Twitter Flight School

Account Administrator

Can add user accounts

Ad Manager

Can create campaigns

Creative Manager

Can upload media files

Organic Analyst

Can view analytics

Campaign Analyst

Can view campaign performance

True

True or False: As an agency, you can request that your client set up multi-user login access between their Ads account and your agency ads account to run campaigns on their behalf.

True

True or False: Targeting features which are too broad, too narrow, or conflicting may limit the reach of your campaign.

True

True or False: The Campaign page is the default landing page.

True

True or False: The account administrator can grant access to other Twitter users by adding their @handle to the Ads account and choosing their level of access.

False

True or False: Twitter will create your Branded Hashtag for you.

True

True or false: The Tweet Composer eliminates the need to upload and create modular aspects of a Tweet within multiple surfaces of Ads Manager.

1. Website Tweets 2. App Tweets 3. Image/GIF Tweets 4. Text Only Tweets 5. Video Tweets

Tweet Composer supports which features?

Promoted Video

A native, autoplay video within the timeline. The Tweets are clearly labeled as "Promoted" indicating they are ads.

Twitter Ads Manager

A self-service tool that allows you to plan, create, manage, and analyze your campaigns.

Targetable engagement

All positive engagements, Promoted or organic, including impressions, likes, Retweets, video views, detail view, image expand, link clicks (URL or hashtag), profile clicks, Tweet shares, and poll clicks are eligible to retarget.

Frequency caps

Allow you to restrict the number of times someone sees a specific ad on Twitter.

Ad Groups

Allow you to target different audiences, use custom creatives, and have different bidding types, all rolled into one campaign. They're part of your overall campaign structure, and make it easier for you to organize, optimize, and manage your campaigns.

Engager targeting

Allows brands to follow up with people who have shown an interest in your products or services.

Moments

Allows brands to tell their stories in a unique, cohesive way.

Promoted Media Polls

Allows users to weigh in on questions you ask them directly within their timeline.

App Manager

Allows you to add, group, and edit mobile apps to use in app promotion campaigns.

Cards Library

Allows you to create new website/video cards or browse/search for existing cards.

Tweet Composer

Allows you to to create, duplicate, and edit your Tweets all in one surface to cut down on complexity and wasted time, giving you the freedom to spend more time on other tasks.

Media Library

Allows you to upload, organize, and share your media files in a single place.

Ads Editor

An optional tool for managing campaigns in bulk using an MS Excel spreadsheet.

Conversation Card

Appear as Tweets within the timeline and include actionable ways for your audience to join your conversations on Twitter.

Image Website Card

Appear as normal Tweets within the timeline, but they are marked as "Promoted" and include a target URL and call to action that help drive traffic to your website.

Promoted Tweet

Appears as a standard message within a person's timeline. The Tweet is clearly labeled as "Promoted" indicating it is an ad.

App Activity Audience

Audience from mobile apps contains accounts that have installed, downloaded, or taken a specific action in your app, such as a sign-up.

"AND"

Demographics serve as an ____ function, meaning ads are only served to people who fit the selected demographic characteristics for each criteria category.

Audience Summary

Displays a potential audience size based on the targeting options you've set. This tool allows advertisers to see the potential audience for the campaign and make necessary edits to MAXIMIZE your desired audience size.

Image/Video App Card

Drive installs and engagement for your mobile app. Users will see your app in a media-rich way to be prompted to install via call to action directly within the Tweet.

Conversion tracking

Enables you to measure the number of people on Twitter who perform a desired action on your website after viewing or engaging with your Promoted Tweet.

First View

High-impact takeover that displays your video at the top of the timeline when receptivity is highest. It achieves, on average, the largest audience reach on Twitter. It's great for launching a new product or ad campaign.

1. Access the new Tweet Composer inside the "Creatives" tab. 2. Input your Tweet copy 3. Upload your creative photo, video, or GIF assets 4. Select the format in which you'd like your media to be displayed 5. Input the functionality you choose 6. Review and publish

How do you use Tweet Composer?

1. Campaigns 2. Creatives 3. Analytics 4. Tools

In Ads Manager, you can navigate between these four options.

App Cards

Include a clear call to action that drives people to interact with your app

Website Cards

Include a clear call to action that drives people to your website.

Additive targeting ("or" types)

Layer onto each other making your campaign audience larger — e.g., audience features and custom audience options

Video Website Card

Like Image Website Cards, they appear as native videos within a Tweet and include a target URL and call to action that help drive traffic to your website.

Restrictive targeting ("and" types)

Make your potential campaign audience smaller — e.g., demographics options

1. Individual characteristics (gender, age, language) 2. Location 3. Device

Name the categories under Demographics

1. Select a mobile app conversion tracking partner and set up your app to track conversions. 2. Create a mobile app event in your tracking partner dashboard. The event is automatically sent to your Twitter account. 3. Navigate to the Ads manager>Tools>Conversion tracking to confirm the event. 4. Use the audience: Until 100 users have been collected, the Tools>Audiences will display "audience too small."

Name the steps to create an App Activity Audience.

1. Campaign name: If you work for a large brand or agency, your company may have specific campaign naming conventions which are used for campaign reporting. 2. Funding source: An insertion order, a credit line, or a credit or debit card that is on file. 3. Daily budget: What is the maximum you want to spend per day? 4. Total budget (optional): What is the maximum you want to spend? 5. The campaign start/end time.

Once you've chosen your objective you'll want to fill out your campaign details. These include:

metadata

Once your image file is uploaded, you can add in ____ to give it context and also share it with other Twitter accounts.

Tweets Manager

Provides a single place where you can view and preview all your Tweets. You can create new Tweets, schedule Tweets, and save draft Tweets.

Tools tab

Provides additional tools to make sure you get the most out of your campaigns.

Conversation

Reach audience based on the content of their everyday conversations. Targets people who have Tweeted about or engaged with the category in the past 28 days.

Keyword

Reach relevant users who have Tweeted, mentioned, searched for, or engaged with a specific keyword in the past seven days. Twitter automatically filters for positive sentiment.

Interest

Reach users based on the topics they connect and engage with on the platform.

Movie & TV Show

Reach users who have Tweeted about or engaged with a movie or TV show your audience would like.

Campaigns (on Twitter)

Refer to Tweets that you want to promote to achieve a defined objective. Are designed to help advertisers optimize and measure results for each objective across multiple ad groups and Tweets.

Tweet Engager

Remarket to users who have been exposed to or engaged with your Tweets.

Demographics

Target based on characteristics of your followers.

Follower Look-Alikes

Target users with interests similar to another account's followers.

Objective-based campaigns

The Ads Manager supports ______, meaning the first required step of creating a campaign is to select your campaign objective. Each objective has a tailored interface designed to drive your business goals.

Tweet activity, video activity, and Tweet performance

The Analytics tab provides insights on what?

Top mention

The Tweet that mentioned your @username and received the highest number of impressions; can include other peoples' Tweets

Top Tweet

The Tweet that received the highest number of impressions.

Top media Tweet

The Tweet with photo or video that received the highest number of impressions.

Usernames linked to your Twitter Ads account

The Tweets Manager homepage allows you to view Tweets created by ______.

1. Create new Tweets 2. Schedule your Tweets to publish at a certain time 3. Save draft Tweets to publish later

The Tweets homepage within the Ads Manager allows you to view all of your Tweets (by account) in one place. Within the Tweets Manager you can do what?

Analytics

The _____ section provides insights on Tweet activity, video activity, and Tweet performance.

1. Account home 2. Tweet activity 3. Video activity

The analytics tab is your resource for finding actionable insights into campaign performance and optimization. Options include what?

1. Campaign level: *Objective*. What do you want to achieve? 2. Campaign level: *Details*. When do you want people to see your ad and how much do you want to spend? 3. Ad Group Level: *Targeting*. Who do you want to see your ad? 4. Ad Group Level: *Creatives*. What do you want the audience to see or do?

The campaign form in Twitter's Ads Manager follows this flow:

1. Visited your website within the last 60 days 2. Been active on Twitter within the last 30 days

The custom audience from web is a list of people on Twitter who have ________.

Tweet Impressions

The number of times users are served your Tweet in timeline, search results, or from your profile.

Tweets linking to you

The number of times your Twitter Card(s) was Tweeted by you or other people.

Branded Hashtags

Triggered when a specific hashtag is used on Promoted or organic Tweets.

Lookback window

Twitter will look back and only retarget accounts that were exposed to or engaged with a Tweet within the following timeframes: Organic Tweets - 15 days (exposed) - 45 days (engaged) Promoted Tweets - 30 days (exposed) - 90 days (engaged)

Similar users to the audience you targeted

Twitter's "expand your audience" can expand your targeted audience by intelligently targeting ___________.

"OR"

Unlike demographics, audience features serve as an ____ function. Ads will be served to people meeting any of the targeted audience features characteristics.

1. You are able to duplicate and edit any existing Tweet. 2. You are be able to see a real-time preview of how your Tweet will render on both Mobile and Desktop. 3. You are able to build the entire Tweet from start to finish in on intuitive form.

What are the key features of the Tweet Composer?

1. Go to https://twitter.com to create your Twitter account and click on the "Sign up" button. 2. Set up account 3. Go to settings to change default username. 4. Login to your new @handle account and go to ads.twitter.com. 5. Select *I want to automatically promote my Tweets* or *I want to launch a Twitter Ads campaign* 6. Select the country whose currency you'd like to be billed and the time zone you'd like your campaign results to show in. 7. Set up billing information

What are the steps to create a Twitter Ads account?

1. Keep your videos short and laser-focused. 2. Use prominent branding throughout your content. 3. Use strong visuals to draw the attention of your viewers. 4. Use captions for sound-off viewing. 5. Write short copy that drives conversations.

What are Twitter's five main best practices that will help you have more success with your Twitter ads?

1. Moves prospects down the funnel 2. Increase return on ad spend — an audience that has engaged with your Tweets could be more likely to convert. 3. Follow up with the most interested prospects by retargeting promotions and special offers to people who have been most engaged with your Tweets.

What are some advantages of engager targeting?

1. Use a large enough audience to quickly see if the campaign is working (30 usernames and at least 50,000 followers). 2. Segment your campaigns to help identify what's working best (e.g., run one campaign targeted to the usernames of followers of another brand, and another targeted to the usernames of industry media). 3. Use search.twitter.com to find usernames or relevant influencers and industry leaders to target.

What are some best practices for follower look-alikes targeting?

1. Add a minimum of 25 keywords that use a mixture of broad and specific keywords to drive volume while maintaining a strong engagement rate (e.g., food is a broad keyword while spinach is a more narrow keyword). 2. Alternatively, conversation targeting should be considered when looking to target people around a given topic who may not have explicitly searched for, Tweeted with, or engaged with specific words.

What are some best practices for keyword targeting?

1. Create separate campaigns for each type of device so that you can adjust bids independently and optimize efficiency. 2. Make sure your website or landing page is optimized for mobile. 3. Advertisers for a mobile carrier should consider using carrier targeting to specifically target your customer or customers on other networks. 4. Target people with new devices who are more likely to be interested in new apps or services for their device. 5. Narrowing your campaign by device or carrier can limit reach. 6. Depending upon your goal you may want to consider multiple campaigns including one applying more niche criteria at a higher bid and another with broader targeting at a lower bid.

What are some best practices of device targeting?

1. Cover the basic demographics such as gender, location, age, language, and technology before selecting additional targeting criteria 2. Use the "Expand your audience" features to increase your reach by targeting users who have similar characteristics to the audience features you selected 3. Align your Tweet copy with your targeting parameters (e.g., males vs. females)

What are some best practices when selecting targeting criteria for your campaigns?

1. Run multiple campaigns and ad groups at once to optimize performance 2. Test different targeting approaches to determine which audience is the best fit and which messages resonate 3. Vary your targeting between simultaneous campaigns so that they are not competing with each other to serve 4. Limit the number of selected audience features and custom audiences for each ad group to make it easier to analyze and optimize accordingly

What are some best practices when setting up your campaigns?

1. You upload a list to target or exclude specific people on Twitter. 2. Use Twitter's website tags or a Twitter partner to create a list by identifying people who have recently viewed your website. 3. Use Twitter's mobile app conversion tracking to create a list of people who have opened, downloaded, or taken a specific action on your app. 4. App activity combination.

What are the four types of custom audiences?

1. Install website tags. 2. Create a website activity audience. 3. Use a website activity audience.

What are the three steps to create a website activity?

1. Lists 2. Website activity 3. App activity

What are the three ways to use Custom Audiences?

1. Additive targeting ("or" types) 2. Restrictive targeting ("and" types)

What are the two categories of targeting?

Focused and relevant

What are two factors that you should consider when selecting your campaign's targeting parameters?

1. Tweet composer: Create, duplicate, and edit your Tweets. 2. Tweets: View, create, preview, and schedule Tweets. 3. Cards: View existing and create new cards including Website Cards, Video Cards, and App Cards. 4. Media: View all media files including videos, GIFs, and images. Upload new media files and post Tweets directly from your Media Library.

What can you do in the Creative tab?

1. Awareness 2. Interest 3. Consideration 4. Conversion

What is Twitter's version of the marketing funnel/campaign structure?

50-100 characters

What is the recommended length of a Tweet to see higher visibility and brand awareness?

1. What is my marketing objective? 2. Who is my audience? 3. What action do I desire?

When starting a campaign on Twitter, which questions should you ask yourself?

Limits the audience size

When using keyword targeting, what is the potential risk of entering only specific terms?

Reach & Average Frequency Metrics found in Ads Manager

Where can you measure the effect of frequency caps?

Campaign tab

Where you can analyze your current campaigns and create a new campaign.

1. Global targeting (default if no location is selected) 2. Country-level targeting 3. Granular targeting by state, region, metro 4. Granular targeting by postal or zip code (UK and US only)

Which locations can your ads be served to?

1. Designate a person with the authority to create and manage campaigns to setup your ads account. 2. Determine the username or handle that you want to use to promote Tweets.

Which two important decisions must be made prior to creating your Ads Account?

Who is included in a custom audience?

Who is included in a custom audience?

To build an audience of people who have installed or taken action in their app

Why do advertisers create a custom audience from mobile apps?

Technology Targeting

You can target based on how people access Twitter including: 1. Mobile operating system version 2. Platforms 3. Device model 4. Mobile device carriers

Is linked to the @handle from which it was created

Your Twitter Ads account is what?

1-3 seconds

Your logo and/or product should appear within the first _______ of your video.