How to Set Up a Twitter Promoted Account Campaign
For many of the clients that I have helped get started on Twitter, a common question is always, how do we get more followers?
I always take the opportunity to first explain that the number of followers you have is irrelevant if those followers are not qualified followers that connect with your brand.
Growing your Twitter followers organically takes time for building connections. (For more tips on learning how to organically grow your Twitter following, click this link.)
While I highly recommend growing your Twitter reach organically, I am also not opposed to employing a Twitter promoted account campaign.
Like with most things, getting more followers rapidly and easily is possible, but it comes with a price. Personally, I have always found promoted account campaigns on Twitter to be quite expensive, which is why you typically see big brands more frequently than smaller businesses promoting their accounts.
The promoted account campaigns I have run have averaged around $2.50 - $3.50 per new follower. When comparing that to Facebook like campaigns that I have seen deliver likes for $0.16, that seems fairly expensive.
If you are willing to spend the money and want to see that follower count increase in no time proceed with setting up a Twitter promoted account campaign. Here's how:
Step 1: When you log into Twitter Ads, you are going to want to first select whether or not you want a promoted tweets campaign or a promoted account campaign. Click the option on the left, a Twitter promoted account campaign.
Step 2: Name your campaign and set the time frame. I have a limited budget for the example below so I'm limiting the time frame. Typically you're going to want a much larger budget and set your campaign to run continuously so that you fully capitalize on your spend. You can set a daily budget later so you won't blow through your entire allotted advertising spend in a day or two.
Step 3: Choose who you want to target. While there are several ways to go about setting up your targeting parameters that can deliver results, I highly recommend choosing interests and followers. This option is the most basic and gives you the best option to reach a wide variety of people.
Start with picking 10 to 20 different @usernames. Before choosing which @usernames to target, I like to take a look at who the company is already following and see which brands have a large follower base and are similar to the company I'm advertising.
There's also an option to include targeting those who are similar to your current followers. Make sure this option is selected.
In addition to doing your own research, Twitter offers tools to search and/or suggest similar twitter handles to those that you have already selected to target.
See the example above. When setting up a Twitter promoted account campaign for a sustainable furniture company who creates a product that targets bachelors in the San Francisco area, I started by targeting a few trendy, local brands that sell high quality products as well as Urban Daddy, an online syndicated site that pushes out expensive, high quality products to the same target market that the furniture company is trying to reach. I went on to add some similar @usernames.
In addition to targeting @usernames, you can also get even more specific with whom you are targeting. For example you can target based on pre-categorized interests that Twitter has created:
You will also want to select the location you are trying to target. If you want to fine tune your targeting, there are advanced options that include gender targeting, device targeting, language targeting and even the ability to exclude lists. (See below.)
As you select your targeting options keep an eye on the estimated potential audience reach. Based on your budget you may want to limit or expand your targeting parameters.
Step 4: Create tweets to help promote your account. You can select tweets you've already tweeted to promote as well, but typically creating a call to action to follow your account in your tweet (something you probably aren't doing in your normal tweets) can help to drive users to take action. Ask users to follow you and tell them why they should!
Step 5: Set your budget, save your campaign and launch it! As pointed out previously, you can now add financial parameters to the time frame of your campaign.
After you set the budget you can save your campaign. Please note: saving your campaign does not launch your campaign. You still need to hit launch. Twitter allows you to launch immediately or launch at a later scheduled time.
Step 6: Your campaign may be launched, but you're not finished! As always, monitor your data. Have your impressions dropped off? Try different targeting parameters. Still dropping off? Try new promoted tweets to use. Make sure you are constantly testing, analyzing and improving.
Have you tried running a "promoted account" campaign? What was your experience?
For more Twitter tips, download the Twitter for Your Small Business Guide below: