Did you know there are 2.1 billion searches on Twitter every day? Millions of people use Twitter search to stay informed of the latest news and trends. Because Twitter is a key search site, using keyword data to target campaigns on Twitter Ads is the best way to drive engagement with target audiences. For search marketers, that’s good news; your SEM skill set will help you get more out of Twitter Ads.
In general, we know search and social channels serve very different purposes along the consumer’s path to conversion. However, research shows marketers who integrate search and social advertising programs find more consumers who are likely to convert and spend more.
This post will help you leverage your search data to guide the process of selecting keywords to target on Twitter. Of course, people search differently on Google versus Twitter, so you won’t get great results on Twitter by dumping your entire AdWords list directly into Twitter Ads. However, doing so is a good starting point to determine which keywords work best on Twitter.
Before we get to that, let’s review the two types of keyword targeting on Twitter.
Users’ Timeline: Twitter timeline ads reach users at the right moment and context, with your ad displayed directly into users’ timelines based on words and phrases they’ve recently Tweeted or searched for, or which appear in Tweets with which they recently engaged.
Search: Your ads will appear in the search results for terms and phrases related to your keyword list.
Quick Tip: By default, campaigns will appear in both search and timeline, but you have an option to focus on one or the other. You’ll get a lot of valuable insights to inform future keyword choice if you separate the two targets into separate campaigns, using the same keywords and ad creatives and then evaluating performance side-by-side.
Now that we’ve outlined the two basic types of Twitter Ads, it’s time to delve into how to use search data to improve the peformance of your Twitter campaigns, First, log into Google Adwords and navigate to the Keywords tab and select your preferred date range on the upper left-hand corner. Sort by Clicks to see which keywords are driving the most volume.
Here are some ideas on how to group your paid search keywords for testing on Twitter:
Brand Terms: If people are searching for your brand on Twitter, you’ll want to stay top of mind.
Competitor Terms: If someone is searching for your competitors, why not stay ahead of your competition?
Terms Related to Business/Service/Assets: Carefully scan your keyword list and choose which keywords relate the most to the asset you want to promote on Twitter; only select keywords with a one- or two-word count.
You only need to select your 20 or 30 highest-performing short keywords to promote on Twitter Ads. You can promote up to 1,000, but in tests across Marin’s advertiser base, we’ve found that more than 30 keywords delivers diminishing returns. When you have your Twitter keyword list, create hashtag variations of your chosen keywords. For instance, if digital marketing is a keyword in your list, test out #digitalmarketing.
Once your list ready, load it into your Twitter Ads campaign by using “Import multiple keywords”. When you’re done importing your keyword list, click on “Expand your reach” to get recommendations from Twitter on related keywords to use.
Lastly, adjust the match-types you want applied to your keywords. Here’s a quick overview on how to do that from Twitter: https://support.twitter.com/articles/20170403-keyword-targeting.
Thankfully, as search marketers, you already have the skillset to leveage keyword-based targeting on Twitter. By following the above steps, you’ll be well on your way to obtaining maximum ROI on Twitter.