How To Advertise on Twitter With Twitter Cards

Hey. Good morning internet fans. It’s Ryan Perry with simple… Simple Media, Simple Biz Support. Hopefully, I know my business after almost six years. It is Social Media Wednesday. And today Sarah is… Actually right now she should be on a plane, flying over the Pacific to the Hawaiian islands for a couple of weeks vacation. And in her place, is her partner in crime, Ken Collins with ICT Marketing. Good morning Ken.

Ken Collins: Good morning Ryan. How are you?

RP: I’m doing good. How about yourself today?

KC: Really good.

RP: Alright. Good to hear. So, you’re running the show now for a couple of weeks all by yourself.

KC:

[chuckle] Yes, Sarah’s playing in Hawaii again. I’ve never even been to Hawaii.

RP: I know. And she didn’t invite you? What’s up with that? She didn’t invite me though either.

KC: [laughter] That’s okay. We’ll get her next time.

RP: Yeah. Well, considering it is a delayed honeymoon, I don’t know if we would necessarily want to be there.

KC: We don’t have to stay in the same room.

RP: So, you’ve filled in a few times for Sarah, so you know how this works. In fact, the last time we talked and I’m trying to remember, I want to say it was about a month ago, three, four weeks ago, we were talking about Twitter and advertising on Twitter. It’s still, at least in my mind, it’s still relatively new. Twitter took so long, and I don’t know how they went so many years without advertising. I mean, they just spent millions and millions of dollars with no income model to speak of, which from a business point of view is just nuts to me. But people dumped a ton of money into Twitter ’cause they saw the potential. And, what’s it… How long has it been since Twitter has been advertising now or, you can pay to advertise on Twitter?

KC: That’s a great question. I haven’t the slightest clue. It’s been at least a couple of years.

RP: Okay. It’s just one of those things that hasn’t really sunk in I think with a lot of people that you can actually advertise on Twitter. Now, what I find interesting, and I don’t have any hard numbers, but I know from talking to Sarah a few times on past episodes on Social Media Wednesday, is that it’s not… You would think just because it’s not really commonplace that their advertising cost would be insanely inexpensive. I think of Facebook and it’s insanely inexpensive to market on Facebook. I mean, done right, five bucks with the right post on Facebook, it can generate a lot of this ability and a ton of money. I know Twitter is a little bit more expensive and then of course Google is at the top of the list as far as expensive goes.

RP: But, you wanted to talk about Twitter Cards. And my understanding about Twitter Cards is that it basically, it gives you more real estate if you will versus just 140 characters in order to advertise, promote. It’s also an opt in of… If you want to build a email list, you can grow that through Twitter Cards, is that correct?

KC: Correct. So, with Twitter and there are some variations it seems of the term ‘Twitter Cards’ across the internet, so it looks like there are some functionality that you can place on your website. There are some functionality that you can use in other platforms but what we’re talking about here is the actual Twitter Cards inside Twitter and they really aren’t… There’s no function for them anywhere outside of Twitter.

RP: Okay. So, within Twitter then, it would be an actual advertising. So, for those that haven’t even gone down that road, do you know what the link is to get to advertising twitter.com/?

KC: It’s… You can go to ads.twitter.com.

RP: Oh, they put it on the front side. Alright. So, ads.twitter.com and that gets you to the actual advertising page where you can find the cards?

KC: Yes. So, if once you get to the ads, there will be a menu and I could show you that.

RP: Yeah, let’s do the screen share so people can actually see where this is at.

KC: Here we go. So, this is the ad platform. There will be a menu with campaigns, creatives, Analytics and tools. By the way, Analytics is really cool for Twitter. But, your creatives… You basically have all of your tweets that you’ve sent and you have cards that you’ve built. And they’re really easy to build. So, I’ve got three cards in here; one of them is a lead generation card and two of them are websites traffic cards. Basically, just to drive traffic to the website.

RP: Okay. And then, just to clarify the very first one, lead gen, we’re actually collecting information and name and email address?

KC: Yes. So I’ll show you, what that’s going to look like here. So, this will be basically what the tweet will look like. It’ll actually be a tweet in the news feed in the Twitter news feed. This text will be whatever you… This will be the bulk of your tweets; what you actually write for your tweet. And then, it will have this functionality. So, there’ll be whatever your headline that you want to have here. There will be an image. It is very specifically an image, and it is very specifically in this size format. So, you can’t have a big square image or anything like that. It’s a very specific structure that they have for it.

KC: And, then you can change your button text, and put whatever you want for your button text. So, for this one, I just put Enter with one click, ’cause that’s pretty much what’s happening. So, if they click this, what they’re providing is their Twitter username, well, their Twitter name, their Twitter username, and their email address that’s attached to their Twitter account. So that what happens is that gets dumped into a database, and you can run a campaign. It will continue to generate these clicks for you. Everybody that’s clicked that, their name, Twitter handle, and their email address that’s attached to their Twitter account will be entered into a database, and then after that campaign, you can download those, and put them into your CRM, or an email marketing service, whatever it is that you’re using there.

RP: Okay. A good question for you is that, once you actually click the one step thing. Do you also get a thank you page? Do you create a thank you page, or does Twitter handle that automatically for you?

KC: We can, and I’ll open up the settings here. So, you can see the short description. That’s what is going to be here. The card image you can edit that. Basically you can just pick your image, and it’s going to be, like I said, in these dimensions. There’s no changing that.

RP: Quick question. As far as that dimension, I see that, it has a tab above the preview Ad for both mobile, and PC. Does it change size then? ‘Cause a mobile screen is so much smaller.

KC: Right. Here it is for the web. For PC…

RP: Okay. So it’s still the same dimension, just blow up a little bit?

KC: Right. Right. And then, I believe it gives you… No it does not. But, the size of it, it’s going to… Or I can show you how that works. So, if I were to up upload new…

RP: Let’s not go into details, ’cause if somebody is interested in it, they should have a graphic designer that actually build out an image for them.

KC: Sure. But basically, you just throw it in here, you can see, it’s got a zoom function. I can’t zoom it because I built my image to specifically this size.

RP: Right.

KC: You can zoom it, kinda move it around, and then it will move around within those restrictions there.

RP: Okay.

KC: So, if you have a privacy policy, on the net somewhere, you can click that in there. So, that will show up here “View the privacy policy.” And then, you can put fallback URL. So, what that’s going to do is when they hit this from a platform that’s not supported, or it’s a third party app, maybe Tweet Spinner, or a TweetDeck, [chuckle] Tweet Spinner hasn’t been around for a while, but TweetDeck, or something like that, it can send them to this URL and then the destination URL. So when they submit their information, you can send them to this URL. You can also put a post, “submit message” up there. So, if someone were to click this right now, they’d get a message that says, “Thank you for your entry blah, blah, blah.” And then, they’ll be sent to this URL.

RP: Alright. And that’s kinda nice. Because then, having a landing page that you can send people to, if they’ve already raised their hand and said, “Yes I’m interested”. You’ve got however many characters, 140 characters I’m assuming in order to sell that click, and then if you’re pushing it to a landing page, at least then, you’ve got much more real estate to put a marketing message together, that get people either to upsell, find out what their true interest of… What their level of interest is, I should say.

KC: Right. Right. So, for this thing, we didn’t have any immediate tie end for an automated system to start marketing to them. It was really just for a drawing type of a thing. And then, to have their notification information once we did the drawing, and…

RP: Right. But, if you push them to a landing page, and you said, “Hey, thank you for your interest in free web campaign. We’d like to know a little bit more about, whatever.” Then you could push them into a lead capture at that point, on the landing page, which is kinda cool.

KC: Absolutely. And, we do have that on that landing page. So, yeah. That’s pretty much it. And there’s some more things that you can do with this, and be more technical. You can tie it into your CRM system, so it does automate those type of things. But, it’s a complicated process, and I would have somebody… I wouldn’t advise anybody try that on their own, to go down that road. So… And you mentioned 140 characters, just a little side note, it’s not quite 140 characters, so this card is going to take up some of your 140 characters because it’s basically a link, an internal link to Twitter is what it is. So you have a little less than 140 characters in your tweets, when you use it.

RP: Okay. Alright. But yeah, it’s still a very short message ultimately that you need to get across, and I’m thinking that a message is always important but having the right image that correlates and corresponds that message is going to be really important for a click-through rate. Now, do you know if it’s… Is it a cost-per-click on this campaign or is it by views, as far as billing?

KC: It’s per-action. So let’s see. I’ll run over here and look at this campaign real quick. Not launched… There we go. So I’ll just open that one. Okay, so while this is pulling up… There we go.

RP: And just so you know, I’m going to go about another minute, maybe two minutes, and then we gotta end this show for the day.

KC: Okay. So basically, they’re going to… I was trying to find where it actually tells you that… But anyway, it’s going to charge you on an action.

RP: Okay. And an action would be a click, I’m assuming.

KC: Oh, here we go. So you can bid per lead. So yeah, you only pay the first time a user submits information via a lead generation card in your ad. So you’re going to pay when somebody clicks that button, whatever you decided your button should say.

RP: Okay. And then it looks like it’s kind of set up as a Google pricing as far as, “Hey, this is kind of our range. What’s your max bid that you’re willing to spend on a click?”

KC: Right. And this is going to… Your… Kinda like Facebook. This is going to depend on what it is that you’re promoting and who else is doing that sort of a promotion, that kind of thing, so who you’re targeting… So your range is going to depend on those types of things.

RP: Alright. Perfect.

KC: But it is more… Facebook.

RP: Yeah. Okay. Perfect, Ken. I appreciate your time and Twitter cards. So people, if you have a large following on Twitter and you’re looking to promote your business to those people, a Twitter card maybe a great way to do it. And even though the cards, I’m assuming, go out to everybody, it’s not just your Twitter followers… I always worry about what our online reputation is, so if you just started a new Twitter account and you’ve got five followers and you put a Twitter card out there and people go in and check out who you are and they see that you only have five followers, it could affect your credibility as far as them actually closing a deal with you. So something to think about. Any last final comments there, Ken?

KC: Not at all. There’s just fun tools in there and they’re really easy to use, so play with them.

RP: Another easy way to spend money on the Internet, so love that. I’m sure Twitter loves it also. Ken, I appreciate your time this Wednesday. I may see you next week. Word is, Sarah might actually do a remote broadcast. I don’t know if it’s going to be from the beach or not. We’ll see what happens, but we may see you next week.

KC: If she can catch WiFi from the beach, you definitely need to do that feed. Yes.

RP: We’ll see what we can do. Well, seeing how her husband’s an IT guy, I’m sure he can figure it out.

KC: I’m sure he can. [chuckle]

RP: Alrighty, Ken, I appreciate your time. Have a great day.

KC: Thanks, Ryan.

RP: Alright. Bye.

KC: Bye.

2017-10-13T23:15:53+00:00

About the Author:

Ryan Perry is the CEO of Simple Biz Support, Inc. Ryan started video blogging in 2009 as an alternative to written blogs to create visibility and credibility online.

One Comment

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