Module 2:

Create and launch a Twitter Video Ads campaign

Welcome

Twitter Ads Manager helps you get a video campaign up and running in just minutes.

Ads Manager’s targeting and campaign management tools are robust and can be tailored to meet your campaign objectives, and they’re simple to use.

Now that you’ve added creatives and created your ad units, we’ll walk through how to create a campaign, set up targeting, and define bids and budgets.

Learning Objectives

You should be able to:

Create a campaign based on advertising objective.

Map creatives to campaigns.

Define your audience through campaign targeting. 

Launch your campaign.

Create an ad group and select bids and budgets.

 

Lesson 1

Create a new campaign by selecting your objective

The easiest way to start a campaign in Twitter Ads Manager is to create a campaign based on your objective. In this course, we will highlight two campaign examples:

  • Promoted Video (including Promoted Video Tweets and Video Website Cards) 
  • In-Stream Video Ads (for biddable campaigns) 

OLV buyers, please contact your Twitter Client Partner for information on fixed-pricing formats, including First View, In-Stream Video Ads (fixed price), and In-Stream Video Ad Sponsorships.

1. From the Ads Manager, use the drop-down button next to “Create Campaign” to select a campaign objective.

 

Lesson 2

Create your campaign

To start your Promoted Video Tweet campaign you’ll need to fill in a few important pieces of information. Here you’ll:

1. Name your campaign 

We suggest something related to the specific audience you’re targeting with this campaign so that you can easily distinguish between other campaigns you create in the future. Many agencies use naming conventions to help organize reporting across various systems. You may want to check with your client or team to determine whether there are naming conventions in place.

2. Choose your funding source

This might be a credit card number (self-service) or an Insertion Order (I/O - managed advertisers). 

3. Set a daily budget and/or set a (optional) total budget

Select the currency and daily campaign spend. You can also set a total budget or cap for the campaign. Certain video campaign objectives also allow you to bid on video views and only pay when a percentage of the video has been displayed for a given period of time.

4. Define when you want the campaign to run

When setting up a new campaign, Twitter Ads offers two timeframe choices:

  1. Start immediately and run continuously: This is the default setting, and means your campaign will run until (a) your campaign budget is reached or, (b) you stop the campaign manually. This is especially useful for “always on” or awareness campaigns.
  2. Set start and end dates: If you choose this option, your campaign will only run during the time range you specify. Setting specific dates is useful when you’re targeting a specific event, such as a limited-time offer, conference, or season. You can update campaign timing at any time by clicking “Edit Campaign.” Keep in mind that it’s good practice to always set Campaign Total budgets and Campaign End dates to avoid unintended charges. If you are using an Insertion Order, you cannot spend more budget than what is available on the Insertion Order.

5. Choose “Save” or “Next”

You can save the campaign to return to it later, or click next to continue creating the campaign and setting up your first ad group.

 

Lesson 3

Campaign, ad group and ads hierarchy

1. Campaign

A campaign corresponds to a single advertising objective, like Tweet engagements. Think of your campaign as a bag of money and the dates you want to spend that money.

2. Ad Group

Ad groups are how you want to spend your money. Here, you can set budget, targeting, and placement for each of your campaigns. One campaign can have many ad groups and an ad group can contain one or more Tweets.

3. Ads

Tweets are at the Ads level. You can have multiple promoted Tweets in a single ad group. The system will auto optimize to the best performing creative with an ad group.

Have more questions about campaign, ad group and ads hierarchy?

Want even more tips? You can find optimization tips specific to our unique campaign objectives here:

 

Lesson 4

Create your ad group

You can think of a campaign as a bag of money you can spend and a date range you want to spend it. Ad groups give you a convenient way to break out your budget into different targeting or creative ad groupings.

Each campaign can feature multiple ad groups, each of which can have its own budget and schedule within the larger campaign. You can organize each ad group by any combination of audience segment, bid level, or creative type.

Ad groups help you:

  • Control the amount they spend on each audience.
  • Determine a flighting schedule for a given audience or campaign flight.
  • Measure performance in meaningful segments related to each ad group.

Twitter will auto-optimize delivery to the best-performing Tweet within an ad group.

A best practice is to create a different ad group for desktop versus mobile devices.

1. Name your ad group

You may want to name the ad group by referring to the selected targeting to help you review performance by your targeting criteria.

2. Select an ad group start and end date

You can set up multiple ad groups to manage multiple flights within a campaign group.

3. Set a total budget for an ad group

This is helpful if you want to put different amounts of money against different ad group targeting types. Here you can choose between:

  • Auto-optimized, for performance
  • Maximum bid, which will optimize towards efficiencies but will never bid above your stated bid amount

4. Select bid types amount and units

Setting different bid types, amounts, and units can be helpful for comparing efficiency and effectiveness between ad groups. This flexibility allows you to maximize your budget against your objective.

Select bid unit: For pre-roll, you have three options (which impact how you’ll be billed):

  • Cost per video view (MRC 2 seconds @ 50%)

The most commonly accepted standard view

  • Cost per video view (3 seconds 100% in view)

Provides higher ad viewability

  • "CPM" – cost per thousand impressions of the video ad, regardless of view rate of video

Best for general awareness and broad reach

5. Additional options

Here you can add tags for audience measurement providers, like Nielsen, to measure in-demo reach, or you can choose to add DoubleClick tracking tags.

 

Lesson 5

Find your audience with targeting parameters

With your ad group set up, you can begin targeting the audience you want to reach.

Twitter offers targeting options to reach both niche and broad audiences. As you build out your campaign, keep a few targeting best practices in mind: 

  • Cover the basics. Select the appropriate location, language, and optional device targeting options before selecting additional targeting criteria. Please note that if geography is left blank, Ads Manager will default to global targeting.
  • Select one audience targeting type for each campaign or ad group. Choose from follower, keyword, behavior, interest, or tailored audiences targeting to get meaningful insights into your campaign.
  • Experiment. Test different targeting approaches to understand which audiences are the best fit and which messages resonate with different groups. You may be surprised by what’s most effective!

1. Your Audiences

Rather than defining targeting from scratch for each campaign or ad group, you can save time by building out this targeting initially and re-using it in your future campaigns.

You can also select “Tailored Audiences” to further refine your targeting. You can choose from three types of tailored audiences including:

  • Lists. Use lists to target specific users, whether you want to reach your existing customers by uploading a list of their email addresses or use Twitter usernames (@username) to target relevant influencers. When considering using lists, please refer to https://gdpr.twitter.com/ to ensure appropriate and approved usage related to Twitter’s GDPR policies.
  • Web. Target people that have recently visited your website. You can collect this data using Twitter’s website tag (available through Twitter Ads), or you can use Twitter’s Official Partner Program. 
  • Mobile apps. Reach groups of people who have taken a specific action in your app, such as “install” or “sign up.” You can collect data on who uses your mobile app with conversion tracking. 

2. Demographics Select a combination of age and gender.

3. Locations, languages, and devices

Select where your ads will run, choose your language, or select additional targeting based on device type or operating system of mobile carrier.

4. Additional audience features

Targeting types include: keywords, events, interests, behaviors, follower look-alikes, and TV conversions (additional details follow).

5. Brand Details

For In-Stream Video Ads, select up to two broad categories. These categories are used by publishers to ensure they are showing ads against video content of greatest interest to their audience.

 

Lesson 6

More about audience features

In addition to demographics and device targeting, you’ll want to explore additional parameters to take advantage of Twitter’s unique audience and how they discover what’s happening in the world.

The parameters below are powerful tools to connect your message with stories that people on Twitter are discovering every day.

1. Events:  

Live cultural moments are amplified on Twitter every day around the world. For brands that want to engage with this live audience, Twitter event targeting gives advertisers a fast and easy way to reach a target demographic actively interested in an event.

2. Behaviors

With behavior targeting, you can reach audiences based on how they behave online and offline, based on information provided by both Twitter and our partners. For example, a pet food company can connect with dog owners that purchase a specific brand of dog food, or luxury brands can limit campaigns to shoppers who earn a household income above a certain threshold.

3. Interests

Interest targeting connects you to groups of users by prompting you to choose from 25 interest categories that expand into 350 sub-topics. For example, a web design company can choose to target "Technology" under the Business category, and "Web Design" under Technology. We recommend selecting no more than two interests or a total of ten sub-interests.

4. Follower look-alikes

When selecting follower look-alikes, consider selecting:

  • Competitors: Target the usernames of businesses who offer similar products and services.
  • Complimentary brands: Include the usernames of businesses who aren’t direct competitors, but who target a similar audience. For example, a fitness app might want to target the followers of athletic clothing brands, running shoe companies, and gyms.
  • Industry media: Try targeting the usernames of news sites, blogs, TV shows, magazines, etc. that focus on your industry or target demographic.
  • Influencers: Focus on the usernames of individuals who are influential in your industry. For example, a retail company could target the followers of popular fashion bloggers.
  • Similar audiences: You can also target users who are similar to the people who already follow you.

5. Keywords

For example, if the keywords you’re targeting are "love coffee", broad match may include terms like "love lattes", "enjoy coffee", and "loving coffees." 

 

Lesson 7

Balancing targeting with reach

The audience summary provides an (estimated) reach for your campaign based on your targeting criteria.

This tool can be used to estimate audience size and reach based on criteria. Audience summary is not a guarantee for performance.

The green section of the audience summary indicates where Twitter’s automated campaign optimizations will have the greatest effect in reaching your objectives. Twitter continuously optimizes campaigns based on creative performance and hundreds of variables related to your chosen campaign objective, so that interested audiences will have the opportunity to engage with your brand.

While basic targeting (language, country, demographic) is essential for almost every campaign, keep in mind that using very specific or restrictive targeting parameters can effectively reduce the available audience for your campaign.

An example of this would be an ad group targeting a very small tailored audience list, or an ad group targeting only one low-volume keyword.

You can find more detailed information about optimizing targeting later in this course as well as additional how-to’s and best practices here.

 

Lesson 8

Choose your creatives: Promoted Video

Twitter Ads Manager is a flexible tool that allows you to create campaigns in almost any order that works for you and your team.

At this stage, we've uploaded our creative asset and defined our campaign, ad group, and targets. The last step is to add our creative asset to the campaign and to review our campaign details.

 

Lesson 9

Choose your creatives: In-Stream

With your creatives complete, you’ll want to preview them to get a sense for how people on Twitter will experience your ads.

Creative Preview allows you to see what the ad will look like across desktop and mobile operating systems.

Once you’re satisfied with how your creatives look, you can add them to campaigns in the campaign build flow, which we’ll walk through in the next lesson..

To preview your creatives: Click “Preview.” (0:00 - 0:02)

Select the operating system to preview “iOS, Android, Desktop.” (0:02 - 0:12)

Click “Create.” (0:12 - 0:15)

 
1
Click “Preview.”
 
2
Select the operating system to preview "IOS, Android, Desktop."
 
3
Click "Create."
1
Click “Preview.”
2
Select the operating system to preview "IOS, Android, Desktop."
3
Click "Create."
 

Lesson 10

Review and launch campaign