Twitter Advertising 101: 8 Things to Know About Advertising Your Business on Twitter

Recently, Twitter announced it was ramping up its business offerings, providing more targeted ad placements to better reach customers. The changes are in response to customer demand, with many small businesses long having clamored for a better way to reach customers on the second most popular social media site. With its nemesis, Facebook, so successfully catering to businesses, it’s important for Twitter advertisers to reach out to businesses in order to remain competitive.

But many small business owners are still unaware of the changes. To make it easier for businesses to start marketing on the social media network immediately, here are a few top things to know about Twitter advertising.

1. Advertising is easy.

Twitter offers a self-service model that allows business owners to stay in control of when and what ads are posted. Ad campaigns can be deployed immediately, from a mobile device or PC, and instant access to analytics helps business owners adjust efforts on the fly.

2. Well-tested.

By opening up this new advertising platform to a select, invitation-only group of businesses last spring, Twitter was able to test the new service and work out any bugs. These businesses have been reporting back success stories over the past year. Twitter has been collecting feedback from these users and making changes to help meet business needs.

3. Target @users.

Twitter’s new platform lets businesses directly target users who follow specific usernames. A business that sells clothing, for instance, may wish to deploy ads to everyone who follows @fashion or @WomensWearDaily.

4. Choose categories.

Advertisers can now choose from hundreds of categories, targeting users specifically by the interests they’ve communicated. This narrows ad reach to those who are most likely to take action on them, helping maximize each advertising dollar.

5. Target specific devices.

Is your product or service aimed specifically to iPhone users? Or maybe your audience lies solely in mobile device users in general. Twitter lets advertisers choose to target only those devices that they want. Send your ad to desktop and laptop computers, iOS devices, Android devices, Blackberries, other mobile devices, or all of the above.

6. Reach out to a specific gender.

Some products or services are most likely to resonate with men. Some with women. Twitter lets advertisers choose to target only one gender or both.

7. More control.

Twitter has improved its advanced interface, making it easier for advertisers to control campaigns. With multiple-campaign optimization, businesses can launch several campaigns at once and easily track their progress.

8. Better analytics

Studies have shown ad campaigns are more effective when advertisers monitor successes and failures. Twitter’s analytics allow businesses to adjust campaigns in response to what the reports are telling them.

One thing that hasn’t changed is Google’s pricing structure. Businesses can still administer ad campaigns without breaking their budgets. For current self-service advertisers, to get the new features, choose “Switch to Advanced” from the top of your dashboard once you’re signed in. If you’re a new user, go to to start reaching Twitter members today.

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Stephanie Faris

Stephanie is a freelance writer and young adult/middle grade novelist, who worked in information systems for more than a decade. Her first book, 30 Days of No Gossip, will be released by Simon and Schuster in spring 2014. She lives in Nashville with her husband.

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