complicated and make sure it can clearly display the information at a small size. It will also appear as an icon in every tweet you send.

3. Twitter profile

A profile is an introduction to yourself. You can use 140 characters to let people quickly understand your company and products and give them reasons to follow you. If the URL is included, pay special attention to using a unique link so that you can track visitors who jump from Twitter to the official website for data statistics.

4. Twitter background header

You can think of this picture as a corporate notice board. For example, you can add text to product images, or put employee photos on them. The background image needs to be changed regularly to make it as timely as possible according to changes in promotion strategies, events, and product news in different periods.

5. Pin a Tweet

Just like the pinning function we usually use, put the most important recent information at the top of the timeline to ensure that users can see it first when they arrive. The purpose of scheduled tweets is to ensure that recent visitors do not miss out on the latest information, products, offers or events.

6. Twitter User Profile Specifications

The recommended avatar image size is 400 x 400 pixels, and the image will be cropped to fit.

The recommended background header image size is 1500 x 500 pixels. On mobile phones, the images will be cropped at a 2:1 ratio.

For vector or outline drawings, you can use GIF or PNG format files.

Ordinary pictures can be uploaded in JPG or PNG format.

2. Campaign Setup and Pricing

After setting up your account, the next step is to prepare for the campaign launch.

Twitter provides a complete set of marketing tools. In the user interface, you will see the following 6 different campaign types. They each have different marketing goals, which are divided into categories: tweet engagement, website clicks and conversions, app installs and in-app engagement, video views, follower marketing, and Twitter sales leads.

After selecting one of the types, you must first set the start and end time.

By default, the campaign will start automatically and continue running until you stop it manually or until the budget is exhausted.

Alternatively, you can manually set the campaign execution time. This option can be used if your campaign is for a specific holiday, promotional season, short-term conference or seasonal sales plan.

The second step is to set your advertising budget.

The budget section is divided into two parts: total budget and daily limit. You can use these two parts to manage the total budget and daily spend of the entire campaign.

Total budget is an optional feature that allows you to set a total budget for a campaign. When the total budget is exhausted, the campaign will automatically stop.

Daily cap: As the name suggests, set a daily spending quota for the campaign. When the daily cost reaches the set value, the campaign will be paused and no more fees will be incurred. The daily budget resets at midnight.

Below the daily budget, there are two special options that allow you to manage your advertising budget more finely. They are of two types: standard input and accelerated input.

Standard spending means spending your advertising budget steadily over the course of a day, while accelerated spending means spending your budget as quickly as possible.

In standard mode, advertising budget is spent steadily while ensuring that the daily budget is fully consumed. This is the default option and the choice of most advertisers.

In contrast, the accelerated mode is more aggressive and more suitable for time-sensitive campaigns. For example, in the promotion of TV shows, conferences, sports games and live events, the accelerated mode can maximize the effectiveness of Promoted Tweets.

Max Bid: The highest amount you'll pay for each Tweet engagement. This price reflects how much each Tweet interaction (such as a Retweet, reply, favorite, click or media view) is valuable to your business. The higher your bid, the more often your ad will be shown. You’ll never pay more than your bid, and will generally pay less than your stated price. At the same time, you will only bid for the set goals. For example, when the campaign is an app installation type, you will only be charged after the user downloads and installs the app through the ad.

Finally, if you are running multiple campaigns at the same time, Twitter also provides batch management capabilities.

3. Campaign classification analysis

1. Followers campaign

Follower marketing is the most common type of marketing on Twitter. You can push in-feed ads to users to spread your brand and increase your fans. The bidding mode of this ad is second-price auction, that is, the second highest price gets the display opportunity. Judging from the average data, the average price is between $2.50 – $3.50. When making a plan, you can set a goal for yourself. For example, if you plan to get 10 new followers every day, then the cost of a single bid is set at $3, and the total daily cost is $30.

Follower campaign is the most basic and important form of advertising on Twitter, because its biggest function is to help you increase your followers, which is the basis of other marketing activities. So when you want to expand your fan base and find more potential customers, give this model priority. Secondly, it can also help you increase sales, enhance brand awareness, and drive traffic to your website.

Setting up a followers campaign consists of two main steps:

The first step is to name your campaign so you can differentiate it from other campaigns. Then, set the start and end dates for your campaign. If you want a steady increase in the number of fans, the easiest way is to follow the default mode, choose to start immediately, run automatically, and then set a total budget.

The second step is to select the audience for your campaign. This is a very critical step.

First, you need to select the geographic location of your audience, followed by the gender of your audience. Then there are several different special options that you can choose or not based on your needs. They include:

Language targeting (reach only users who understand a specific language);

Select devices and platforms (reach users on any combination of devices, or reach users by connection type. This includes iOS, Android, and more);

Add followers (targeting @users allows you to reach people with similar interests to all of these accounts' followers. For example, enter @TwitterAds to target people who might be interested in advertising on Twitter.);

Add interest;

Add custom audiences: Tailored Audiences is one of the core features in Twitter audience targeting. With custom audiences, you can use your own data to determine who sees your ad campaign. You can upload emails, Twitter IDs, mobile advertising IDs, etc., or insert code snippets into your web pages or tag managers to collect data on visitors, buyers and downloaders, making full use of existing CRM assets.

Behavioral targeting: You can target users based on certain behaviors, such as searches. Behavioral targeting is not currently available in all countries.

Event Targeting: Event targeting reaches people interested in global or regional events. Twitter provides an event calendar, and you can look for promotions that match your brand based on the official recommended event list.

Finally, add advertising materials as needed.

2. Tweet Interaction Campaign

The biggest difference between tweet interaction and the previous follower campaign is that you only need to pay when users interact with the content, and simple exposure will not be charged.

Therefore, this model emphasizes the attractiveness of content. When your content is very interactive, the tweet interaction campaign can play its greatest advantage. When is it appropriate to use this mode? For example, when introducing and releasing new products, when combining the brand with global hot events, when promoting the company's website, blog, industry reports and other content, when helping products attract attention and hoping to expand the fan base, etc. In short, when your goal is to interact with users, you can choose this type.

Users can see your tweet interactive ads in many places, such as timelines, Twitter search results, mobile clients, and some third-party partner websites.

In this mode, you only pay for interactive behaviors, and exposure is free, but the process still follows the bidding principle. You need to set a daily budget cap and a total budget. In addition to the automatic bidding mode, you can also set the highest CPE bid for each tweet interaction.

In terms of audience selection, in addition to the types mentioned above, keyword targeting has been added. It can target search keywords containing the entered text, or target users whose tweets contain the entered text. As well as TV positioning, it can help you target users who interact with TV programs in a specific market. This method is not available globally and requires the help of professionals in program content and specific settings. Newbies are advised to try it with caution.

3. Website clicks and conversion campaigns

As the name suggests, this type of promotion is a way to help websites increase their click-through rate and promote conversions.

If your goal is to increase click-through rate and conversions on your website, then this solution is suitable. Normally, the ways to link to a website from Twitter are mainly Twitter text links and hyperlinks. Through website cards, you can display more website content.

The billing method for this type of campaign is CPC. Twitter will only charge for clicks and jumps to the website, while other interactions such as forwarding, replying and exposure are all free. When setting the price, the bidding fee is something worth considering carefully, because if it is too low, the ad will not be displayed, and if it is too high, there will be cost pressure.

The creation and setup phase of the ad is not much different from the previous types, but you can choose to expand your reach on the Twitter Audience Platform.

4. App installation and app engagement campaigns

Twitter's mobile app promotion program mainly helps advertisers promote the installation of app products and the interaction of existing users. Encourage users to download your app or open an existing app with Tweet ads.

This type is still based on Twitter's bidding system, and is only charged when set actions occur, such as jumping to Apple and Google stores to download apps or opening apps. Twitter offers three different billing options, including:

CPAC: Cost per app clickbidding, click bidding, pay based on clicks.

OAB: Optimized actionbidding, which goes a step further than the previous one, bids for app installations and pays based on clicks.

CPI: Cost per install bidding. Twitter only charges after the installation is completed. Make sure you only pay for app installs.

The effects of these three models are not the same, and you need to balance scale and efficiency of capital expenditure. It is recommended to try different bidding types in the early stage and choose the promotion method that best suits your product. The billing levels of the three are also different, and the most efficient CPI model also means a higher bidding price.

When implementing specific advertising, you first need to add the product application and then set up the conversion tracking function.

Then, based on different purposes, choose the target audience for your advertisement. For example, if you want to attract people to install the app, then choose people who have not installed the app. If you want to increase the open rate, then choose people who have already installed the app.

You can also expand your audience through the Twitter Audience Platform.

Similar to previous content in terms of audience targeting. It should be noted that in terms of price, you can choose the bidding method that suits you based on the three different bidding modes mentioned earlier.

5. Sales-oriented marketing

Sales-oriented marketing is designed to help you better collect users' email addresses, establish connections with your potential customers in a simple way, and quickly build a consumer email database.

In terms of billing, you will only be charged when you receive specific sales leads.

The advertising setting is similar to the previous one. It should be noted that in the material section, there is an additional call to action option. You need to set up the details of your sales-oriented content, including: a brief content description to tell them why they should share information with you; a call to action, such as read more, click to learn more, etc.; a privacy policy link, you must provide users with the option of a privacy policy to inform them how you will use their data; an alternative web page, when the user's device does not support or cannot view your tweets, they can be redirected to this alternative web page.

After setting these up, you will get a new option to automatically submit data to an external CRM portal.

(VI) Video

Promoted Video is a video ad product that Twitter is currently testing. It is well known that video ads have become one of the most efficient and effective forms of advertising, and this is no exception on Twitter.

Twitter's video ads support autoplay and guarantee 100% ad viewability, but the sound will be muted during autoplay.

If you want to upload a video, you first need to log in to https://video.twitter.com/about/create.html and choose to upload a video. On the website you can see the relevant rules and requirements for uploading videos.

The advertising settings are similar to before, the only difference is in the selection of materials. In addition to videos, Twitter also supports existing tweets containing GIFs, Vine, or Periscope (Twitter's live streaming platform). You can set up your creatives as needed.

Author: Morketing

Source: Morketing