Twitter: 4. Buy

When creating a campaign on Twitter Ads Manager, also make sure that you are using the approved Naming Convention that will help you later with campaign analytics, identification and Digital Scorecard updates.

Before creating a campaign, it’s necessary to first create all the Tweets that you are going to use. Make sure to select the tweet format that best suits the goal of the campaign. Moreover, a tweet can be a scheduled post or a promoted only post. A scheduled post is similar to the organic post on FB, where the Tweet will be visible on the Twitter page. A promoted only post is similar to a dark post on Facebook. As such, promoted only posts will only be visible with paid media activations. If the tweet is in English, it can be posted organically. In any other case, the post should always be promoted only. 

How to create a campaign on Twitter Ads Manager: 

1.    Go to the Twitter Ads Manager and select the correct Market handle

2.    Click on the blue “Create Campaign” button on the top right corner3.    Select the Campaign objective that best matches your goals & Ad formats

4.    Now you are redirected to the Campaign details tab. Fill in the correct name according the Naming Convention and choose the correct funding source. Afterwards, first fill in the total budget of your campaign. If you fill in a total     budget, the campaign will never spend more than the specified amount. In addition, it’s mandatory to add a daily budget. Lastly choose the correct campaign flight dates

5.    Next step is to create the Ad group. Fill in the correct name, timings & budget (only if needed). It’s a best practice to keep Bid type to automatic bidding, however, during the campaign it then becomes important to keep an eye on the cost metric. Lastly, choose the Bid unit that best matches the goals & KPI’s set for the campaign. On the right side, you can see how large your audience will be based on the setup of the ad group. 

6.    Gender should always be “Any” while for age it’s normally 18-54 (unless discussed otherwise with your market). If the campaign requires an extensive list of geographical regions, it’s easy to bulk upload those as well. Lastly, select your local language.

7.    The part about Devices can be left open, unless it’s agreed to only target people with a specific operating system. 

8.    Custom audiences are based on App activity, lists (our own consumer data) & website activity. Currently, none of these options are used and as such this field should be left blank.

9.    Targeting features are an integral part to the success of the campaign. Reach out to the Twitter account manager to obtain an extensive list of keywords, follower look-alikes, interests, conversation topics etc.. specifically tailored towards the audience. Find an explanation on the possibilities below: 

  • Reach people based on Keywords in their search queries, recent Tweets or Tweets they have recently engaged with. Find more information here

  • With Follower look-alikes you can reach people with similar interests to the account handles you use in this section. Find more information here

  • Interests are based on things what people are tweeting or retweeting about. What they click on and who they follow. Find more information here

  • Reach people engaged with specific TV shows and movies, before, during, and after a telecast. The likelihood of someone seeing a movie or TV show is based off their Tweets (in line with when the movie or TV show airs. Find more information here

  • Audiences for event targeting are built based on a number of signals including user Tweet content, behavior, and engagement. Examples of events are: conferences, Entertainment gatherings, Holidays, Trends & Sports. here

  • Reach people who Tweeted, engaged with a Tweet, or looked at a Tweet about a conversation topic. Conversations have a lookback window of 28 days. Find more information here

We mainly use keywords, follower look-alikes and interests as targeting options. Combining these will result in a bigger audience size. 

Find more information on the Targeting file at the end of the Buy section*

10.    If needed, you can open up the ‘Additional options’ and use the following: 

  • If you have a retargeting campaign, then the only option in targeting (next to location) you should activate is the “Retarget people who saw or engaged with your past Tweets”
  • Expand audience is similar to Look-alikes. 
  • Also target followers of @Alpro or @Provamel: use this option if you want promoted tweets to reach your own following. However, it could be more efficient to try to target your followers by posting organic tweets.

11.    On placements you can choose 3 options (home timeline, profiles & search results). There is no restriction on using these placements. If necessary, you can A/B test to see if certain placements work better than others.

  • Next, select the creatives that belong towards the Ad group and click on Next
  • As a last step, you can see an overview of the campaign & all the ad groups. If all information is correct, you can launch the campaign.

*As mentioned above, for each market, we can request a specific targeting package from Twitter which is tailored to our briefing. This package contains relevant keywords, follower look-alikes, interests and conversation topics.

As you will notice, the file is very extensive and can contain targeting options which are actually not interesting for our current campaign or for our targeting in general. As such, it’s necessary to discuss with your market on which keywords/handles/interests/topics you want to activate.   

Please find an example below:

The screenshot above is just a part of the extensive file which is why a selection is needed. 


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