Twitter Paid Advertising for Small Businesses: How to Get the Most Out of the Promoted Tweets Platform

23 Jul

Twitter’s pay-per-click advertising platform, now in beta, has opened up to offer access to some small businesses in addition to the larger advertisers who have been able to advertise via Twitter ads for some time. Getting access to the promoted tweets platform and understanding the different types of advertising available to you via Twitter could be a point of confusion for small businesses, so let’s outline the different means of advertising on Twitter.

Available Forms Of Twitter Advertising

There are a few different ways you can advertise on Twitter:

  • Promote Tweets to Twitter Search – You can pin a promoted Tweet to a specific search (you could choose some of your core keywords or advertise on a competitor’s brand name).
  • Promote Tweets to Your Followers – You can also promote specific tweets to people who already follow you – this might be a good place to promote a specific offer you want followers to take, to promote your presence at events, or to promote content you want to get more exposure for.
  • Promote Tweets to Users Similar to Yours – This is a good way to get additional exposure beyond your follower base, as the platform will find users similar to your followers and show them your promoted Tweets, which might promote certain offers and/or content.
  • Promote Tweets to Trends – Similar to search, you can promote a Tweet in response to a specific trend
  • Brand Pages – You can create an “Enhanced Profile Page” which is a branded page similar to a Facebook fan page.
  • Sponsored Accounts – You can also pay to have your Twitter account sponsored to users who the platform determines would be interested in your account.

If you’re a larger advertiser and can commit to at least $15,000 over three months, you can have access to all of these features, or if you’re a smaller business and want to test the platform via self-serve ads you can leverage the promoted accounts and promoted tweets (to users similar to yours).

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