Campaign objectives are fundamental pillars of the formulation of advertising campaigns on Twitter. They characterise the focus and overall goal of a brand’s campaign. They are formulated in such a way that utilises the budget of a given campaign, by using a per-click/per-view etc pricing model. There are three categories of objectives: awareness, consideration and conversion.
Objective 1: Awareness
Awareness as a campaign objective focuses on the spreading of individual brand accounts and reaching as many relevant users as possible.
Reach is centred on ensuring a brand’s communications reaches the widest possible audience. The pricing structure of reach is impression-based, meaning brands only pay on a per-click basis when a user engages with a post. This reach is consolidated by a knock-on effect when consumers then engage with a brand’s other digital resources. As such, brands must orientate their digital output to complement an individual platform campaign. According to Twitter, as of January 2021, they possess 192 million active users. This level of monetizable potential affirms the potential reach of campaigns.
Objective 2: Consideration
Consideration as a campaign objective set optimises advertising campaigns towards either audio-video branded content or outcome based communications orientation.
Twitter video campaigns are focussed on concise and engaging audio-visual content that is effective on any digital platforms. This campaign form is orientated towards organic user sharing and a consequent multiplying effect. Twitter’s auto-play home timeline with video embedding for campaigns, fundamentally encourages interaction and engagement.
Twitter uses its network of 200+ brand safe partners to pair campaign ads with relevant video content. This pairing system sees campaign content pre-rolled within relevant premium content. Brands can monitor overall performance, then single out a chosen premium content partner to amplify their campaign.
Twitter targets relevant mobile users who are most likely to download a particular brand’s app. Mobile optimisation enables apps to be downloaded directly from a user’s Twitter mobile timeline. This promotes seamless and cost-effective consumer social engagement.
Twitter clicks campaigns are optimised to generate conversion from on the platform to drive website traffic. These campaigns are to drive website traffic by targeting relevant Twitter users. Website clicks campaigns enable brands to provide a featured ‘Website Card’ on relevant user timelines. This is a blend of a call to action, imagery and embedded link.
Brands can use engagement campaigns to encourage users to engage with their tweets. Posts tweeted organically can be evaluated and specifically promoted to desired target audiences. Brands can also create relevant posts that are optimised for specifically engaging a target audience.
Brands can use follower campaigns to specifically promote their Twitter account, not specifically a tweet or chain of tweets. This facilitates growth in not only Twitter followers but overall brand awareness. This campaign ensures that users not only see occasional directed tweets or calls to actions, but follow the entirety of the brand’s content on the platform.
Objective 3: Conversions
Conversion as a campaign objective promotes continued app-engagement and facilitates user loyalty, using integration tools to utilise recognised Twitter user accounts.
App re-engagement campaigns are targeted to existing app users and followers to increase engagement and conversion. These campaigns allow brands to harness Twitter marketplace to enable followers to open the brands already downloaded app from the user’s timeline. This encourages users to maintain a level of brand loyalty, by attempting to keep a brand’s app as relevant.
Summary: Twitter Ads: Campaign Objectives
There are a range of Twitter campaigns available to meet a variety of brand campaign objectives. The diverse set of orientations and optimisations ensures brands have the choice when developing a campaign on the platform. This range of objectives and performance-based pricing structure promotes efficient and effective digital campaigns. This is a result of the range of campaign objectives brands possess in their marketing functions that are catered for. These contrasting objectives and efficient pricing means that regardless of overall budget brands can utilise Twitter’s objective range. As such, these varying available objective calibrations and streamlining on a major social media platform such as Twitter can be effectively utilised by a range of brands in a cost effective manner.
Check out this article for more guidance on Twitter monitoring for your business.