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How to pick the best Twitter ad type for your campaign goals

Posted by Mark Debenham - January 8, 2016

Twitter’s 140-character limit not only encourages users to tweet succinctly, but also gives it a witty ‘breaking news’ feel. And that fast pace can be powerful for B2B marketers who are looking to add some social buzz to their PPC campaigns with the Twitter’s Ads model.

But how do you know which type of Twitter ad is best for your campaign goal? Here’s an overview of the different ad options, which we’ve taken from our social PPC in B2B guide

Promoted Account vs Promoted Tweet

Both are displayed to the user with the label ‘Promoted’, and choosing which one to go for is a matter of thinking carefully about your campaign goals. Are you trying to grow your follower base, or generate more leads?

A promoted account will appear on the ‘Who to follow’ area of a user’s account, and if you’re purely looking to increase your number of followers then this is a good option.

If you’re looking to generate leads for your business, a promoted tweet is your best bet. It allows you to tailor your message in different tweets to suit different audiences, increasing the chances of them converting once they arrive on your landing page.

Twitter Cards to suit your campaign goal

You can either create your campaign around a particular goal or customise it to suit your own needs. If you’re relatively new to Twitter Ads and still testing to see what works best for your business, then an objective-based campaign is best.

Twitter will automatically pick the type of Twitter Card that’s best suited to your goal. Twitter Cards allow you to move beyond a tweet’s 140-character limit by letting you enrich your tweet with extra content such as a photo, video, summary, or download option (in the case of mobile apps, the option to download).

Campaign objectives and how they work

Twitter’s campaign objective options not only give you the best Twitter Card to use, they are also a good starting point for getting you thinking about the different ways you can use Twitter Ads to reach your campaign goals.

An overview of the tweet campaign objection options:

Tweet engagement

Reach more people and drive conversation. These tweets include an image and appear in timelines and search results. You’re charged based on retweets, replies and favourites.

Website clicks or conversions

Send people to your site to buy or sign-up. They include an image and let you pick from a range of calls-to-action (CTA) such as ‘Order now’ or ‘Subscribe’. They appear in timelines and search. Charging is based on website link clicks.

App installs and app re-engagements

Encourage people to download or re-engage with your mobile app. Includes image and a choice of CTA. Payment is based on clicks to install or open your app.


Grow your community. While these include the option to add an image to your tweet, it’s not recommended as it could distract users from clicking the ‘Follow’ button. They appear in timelines and the ‘Who to follow’ suggestions area of Twitter.


Collecting users’ email addresses. You can add an image and customise the call-to-action (up to 20 characters long). These appear in timelines and search results, and you only pay when somebody submits their contact information.

If you’d like more tactics and tips for using Twitter Ads, download our pay-per-click guide, Social PPC in B2B: How to go from Zero to Hero

Download Social PPC: How to go from Zero to Hero

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