For years, event organizers have searched for ways to better utilize social media in an effort to successfully market an event. Fortunately, as time has gone on, this task has become much easier than it once was.
Today, social media platforms like Twitter offer intriguing solutions that allow organizers to put themselves in the optimal position to get their event in front of as many potential attendees as possible.
Other than building a large following and marketing your event via targeted tweets, Twitter ads are one of the best ways to achieve your goal of increasing event registrations. Creating an effective ad, however, can be a bit of a challenge.
To help you with this, here is a look at six steps to creating effective Twitter ads to market an event.
Step 1: Determine The Ad Objective
When you first get started with creating an ad, you will be led to a page that asks you to determine your objective. The potential options look like this:
Since your goal is to market your event and get potential attendees to sign up to attend, the best choices to achieve this objective include ‘Website clicks or conversions’ and ‘Leads on Twitter’. If you have a high quality video to show to attendees, ‘Video views’ may also be an option.
For the purpose of this particular guide, our objective is going to be ‘Website clicks or conversions.
Step 2: Set Campaign Run Time
Once you have decided on the purpose of your campaign, you will then be prompted to set up the campaign. While this step involves naming your campaign and selecting categories that best describe your website, the most important aspect of this step is choosing when you want to run the campaign.
You basically have two options:
If you choose ‘Start immediately, run continuously’, your campaign will run until you stop it manually or your budget is reached. While this can be effective, it can put a strain on your budget as your ads will likely be running at times where potential attendees are not active.
No matter what option you choose initially, it is always a good idea to test different options moving forward. Ad success can differ depending on the type of event that you are trying to promote, the tweet or card that you use, and the market that you are targeting.
Twitter offers strong analytics that give you an in-depth look at how successful each campaign is. With this in mind, it is in your best interest to first utilize a specific start and end date, assess the success of the Twitter ad campaign.
Step 3: Select The Desired Audience
Selecting your audience is probably the most important step in the process of creating a successful Twitter ad.
In order to have success with this, you must first have a strong understanding of who your target audience is, where they are located, what devices they use, and what their behaviors are.
The first thing that you will need to do is determine the location and gender of your target audience.
As you can see, you can be extremely specific about exactly what location/s you would like to target. In order to best utilize your budget, your initial goal should be to target an audience that is in relatively close proximity to your event location.
While choosing the devices that you target is the next step, your best bet is to go with the default option and choose all devices. This is, of course, unless you have a strong idea of exactly what devices your target audience uses, or if the content in the ad is best accessed on a specific type of device. (Perhaps your event registration page doesn’t look good on mobile devices for example, in that case, organizers would want to target desktop users).
Recently, Twitter decided to provide advertisers with a suite of new targeting criteria, as can be seen in the image below.
The most important features to utilize here include ‘Add keywords’ and ‘Add behaviors’. Both can be used to target very specific groups of people that are most likely to be interested in attending your event.
When adding keywords, be sure to do your research to determine which keywords related to your event are being searched for regularly. Adding multiple keywords is always a good idea, as this will help advertisers reach a wider audience of qualified users.
Step 4: Set Your Budget
Determining your budget will obviously also play an important role in the success of your ad campaign. Before you decide on this, however, it is important to note that you should never use your entire ad budget on a single campaign.
Instead, you should choose an overall budget and then break it down to be used across several different campaigns that can be tested for effectiveness.
Twitter makes setting your budget a fairly easy process.
As you can see, choosing a daily maximum is required while setting a total budget is optional. It is highly recommended that you set a budget for both while testing your campaigns.
It should be noted that one of the more unique aspects of Twitter ads, when compared to Facebook and LinkedIn, is that your budget is only used when there is engagement with your Tweet.
As Danny Bermant of Brainstorm Digital mentions:
Set a daily and overall max budget that enables you to test multiple ad campaigns. In some cases, you may even want to run two ad campaigns at the same time to determine which one is most effective. From there, you can continually improve upon your campaigns until you find the optimal solution.
Step 5: Upload Your Creatives
While every step in this process is important in your quest to create an effective Twitter ad to market your event, choosing your creatives is, in the end, how your objective will be achieved.
You could do everything else in this process perfectly and still blow your chance at creating an effective Twitter ad if you do not put together a strong ad.
With this in mind, it is important that you really take the time to put together an ad that is engaging, attractive, and has a strong call-to-action. Twitter makes it fairly easy to create your ad, as you can literally do it in just a few minutes from their menu.
When creating your ad, you have the option of utilizing a simple tweet with a website URL or going with a tweet and website card - images tend to lead to higher engagement.
With this in mind, using a website card is undoubtedly your best option. When doing so, you have the ability to create the card using other tools, such as Canva, and then uploading the image directly into your ad.
Take your time to create a website card and call-to-action based tweet that is engaging. Use attractive images and make sure to utilize keywords and hashtags in your tweet.
Step 6: Publish And Test Twitter Ads
It cannot be understated just how important it is to test different Twitter ad campaigns. Without testing, there is really no way to know whether the campaign that you have created is the optimal ad.
With the incredible amount of analytics that Twitter allows you to track, there is no excuse for not being able to test different ads and campaigns to determine the most effective option.
The Next Step
Now that you have a basic understanding of how to create a Twitter ad campaign, it’s time to take the next step. Discover how to manage a series of advertising campaigns in order to better market an event. Download The CMO’S eBook On Event Advertising and learn how to use Google Adwords, Facebook, Twitter, Instagram and Snapchat ad platforms to increase event registrations. Click the button below to start reading.