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Twitter Targeting Options in 2022

Published on: December 7 2022 by Paid Media Pros

Twitter Targeting Options in 2022

The above is a brief introduction to Twitter Targeting Options in 2022.

Let's move on to the first section of 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
00:20:01 00:20:04 video if you thought it was useful give
00:20:02 00:20:06 us a thumbs up below we release a new
00:20:04 00:20:07 video at least once a week so if you
00:20:06 00:20:09 want to get notified of when a new one
00:20:07 00:20:12 comes out be sure to subscribe to the
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