Last week, Twitter announced the new ability for advertisers to target keywords within timelines.
This presents some exciting possibilities for advertisers, but can also present some unique challenges.
For the most part, companies have different personnel managing their paid and social channels. As a social media manager, you have a unique opportunity to help provide crucial data for the paid search manager who owns these Twitter ads.
While the Twitter Ads dashboard recently added analytics, it can’t showcase keywords trending in your industry. Unless your goal is to blanket the Twitterverse with generic terms that will canvas users across the board (and limit the return on your investment), you can help provide valuable insight.
How? With the same analytics and reporting tools you use to measure your own performance.
Lets use Red Bull as an example to break down some different tactics that may help add value to your Twitter ad campaigns.
Step 1: Identify Key Terms
As a social media manager, tracking mentions of your brand is a valuable engagement tactic. This can also be applied to your paid campaigns. Track mentions of your brand that don’t include your @handle. Using the Simply Measured Conversation Driver report, you can now identify the top 50 keywords within all Tweets containing your brand’s name, tracking their usage over time.
In the above example, we took a look at mentions of “Red Bull” on Twitter over the last two days. The majority of this traffic was doing so in relation to a specific set of keywords surrounding their Bedroom Jam promotion for undiscovered bands. This type of analysis can provide great insight to Red Bull’s digital ad team, who can glean a focal point (mentions of Bedroom Jam 2013, etc) and a goal for their campaign (integrating their brand properties into the conversation, gaining exposure among interested participants, and promoting their own message around the festival).
Step 2: Focus on Impact
An important practice for any paid (or social) campaign is to identify the scope of your campaign. There are a number of ways to do this, from a simple Twitter Search, to Google Trends. The goal here is to get a ballpark of the volume you can expect to see, and give you an idea of whether you should narrow or expand your targeted audience.
Twitter’s internal search is a great way to find conversation trands and topics within the Twitter ecosystem. Click on the “advanced search” option to do a more complex search of specific phrases, keywords, and topics.
Google Trends can give you a long-term snapshot, as well as projections and geographic data, but the key takeaway for our purpose here is their “related terms” section that will help inform targeted keyword decisions. In Red Bull’s case, the majority of mentions also include keywords related to their racing team. This gives the brand some topics to focus on with their keyword campaign.
Step 3: Influencing the Influencers
It’s not enough to find out that the conversation you’re targeting exists. Does it exist among potential customers, clients or business partners? You’re paying for these timeline ads, so it’s important that they’re reaching the right timelines.
Identify the influencers who are talking about your targeted keyword. Are they regularly mentioning that keyword? Do they have a large following? Are they influential among their audience? These are things to focus on when determining whether or not a campaign is worth your budget.
For more insight on social analytics use cases, follow @SimplyMeasured on Twitter, or reach out today to sign up for a free trial.