Social Media Marketing For Dummies, 2nd Edition

Making Use of Promoted Tweets

Promoted Tweets let you draw extra-special attention to a single tweet. Promoted tweets are primarily sold attached to a specific search term, although Twitter is currently testing it in a user’s feed too or for their followers.

When you buy a promoted tweet, you are choosing to have a specific tweet of yours appear at the top of the search results page for certain Twitter terms. This could be any number of terms. As with Promoted Accounts, you can add a layer of targeting to this so that the tweets reach the people who you really want it to.

Following are the types of Promoted Tweets, also shown in Figure 8-3, and what they’re best for:

Promoted Tweets in search: This product is best used to target users who do not follow your brand on Twitter. When using this product, you can reach users against a specific search term in a similar fashion to the way Google allows you to advertise against searches on its website.

Bear in mind that only one advertiser can buy a search term at any given time. As a result, if you’re looking to buy popular search terms like those related to pop culture events or TV shows, you may need to spend a lot of money. Promoted Tweets are bought via an auction model. Whoever is willing to pay the most get the rights to advertise. Often during the course of an evening, you can see different brands run Promoted Tweets against the ...