While it is true that Twitter has its problems, in certain cases & contexts, it truly is the best ad platform you will find, though ultimately it’ll depend on what you hope to accomplish.
Twitter offers some unique ad targeting features you will not find anywhere else. These are the unicorns in a sea of donkey advertisement features.
Do not get me wrong – I love Facebook Ads, Google AdWords, & Bing Ads. These advertising platforms all do a ton of things extremely well.
But here are 5 areas where Twitter advertising is superior to other online advertisement platforms.
1. You Pay for Performance
When you promote tweets on Twitter, you pay when you’ve achieved your marketing objective.
If your goal is website conversions or Twitter engagement, you just pay when people take that action. It is the same for everything with Twitter.
If you run an app install campaign, you just pay for the number of successful app installs.
If you run a followers campaign, you just pay for the number of people who hit the ‘Follow’ button & start following your account.
What is really great here is that Twitter is shouldering some of the risk. Twitter thinks their advertising product will deliver what you want.
Compare this to LinkedIn, for instance, which does not offer any pay-for-performance advertising options. FB does offer pay-for-performance, but Twitter can be far superior for lead generation.
2. Keyword Targeting
Keyword targeting is a remarkably interesting & precise way to go after specific people who have explained intent on Twitter.
You can target people who have used a specific word or hashtag in their Twitter update, or people who have interacted with tweets containing those words, in the last 7 days.
FB doesn’t allow you to do this. On FB, you can’t target by keywords, they only offer topic targeting.
What’s the difference? Well, on FB I can only go after someone who is interested in AdWords as a topic.
On Twitter, I could get much more precise. I could target #ppcchat – a popular hashtag for marketers.
FB has an exhaustive list of tens of thousands of topics. But as great as it is, FB doesn’t have a category for something as granular as #ppcchat.
Let’s look at a crazy example of this in practice: #FIFAgate.
I paid $25 to promote this tweet. It got 40,000 paid impressions (plus nearly 15,000 organic impressions!):
The promotion was hashtag-based. Only people interested in #FIFAgate can see it.
Something funny happened. The 14 Best Tweets from FIFA gate. Odds are you will not see something like that happen as a result of advertising on FB.
This shows how amazingly powerful Twitter advertising can be. Instead of tweeting to everybody, you only target people who are engaged with that topic.
3. Tweet Engager Targeting
Tweet engager targeting is another way to achieve an audience in a remarkably targeted way. With this form of advertising, you remarket to someone who recently saw / engaged with your tweet.
This is a hidden gem of Twitter advertising – rather than going for everybody in a non-targeted way, you can target not only someone who saw your promoted tweet, but those people who engaged with it.
Targeted someone who engaged with your tweets is Twitter’s version a laser-guided missile for finding the 1 percent of your most engaged users.
FB doesn’t have anything comparable to this. The closest thing I can think of is FB’s great ‘invite’ option that lets you invite someone who engaged with your posts to like your Page.
Plus, there’re huge advantages in Twitter’s system for having high engagement rates.
4. Tailored Audiences
Did you know you can target each Twitter user who follows specific accounts with your Twitter advertisements?
If you use a tool like BirdSong Analytics, it is easy to download a list of every follower for any Twitter account & create your own tailored audience to target with your Twitter advertisements.
FB has custom audiences, which are awesome in their own way. But Twitter wins here because for FB custom audiences to work, you should have the email address or phone number of the people you want to achieve. That’s a big stumbling block – what if you want to reach FB users but you do not know their email or phone number? Sorry, you are out of luck.
On Twitter, the bar is much lower. All you need is a Twitter user’s handle to achieve people with your promoted tweets.
5. Low Cost per Click
The price of a click is depended on the auction – it has everything to do what someone is willing to pay.
Advertisers will find life is cheap on Twitter because of the lack of advertising race.
What Does It All Mean?
For advertisers, Twitter’s greatest weakness – it has a smaller customer than Facebook – is its greatest strength. As detailed in the 5 cases above, Twitter can deliver remarkably well for advertisers.
Do you still need AdWords & Facebook Ads? Of course! RLSA & Facebook remarketing, for example, are incredible for converting brand affinity into valuable leads & sales.
But for certain industries, like news, entertainment, technology, & politics, Twitter engagement is pretty amazing. Tailored audiences & hashtag targeting? Those are pure dynamite for creative marketers.
The only downside is that you are only getting the people who use Twitter, a much smaller audience than FB. But that doesn’t mean you cannot squeeze out a great return for your investment.