Marketo-DG2DA

PART III: DIGITAL AD TYPES AND AD DESIGN
SOCIAL ADVERTISING
Twitter
Twitter has proven to be a critical part
of any marketing mix. Companies
that lack a strategy and customer
acquisition plan for their Twitter
presence are missing out on access
to a huge user base. They are also
missing out on an opportunity to
showcase themselves in a socially
savvy, relevant way.
Because of its large global user base,
Twitter is able to offer marketers
advertising options that are highly
customizable and targeted.
Promoted Tweets
Promoted Tweets are a form of paid
advertising that appear in a user’s
News Feed, targeted to followers and
users who fit your criteria. Promoted
Tweets are the ideal form of
advertising to include timely and
engaging offers, like contests and
links to relevant thought leadership.
A Promoted Tweet looks very much
like a standard tweet, but it sits at the
top of a user’s stream. You are
charged on a cost-per-click
basis, which Twitter calls
cost-per-engagement.
Your Promoted Tweets should
include an image and a strong CTA.
Here is an example of a Twitter
Promoted Tweet from Twitter Small
Biz. It has a 140-character headline,
an image, and a CTA of “Visit Now”.
You can see this ad is promoted by
the appearance of “Promoted” with
an arrow at the bottom.
Twitter Website Cards
Website cards allow you to cut
through the noise by using
interesting and engaging images,
along with your tweet, to promote
your product or message. When a
user clicks on the ad, she is taken to
your website, further showcasing
your website content.
As an example, here is a website
card from the site The Barista Bar.
Notice that the tweet itself includes
a CTA to visit the website, and the
button CTA says “Read More”. Once
a user clicks on this ad, she goes to
the brand’s website.
Twitter Small Biz Promoted Tweet
The Barista Bar Website Card
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