Marketo-DG2DA
You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
PART III: DIGITAL AD TYPES AND AD DESIGN<br />
SOCIAL ADVERTISING<br />
Twitter<br />
Twitter has proven to be a critical part<br />
of any marketing mix. Companies<br />
that lack a strategy and customer<br />
acquisition plan for their Twitter<br />
presence are missing out on access<br />
to a huge user base. They are also<br />
missing out on an opportunity to<br />
showcase themselves in a socially<br />
savvy, relevant way.<br />
Because of its large global user base,<br />
Twitter is able to offer marketers<br />
advertising options that are highly<br />
customizable and targeted.<br />
Promoted Tweets<br />
Promoted Tweets are a form of paid<br />
advertising that appear in a user’s<br />
News Feed, targeted to followers and<br />
users who fit your criteria. Promoted<br />
Tweets are the ideal form of<br />
advertising to include timely and<br />
engaging offers, like contests and<br />
links to relevant thought leadership.<br />
A Promoted Tweet looks very much<br />
like a standard tweet, but it sits at the<br />
top of a user’s stream. You are<br />
charged on a cost-per-click<br />
basis, which Twitter calls<br />
cost-per-engagement.<br />
Your Promoted Tweets should<br />
include an image and a strong CTA.<br />
Here is an example of a Twitter<br />
Promoted Tweet from Twitter Small<br />
Biz. It has a 140-character headline,<br />
an image, and a CTA of “Visit Now”.<br />
You can see this ad is promoted by<br />
the appearance of “Promoted” with<br />
an arrow at the bottom.<br />
Twitter Website Cards<br />
Website cards allow you to cut<br />
through the noise by using<br />
interesting and engaging images,<br />
along with your tweet, to promote<br />
your product or message. When a<br />
user clicks on the ad, she is taken to<br />
your website, further showcasing<br />
your website content.<br />
As an example, here is a website<br />
card from the site The Barista Bar.<br />
Notice that the tweet itself includes<br />
a CTA to visit the website, and the<br />
button CTA says “Read More”. Once<br />
a user clicks on this ad, she goes to<br />
the brand’s website.<br />
Twitter Small Biz Promoted Tweet<br />
The Barista Bar Website Card<br />
55