The Anatomy Of An Effective Twitter Ad

Social Media, WORK

Launched in 2007, Twitter came with big promises for the world of social media. It wanted to change the world.

Today, the 140-character platform has changed how people have conversations on social media, how they respond to global events, and how they communicate their brand.

According to social media examiner’s 2017 trend report, 82% of marketers are putting in more than 40+hours weekly on Twitter with 56% of them planning to increase their posting frequency on the platform.

Facebook largely drives paid activities while Twitter remains an essential platform for advertising because of its many benefits.

However, with more than 500 Million daily tweets, it becomes increasingly difficult for brands and businesses to tap into the right conversations at the right time.

So how can you advertise on Twitter more efficiently to reach the right audience? How can you meet your goals with Twitter advertising? What elements make an effective Twitter ad? We’ll tell you how!

The Right Objective

This is the first and often most overlooked step when creating an ad. Knowing your key objective is important to get the most out of your social media spend.

For example, if your goal is to drive traffic then choosing engagements as your goal may not be the right move.

Twitter has the following objectives that allow you to reach the right people to enable the desired action:

Website Clicks & Conversions

When to use it: You want to drive traffic to your site, and you want people to take action (i.e. downloading a whitepaper, registering for your event, subscribing to your newsletter, making a purchase).

What you pay for: Number of clicks that lead to website visits.

Key metrics: Cost Per Clicks, Cost Per Conversion, Click Through Rate.

Tweet Engagements

When to use it: You have posted a fantastic tweet you think has the potential to engage a lot of people. You promote it hoping people will engage with your tweet.

What you pay for: Paid engagements on your tweet. Anything that’s organic as a result of your ad is free.

Key metrics: Cost Per Engagement, Engagement Rate.


When to use it: You’ve been tweeting for a long time, and now you’re looking for more followers. The more people you have in your community, the stronger the network for engagement.

What you pay for: Paid followers.

Key metrics: Cost Per Follow, Follow Rate.


When to use it: You have something in your arsenal that’s worthy of everyone’s attention This time awareness is your campaign objective. Perfect for top of the mind recall.

What you pay for: A Thousand Impressions. Note: Reach is the unique number of people your ad has reached, and an impression is the number of times they have seen your ad.

Key Metrics: CPM or Cost Per Thousand Impressions.

Video Views

When to use it: You made a video and you want everyone to see it.

What you pay for: Promoted video views. (Note: Nearly 90% of all Promoted Videos are viewed on mobile so it’s always good to optimize the video for mobile users.)

Key Metrics: Cost Per View, View Rate.

App Installs or Re-engagements

When to use it: You want to drive installs for your mobile-app or you want to re-engage with your existing users.

What you pay for: Installs of your app. (All other engagements are free)

Key Metrics: Cost Per Install

After choosing the right objective and the duration of the campaign, it is important to detail your campaign with effective targeting.

Relevant Targeting

Targeting is the crux of a successful campaign. With millions of conversations going on, it’s important to define the audience that will help you reach your goal.

Just like every other advertising platform, Twitter gives you the ability to target your audience based on demographics and psychographics.

Here are a few great examples of some of Twitter’s targeting features:

Keyword Targeting

One of the most powerful features of Twitter — keyword targeting — helps you target based on intent.

With the right keyword targeting, your ad reaches out to people who have recently used that phrase in their tweets or have searched about it on Twitter. Here’s one of many great examples by Twitter on how to do it right:

“Suppose your company sells baby clothes. Your phrase-matched “boy infant clothes” keyword from your search campaigns is unlikely to reach many users on Twitter, because people don’t Tweet that way. Why not reach an interested audience by trying a keyword like ‘it’s a boy?’ Eight thousand Tweets per week contain ‘it’s a boy’; almost zero contain ‘boy infant clothes.’”

Username & Interest Targeting

Use interest-based targeting when you want to reach a larger audience base. With over 350 categories to choose from, interest-based targeting can be a good way to test your campaign and how a certain group of users respond to it.

Couple this with username targeting that helps you reach out to followers with interests similar to the account you have targeted. For example, if you target @buffer, a social media management tool, your ad will reach people who are likely interested in digital marketing and social media.

Tailored Audience

This is a hidden gem within Twitter. With tailored audiences, you can reach out to people with highly relevant and targeted campaigns.

Here are three ways you can use Tailored Audience to make your ad effective.

Manual Bidding

Bidding is the most important part of any campaign. When you are new to Twitter, it is often unclear what you should be bidding in the first place.

A general rule to follow is to never use automatic bidding unless you want to reach a large pool in a short span of time.

Always make use of manual bidding and set a maximum bid (the most you are willing to pay per engagement) for your campaign. Click here to learn more about Twitter bidding best practices.

Creative and Copy

Your creative and your copy can make or break a campaign. Use clean, mobile-optimized images, and action-oriented copy.

Here are some overall best practices for creative and copy:

  • Align the creative with your brand identity
  • Write a tweet that speaks directly to your audience
  • Always A/B test the creative and copy, measure the results and choose the ones that perform best
  • Remember: Twitter is all about trending topics. Choose creative and copy that reflects trending elements to catch more attention. (Note: If you aren’t running an engagement campaign, don’t use hashtags in your tweet copy. Unnecessary hashtags distract the user from taking the desired action.)

When done right, Twitter advertising can serve to be a huge boost for campaigns. Make use of the right objective, focus your targeting, bid manually, and make stellar copy and creative to stand out and win at the Twitter ads game.

What You Need to Know About Facebook’s Continued Battle Against Clickbait


And how will the latest change in algorithm impact Facebook pages.

Facebook has made multiple changes to its algorithm over the years. And after last year’s much-debated topic of whether “fake news” shaped the U.S. election verdict or not, the effort to filter fake news stories out of the news feed has been a major concern for Facebook.



One of the most important things we should do before taking a job is to define clear expectations.

Often, the end picture is blurry for individuals on both ends of the spectrum — and this becomes a perfect recipe for misunderstanding and chaos.

Humans are wired to over-promise. You take up a project wanting to shoot for the moon — no matter if you haven’t still figured out where you will get the fuel from.

Why? Because it feels good. The feeling of achieving an ideal target is a state of bliss. But unfortunately, moment driven passion & emotion always get the better of us and don’t necessarily project reality.

What can we do combat this?

Set the right expectations. Under-promise; over-deliver.

The best job in the world


wpid-IMG_20130317_115904.jpgHe is one of the brightest kids I teach. Annirudh, who is in 4th grade right now aspires to be a scientist. He dreams of traveling into space and creating things that will serve the mankind. He also holds a trenchant interest in photography and bribes me with his million dollar smile every time I bring a camera so that I let him click pictures. As far as his photography is concerned, he is an avid learner. He is naughty but keen, playful but doubtful. And he is my favorite of the lot.

Every weekend after teaching Annirudh and others, I am reminded of how grateful life has been to me. How blessed I am because to some, life hasn’t been that kind.

The place you see is a classroom built in a shelter home. To that smile, to that zeal of learning is a haunting past. Annirudh is one of those million kids who are not blessed enough to have parental support which also is one of the several reasons as to why they end up in a shelter home or orphanage. Life has undoubtedly been harsh on them. Some were found in dustbins while some were left on the streets just because they were thought to be misfits. And the stories don’t end. There are thousands of children like these who share the same fate. They end up being a beggar or work to survive in places like tea stalls. Of all the millions that die daily, some get a little lucky to get a shelter.

And while growing in the shelter, some of these children develop a passion. A passion to succeed and make a difference.


Notice a girl sitting in the row next to Annirudh? She is Fatima. One day, I asked Annirudh and Fatima along with four other children of my class to think about what they wanted to become when they grow up. Then I asked them to write their dream on a paper and put it in what we called ‘The Dream box’ . After a week, I opened the box and started reading their dreams. What Fatima wrote not only surprised me, but also transformed the way I look at things. She wrote ” When I grow up, I want to become a teacher. When I become a teacher I will help poor kids and give them money and clothes. And only this much is my dream”. In a jiffy, I smiled and started contemplating on what I wanted to become when I was a couch potato in 4th grade. I wanted to be rich and famous. And then, here’s Fatima who wants to change the world.

Similar to most of us, these kids have dreams. And some of them like Fatima, have bigger dreams. But not all of them get the wings.

Some of the major reasons are lack of love and care, a constant parental support and a healthy community. It’s said that in a child’s education school plays 30% of the role while the community plays the rest. And except some, most of us don’t even feel the need to be responsible for the children around us. Which is saddening and disastrous!

So how do we change all that? What’s the need of the hour? Well, everything starts with a step. A single step that can change the way we look at things. Now, It is time that we – out of our busy schedules- realize our responsibilities and help in supporting the children at risk by mentoring/teaching, providing platforms to extract their talents, by supporting them financially or the least, by letting them know that no matter what, the world is still an awesome place with good people around who are watching them and that, they love and care for them.

When they love you, they make sure they jump on you. All at once!

When they love you, they make sure they jump on you. All at once!

If you feel what I feel, don’t just go away after reading this. I want you to be responsible. I want you to go find your Annirudh and play with him. I want you to dance with him, educate him and be his hero.

Because dear reader, being someone’s hero is the best job in the world.

Until next time