Twitter Advertising: What is it and is it Worth Advertising in?

Pay-per-click 4 min READ


December 1, 2022

To their disadvantage, many are not aware of what is Twitter advertising and its benefits for business.

X boasts 328 million monthly active users, with 80% of those users being located outside of the United States. For pay-per-click advertising experts, this presents a unique opportunity to reach a global audience. But what is Twitter advertising, and is it worth advertising in? Let’s take a closer look.

What is Twitter Advertising and how does it work?

Twitter Advertising, simply put, is deploying paid advertisements on X.

Considering its audience and unique platform functions, Twitter advertising enables you to promote tweets to a wider audience through real-time bidding.

You can also choose to promote accounts to gain followers, or videos to boost their views.

The way placements work on Twitter Ads is through an auction basis. This means advertisers must compete for ad placements within a given budget.

The ad with the highest bid and the strongest engagement signal (based on past performance) wins the auction.

Types of Twitter Ads

If you want to begin advertising on the platform, you have four major types to work with. These four types are already based on features already functional within the platform.

These are:

1. Promoted tweets

These are individual tweets that you can promote. This is done so that you can get more impressions and, hopefully, engagements for your tweets.

Promoted tweets appear in users’ timelines just like regular tweets, but they also appear in the “Promoted” section on search results pages.

When they appear on the user’s timeline, they will be able to read the word “Promoted” at the bottom of the tweet.

2. Promoted accounts

These are accounts that X promotes to users who don’t already follow the account but may be interested in it based on their interests and other factors.

Promoted accounts appear in the “Who to follow” section on and in the “Suggestions for you” section on X’s mobile app.

These are often deployed so you can gather more followers for your existing page, or gain initial followers if your account is new.

3. Promoted trends

These are trending topics that appear at the top of the “Trends” list on X. Promoted trends are labeled as “promoted” so that users know they’re seeing an ad.

You can deploy these ads if you want to get a campaign to go viral on the trends list. This can also instigate more engagement and mentions for your relevant keywords and hashtags.

4. Promoted videos

These are videos that are chosen by the advertiser to be promoted to a wider audience through real-time bidding.

Just like promoted tweets, promoted videos appear in users’ timelines just like regular tweets, but they also appear in the “Promoted” section on search results pages and in users’ timelines when they’re logged into X’s mobile app.

Promoted videos are deployed so you can boost engagements and views for a video campaign.

Advantages of Twitter Advertising

The advantages offered by Twitter Advertising are primarily attributed to the unique way the platform is used. As a micro-blogging platform, it’s perfect for quick, bite-sized content that immediately captures attention and engagement.

If you should advertise on the platform, you’ll find these advantages favorable:

  1. Twitter advertising offers a unique opportunity to reach a global audience. Advertisers can target users based on their interests, location, and other factors, making it a very effective way to reach specific demographics.

    What’s more is that the quick-witted manner of posting allows for quick reception and, in turn, engagement with your content. These engagements will pile on to the mileage of your ad, thereby expanding your reach further.

  2. Twitter advertising is also very effective at generating leads. Apart from the primary ad formats discussed above, advertisers can also create lead generation cards that ask users to sign up for more information or download an app.

    This allows you to capture leads that you can further engage and turn into customers. Lead generation cards are a great way to increase the number of leads that an advertiser receives.

  3. Twitter advertising is also a great way to increase brand awareness. Advertisers can promote their tweets and videos to a wider audience, increasing the likelihood that users will see their content.

    And because X is such a popular platform, promoting content on X can help advertisers reach a large number of people quickly and easily.

Twitter Advertising – invest as appropriate to your goals

So, is Twitter advertising worth it? That depends on your goals and objectives. If you’re looking to reach a wide global audience, then Twitter advertising may be a good fit for you.

However, if you’re only looking to reach people in a specific location, then there are other more targeted advertising options available that may be more effective for you such as Facebook Ads or Google AdWords.

FURTHER READING: The Real Cost of Facebook Ads Versus Your ROI

Key takeaways

Overall, Twitter advertising can be a good way to reach a wide global audience quickly and easily. However, it’s important to have realistic expectations about what Twitter Ads can do for your business and to consider other options if you’re only looking to target people in a specific location.

Some other things you should note about advertising on X are:

  • Focus on wit and brevity. As mentioned above, the charm of X is built around its micro-blogging feature. The best-performing ads are crisp, witty, and deliver the point in a concise way.
  • Use your audience’s language. Another way your ads can be more engaging is to use words and language your audience uses. This creates an instant emotional resonance which helps you get more engagement and reactions.
  • Don’t overdo it. Ads on X appear naturally but that doesn’t mean your audiences don’t know an ad when they see one. Mind your targeting and how often you push your ads or else risk having your ads rated badly.

Are you currently exploring Twitter Ads? What do you love and hate about it? Let’s discuss this on Facebook, X, and LinkedIn.

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