How to achieve your business goals on Twitter

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20th November 2014, 3 minute read

Twitter recently celebrated their one-year anniversary of the Twitter Ads self-serve platform in the UK and Ireland.

Whilst getting to year one, they naturally went through some changes and growing pains along the way.

One of those changes was to introduce objective-based campaigns, designed to make it easier for businesses to achieve their desired goals.

How do objective-based campaigns differ from what came before?

In the early months, promoted activity on Twitter came in two forms: Promoted Account and Promoted Tweet.

The Replace Base

Case Study: The Replace Base

An online retailer of mobile device repairs and replacement parts

A ‘Promoted Account' ad promoted your business in the ‘Who to follow' section and showed your account more favourably in searches by users you target with your campaign.

A ‘Promoted Tweet' ad was like any other tweet you send. The difference though, was that the tweet would appear in user's timelines who WEREN'T following you, thus allowing you to target a specific audience.

Ok, so what are objective-based campaigns?

As mentioned, an objective-based campaign is designed to make achieving specific business goals easier.

Case Study: Peer to Peer Business Lender

How we developed a unique targeting approach and improved lead volumes from direct marketing by more than 80%.

Here are the five objective-based campaigns


Want to get more followers? With ‘Followers' you create a message that highlights the benefits of following your account.

What it will produce is something like this:

The user when presented with this will then have the option to click the face with the plus sign icon, and in doing so, will be added to your followers. The plus side for the user is they never have to leave their own timeline.

Website clicks or conversions

This objective-based campaign is centred on generating traffic to your website. With this campaign, you will enter the URL of the page on your website you want people to visit. It will then generate a fancy looking 'website card' which you can add an image to with a call to action to encourage users to click through to your website.

Tweet engagements

Tweet engagements are very similar to the original Promoted Tweet ads with added customisation.

App installs or app engagements

Here is a great way to increase downloads of your app. Especially since the majority of users access Twitter through their phones - sending them directly to the app store on their phone or tablet to download.

All you have to do is add the Google (Android) and/or Apple ID of your app and Twitter will do the rest.

Leads on Twitter

This one's pretty cool! Twitter allows you to generate a tweet in the form of a Lead-gen card which allows you to obtain their email address when they click on the button attached. This is great for future targeting in the form of email campaigns etc.

Twitter hasn't exactly re-invented the wheel with these objective-based campaigns. After all, it's something Facebook have been doing for some time. However, these were necessary changes and changes that can have a very positive impact on small businesses looking to attract new leads and customers.

If you would like any help with one of these campaigns or would like to talk to us in-depth about how we can help grow your business with social media, please get in touch.

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