Is Twitter the best online advertising platform?


It’s true — Twitter has its problems, but in certain cases and contexts, it truly is the best ad platform you’ll find — though ultimately it will depend on what you hope to accomplish.

But Twitter offers some unique ad targeting features you won’t find anywhere else. These are the unicorns in a sea of donkey ad features.

Don’t get me wrong — I love Facebook Ads, Google AdWords and Bing Ads. These advertising platforms all do a ton of things fantastically well.


Reasons to Use Twitter Ads

But here are five areas where Twitter advertising is superior to other online ad platforms.

1. You Pay for Performance

When you promote tweets on Twitter, you only pay when you’ve achieved your marketing objective.

Whether your goal is website conversions or Twitter engagement, you only pay when people take that action (any additional organic impressions and engagements are free bonuses!) It’s the same for everything with Twitter.

If you run an app install campaign, you only pay for the number of successful app installs.

If you run a followers campaign, you only pay for the number of people who hit the Follow button and start following your account.

What’s really great here is that Twitter is shouldering some of the risk. Twitter believes their advertising product will deliver exactly what you want.

Compare this to LinkedIn, for example, which doesn’t offer any pay-for-performance advertising options. Facebook does offer pay-for-performance (page likes, app installs, link clicks), but Twitter can be far superior for lead generation.

2. Keyword Targeting

Keyword targeting is a remarkably interesting and precise way to go after specific people who have demonstrated intent on Twitter.

You can target people who have used a specific word or hashtag in their Twitter update (or people who have interacted with tweets containing those words) in the last seven days.

Facebook doesn’t allow you to do this. On Facebook, you can’t target by keywords. Facebook only offers topic targeting.

What’s the difference? Well, on Facebook I can only go after people who are interested in AdWords as a topic.

On Twitter, I can get much more precise. I could target #ppcchat — a popular hashtag for marketers to talk about all things PPC.

5 Huge Reasons to Use Twitter Ads

Facebook has an exhaustive list of tens of thousands of topics. But as great as it is, Facebook doesn’t have a category for something as granular as #ppcchat.

Let’s look at one crazy example of this in practice: #FIFAgate.

5 Huge Reasons to Use Twitter Ads

I paid $25 to promote this tweet. It got 40,000 paid impressions (plus nearly 15,000 organic impressions!):

5 Huge Reasons to Use Twitter Ads

The promotion was hashtag-based. Only people interested in #FIFAgate saw it.

And something funny happened. This promoted tweet ended up being featured in an article, The 14 Best Tweets from FIFA gate. Odds are you want see something like that happen as a result of advertising on Facebook.

This shows just how amazingly powerful Twitter advertising can be. Instead of tweeting to everybody, you can only target people who are engaged with that topic.

3. Tweet Engager Targeting

Tweet engager targeting is another way to reach an audience in a remarkably targeted way. With this form of advertising, you remarket to people who recently saw or engaged with your tweet.

5 Huge Reasons to Use Twitter Ads

This is a real hidden gem of Twitter advertising. Rather than going for everybody on Twitter in a non-targeted way, you can target not only the people who saw your promoted tweet, but those