Twitter Targeting Options in 2022
Published on: December 7 2022 by Paid Media Pros
Twitter Targeting Options in 2022
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Table of Contents About Twitter Targeting Options in 2022
Twitter Targeting Options in 2022
| startTime | durationTime | text |
| 00:00:00 | 00:00:04 | twitter ads has many of the same |
| 00:00:02 | 00:00:06 | targeting options as a lot of the other |
| 00:00:04 | 00:00:08 | online marketing platforms there's |
| 00:00:06 | 00:00:11 | demographics and interest targeting but |
| 00:00:08 | 00:00:13 | twitter also has some unique targeting |
| 00:00:11 | 00:00:15 | options available only on their platform |
| 00:00:13 | 00:00:17 | not to mention over the last couple of |
| 00:00:15 | 00:00:18 | years twitter's been making adjustments |
| 00:00:17 | 00:00:20 | to their targeting options so now |
| 00:00:18 | 00:00:22 | they're a little bit different than they |
| 00:00:20 | 00:00:23 | were in the past in this video we're |
| 00:00:22 | 00:00:25 | going to give you a rundown of all the |
| 00:00:23 | 00:00:28 | targeting options available on twitter |
| 00:00:25 | 00:00:30 | ads as of early 2022 |
| 00:00:28 | 00:00:32 | on the twitter ads platform all of the |
| 00:00:30 | 00:00:34 | targeting for your campaigns is going to |
| 00:00:32 | 00:00:36 | live at the ad group level so i've gone |
| 00:00:34 | 00:00:38 | ahead and created a website traffic |
| 00:00:36 | 00:00:40 | campaign objective and created a |
| 00:00:38 | 00:00:42 | placeholder ad group so we can go |
| 00:00:40 | 00:00:44 | through each of the different options |
| 00:00:42 | 00:00:46 | i'm going to skip adding a name and i'm |
| 00:00:44 | 00:00:48 | going to skip all the delivery stuff and |
| 00:00:46 | 00:00:50 | all that sort of thing we're going to |
| 00:00:48 | 00:00:51 | start with the first set of targeting |
| 00:00:50 | 00:00:54 | options which is going to be around |
| 00:00:51 | 00:00:56 | demographics just like pretty much all |
| 00:00:54 | 00:00:58 | of the other ad platforms out there |
| 00:00:56 | 00:01:01 | we're able to target by gender you can |
| 00:00:58 | 00:01:02 | target any women or men there's not |
| 00:01:01 | 00:01:04 | better targeting than that to start off |
| 00:01:02 | 00:01:06 | with so that's what we've got next we |
| 00:01:04 | 00:01:08 | can target based on different age ranges |
| 00:01:06 | 00:01:10 | you can target all which will be the |
| 00:01:08 | 00:01:12 | default or if you want to select an age |
| 00:01:10 | 00:01:14 | range you can come here and then we have |
| 00:01:12 | 00:01:16 | a few drop downs on the low end you can |
| 00:01:14 | 00:01:19 | start at age 13 and then there are |
| 00:01:16 | 00:01:23 | different increments as ages go up for |
| 00:01:19 | 00:01:24 | 18 21 25 all the way up to 50. for now |
| 00:01:23 | 00:01:27 | we'll leave it as 13. and then on the |
| 00:01:24 | 00:01:29 | high end you can click this drop-down |
| 00:01:27 | 00:01:31 | and you can choose either one of the |
| 00:01:29 | 00:01:33 | next age brackets up or you can choose |
| 00:01:31 | 00:01:36 | and up so here i could choose to have |
| 00:01:33 | 00:01:38 | people between the ages of 13 and 34 or |
| 00:01:36 | 00:01:41 | as i'm leaving it right now it would be |
| 00:01:38 | 00:01:43 | between 13 and up so basically everybody |
| 00:01:41 | 00:01:45 | on the platform not quite as |
| 00:01:43 | 00:01:47 | customizable as we see on say the |
| 00:01:45 | 00:01:49 | facebook platform but still a little bit |
| 00:01:47 | 00:01:51 | better than some others the next option |
| 00:01:49 | 00:01:54 | is going to be around location you can |
| 00:01:51 | 00:01:56 | see that by default i'm targeted into |
| 00:01:54 | 00:01:58 | the united states as a country level but |
| 00:01:56 | 00:02:00 | if you click into this field here we're |
| 00:01:58 | 00:02:02 | basically given carte blanche to do |
| 00:02:00 | 00:02:03 | whatever we want so if we just start |
| 00:02:02 | 00:02:04 | typing i'm just going to type in the |
| 00:02:03 | 00:02:06 | letter a and now you'll see that a |
| 00:02:04 | 00:02:09 | number of different locations with the |
| 00:02:06 | 00:02:11 | letter a included have shown up and i |
| 00:02:09 | 00:02:13 | did this for a reason mostly just to |
| 00:02:11 | 00:02:15 | show that you can target things in three |
| 00:02:13 | 00:02:17 | major categories city |
| 00:02:15 | 00:02:18 | region or state |
| 00:02:17 | 00:02:20 | and then all the way down here i'm sure |
| 00:02:18 | 00:02:22 | i'll be able to find one there's a |
| 00:02:20 | 00:02:23 | country that starts with a those are |
| 00:02:22 | 00:02:26 | going to be the three main categories |
| 00:02:23 | 00:02:28 | you can target on twitter so just start |
| 00:02:26 | 00:02:30 | typing and find the option that makes |
| 00:02:28 | 00:02:32 | the most sense to you based on where you |
| 00:02:30 | 00:02:33 | need to target then once you've found |
| 00:02:32 | 00:02:35 | that let's say we want to target los |
| 00:02:33 | 00:02:37 | angeles you just check the box over here |
| 00:02:35 | 00:02:39 | and now all of our targeting has |
| 00:02:37 | 00:02:41 | reverted to los angeles so i'll click |
| 00:02:39 | 00:02:42 | out of this and you can see that only |
| 00:02:41 | 00:02:44 | that targeting option is down here for |
| 00:02:42 | 00:02:46 | the sake of this video just so we can |
| 00:02:44 | 00:02:47 | have a larger audience size i'm going to |
| 00:02:46 | 00:02:49 | switch it back to the united states the |
| 00:02:47 | 00:02:51 | last option we have in this field is |
| 00:02:49 | 00:02:53 | going to be around language and this is |
| 00:02:51 | 00:02:55 | optional you don't have to change the |
| 00:02:53 | 00:02:57 | targeting here but if you click into the |
| 00:02:55 | 00:02:59 | box there are a preset list of languages |
| 00:02:57 | 00:03:01 | that you can target on the twitter |
| 00:02:59 | 00:03:03 | platform so find whichever one or |
| 00:03:01 | 00:03:05 | handful of languages makes the most |
| 00:03:03 | 00:03:07 | sense to you and again just check the |
| 00:03:05 | 00:03:09 | box next to it and it'll be added to |
| 00:03:07 | 00:03:11 | your list as we scroll down the next set |
| 00:03:09 | 00:03:13 | of targeting options is going to be |
| 00:03:11 | 00:03:14 | around devices and to be quite honest |
| 00:03:13 | 00:03:17 | twitter has a lot of different targeting |
| 00:03:14 | 00:03:19 | options for devices the first is going |
| 00:03:17 | 00:03:20 | to be around operating system where you |
| 00:03:19 | 00:03:22 | can decide if you want to target |
| 00:03:20 | 00:03:25 | somebody who's using ios android some |
| 00:03:22 | 00:03:27 | other platform or desktop as of right |
| 00:03:25 | 00:03:29 | now desktop and the other mobile are the |
| 00:03:27 | 00:03:31 | only ones that don't give me any further |
| 00:03:29 | 00:03:33 | customization if i check the box next to |
| 00:03:31 | 00:03:35 | desktop it just keeps it there if i |
| 00:03:33 | 00:03:37 | check the box next to other mobile there |
| 00:03:35 | 00:03:39 | is a drop down that opens up but from |
| 00:03:37 | 00:03:40 | where i am currently potentially just |
| 00:03:39 | 00:03:42 | because i'm targeting united states |
| 00:03:40 | 00:03:44 | there's only one option that comes up |
| 00:03:42 | 00:03:46 | you kind of just target all of it or |
| 00:03:44 | 00:03:48 | other so for now i'll just check out of |
| 00:03:46 | 00:03:51 | these two but you do have quite a bit of |
| 00:03:48 | 00:03:53 | control within the ios or android |
| 00:03:51 | 00:03:55 | operating system so just for an example |
| 00:03:53 | 00:03:56 | let's click into ios we get the same |
| 00:03:55 | 00:03:58 | drop down we saw with the other one and |
| 00:03:56 | 00:04:01 | now you effectively get to choose how |
| 00:03:58 | 00:04:03 | updated you want this person's device to |
| 00:04:01 | 00:04:05 | be we're currently in ios 15 we're in |
| 00:04:03 | 00:04:08 | that range that is the most up-to-date |
| 00:04:05 | 00:04:10 | operating system but you can have your |
| 00:04:08 | 00:04:13 | ads run all the way back to anybody |
| 00:04:10 | 00:04:15 | who's on 12.4 or all the way back even |
| 00:04:13 | 00:04:17 | to 6.0 and above this might not make a |
| 00:04:15 | 00:04:18 | lot of sense for people who are just |
| 00:04:17 | 00:04:20 | trying to get website traffic but if |
| 00:04:18 | 00:04:23 | you're trying to get users to come and |
| 00:04:20 | 00:04:25 | engage with your app but your app is not |
| 00:04:23 | 00:04:26 | supported past a certain operating |
| 00:04:25 | 00:04:28 | system it's really important to make |
| 00:04:26 | 00:04:30 | sure you're targeting the people who can |
| 00:04:28 | 00:04:32 | actually engage with your app the same |
| 00:04:30 | 00:04:34 | is true for android but the checkbox |
| 00:04:32 | 00:04:35 | process is essentially the same it's |
| 00:04:34 | 00:04:37 | just a different list of names of |
| 00:04:35 | 00:04:39 | operating systems so i'm not going to |
| 00:04:37 | 00:04:41 | check into that but as you can see if |
| 00:04:39 | 00:04:43 | you leave all boxes unchecked off to the |
| 00:04:41 | 00:04:45 | right the audience size is still huge |
| 00:04:43 | 00:04:47 | that just means that you're opting into |
| 00:04:45 | 00:04:49 | all operating systems and you haven't |
| 00:04:47 | 00:04:51 | narrowed anything down so it'll look |
| 00:04:49 | 00:04:53 | fine if you're trying to target everyone |
| 00:04:51 | 00:04:55 | if all those boxes are unchecked next we |
| 00:04:53 | 00:04:57 | can target based on the device model |
| 00:04:55 | 00:04:59 | kind of a different take on what the |
| 00:04:57 | 00:05:01 | operating system is but here we've got |
| 00:04:59 | 00:05:03 | all the different brands that make all |
| 00:05:01 | 00:05:05 | different mobile devices and things |
| 00:05:03 | 00:05:08 | apple obviously being a very popular one |
| 00:05:05 | 00:05:11 | so open that up you can target anybody |
| 00:05:08 | 00:05:15 | on any ipad a specific 6th generation |
| 00:05:11 | 00:05:17 | 7th ipad 2 ipad air ipad mini all of |
| 00:05:15 | 00:05:18 | these different targeting options and |
| 00:05:17 | 00:05:20 | this is what i mean when i say twitter |
| 00:05:18 | 00:05:22 | has quite a lot of controls when it |
| 00:05:20 | 00:05:25 | comes to devices you can get very |
| 00:05:22 | 00:05:26 | customized on here if you need to my |
| 00:05:25 | 00:05:29 | guess is that the vast majority of you |
| 00:05:26 | 00:05:31 | don't need to but if you do you can do |
| 00:05:29 | 00:05:33 | that next you can target people based on |
| 00:05:31 | 00:05:35 | carrier so who do they have their plan |
| 00:05:33 | 00:05:36 | with if you click into this box the |
| 00:05:35 | 00:05:38 | first thing you need to do is choose |
| 00:05:36 | 00:05:41 | your country because all countries have |
| 00:05:38 | 00:05:43 | different brands that will support their |
| 00:05:41 | 00:05:45 | internet and cellular service so for |
| 00:05:43 | 00:05:47 | canada you can see airtale there's bell |
| 00:05:45 | 00:05:49 | down here you can get a lot of different |
| 00:05:47 | 00:05:51 | brands on here so again choose the one |
| 00:05:49 | 00:05:53 | that makes the most sense for you if you |
| 00:05:51 | 00:05:54 | need to narrow it down then the last |
| 00:05:53 | 00:05:57 | check box we have here in the devices |
| 00:05:54 | 00:06:00 | group is to target people who first used |
| 00:05:57 | 00:06:03 | twitter on a new device or carrier i |
| 00:06:00 | 00:06:05 | genuinely don't know why you would need |
| 00:06:03 | 00:06:06 | to use this targeting option but that's |
| 00:06:05 | 00:06:08 | only because i've never run into a |
| 00:06:06 | 00:06:09 | scenario where this makes sense for me |
| 00:06:08 | 00:06:11 | if it does speak to you and you think |
| 00:06:09 | 00:06:13 | this is an option that you need to |
| 00:06:11 | 00:06:15 | leverage good news there's a checkbox |
| 00:06:13 | 00:06:16 | for that but again my guess is most |
| 00:06:15 | 00:06:18 | people don't need to use that now let's |
| 00:06:16 | 00:06:20 | scroll down a little bit more and get |
| 00:06:18 | 00:06:22 | into the custom audiences section i'm |
| 00:06:20 | 00:06:24 | not going to spend a ton of time on this |
| 00:06:22 | 00:06:26 | group because it actually warrants its |
| 00:06:24 | 00:06:28 | own separate video of showing how to put |
| 00:06:26 | 00:06:30 | it together but effectively you can |
| 00:06:28 | 00:06:33 | create custom audiences or retargeting |
| 00:06:30 | 00:06:35 | audiences in some ways on twitter and |
| 00:06:33 | 00:06:36 | utilize them in your campaigns since |
| 00:06:35 | 00:06:38 | this is a placeholder account we don't |
| 00:06:36 | 00:06:39 | actually have any so i can't show you |
| 00:06:38 | 00:06:41 | what those would look like but if we |
| 00:06:39 | 00:06:44 | check into this box you can see that |
| 00:06:41 | 00:06:46 | there are four main categories and to |
| 00:06:44 | 00:06:47 | tok about what each of those categories |
| 00:06:46 | 00:06:50 | are i'm actually going to go to the |
| 00:06:47 | 00:06:52 | audience section of twitter ads so if |
| 00:06:50 | 00:06:54 | you'll follow me here we go to tools and |
| 00:06:52 | 00:06:55 | then we click audiences and just as i |
| 00:06:54 | 00:06:57 | mentioned before there's nothing to see |
| 00:06:55 | 00:06:58 | here because we haven't created the |
| 00:06:57 | 00:07:00 | video for it so if i come up and click |
| 00:06:58 | 00:07:02 | create audience you'll see the four main |
| 00:07:00 | 00:07:04 | categories are reiterated here list |
| 00:07:02 | 00:07:05 | meaning you can upload a list of your |
| 00:07:04 | 00:07:08 | customers so it's basically just a |
| 00:07:05 | 00:07:09 | customer upload website activity which |
| 00:07:08 | 00:07:11 | will be a group of people who have been |
| 00:07:09 | 00:07:13 | cookied who came to your website and you |
| 00:07:11 | 00:07:15 | can have a number of different targeting |
| 00:07:13 | 00:07:17 | options within that app activity which |
| 00:07:15 | 00:07:19 | is to create an audience of your app |
| 00:07:17 | 00:07:21 | users who took a specific action such as |
| 00:07:19 | 00:07:23 | buying an item or app activity |
| 00:07:21 | 00:07:25 | combination where you can combine |
| 00:07:23 | 00:07:27 | multiple different app activity |
| 00:07:25 | 00:07:29 | audiences together to come up with a new |
| 00:07:27 | 00:07:30 | combination so for now that's all the |
| 00:07:29 | 00:07:32 | time i'm going to spend on target |
| 00:07:30 | 00:07:34 | audiences on twitter but we'll come back |
| 00:07:32 | 00:07:36 | to that in a future video let's hop back |
| 00:07:34 | 00:07:38 | into the campaign creation process that |
| 00:07:36 | 00:07:39 | i had earlier and keep moving down the |
| 00:07:38 | 00:07:42 | line as i mentioned you can either |
| 00:07:39 | 00:07:44 | include or exclude those custom |
| 00:07:42 | 00:07:46 | audiences from your campaign and lastly |
| 00:07:44 | 00:07:48 | you can check a box that says include |
| 00:07:46 | 00:07:50 | lookalikes of your selected custom |
| 00:07:48 | 00:07:52 | audiences so let's say you want to |
| 00:07:50 | 00:07:54 | target people who have been to your site |
| 00:07:52 | 00:07:56 | before or target people who are part of |
| 00:07:54 | 00:07:58 | your customer list but you also want to |
| 00:07:56 | 00:08:00 | extend your reach based on those users |
| 00:07:58 | 00:08:02 | all you have to do is check this box and |
| 00:08:00 | 00:08:04 | you'll find the look-alike audience |
| 00:08:02 | 00:08:05 | added of those custom audiences now |
| 00:08:04 | 00:08:07 | let's scroll down a little bit further |
| 00:08:05 | 00:08:08 | into the section that i think you |
| 00:08:07 | 00:08:10 | probably thought i was going to tok |
| 00:08:08 | 00:08:12 | most about and that's just the targeting |
| 00:08:10 | 00:08:14 | features on twitter the first is going |
| 00:08:12 | 00:08:16 | to be based on keywords which if you |
| 00:08:14 | 00:08:18 | click this little information box here |
| 00:08:16 | 00:08:20 | keywords allow you to target audiences |
| 00:08:18 | 00:08:23 | by including keywords related to terms |
| 00:08:20 | 00:08:25 | that they have searched tweeted or based |
| 00:08:23 | 00:08:26 | on tweets they have engaged with so |
| 00:08:25 | 00:08:29 | effectively most of the actions you can |
| 00:08:26 | 00:08:31 | take on twitter can be targeted with |
| 00:08:29 | 00:08:33 | keywords but you'll also notike that you |
| 00:08:31 | 00:08:35 | can exclude keywords as well because |
| 00:08:33 | 00:08:37 | twitter gives a warning that too many |
| 00:08:35 | 00:08:39 | excluded keywords can limit your |
| 00:08:37 | 00:08:40 | campaign's reach just like anything else |
| 00:08:39 | 00:08:42 | if you have too many negative audiences |
| 00:08:40 | 00:08:44 | that can be a problem since this is paid |
| 00:08:42 | 00:08:46 | media pros let's say i wanted to target |
| 00:08:44 | 00:08:50 | a number of people who were interested |
| 00:08:46 | 00:08:52 | in ppc paid search and google ads all |
| 00:08:50 | 00:08:53 | i'd have to do is type in those keywords |
| 00:08:52 | 00:08:54 | i would check a box next to each one of |
| 00:08:53 | 00:08:56 | them |
| 00:08:54 | 00:08:57 | and then all those keywords will be |
| 00:08:56 | 00:09:00 | added in here and you'll see that the |
| 00:08:57 | 00:09:01 | target audience estimate got quite a bit |
| 00:09:00 | 00:09:03 | smaller because people aren't toking |
| 00:09:01 | 00:09:05 | about ppc and paid search as much as |
| 00:09:03 | 00:09:07 | maybe we would like but overall it's |
| 00:09:05 | 00:09:08 | very easy to add these keywords and then |
| 00:09:07 | 00:09:10 | if you decide for any reason that you |
| 00:09:08 | 00:09:12 | don't want them all you have to do is |
| 00:09:10 | 00:09:13 | come over here and click this x |
| 00:09:12 | 00:09:15 | and it'll clear all the keywords out of |
| 00:09:13 | 00:09:17 | there if you don't want to spend a bunch |
| 00:09:15 | 00:09:20 | of time typing in each of the individual |
| 00:09:17 | 00:09:21 | keywords you can bulk upload them you |
| 00:09:20 | 00:09:23 | can also get recommendations based on |
| 00:09:21 | 00:09:24 | the keywords that you have which i'm not |
| 00:09:23 | 00:09:26 | going to spend time on that right now |
| 00:09:24 | 00:09:27 | but there are some really good options |
| 00:09:26 | 00:09:29 | in there to help you extend the reach |
| 00:09:27 | 00:09:31 | beyond what you had in there already the |
| 00:09:29 | 00:09:33 | next targeting option is follower |
| 00:09:31 | 00:09:35 | lookalikes and twitter is the only |
| 00:09:33 | 00:09:38 | platform to my knowledge that has this |
| 00:09:35 | 00:09:40 | type of targeting so as a quick overview |
| 00:09:38 | 00:09:42 | follower lookalikes reach people with |
| 00:09:40 | 00:09:45 | similar interests to an accounts |
| 00:09:42 | 00:09:47 | followers they're based on things that |
| 00:09:45 | 00:09:50 | people tweet what they retweet what they |
| 00:09:47 | 00:09:51 | click on what they engage with all sorts |
| 00:09:50 | 00:09:53 | of different signals but with this |
| 00:09:51 | 00:09:55 | targeting you're not targeting the |
| 00:09:53 | 00:09:57 | followers of the accounts you provide |
| 00:09:55 | 00:09:59 | you're targeting people who look like |
| 00:09:57 | 00:10:02 | those followers so if i type in a couple |
| 00:09:59 | 00:10:04 | of different industry blogs that we know |
| 00:10:02 | 00:10:06 | in the ppc space then the people that |
| 00:10:04 | 00:10:08 | we're going to be targeting are people |
| 00:10:06 | 00:10:10 | who look like the people who follow |
| 00:10:08 | 00:10:13 | search engine land search engine journal |
| 00:10:10 | 00:10:15 | and ppc hero this is a great way to find |
| 00:10:13 | 00:10:17 | people who engage with your competitor |
| 00:10:15 | 00:10:20 | brands for example they might not follow |
| 00:10:17 | 00:10:22 | your competitors but they act the same |
| 00:10:20 | 00:10:24 | way on twitter as the people who do |
| 00:10:22 | 00:10:25 | follow your competitors so if anything |
| 00:10:24 | 00:10:27 | that's a little bit better because they |
| 00:10:25 | 00:10:29 | haven't already decided their brand |
| 00:10:27 | 00:10:31 | affinity for your competitor versus |
| 00:10:29 | 00:10:32 | somebody else they can still be swayed |
| 00:10:31 | 00:10:34 | and since i still have the targeting |
| 00:10:32 | 00:10:36 | options in here for follower lookalikes |
| 00:10:34 | 00:10:38 | you'll see that this recommendations |
| 00:10:36 | 00:10:39 | text is now black which means that there |
| 00:10:38 | 00:10:42 | are some recommendations so if i click |
| 00:10:39 | 00:10:44 | on this now it opens up this huge list |
| 00:10:42 | 00:10:47 | off to the side of all these different |
| 00:10:44 | 00:10:49 | accounts that i could add in here some |
| 00:10:47 | 00:10:50 | of them i absolutely recognize some of |
| 00:10:49 | 00:10:52 | them are friends and if i wanted to add |
| 00:10:50 | 00:10:54 | any of them all i would need to do is |
| 00:10:52 | 00:10:56 | click the little plus button at the end |
| 00:10:54 | 00:10:58 | of each gray box and that would add them |
| 00:10:56 | 00:10:59 | to my follower lookalike targeting for |
| 00:10:58 | 00:11:01 | now i'm going to x out of this and |
| 00:10:59 | 00:11:03 | remove all the targeting so we go back |
| 00:11:01 | 00:11:04 | to a flat line the next targeting option |
| 00:11:03 | 00:11:07 | we have is going to be based on |
| 00:11:04 | 00:11:08 | interests and these are pretty broad in |
| 00:11:07 | 00:11:10 | the way that you would expect interest |
| 00:11:08 | 00:11:13 | they're based on things that people |
| 00:11:10 | 00:11:15 | tweet and retweet as well as what they |
| 00:11:13 | 00:11:17 | click on who they follow and a lot of |
| 00:11:15 | 00:11:19 | other pieces twitter says they're most |
| 00:11:17 | 00:11:21 | effective when you choose interests that |
| 00:11:19 | 00:11:24 | align directly with your campaign's |
| 00:11:21 | 00:11:27 | creatives so ideally you can find a way |
| 00:11:24 | 00:11:28 | to model your product or your business |
| 00:11:27 | 00:11:31 | whatever you're trying to sell in your |
| 00:11:28 | 00:11:33 | ad creative into one of these different |
| 00:11:31 | 00:11:35 | interest buckets and then target those |
| 00:11:33 | 00:11:36 | interests so if you're able to do that |
| 00:11:35 | 00:11:39 | might be a good option for you on |
| 00:11:36 | 00:11:40 | twitter but if we check into this box |
| 00:11:39 | 00:11:43 | you'll see that all of these different |
| 00:11:40 | 00:11:45 | interests are going to be preset options |
| 00:11:43 | 00:11:47 | where you can come in and choose from a |
| 00:11:45 | 00:11:49 | drop down like if i choose beauty you |
| 00:11:47 | 00:11:51 | can see here that there's body art face |
| 00:11:49 | 00:11:52 | care hair care skin care all sorts of |
| 00:11:51 | 00:11:54 | things where all you have to do is check |
| 00:11:52 | 00:11:56 | the box next to it or you can easily |
| 00:11:54 | 00:11:58 | come up into the box and just start |
| 00:11:56 | 00:12:00 | typing and there's only one option for |
| 00:11:58 | 00:12:02 | marketing but there's still at least an |
| 00:12:00 | 00:12:04 | option and it'll narrow down all of the |
| 00:12:02 | 00:12:06 | interests that are based on what you've |
| 00:12:04 | 00:12:08 | typed in so far the next targeting |
| 00:12:06 | 00:12:10 | option is going to be movies and tv |
| 00:12:08 | 00:12:11 | shows and if we click on this box over |
| 00:12:10 | 00:12:13 | here |
| 00:12:11 | 00:12:15 | we're trying to reach specific people |
| 00:12:13 | 00:12:19 | who are engaged with tv shows and movies |
| 00:12:15 | 00:12:20 | before during and after a telecast i |
| 00:12:19 | 00:12:23 | specifically wanted to read this because |
| 00:12:20 | 00:12:25 | the before during and after a telecast |
| 00:12:23 | 00:12:28 | is very important twitter is really |
| 00:12:25 | 00:12:30 | trying to capitalize on specific moments |
| 00:12:28 | 00:12:33 | when it comes to movies and tv shows so |
| 00:12:30 | 00:12:35 | things like streaming tv shows are |
| 00:12:33 | 00:12:37 | probably not going to be on here because |
| 00:12:35 | 00:12:38 | you can kind of stream them whenever |
| 00:12:37 | 00:12:40 | that's one of the beauties of streaming |
| 00:12:38 | 00:12:42 | additionally if something happened a |
| 00:12:40 | 00:12:44 | long time ago or is happening a long |
| 00:12:42 | 00:12:46 | time in the future it's not going to be |
| 00:12:44 | 00:12:48 | on the list they're trying to focus on |
| 00:12:46 | 00:12:50 | things that are more recent or happening |
| 00:12:48 | 00:12:52 | right now additionally i can say from a |
| 00:12:50 | 00:12:54 | user perspective this is one of the most |
| 00:12:52 | 00:12:56 | difficult fields to get the right thing |
| 00:12:54 | 00:12:58 | to come up in depending on what you're |
| 00:12:56 | 00:13:00 | trying to find make sure that you type |
| 00:12:58 | 00:13:02 | it in specifically otherwise twitter |
| 00:13:00 | 00:13:04 | will have a problem so to make joe happy |
| 00:13:02 | 00:13:05 | let's just type in star wars and this |
| 00:13:04 | 00:13:07 | goes very close to what i was saying |
| 00:13:05 | 00:13:09 | about the timing piece there are only |
| 00:13:07 | 00:13:12 | three options here star wars visions |
| 00:13:09 | 00:13:14 | star wars resistance and lego star wars |
| 00:13:12 | 00:13:16 | terrifying tales you're not going to |
| 00:13:14 | 00:13:18 | find any of the movies that are here |
| 00:13:16 | 00:13:20 | because there aren't any movies being |
| 00:13:18 | 00:13:22 | released for star wars right now odds |
| 00:13:20 | 00:13:24 | are if there were a new movie coming out |
| 00:13:22 | 00:13:26 | that would be one of the line items here |
| 00:13:24 | 00:13:28 | so if you want to capitalize on a tv |
| 00:13:26 | 00:13:30 | show or a movie or something like that |
| 00:13:28 | 00:13:32 | that's happening now you can do that but |
| 00:13:30 | 00:13:34 | don't be surprised if not everything you |
| 00:13:32 | 00:13:36 | want to target shows up here okay let's |
| 00:13:34 | 00:13:38 | x out of this that's enough of making |
| 00:13:36 | 00:13:41 | joe happy about star wars in a similar |
| 00:13:38 | 00:13:43 | vein around timing you can also target |
| 00:13:41 | 00:13:44 | around events so if i scroll down a |
| 00:13:43 | 00:13:46 | little bit because i know this is going |
| 00:13:44 | 00:13:47 | to pop open a list i can come and check |
| 00:13:46 | 00:13:49 | into this field you can see that there |
| 00:13:47 | 00:13:51 | are a few different categories that show |
| 00:13:49 | 00:13:54 | up conferences entertainment politiks |
| 00:13:51 | 00:13:55 | sports so if i click into conferences |
| 00:13:54 | 00:13:57 | and see one that i know i'm familiar |
| 00:13:55 | 00:13:59 | with is going to be the social media |
| 00:13:57 | 00:14:01 | marketing world down here for 2022 |
| 00:13:59 | 00:14:03 | that's coming up in about a month and a |
| 00:14:01 | 00:14:04 | half from now so it makes sense that it |
| 00:14:03 | 00:14:06 | would show up here but there are other |
| 00:14:04 | 00:14:07 | options you can target as well like if i |
| 00:14:06 | 00:14:08 | come down to sports you'll see that |
| 00:14:07 | 00:14:11 | there are different things around the |
| 00:14:08 | 00:14:14 | australian open the winter olympics |
| 00:14:11 | 00:14:16 | daytona 500 all this stuff but they are |
| 00:14:14 | 00:14:18 | pretty close to happening right now the |
| 00:14:16 | 00:14:21 | furthest one back that i've seen is |
| 00:14:18 | 00:14:23 | going to be of july of 2021 everything |
| 00:14:21 | 00:14:25 | else is pretty much moving forward so |
| 00:14:23 | 00:14:27 | you're probably not going to be able to |
| 00:14:25 | 00:14:29 | target people based on your favorite |
| 00:14:27 | 00:14:30 | march madness from the 1990s so just |
| 00:14:29 | 00:14:32 | getting that out of the way now but if |
| 00:14:30 | 00:14:34 | there is a sporting event that you want |
| 00:14:32 | 00:14:36 | to capitalize on or any other event that |
| 00:14:34 | 00:14:37 | are in these different categories all |
| 00:14:36 | 00:14:39 | you need to do is come in here and find |
| 00:14:37 | 00:14:41 | it and check the box the last targeting |
| 00:14:39 | 00:14:42 | option that has the same type of |
| 00:14:41 | 00:14:45 | usability is going to be conversation |
| 00:14:42 | 00:14:47 | topics and these are based on people who |
| 00:14:45 | 00:14:50 | tweeted engaged with a tweet or looked |
| 00:14:47 | 00:14:52 | at a tweet about a conversation topic it |
| 00:14:50 | 00:14:53 | feels very similar to interests but the |
| 00:14:52 | 00:14:55 | thing that's different here is that |
| 00:14:53 | 00:14:58 | conversations have a look back window of |
| 00:14:55 | 00:15:00 | only 28 days so not only is somebody |
| 00:14:58 | 00:15:01 | engaged with this specific topic but |
| 00:15:00 | 00:15:03 | they've also been engaged with it |
| 00:15:01 | 00:15:05 | recently within the last month this |
| 00:15:03 | 00:15:07 | isn't something that they tweeted about |
| 00:15:05 | 00:15:09 | two years ago and now we're targeting |
| 00:15:07 | 00:15:10 | them with an ad it is pretty timely so |
| 00:15:09 | 00:15:13 | if we come in the box all you need to do |
| 00:15:10 | 00:15:14 | is start typing again just pick a letter |
| 00:15:13 | 00:15:17 | and now all sorts of things will come up |
| 00:15:14 | 00:15:20 | actors product athlete musicians a |
| 00:15:17 | 00:15:22 | sports team a brand a tv show whatever |
| 00:15:20 | 00:15:24 | the conversation topic you're trying to |
| 00:15:22 | 00:15:26 | target just start typing and see if it |
| 00:15:24 | 00:15:28 | shows up this list is going to be far |
| 00:15:26 | 00:15:29 | too long for them to try and give any |
| 00:15:28 | 00:15:31 | sort of preset and it's going to be too |
| 00:15:29 | 00:15:33 | hard for me to try and narrow things |
| 00:15:31 | 00:15:35 | down for you so just start typing here |
| 00:15:33 | 00:15:36 | and see what pops up now the last thing |
| 00:15:35 | 00:15:38 | within this targeting features group is |
| 00:15:36 | 00:15:40 | going to be this additional options |
| 00:15:38 | 00:15:42 | section and these are all pretty easy |
| 00:15:40 | 00:15:44 | opt-in opt-out you can choose for this |
| 00:15:42 | 00:15:46 | first one to re-target people who saw or |
| 00:15:44 | 00:15:48 | engaged with your past tweets so |
| 00:15:46 | 00:15:51 | effectively these are tweet engagement |
| 00:15:48 | 00:15:53 | audiences you could simply leave all of |
| 00:15:51 | 00:15:55 | the other targeting options blank |
| 00:15:53 | 00:15:56 | meaning that you would only be |
| 00:15:55 | 00:15:58 | retargeting people who've engaged with |
| 00:15:56 | 00:15:59 | your tweets that would be one way to |
| 00:15:58 | 00:16:02 | retarget them you can also choose this |
| 00:15:59 | 00:16:05 | expand your audience piece think of this |
| 00:16:02 | 00:16:07 | basically as the fuzzy match around like |
| 00:16:05 | 00:16:09 | a facebook audience you can opt into |
| 00:16:07 | 00:16:11 | expanded targeting you can also do the |
| 00:16:09 | 00:16:12 | same thing on linkedin and even on the |
| 00:16:11 | 00:16:14 | google display network there are options |
| 00:16:12 | 00:16:15 | to expand your reach beyond your |
| 00:16:14 | 00:16:17 | audience so if you're seeing good |
| 00:16:15 | 00:16:19 | success and you're having trouble |
| 00:16:17 | 00:16:21 | finding different targeting options to |
| 00:16:19 | 00:16:22 | reach into maybe just check the box here |
| 00:16:21 | 00:16:24 | and get a little bit more reach out of |
| 00:16:22 | 00:16:26 | your campaign and then lastly you can |
| 00:16:24 | 00:16:29 | say also target followers of paid media |
| 00:16:26 | 00:16:30 | pros now with your specific campaign |
| 00:16:29 | 00:16:32 | you'll be targeting followers of |
| 00:16:30 | 00:16:33 | whatever account you have you're not |
| 00:16:32 | 00:16:35 | going to be targeting all of our |
| 00:16:33 | 00:16:38 | followers but again this is another good |
| 00:16:35 | 00:16:39 | way to re-target people based on their |
| 00:16:38 | 00:16:42 | engagement with you on the twitter |
| 00:16:39 | 00:16:43 | platform but specifically targeting |
| 00:16:42 | 00:16:46 | followers as opposed to people who just |
| 00:16:43 | 00:16:47 | saw or engage with your tweets okay |
| 00:16:46 | 00:16:49 | moving right along here let's scoot down |
| 00:16:47 | 00:16:51 | to placements it's going to be |
| 00:16:49 | 00:16:53 | relatively short and then we're going to |
| 00:16:51 | 00:16:54 | try to tok about the twitter audience |
| 00:16:53 | 00:16:56 | platform for here in just a minute the |
| 00:16:54 | 00:16:58 | first group is just called placements |
| 00:16:56 | 00:17:00 | because that is going to be everything |
| 00:16:58 | 00:17:02 | that happens on twitter there are three |
| 00:17:00 | 00:17:04 | main groups that you can target so the |
| 00:17:02 | 00:17:05 | home timelines that's going to look |
| 00:17:04 | 00:17:07 | something like this basically when |
| 00:17:05 | 00:17:08 | you're on the home feed you're going to |
| 00:17:07 | 00:17:10 | see different twitter ads pop up within |
| 00:17:08 | 00:17:12 | that feed and then the other options |
| 00:17:10 | 00:17:14 | that you can actually choose to opt into |
| 00:17:12 | 00:17:16 | or out of you'll notike that home |
| 00:17:14 | 00:17:18 | timelines is grayed out you cannot opt |
| 00:17:16 | 00:17:20 | out of that but the other two you can |
| 00:17:18 | 00:17:21 | and those are profiles which whenever |
| 00:17:20 | 00:17:24 | you're looking at somebody's profile you |
| 00:17:21 | 00:17:26 | can sometimes see ads in those tweets or |
| 00:17:24 | 00:17:27 | the search results if you go to twitter |
| 00:17:26 | 00:17:29 | you search for something you have all |
| 00:17:27 | 00:17:30 | the tweets come up and an ad can show in |
| 00:17:29 | 00:17:32 | the middle if for whatever reason you |
| 00:17:30 | 00:17:33 | don't want to show alongside different |
| 00:17:32 | 00:17:35 | profiles or the search results all you |
| 00:17:33 | 00:17:37 | have to do is check out of a box but i |
| 00:17:35 | 00:17:39 | personally can't really see a reason why |
| 00:17:37 | 00:17:40 | you would want to do that so you'd |
| 00:17:39 | 00:17:42 | probably always want to stay opted into |
| 00:17:40 | 00:17:44 | all the different options here and then |
| 00:17:42 | 00:17:46 | the last targeting options that we have |
| 00:17:44 | 00:17:48 | on the platform are going to be the |
| 00:17:46 | 00:17:49 | twitter audience platform it's actually |
| 00:17:48 | 00:17:51 | off twitter kind of funny that i said |
| 00:17:49 | 00:17:52 | it's the last one on the platform |
| 00:17:51 | 00:17:55 | because it's not even on the platform at |
| 00:17:52 | 00:17:58 | a very high level you can decide to opt |
| 00:17:55 | 00:18:00 | into meaning leaving this on or out of |
| 00:17:58 | 00:18:02 | by closing this down utilizing the |
| 00:18:00 | 00:18:04 | twitter audience platform and that |
| 00:18:02 | 00:18:07 | extends your reach to anybody outside of |
| 00:18:04 | 00:18:09 | the twitter platform itself into the |
| 00:18:07 | 00:18:11 | extended network essentially the reason |
| 00:18:09 | 00:18:13 | you would do that is to drive greater |
| 00:18:11 | 00:18:15 | scale for your campaigns just by |
| 00:18:13 | 00:18:17 | extending the reach and getting into |
| 00:18:15 | 00:18:19 | other apps that they use every day so |
| 00:18:17 | 00:18:20 | similar to that audience expansion piece |
| 00:18:19 | 00:18:21 | if you're seeing good results and you |
| 00:18:20 | 00:18:23 | want to make sure that you've got as |
| 00:18:21 | 00:18:25 | much reach as possible leaving the |
| 00:18:23 | 00:18:26 | twitter audience platform on is probably |
| 00:18:25 | 00:18:29 | a good idea there are a few different ad |
| 00:18:26 | 00:18:31 | formats you can use here native banner |
| 00:18:29 | 00:18:33 | rectangle a couple of full screen |
| 00:18:31 | 00:18:35 | options and you do have some different |
| 00:18:33 | 00:18:37 | settings that you can choose based on |
| 00:18:35 | 00:18:40 | certain ad categories as well as some |
| 00:18:37 | 00:18:41 | advanced targeting where you can exclude |
| 00:18:40 | 00:18:43 | certain apps but all that is going to be |
| 00:18:41 | 00:18:45 | getting very much into the weeds for |
| 00:18:43 | 00:18:47 | this video needless to say there are a |
| 00:18:45 | 00:18:49 | lot of ways that you can customize how |
| 00:18:47 | 00:18:51 | your ads will show and where your ads |
| 00:18:49 | 00:18:53 | will show across the twitter audience |
| 00:18:51 | 00:18:55 | platform so just coming back up to the |
| 00:18:53 | 00:18:57 | bread and butter of twitter targeting |
| 00:18:55 | 00:18:58 | features and whatnot clearly there are a |
| 00:18:57 | 00:19:01 | lot of different targeting options you |
| 00:18:58 | 00:19:03 | can use on the twitter ads platform i |
| 00:19:01 | 00:19:04 | personally really like the follower |
| 00:19:03 | 00:19:06 | lookalike audiences because they're |
| 00:19:04 | 00:19:08 | unique to the twitter platform other |
| 00:19:06 | 00:19:11 | platforms don't really have those but |
| 00:19:08 | 00:19:14 | it's also an extremely timely platform |
| 00:19:11 | 00:19:16 | utilizing the movies and tv shows events |
| 00:19:14 | 00:19:18 | and conversation topics focusing on |
| 00:19:16 | 00:19:21 | users who are engaging with those things |
| 00:19:18 | 00:19:23 | within the recent past and recent events |
| 00:19:21 | 00:19:24 | that are taking place but that doesn't |
| 00:19:23 | 00:19:27 | mean that every product that you |
| 00:19:24 | 00:19:29 | advertise on twitter has to be something |
| 00:19:27 | 00:19:30 | that's timely or relates to those |
| 00:19:29 | 00:19:32 | different features you can just make |
| 00:19:30 | 00:19:34 | creatives that maybe speak to those |
| 00:19:32 | 00:19:36 | events but still promote your product or |
| 00:19:34 | 00:19:38 | you can ignore it all together maybe you |
| 00:19:36 | 00:19:40 | just know that people who are going to |
| 00:19:38 | 00:19:42 | watch a specific event are also the same |
| 00:19:40 | 00:19:44 | people who are likely by your product |
| 00:19:42 | 00:19:45 | whatever the reason is there's a lot of |
| 00:19:44 | 00:19:47 | different ways that you can reach your |
| 00:19:45 | 00:19:49 | target audience on twitter i'm always |
| 00:19:47 | 00:19:51 | curious to hear how people utilize the |
| 00:19:49 | 00:19:53 | platform so if you have any really cool |
| 00:19:51 | 00:19:55 | combinations i'd love to hear about it |
| 00:19:53 | 00:19:57 | or if you have any follow-up questions |
| 00:19:55 | 00:19:58 | to any of the targeting options i've |
| 00:19:57 | 00:20:00 | toked about today feel free to leave us |
| 00:19:58 | 00:20:01 | a question in the comments and we'll get |
| 00:20:00 | 00:20:02 | back to you thanks for watching our |
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