Twitter: 3. Plan

When you consider utilizing Twitter within your campaign media mix, it’s important to define certain KPI’s and objectives. The overall goal of the Media Plan heavily influences the Media planning, definition of the KPI’s & results of the Twitter campaigns. 

The Twitter campaign objectives which can be found on the screenshot below are clustered by 3 goals (Awareness, Consideration & Conversion).

The most important objectives are discussed below:

The Reach objective will allow you to reach the largest audience possible. This objective can be interesting for Always On content if the budget is low. As a result, a CPM buying model is used. 

Choosing the Video Views objective will allow the Twitter algorithm to optimize towards achieving a higher view rate. Choosing Video Views for a regular video campaign is considered a best practice.

In addition, You only pay for the video views you acquire from your campaign. You can choose your bid unit: per video view (defined as 2s at 50% in view), per 3s/100% video view, or per 6s video view. Impressions that don't result in a view are free.

It is also very important to consider what bid type you will choose as it will optimize towards your specific goal. If part of your goal (next to achieving a high view rate) is to obtain a high reach, than 3s/100% is the bid type to use. If you want to optimize towards getting the highest possible video completion rate or view rate, than 6s video view should be the bid type to use. 

Pre-roll view campaigns will let you run pre-roll ads before brand-safe videos from the major publishers of your market (incl. major sport teams, top TV shows and networks, and professional news outlets). 

Your pre-roll video will automatically be matched with publisher content to serve your specified target audience, but you can exclude content categories or @handles during setup for tighter control on your ad’s delivery. 
It’s best to take contact with our Twitter account manager to obtain a full list on Publishers available in your market and work together with the Local team to build an exclusion list. 

Engagement campaigns should be used if your main KPI is to obtain Engagements (Replies, Likes, Quote Tweets and Retweets). As a result, the CPE buying model is used. 

Website Click campaigns are meant to promote your website. This is especially useful when there is a dedicated landing page that you want consumers to see. Next, it is currently the only objective on Twitter which could be used for a conversion objective (purchases). With Website clicks campaigns, you only pay for clicks.

Next to selecting the correct campaign objective it is very important that the correct ad formats are selected as well. There is a large amount of different ad formats available on Twitter, find them here

The most important ad formats are discussed below: 

The main ad formats we are using right now: 

Other interesting ad formats:

The Website Card format is used to drive traffic to websites. It’s an ad format that allows users to preview an image, related content and a clear CTA in their timeline. Website cards should be used in the website clicks campaigns. 

Engage your audience and gain valuable insights by adding interactive polls to your ads. You can promote your poll with text-only, an image, or a video. It’s a great way to get people to engage with the content that is provided in the tweet. It’s a best practice to combine the poll with great visual elements to give users something specific and eye-catching to orient your question around.

With Amplify sponsorship, you are collaborating with the most premium publishers on Twitter available in your market. This partnership is done via an exclusive one-to-one sponsorship package.

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