I have to tell you, I’m very excited about all the news around social media marketing that has come out this summer. Today I have two stories for you. The other is from Facebook, so if you haven’t seen that video yet, go check out The Busy Marketer YouTube channel and you will find it right next to this video … About Twitter tailored audiences.
Yesterday, Twitter launched new tools to make it easier to create, manage and activate your tailored audiences. Let’s back up just a sec and talk about tailored audiences.
Tailored audiences on Twitter, to over simplify it, is Twitter’s method of remarketing. You have a script that places a cookie on your website visitors’ browsers or some other method of identification and Twitter matches that information to the user in their system. You can then target those users with a Twitter ad.
I’ve used myself as an example before:
I have a one-on-one marketing coaching program that has a dedicated page on TheBusyMarketer.com. Visitors to that page get a special cookie (the digital kind :)). I know that some people have shown interest in that particular service, but haven’t yet scheduled an appointment. Now I can show them an ad on Twitter reminding them of the service and encouraging them to signup for it.
Now Twitter is stepping up their game with some new goodies to go along with their tailored audiences.
Twitter Tailored Audience Upload
The first is the ability to upload your own audience. Similar to Facebook, you can export the email addresses off of your email list and upload them for Twitter to match up with their users.
You can do the same thing with Twitter usernames and user IDs if you collect those or with mobile advertising IDs if you have your own app. You can also upload phone numbers to create a tailored audience.
Allowing brands to upload their existing email list was one of the best things Facebook has done for us marketers … Hopefully we’ll see similar results from Twitter.
Twitter also launched look-alike-only targeting. I love look-alike audiences, because I can take an existing tailored audience and have Twitter find other users that are similar to them. Let’s say you have a list of people that have converted. A look-alike audience should be full of people who will likely convert as well. Look-alike-only allows you to exclude members of your original audience since they have already converted.
[this] is particularly useful for mobile app promotion campaigns to reach users similar to those who have already installed your app.
You see, they have already installed your app … They don’t need to do it again, but it’s likely that other people with similar traits, will want to install your app too.
Yes, this is all stuff similar to what Facebook has been doing for a while now. I don’t care that Twitter is late to the party again, I’m just happy to see more targeted advertising options for us marketers. In the end it saves us headache and wasted ad expenditures.
So, what do you think about these updates to tailored audiences? Will you use them? Leave me a comment below and, while you’re at it, how about giving the video a quick thumbs up?