Paid social media advertising has become a large part of many marketing plans and budgets. Social ads offer marketers the chance to engage with users in a way that doesn’t feel or look like advertising – at least not the gimmicky billboards and wasteful postcards we’re used to. With social ads, it’s important to remember who your audience is, where they spend their time, what language they respond to, and use your advertising budget to connect engagement to demand.

Today, we’ll explore the different types of Twitter ads and which is best for reaching your goals. After all, if your ad is targeted, worded, and constructed incorrectly, it likely won’t have the desired impact.

Quick Promotion: This campaign promotes a tweet to reach the largest audience possible, but it can’t be targeted. Without targeting, these campaigns can waste budget on users that have no interest in your product or service and leave you with a disappointing conversion rate. It’s best to use this option if you are hoping to report big impression numbers – not clicks.

Tweet Engagements: This campaign type focuses on retweets, likes, and replies. With a tweet engagement campaign, users are drawn to interact with the tweet – not click to a website or make a purchase. These campaigns are targeted to reach a specific audience and are best used in situations where reportable metrics are a top priority.

Website Clicks: Much like a tweet engagement campaign, a website click campaign is targeted to reach a specific audience, but instead encourages users to click through to the company website to shop, read, or learn more. This campaign style, the top choice for our agency, allows marketers to combine intelligence from both Google Analytics and Twitter to verify who was interacting with content. These campaigns help marketers connect engagement to demand by offering sales intelligence the other campaigns can’t.

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