Twitter advertising is relatively young compared to other giants like Facebook and Google. But more and more B2B organizations have discovered that their audience is on Twitter. It is just a matter of finding and engaging them with the right messaging. Twitter Ads are a great resource for finding your audience and reaching your specific goals.

If you’re new to Twitter Ads, we’ve put together a quick explanation of each campaign objective and targeting options to help guide you forward.

Types of Twitter Ads

What do you want to accomplish? The first step is to determine what your campaign objective is.

Tweet Engagements

Promoted Tweets and Tweet engagements are one and the same. Selecting Tweet engagements as your objective extends the reach of your content to a targeted audience. You can choose to promote an existing Tweet or create a new one.

This type of Ad is ideal if you want to:

  • Drive conversation between your business and your target audience
  • Extend the reach of your content – blogs posts, eBooks, white papers, etc.
  • Foster awareness around your products and events
  • Increase retweets, likes, and mentions

Promoted tweets are clearly labelled as such and will show up at the top of home timelines, in relevant search results and in official Twitter clients, such as a desktop or mobile app.

You only pay for the engagement your Tweet received. That includes likes, retweets, replies and mentions. All impressions that did not create engagement are free.

Website Clicks or Conversions

This campaign type should be used when the goal is to drive traffic and maximize the click-through rate to your website.

This type of ad is ideal for:

  • Increasing website traffic
  • Boosting online purchases
  • Collecting high quality leads

These Tweets contain a headline, link, image, and call-to-action.

Moz’s example uses a Website Card. The value of including one in your Ad is that it provides more context for the viewer and, when clicked, it will take the viewer directly to your website or land page.

App Installs & App re-engagements

Promote an app using the app install and app re-engagement campaign to drive users to download and open the app directly within a Tweet.

This type of ad is ideal for:

  • Increasing downloads
  • Encouraging users to re-engage with an app

You’ll only pay for the clicks that resulted in a lead to the App Store / Google Play or to open the app.


Follower campaigns focus on growing your follower count with relevant users and can help build brand awareness.

This type of Ad is ideal for:

  • Building an interested audience
  • Accelerating relevant follower growth

These campaigns appear on your home timeline and within the Who To Follow Box.


Twitter has provided the option of collecting email address directly through Twitter. This option could be used in place of website clicks and conversions. This type of ad is ideal for attaining high quality leads easily.

You could promote any or all of these:

  • Newsletter opt-in
  • eBook Download
  • Coupon or product trial
  • Other gated content for download

Twitter lead campaigns make capturing a lead a two-click step. When the viewer engages with the Lead Card they are taken to the next step where their email is ready to opt-in. The user never has to leave Twitter or input their information.

Connecting with Your Target Audience

Once you’ve determined your campaign objective, the second step is to decide who your target audience is and how to target them.

Twitter’s targeting options are broken down into nine categories:

  1. Language Targeting: By default, a campaign will target all languages. If your audience speaks a specific language you can target those users.
  2. Gender Targeting: If you’re looking to target a particular gender you can do so. The campaign, by default, will target all genders.
  3. Interest Targeting: Ensure you are targeting users whose interests align with your business. You can choose from 25 interest categories that expand into 350 sub-topics.
  4. Follower Targeting: Target the followers of relevant accounts. They could be anything from your competitors to complementary brands to industry influencers.
  5. Device Targeting: Control the types of devices that people view your ads on. With over 80% of users accessing Twitter on mobile it is important that your ad is optimized for mobile users.
  6. Behaviour Targeting: Reach an audience based on their shopping habits, lifestyle and attributes. You can select anything from the types of brands users purchase to their household characteristics.
  7. Tailored Audience Targeting: Use your own CRM lists to reach a specific group of users on Twitter.
  8. Keyword Targeting: Connect with users based on words or phrases they’ve tweeted or searched. These can be keywords relevant to your business.
  9. Geography Targeting: Target over 200 markets. You can select those that are relevant to your business.

When choosing from the targeting options, it is best to experiment with each Ad you run. As a best practice, choose one of the audience targeting options – follower, keyword, behaviour, interests or tailored audience – for each campaign to obtain meaningful insight. You’ll quickly learn what works and what doesn’t, as well as what messages are resonating with particular audiences.

There isn’t a perfect formula for Twitter Ads, but knowing how to navigate your different options and experimenting with different Ad types will deliver the ROI you’re looking for.