Twitter launched a lead generation advertising service in 2013. When they did, Internet marketers and physical companies with a social media presence were ecstatic. They finally had a vehicle on the second largest social network that gave them a wealth of information about the Twitter users who responded to these lead generation ads.
Then, in December 2016, Twitter began phasing out the lead generation ad format. The old system allowed you to request people’s names, email addresses, and identifiers from Twitter if your ad appeared in their news feeds. Twitter launched this type of transparent demographic advertising system as a way to compete with Facebook ads.
However, due to user pressure for privacy concerns, Twitter did the right thing. They gave their constituents what they wanted, less access to sensitive information like zip codes, country of residence, job title and phone numbers. Does this mean that using Twitter’s current advertising platform to generate leads is now a waste of time? Could not be farther from the truth.
How to use new Twitter ads to generate leads
With the new ad platform, you have 3 different types of ads that you can use in one way or another to find new prospects.
- Promoted Tweets – Pay for your tweets to be shown to people who are not yet following you.
- Promoted accounts – Your account is promoted to specific Twitter users.
- Promoted trends – You pay to promote a hashtag.
You can create a Twitter ad campaign that uses any, some, or all 3 types of ads. The different types of campaigns are as follows.
- Tweets commitments – Your campaign focuses on generating conversations and participation about your business.
- Followers – If you want to build your list of followers, this is the campaign to use.
- Awareness – Here you pay for impressions, instead of shares.
- Video views – This campaign is self explanatory. It works to improve the amount of views your videos get.
- Clicks or conversions on the website – If you have a great landing page to build your email list or lead group, this is the campaign you want to focus on. This type of campaign includes a Website Card, which allows viewers to see a preview of your site within your tweet, without having to leave Twitter.
- Installed application or new interactions – This causes people to download your app and also communicates with those who have already downloaded your app, but haven’t used it in a while.
As you can see, the many aspects of the new Twitter ad system can be used in various ways to generate leads. While the lead generation ad campaign has been removed from Twitter, building a campaign that focuses on website clicks or conversions can be used to generate leads by sending Twitter users to your page. subscription.
If you’re focused on increasing the number of views a video gets, use that video to offer a free bribe or gift in exchange for joining your newsletter. An app install campaign can also build your pool of leads, as long as your app provides some value to the end user. Similarly, using a Twitter ad campaign to increase your following expands your reach, and the more people you interact with, the more leads you can generate.