If you run Twitter marketing for your company, you might be happy to know that Twitter unveiled a new option for advertisers in December. It’s called Tailored Audiences, and to quote Twitter’s blog, Tailored Audiences are “a new way for advertisers to define your own groups of existing and potential customers, and connect with them on Twitter with relevant messages”. It’s pretty much Twitter retargeting.
How Do Tailored Audiences Work?
Let’s pretend that you’re a tool company that wants to advertise on Twitter, and you want to show a special promotion to people who are interested in your new drill. You would install a special code on the drill pages of your website. This code creates a cookie on the visitor's computer when they visit the drill page.
The next time the user visits Twitter, the cookie is analyzed to see if it matches any active campaigns from your tool company. Since you’re running a promotion for your new drill, the user will be served one of the drill advertisements you’ve created. They’ve showed interest in the drill previously (when they visited the drill product page on your site), now you‘ll have a better chance of making a sale by showing them a special offer for the drill.
Relevant advertising is great, but it can get creepy.
You’ll check out a product on a website and then later on during the day or week you’ll start to see ads for that product on other websites. Heck you may even see ads for the product on Facebook. These ads will follow you everywhere. There have even been reports about how these retargeting ads spoiled a few Christmas surprises.
If you’re thinking about utilizing this type of advertising, for the sake of your brand, please do your homework before launching one of these campaigns. Retargeting ads have the potential to be annoying and can turn people off. Learn the platform you’re using. You should be able to set the number of times your ad is seen for users that have been cookie'd. This will prevent your potential customers from getting annoyed.
How Well Has Using Tailored Audiences Worked?
From the information that Twitter has released, it seems to be doing quite well.
From Twitter’s blog:
“By reaching recent visitors to their web properties with Promoted Tweets, Hubspot saw a lift in engagement rates of 45% with tailored audience campaigns over their historical averages.” A company called New Relic saw, “195% higher conversion rates” when they targeted visitors from their website. This data comes from the beta test they did over the summer, but now it’s available for every advertiser.
What Are Some Other Ways Businesses Can Use Tailored Audiences?
1. Promote to Their Most Active Users
Many companies have blogs and resource pages that people visit on a daily or weekly basis. By using Tailored Audiences, business can promote special campaigns to their most loyal fans.
2. Keep Up Appearances
Businesses want their brands to be recognizable and at the forefront of a potential customers' mind. Set up a Tailored audience campaign to promote ads that feature your logo or other branding elements. These types of campaigns are set up on a business’ About page or even a company blog.
3. Upsell To Customers
A business could use Tailored Audiences to promote an add-on product to a current customer. If you sell women's clothing, try upselling necklaces to customers that have already bought your earrings.
Tailored Audience campaigns offer a unique opportunity for businesses. Think about what types of visitors you have on your website and the different ways to align promotions with them.
How to Maintain Your Privacy if Tailored Ads Freak You Out
While this sounds like a fantastic advertising opportunity for companies, some people may find this type of advertising a bit intrusive. I’ve always been a little freaked by looking at an item on a site like Overstock.com and then seeing an ad for that item on Facebook minutes later. Twitter does a noble thing by letting you opt out of their advertising program, though. Wondering how to opt-out?
Go to your settings and click on the sprocket in the top right corner of the page. It’s nestled in between the Compose Tweet button and the Direct Message button. I’ve pointed out its location with the red arrow.
Once you’re in the settings, click on the security and privacy tab on the left side of the screen.
Scroll to the bottom of the page and uncheck the button for “Tailor ads based on information shared by ad partners.” This will opt you out of seeing promoted Tweets and the tailored audience program. Don’t forget to save your changes when you’re done.
Now that Twitter is a publicly traded company, they are beholden to shareholders who expect to see financial growth in the company. “Tailored Audiences” will be one of many new ad vehicles we’re sure to see in the future from Twitter.