In the post “Stop wasting money on ads” I wrote about when and why you shouldn’t run ads, and what to focus on instead. In this post, I want to talk about a platform that doesn’t get the attention or credit it deserves for ads: Twitter.
Caveat: I’m not suggesting it’s right for everyone, or good results are guaranteed.
Pay-per-click (PPC) ads are dominated by Google and Facebook. For good reason, arguably, but they’re not perfect and won’t necessarily get you the best conversions.
Recently, I had a call with a client who explained that he knew who he wanted to reach but Facebook wouldn’t allow the targeting he wanted. I suggested some creative ways of reaching a similar audience on Facebook without the specific targeting, but also explained that Twitter would do what he wanted.
He had never considered Twitter ads and didn’t realise what the options included.
Did you know that Twitter lets you target followers of specific accounts? That’s right, you can show your advert only to people who follow your competitors, or Beyonce, or even yourself!
As a musician, his plan was to show his Facebook ads to people who liked specific public figures, bands and companies. Facebook allows all of this, but he was being too there wasn’t enough data for a number of them. With Twitter, though, that limitation was removed.
You can apply this to many areas:
If you repair Triumph motorcycles, run a Twitter ad to followers of the Triumph account who live within a certain radius.
If you sell vegan products, run a Twitter ad to followers of vegan accounts.
If you’re a band trying to build an audience, run a Twitter ad to people who like accounts of artists with a similar sound.
For a local business, you can target followers of your competitors and/or other local businesses (although a local business advertising campaign can be most effective by running location-targeted ads instead).
So that’s it – don’t think that Google and Facebook are the only games worth playing. To find out more about advertising options and reach more people, get in touch.
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