How To Use Remarketing on Twitter

It’s important to remember, though, that many customers won’t be ready to purchase after their first interaction with your brand. People might show interest in your products or services, but they won’t necessarily buy after seeing one advertisement.

It may seem as though these users are lost forever, but that’s not the case. With remarketing, you can reach them again and help them convert into paying customers.

Many platforms offer remarketing options, and today, Twitter is one of the most popular options for advertisers looking to re-engage users who have already made contact with one of their campaigns.

Call us today at 888-601-5359 to speak with a strategist or keep reading to learn more about Twitter remarketing.

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What is remarketing?

You’ve probably heard of remarketing, but using it effectively requires a strong understanding of what it is and how it works.

Remarketing is based on behavioral advertising. It uses cookies to track when a user visits a specific page on your site. These cookies let you identify and reach those users later on other platforms.

This approach lets you focus on reaching people that are already familiar with your brand. You can put your money towards targeting certain people that are already interested in your products, rather than people who may be interested based on demographic information.

You’ve likely already experienced remarketing as a customer. Have you ever looked at a specific product on a site, then seen that product in an advertisement on another site a few days later? This is remarketing.

When you saw that advertisement a few days later, you may have started to reconsider whether to make the purchase — even if you hadn’t thought about it since you left the site. This is all thanks to cookie-tracking technology.

Remarketing advertisements often operate as pay-per-click, or PPC ads. This means advertisers only pay when a user clicks on an advertisement. Since the target audience with remarketing is typically more qualified, advertisers tend to pay less for each click and earn conversions.

Is remarketing effective?

Remarketing is an effective tool because it lets you target people who are already interested in your products. It helps you focus on people who are most likely to purchase your products.

While remarketing typically has a higher cost-per-click (CPC) than standard ads, the clicks are a higher quality. The reason for this is because the people clicking on the link are already familiar with your brand and taking an intention action.

It is important that you set appropriate limits on your remarketing campaigns, though. Some people view retargeted advertisements as invasive or annoying, and that’s the last thing you want them to see your brand as.

Focus on running your campaigns steadily and not too much at once. You want to get people thinking about the product or service without getting tired of your advertisements. You’ll want to space out your remarketing advertisements so that users only see them every so often.

Once a user converts, make sure to have a process in place for removing them from your retargeting list. You don’t want to keep advertising the same product they already purchased, otherwise you’ll become annoying — and waste your marketing budget.

When done well, remarketing is an extremely effective method for encouraging interested potential customers to return to your site and convert.

Remarketing on Twitter

Today, Twitter is one of the most popular remarketing platforms for advertisers. With 330 million active users, it could be a great opportunity for you to reach potential leads.

Twitter utilizes a feature called Tailored Audiences to help advertisers run remarketing campaigns. Tailored Audiences enables you to create an group of people you want to retarget. For example, a company can remarket their app exclusively to people who haven’t used their app recently.

Twitter has three different remarketing options available for your business.

1. Lists

This is a great option for reaching specific users because it enables you to upload different kinds of lists so you can retarget people.

If you have a list of Twitter usernames, you can upload them into this list to retarget those users. This is one of the easiest options because you can directly connect to users you know are on Twitter.

There is also an option to use an email subscriber list. This option will take your list of email subscribers and match them with Twitter accounts that are registered with those email addresses. Then, you can target your subscribers on Twitter.

By uploading a list, you have a group of people that you already know will be responsive to your ads. This is an easy and convenient way to target users who are familiar with your brand and interested in your products.

2. Website visitors

If you don’t have a list of subscribers, you can use data from your site to target users. This option enables you to target people who have recently visited your website, using data from tracking cookies.

You collect this data through Twitter’s website tag, which is available through Twitter Ads. This is a tag you place on your website to track who visits particular pages on your site.

Twitter’s ad platform matches its users with cookie IDs your tag captures to give you a list of users to target. If you don’t use Twitter Ads, you can use remarketing through Twitter’s Official Partner Program.

When utilizing this method, Twitter recommends waiting one week before running a remarketing campaign. This gives your site time to build a list of people you can target with your ads.

3. Mobile apps

If you have a mobile app, you can use Twitter to remarket to people who utilize it. You can create different lists in order to tailor your ads to each of your users.

For example, you can create remarketing ads that target people who recently took a specific action, like installing your app or signing into it for the first time. You can also collect data on who uses your app through conversion tracking.

This is a great way to reach qualified users, because if someone downloaded your app or signed in, they are interested in your company or your products. You can acquire a great list of potential leads for your business through this option.

Creating your ads

Once you’ve selected your targeting option, you can begin creating retargeted advertisements. There are two options available for your business: Sponsored tweets and promoted page advertisements.

Sponsored tweets are great for marketing specific products or services. These products you promote in this tweets can be tailored to the pages a user has visited on your site in the past, or other actions they’ve taken.

If you want to promote your Twitter account and gain more followers, you can create a promoted page advertisement. This is a general advertisement that promotes your Twitter page rather than a particular product/service. If you’re using an email list for retargeting, this a great way to get your target audience engaged on multiple platforms.

Tips for remarketing on Twitter

As you create and run your campaign, you’ll want to keep a few things in mind.

1. Personalize your ad content

People love when advertisements are tailored to their interests. It makes them feel as if your ad was created just for them.

You want to create advertisements that are as relevant to each user as possible. The closer an ad is to a user’s needs, the more likely they’ll be to convert.

Let’s say you own a catering business and you have a page on your website about wedding catering that attracts a lot of traffic. This is a great opportunity for you to create a personalized advertisement tailored to those visitors.

Your ad could be a link to a blog post called “10 Tips for Choosing the Right Wedding Caterer” or “5 Things to Know Before Signing a Wedding Catering Contract.” This content would be highly relevant to someone who’s looking for a vendor to cater their wedding.

By creating a personalized advertisement, you will draw in more people and get them interested in your content. Then, they can return to your site and potentially become a customer.

2. Test a few different options

Although you likely already have a good idea of what kinds of ads work best for your audience, Twitter makes it easy to eliminate the guesswork. You can test multiple ad variations for each campaign you run — and you should take advantage of this option.

Twitter enables you to deliver one advertisement to a individuals within a group and another advertisement to other individuals in that group.

This is a beneficial feature because you can see which advertisement produces better results. You don’t want to put your money into an advertising campaign that won’t bring you results and by testing different advertisements, you can figure out which ads receive the most responses from your target audience.

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This also means that you can try different types of advertisements. You can try a video advertisement or one with just a picture to see which one resonates with your target market.

3. Set an appropriate budget

Like with any digital marketing campaign, you can adjust your spend to match your marketing budget and goals. You don’t want to overspend and end up harming other areas of your marketing strategy.

Aim to keep your CPC low in order to reach the most users with your budget. Maximizing the amount of users you can reach for a set amount is a great way to increase your ROI and your results with the platform.