Small businesses essentially have two options with Twitter Paid Advertising:
1.) Promoted Tweets – This is where Twitter either automatically selects your most engaging tweets or you can select them yourself manually and they will display them at the top of your follower’s timelines for them to see. You set the budget for how much you are willing to spend per day and also a range for how much you are willing to spend per “click.” You are then charged each time a user clicks (Re-Tweets, Favorites, Replies or clicks to your profile). Twitter also allows you to limit your promoted tweets to certain geographical regions of your choice.
2.) Promoted Accounts – This feature is used in order to increase your follower count. Twitter will display your account prominently in the “Who to Follow” section to users that would most likely be interested in your account. Once again you can limit to what geographical areas you want to target and you only pay once a user follows you.
There are definitely some benefits to Twitter paid advertising that jumped out at me. The ability through both paid choices to target locally is terrific. As I am a Melbourne based Marketing Solutions business and I want to get the word out about my services and increase my followers, I can have my promoted account only show up to Melbourne Twitter users, or if I am promoting a new service, I can have it only show up to customers in my area. Thinking bigger, if I was a national company or an online retailer promoted tweets are a fast way to have a specific tweet show up on top of people’s timelines to be seen and interacted with. Additionally, another nice feature is the ability through the dashboard to see in real time how your ads are performing. You can see the number of impressions, clicks, click rate and how much you have spent by the second.
However, Twitter advertising does come at a price, but is it worth it?
I suggest you give Twitter advertising a shot. It is a bit pricey, but I do see the opportunity for small businesses to target locally especially through mobile advertising. For larger businesses I also can see the opportunity to expand your reach nationally through the promotion of your account, tweet or if you have a much bigger budget through the trends.