Twitter has good news for Small and Medium Businesses (SMBs). The 140-character social network which has 316 million active users, has opened up its self-service ads platform from 33 countries to over 200 countries and territories. “Now, small and medium-sized businesses (SMBs) from Honduras to Hong Kong can more effectively reach their target audiences on Twitter in 15 languages,” wrote Richard Alfonsi, VP Global Online Sales on Twitter’s blog.
Twitter also announced that two years later after it had launched Ads for SMBs, it has now approximately 100,000 active advertisers, up from the 60,000 that it had reported last November. Most of these advertisers represent SMBs.
Twitter ads for SMBs is also active in India, allowing businesses to set up their own budgets for campaigns. There are 51 million SMBs in India, according to market research firm Zinnov and this is good news for SMBs as well as Twitter to make some revenue from emerging markets.
Launched in 2013, Twitter’s self-service advertising platform has, so far, enabled businesses to amplify their organic Twitter message and reach more people by targeting a specific audience. The great thing about the platform is that you can set your own budgets. There is no minimum requirement for what you spend, you can start and stop your campaign at any time.
The self-service ad platform has been designed such that it is as easy to use as possible, while providing businesses and individuals with all the tools they need to advertise effectively. All you need is a Twitter account and a credit card to get started.
Listed below are four ways in which Indian SMBs can leverage Twitter ads platform effectively:
1. Best ad formats
Twitter promises to achieve business objectives with better ad formats. One can use the Website Card if you want to drive high-quality traffic to your website. Or, you can leverage the Lead Generation Card to collect leads directly within a Tweet. “Our suite of creative formats enables you to captivate your target audience at all points of relevance throughout the day,” says Twitter.
Lead generation is one of the primary business objectives that marketers look for, so Twitter added Lead Generation Cards to its suite of Twitter cards in mid 2013. The Lead Generation Card makes it easy for users to express interest in what your brand offers. Users can easily and securely share their email address with a business without leaving Twitter or having to fill out a cumbersome form.
Website Card, a powerful creative ad unit for advertisers to easily surface website content within a Tweet, was launched earlier in 2014. The objective is to drive relevant traffic for advertisers to any page of their site, such as their home page, product page, or an important blog post.
Over the years the offering has improved, today marketers turn to Twitter to drive tangible business goals like sales, leads and website traffic.
2. Reaching target audience
Reaching out to the right audience is as important as designing the right ad campaign. Over the last few months Twitter has launched effective new targeting tools so that marketers can connect to the right audience.
With Twitter’s ability to combine powerful targeting types such as interest, keyword, username, device, location, and TV, you can be sure you’re targeting the right users, with the right message, at precisely the right time.
With this latest announcement marketers can now target promoted tweets by country to nearly the entire world, in the 15 languages the platform supports. Twitter informs that targeting by state, province and ZIP code will soon be available globally, in the countries large enough to need the feature. Such targeting currently is limited to 18 larger markets, including the US, UK, Indonesia, Australia, Italy and Japan.
Additionally, if SMBs want to target Twitter users around live events then the recently launched event targeting is the right option to go for. The new feature has three basic elements - 1. Event Calendar, 2. Event Insights, and 3. Event Activation.
3. Objective based campaigns
Last year Twitter had announced objective-based campaigns, reports and pricing. However it was in the test mode but recently Twitter has made the feature available globally.
Called the objective-based campaigns, the program was launched to make it easier for advertisers to create and optimize successful marketing campaigns — and pay only for the actions that are aligned with their marketing objectives. Earlier the beta program had five objectives to be selected but the latest roll out has Video Views as an additional objective.
The selling point to advertisers is – “You’ll never pay for actions that aren’t relevant to your goal, ensuring that you’re positioned to drive the highest possible ROI in each of your campaigns.”
Performance measurement of running campaigns are real time. “Our campaign dashboard surfaces the metrics that are most aligned with your objectives, such as the number of link clicks, video views or app installs — and the cost per result,” stated Twitter.
SMBs can’t ask for more - pay for campaigns that drive ROI for your business objectives on a self service ad platform.
4. Tracking and Analyzing
Finally analyzing the campaign from time to time is the last bit that needs to fit in properly for an ad campaign to be a success. Twitter has worked on its analytics dashboard to help businesses measure performance and optimize accordingly.
Last year, Twitter rolled out an enhanced Tweet activity dashboard to provide measurable insights into how your organic Tweets perform. For the first time, advertisers were able to see how many times users have viewed and engaged with organic Tweets, so that they can more effectively optimize their content strategy. The Tweet activity dashboard is now available to all advertisers, Twitter Card publishers, and verified users around the world.
Digital advertisers are always hungry for insights about people and markets. Twitter served the same with Audience Insights. The new feature can easily discover valuable insights about your followers and the people who have engaged with your organic Tweets. You can also identify new, relevant audiences to target for an upcoming campaign. Additionally the audience insights dashboard provides aggregate information about user demographics, interests, purchasing behaviour and more.
Based on this information, you can identify the best segments to target within Twitter Ads, along with which creative — such as a Vine or video clip — your audience will find most compelling.
Besides, Audience Insights can be used to learn more about your followers and the people who engage with your Tweets, and then tailor your targeting and content accordingly. Another great feature is the ability to compare audiences. For example, you can see how information about your followers indexes against Twitter’s audience.
Additionally, you can easily install conversion tracking to understand the full conversion impact of impressions and engagements from your Promoted Tweets campaigns.
Go give Twitter ads a try and see if it meets your business objectives. To get started with Twitter Ads, visit ads.twitter.com.