Twitter Ads

Paid Social Media

Twitter ads will enable you to put your tweets in front of users outside your organic following through a number of objectives, including awareness, tweet engagement, video views, followers, website clicks, and conversions.

Users

~70 million

Meant For

Communications & Digital Staff, Ad Agencies

Resources

Who Is It For

Organizations who maintain active twitter accounts.

Common Use Case

  • Amplifying positive earned media among targeted influencers, distributing new content that helps define your narrative among the press.
  • Generating buzz and enthusiasm amongst your strongest supporters and advocates – creating opportunities for list building and fundraising

Strengths

  • Effectively reaching influencers in their native environment where they’ll be in the right frame of mind to engage with your message or candidate.
  • Follower acquisition will net more organic impressions than FB Likes

Drawbacks

  • No premade political district targeting options
  • Can’t moderate troll comments (Twitter is current working on a hide tweet option)
  • New Twitter Ads accounts start with a low credit limit. To prevent interruptions, contact their support team to raise it manually if you plan on a high spending volume from the start.
  • “Real voters” aren’t on this platform so much as insiders, influencers, donors and other people who pay more attention to the day to day political world so it’s not as strong for general persuasion and message association.
  • Email generation campaigns on average tend to be significantly more expensive than Facebook lead gen efforts, usually averaging $6 per conversion, where Facebook averages $2.

US Political Ad Policies

  • Certification is required for promoting content about candidates running for federal, state, or local election in the US, or any issue of legislative national importance.
  • This process can take up to 2 weeks or longer to complete, so we recommend getting certified ASAP to prevent campaign delays.

CPM by Creative Type

$10 – $15

*Based on internal data

Poltical Industry Benchmark

  • Tweet Engagement Rate: 4.43%
  • Cost Per Engagement: $0.21
  • Link Click Thru Rate: 0.33%
  • Cost Per Link Click: $1
  • Follow Rate: 0.60%
  • Cost Per Follow: $1.47*Provided by Twitter Ads Support team, current as of Q3 2018

Notable Targeting Capablities

  • 1:1 Matched Custom Audiences (phone, email, Twitter ID/handle)
  • Geo-targeting (Country, state, region, metro area, postal code)
  • Interest, behavior, and follower-lookalike targeting
  • Keyword targeting
  • Website traffic remarketing

Hot Takes

“Twitter targeting suffers from a few issues: unreliable audience size estimates, the lack of access to reach and frequency metrics for a campaign on the platform, and the fact that frequency capping is limited to campaigns using the reach and frequency buying method. In my opinion, these deficiencies make it more important to closely monitor delivery and negative user feedback than it is on other channels.”

– Sarah Cox, ACRONYM

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