Twitter Question: what targeting are you using?

Twitter offers several targeting options for your advertising campaigns.

You can choose to target followers of another brand, for example. Or you can target people who mentioned a specific keyword.

There are several other ways of selecting which users you want to target on Twitter. It’s important to understand these targeting options on Twitter so you can challenge your agency on their proposed media plan.

Questions about Twitter advertising

If your agency does not mention targeting in its proposal, make sure to ask for details of their proposed audience and campaign set-up.

The types of targeting, summarized, available on Twitter right now (August 2016):

-Based on keywords
Target searches or users who tweet with words you enter. For example: ‘smartphone’. You can also use negative keywords to exclude everyone looking for a ‘review’, for example.

-Based on interests or behavior
Twitter provides a catalogue of interests/behaviors you can target. Some options are only available in limited markets.

-Based on followers
You can target followers and people resembling followers of a certain Twitter account. You can add several Twitter accounts to your target group.

Important: You can’t tell Twitter to combine these in a ‘follow account X AND X’ set-up yet, unfortunately. It’s more like a sample target group you think is relevant and Twitter will match this group to other users with the same interests.

-Based on TV shows or events
Again, some options might not be available in your market.

-Based on your own tailored audiences like website visitors
You need to have a Twitter pixel implemented to target visitors of your website. You can also upload a list of consumers from your CRM system (based on phone number or email address) , or you can target mobile app users.

Questions to ask

Ask your agency which of this targeting they are using. Also ask if the different targeting settings were combined into one campaign or into several campaigns with unique targeting.

Setting up several campaigns can help to have more control over the budget. If you combine targeting options into one single campaign, it’s not possible to lower the budget on keywords, for example.

You don’t need separate campaigns to report on the different targeting settings, so ask your agency for a split in reporting. This will help you find on which target groups perform better or worse, instead of getting a general overview of the campaign.

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Post by (Sigrid Dufraimont)

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