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Social Media Buyer’s Guide

The One-Stop Resource on How to Advertise on the Seven Leading Social Media Platform

Social Media Buyer’s GuideThis guide provides the industry with a framework for buying advertising on the leading social media platforms: Facebook, Foursquare, Instagram, LinkedIn, Pinterest, Tumblr and Twitter. This “one-stop” resource is intended for agencies, marketers and any company seeking to advertise on one or more of the major social media networks. You can read through in its entirety, or click on the logos to jump to the platforms you are most interested in.

It is intended that this document, prepared by an IAB Social Media Committee working group, with direct input from each social media platform, will be updated twice yearly, or more frequently as dictated by ad product changes. It will serve as the basis of future initiatives to help educate the industry on the social media ecosystem as it exists today.


This document has been developed by the Social Media Buyer’s Guide Working Group, part of the Interactive Advertising Bureau’s Social Media Committee, who worked to provide a detailed resource for marketers, agencies and anyone who wants to learn more about advertising on the main social media platforms.

The IAB acknowledges Raman Kia, formerly of Conde Nast, who chaired the working group effort to create this document along with leadership from the Social Media Committee co-chairs, Christine Cuoco from Twitter and Carine Roman from LinkedIn. Kate Hoover of Conde Nast worked diligently in the preparation of this document. Paul Chapman and Jennifer Cummo, also from Conde Nast, co-authored the Facebook section.

Executives from each social media platform were consulted and provided approval for their respective section as follows:

  • Facebook – Adam Isserlis, Manager, Corporate Communications, Ads/Monetization; Colleen Coulter, Product Marketing Communications Manager
  • Foursquare – Swen Graham, Director, Creative and Brand Strategy
  • Instagram – Adam Isserlis, Manager, Corporate Communications, Ads/Monetization; Colleen Coulter, Product Marketing Communications Manager
  • LinkedIn – Todd Graham, Campaign Manager; Scott Lowry, Manager Ad Operations
  • Pinterest – Anna Bofa, Partnerships; Joanne Bradford, Head of Partnerships; Kevin Knight, Agency Partnerships
  • Tumblr – Tyler Penell, Sales Development; Karen Shosfy, Industry Communications Manager; Valentine Uhovski, Fashion Evangelist
  • Twitter – Julie Martin, Sales Manager, Media & Entertainment; Adam Schatz, Account Manager, Media & Entertainment

 

About IAB

The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. It is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. Together, they account for 86 percent of online advertising in the United States. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. The organization is committed to professional development, elevating the knowledge, skills, and expertise of individuals across the digital marketing industry. The IAB also educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Founded in 1996, the IAB is headquartered in New York City.

About the IAB Social Media Committee

The IAB Social Media Committee is dedicated to helping develop and expand the social media space as a viable advertising platform. The committee works to educate marketers and agencies on the strength of social media as a marketing vehicle.

Please direct any questions to:

Susan Borst
Director, Industry Initiatives
P: (212) 380-4731
[email protected]

 

Facebook

With over a billion users on Facebook monthly (over 800M every single day) and an abundance of rich user data, Facebook presents a significant opportunity for marketers. Facebook’s connections to people’s authentic identity on the platform enables advertisers to reach people across devices and effectively measure the impact of their advertising. Furthermore, with advancements in their video ad products, Facebook is offering new ways to bring brands to life through sight, sound, and motion. With a methodical approach, Facebook can be a valuable marketing channel to drive results across business objectives.

Objectives

Facebook provides 11 different objectives advertisers can select for their campaign. Selecting the correct one is important for several reasons. Once an objective is selected, Facebook will recommend the best ad type and automatically report on the most relevant KPI such as conversions, app installs, clicks to website, video views, likes, etc.

Example Objectives Types

  • Clicks to Website: Encourage people to visit your website.
  • Website Conversions: Promote specific actions for people to take on your website. You’ll need to use a conversion–tracking pixel to measure your results.
  • Page Post Engagement: Boost your posts and increase likes, comments, shares, video plays and photo views.
  • Page Likes: Build your audience on Facebook.
  • Mobile App Installs: Encourage people to install your mobile app.
  • Mobile App Engagement: Encourage people to use your mobile app.
  • Desktop App Installs: Encourage people to install your desktop app.
  • Desktop App Engagement: Encourage people to use your desktop app.
  • Offer Claims: Promote offers you created. You’ll need to use an offer you created on Facebook.
  • Event Responses: Promote your event.
  • Video Views: Get more people to view your video.

Example Objectives For Various Campaigns

Advertiser’s Objective Referral Traffic eCommerce Brand Awareness Fan Acquisition
Facebook Campaign Objective Clicks to Website Website Conversions Video Views Page Likes

Ad Placements

Placements are distinguished by the following factors: on-page location, pricing, inventory and performance.

Desktop

News Feed: In general, the News Feed produces the best results for both direct response and brand awareness campaigns. People spend the majority of their time on Facebook in the News Feed and the ad units are larger within the News Feed, resulting in a higher CTR. The News Feed placement typically has a higher CTR at a relatively low cost (CPC or CPM).

Right Hand Column (RHC): Ads can appear in the right column of any page on Facebook. Two ads appear on homepage and up to two ads appear on all other pages. Facebook recently launched a new ad unit for the right column, which is larger and has a better click‐through rate.

Mobile

News Feed: As with the desktop News Feed, this placement generally produces the best results for both direct response and brand awareness campaigns. People spend the majority of their time on Facebook in the News Feed, resulting in a higher CTR. The News Feed placement typically has a higher CTR at a relatively low cost (CPC or CPM). On mobile, ads are nearly full screen.

Example Placements for Various Campaigns

Advertiser’s Objective Referral Traffic eCommerce Brand Awareness Fan Acquisition
Facebook Campaign Objective News Feed; RHC; Logout News Feed; RHC; Logout News Feed; RHC; Logout News Feed; RHC

It is recommended that thorough testing is conducted on each placement in order to ensure the appropriate placement is being used to maximize the results the advertiser cares about (e.g., clicks, sales, impressions, and/or fan growth) while reducing overall costs, as performance may vary as alluded to above. In order to achieve this, unique ad sets should be created for each placement so that optimizations, including budget allocation and bid changes, can be made according to placement specific performance.

Lastly, if leveraging News Feed on non-responsive mobile sites as well as desktop, it is recommended to further divide campaigns into desktop and mobile. This will not only improve optimizations but will play a key part to ensuring landing pages and creative are mobile optimized in order to improve the user experience and response rates.

Information on ad best practices and how to structure ad sets can be found here.

Ad Types

Facebook’s ad types include Photo ad, Video ad, Link ad, Text ad, Page like ad, Mobile app ad, Offer ad, Event ad, and Desktop app ad.

Each ad type has its own set of unique characteristics—a full list and examples can be found in the Facebook Ads Product Guide.

One differentiating factor is the placement each ad type is eligible to run on. All ad types are eligible to run across all placements (Desktop and Mobile News Feed and Right Hand Column) with a few exceptions. Link ads not connected to a Page can only run on the Right Hand Column. Desktop app ads can only run on desktop and mobile app ads can only run on mobile.

Example Ad Types for Various Campaigns

Advertiser’s Objective Referral Traffic eCommerce Brand Awareness Fan Acquisition
Facebook Campaign Objective Link Offer, Link Video, Photo, Text, Like Page Like Ad

Similar to placements, it is recommended that testing be conducted to identify which ad type performs best in order to maximize the results you care about, such as reach, CTR or conversion rate. This may include A/B testing creative elements such as call to actions, competitive advantages, value propositions, prices expressions, etc.

It may be beneficial to test creative elements through unpublished Page posts. Unpublished Page posts offer an advertiser the ability to post multiple variations of a marketing message. Unpublished posts appear only within News Feeds of those Facebook users who are targeted within a paid campaign, and do not appear on the brand’s timeline. With this approach, different creative elements for the same message can be tested without duplicating content on a Page’s timeline.

Targeting Options

Targeting is where Facebook sets itself apart from the competition and is where good marketing campaigns can transform into great ones. Targeting options can be broken down into six categories: location, demographics, interests, behaviors, connections and Custom Audiences. Advanced targeting options such as relationship status, languages, education and workplace are also available within demographics. A brief description of each category is below.
Social Media Buyer’s Guide
Custom Audiences are relatively new to Facebook and are particularly useful for direct response and audience development campaigns. You can create audiences based on the data you own in a privacy-safe way. You can reach people based on an imported contact list and actions taken on your website or mobile app. For example: You can share a customized ad with people in your loyalty program who have recently visited your website and haven’t purchased. Additionally, Facebook can create a lookalike audience segment which may provide a significantly expanded participant pool to the advertiser. The big opportunity lies in the ability to combine and layer on multiple targeting options so ads are only displayed to an advertiser’s high value audience.

When choosing a targeting option, advertisers need to think through who their target audience is (based on their campaign objective), and select targeting accordingly.

For a typical advertiser, targeting can be organized from most specific to least specific as listed below. Note, although location and demographics are listed as least specific as an individual targeting option, it is recommended to always layer this targeting to each option below in order to ensure the appropriate audience is reached. Besides location and demographics, additional targeting can be layered together (i.e. Custom Audience and connections) to find an optimal target audience.

  • Custom Audiences, including Website Custom Audiences Connections and friends of connections
  • Behaviors
  • Interest
  • Location and Demographics

In conclusion, by leveraging the appropriate objective, placement, ad type and targeting options alongside strategic campaign structure, testing plans and timely optimizations, Facebook can be a valuable marketing source for any advertiser—small to large.

The chart below, which has been compiled throughout the course of this buyer’s guide, should serve as a guideline for those looking to advertise on Facebook. Each individual guideline will vary based on advertiser’s objectives, however the below should be a starting point that will help simplify the buying process which can be overwhelming at first.

 

Advertiser’s Objective Referral Traffic eCommerce Brand Awareness Fan Acquisition
Facebook Campaign Objective Clicks to Website Website Conversions Page Post Engagement Page Likes
Placement News Feed; RHC News Feed; RHC; Logout News Feed; RHC; Logout News Feed; RHC
Ad Type Link, Photo, Text, Video Offer, Link, Photo, Text, Video Like, Post, Photo, Text, Video Page Like Ad

 

Data & Insights

The more customer insights you have, the better you’re equipped to deliver meaningful messages to people. That’s the thinking behind Facebook Audience Insights, a new tool designed to help marketers learn more about their target audiences, including aggregate information about geography, demographics, purchase behavior and more.

Say you want to raise awareness for your women’s luxury fashion brand, and you sell your products in-store. You’d want to know how many people on Facebook live near your stores, as well as their interests, their past purchase behavior and how they tend to shop (online vs. in-store). Using Audience Insights, you can get aggregate anonymous information such as:

  • Demographics: Age and gender, lifestyle, education, relationship status, job role and household size
  • Page likes: The top Pages people like in diï¬erent categories, like women’s apparel or sports
  • Location and language: Where do people live, and what languages do they speak
  • Facebook usage: How frequently are people in your target audience logging onto Facebook and what device(s) they are using when they log on
  • Purchases activity: Past purchase behavior (i.e. heavy buyers of women’s apparel) and purchase methods (i.e., in-store, online)

And you can view this information for three different groups of people:

  • People on Facebook (the general Facebook audience)
  • People connected to your Page or event
  • People in Custom Audiences you’ve already created (an audience made up of your current customers)

Audience Insights is different from Page Insights because it looks at trends about your current or potential customers across Facebook, whereas Page Insights looks at the interactions with your Page (i.e., likes, comments and shares).

An example of the Audience Insights Tool:

Social Media Buyer’s Guide

Once a brand page reaches a minimum of 10,000 fans, a Connections Analysis report can be requested via a Facebook representative. The report is a great resource for identifying a target audience.

 

Measurements

Page Insights

Page Insights allows Facebook Page owners to improve the way they publish, market, and connect to the people that matter to them. The layout has six tabs: Overview, Likes, Reach, Visits, Posts, and People.
Social Media Buyer’s Guide

 

Overview

The Overview tab provides a snapshot of the last seven days of available data about your Page’s performance. It focuses on three core metrics:

You’ll also see your 5 most recent posts so you can quickly see how they are doing.

  • Page Likes: Total and new
  • Post Reach: The total number of unique people who were shown your Page and posts
  • Engagement: The total number of unique people who engaged with your Page, as well as the totals of different engagement types

Likes

In the Likes tab, you’ll see three core metrics:

To find out why one of the Likes charts went up or down, you can click on it to see more information from that day. You can also drag on the chart to select more than one day. For all the charts in the Likes tab, the popup will list your Page’s Like and Unlike Sources for the selected period of time.

You can also click on a metric in the benchmark box on the right to compare data over time.

  • Total Page Likes
  • Net Likes (Likes – Unlikes)
  • Where Your Page Likes Came From

Social Media Buyer’s Guide

Reach

The Reach tab shows you:

  • Post Reach, which is broken down by paid and organic
  • Positive Engagement: Likes, comments, and shares
  • Negative Engagement: A fan hiding a post, hiding all posts, reporting spam, or unliking your Page
  • Total Reach, which shows you the total number of unique people who were shown any activity from your Page

If you click or drag on the Post Reach, Positive Engagement, and Negative Engagement charts, the popup will tell you what posts people were seeing during the selected time period. This helps you quickly tie content to performance trends in your graph.

Visits

In the Visits tab, you’ll see:

  • Page and Tab Visits: A breakdown of where your visits are coming from
  • Other Page Activity, such as mentions of your Page in a post, posts by other people on your Page, check-­ins to your location, or offers redeemed
  • External referrers: Sources outside Facebook that are driving traffic to your Page

Posts

Displays the posts you made on your Page in chronological order as well as the type of post, targeting information, how many people the post reached, and how engaged people were. You can learn even more about your posts’ performance using the “Reach” and “Post Clicks, Likes, Comments & Shares” drop downs. For example, you can select “Engagement Rate” – the percentage of unique people who clicked on, liked, commented on or shared a post, divided by the total number of unique people who saw that post— and see this metric for all your posts.

If you click on a post link, a post details card will pop up. These metrics can help you identify the content that resonates with your fans. Finally, Post Types shows average post performance based on reach and engagement.

People

The People tab is divided into Your Fans, People Reached, and People Engaged.

Your Fans helps you understand the people who like your Page by looking at age, gender, geography and language demographic data. Your Fans also compares the demographics of people who like your Page to Facebook’s total population. Point your mouse cursor to a bar on the age and gender chart to get more specifics about that age or gender breakdown. Facebook lets you compare the people who like your Page to the overall Facebook audience so you can see if you are particularly popular or unpopular with that demographic.

The People Reached and People Engaged tabs breakdown the people who were shown your posts and the people who have engaged with your posts by the same demographic data.

Ads Manager

Ads manager helps advertisers understand the performance of their ads specifically.

A helpful video on how Facebook is making more advertising data available in the Ads Manager Reports to help you better measure the effectiveness of your ads in real-time can be watched here.

To get started in Ads Manager:

  1. Go to Ads Manager and click on Reports in the navigation. You’ll automatically see data from the default report called General Metrics over the last 7 days for your active campaigns.Social Media Buyer’s Guide
  2. Customize the metrics you see in your report and then click the blue Export button on the top right column to download your report.

Conversion Tracking

If you want to track the conversions that happen on your website as a result of ads that you’re running on Facebook, you can create a conversion tracking pixel to put on your website.

Using the conversion tracking pixel tool, you can create a JavaScript code snippet to place on your conversion pages. For example, if you want to track checkouts, you would put the conversion tracking pixel on the checkout confirmation page that people see after completing a checkout. Whenever a person loads that page in his or her browser, the code tells Facebook that the conversion event has occurred. Facebook then matches that conversion event against the set of people an ad was served to/or that clicked on an ad so that Twitter can provide you with information that helps understand the return on investment for your ad spend.

To learn how conversion tracking works, watch this video.

Objectives

There are three broad business objectives Nielsen allows you to measure Facebook against:

  • Reach: Did I reach the right number of people and the right type of people?
    • Nielsen OCR reports the accuracy of your reach
    • Nielsen XCR reports cross-­platform reach
  • Brand Resonance: Did I improve my brand’s image and change the aptitudes of customers?
    • Nielsen Brand Effect measures ad recall, brand awareness, and other brand equity metrics
  • Reaction: Did I cause a customer to act—to buy a product, sign up for a service or make a referral?
    • Datalogix
    • Lift studies

Nielsen Online Campaign Ratings (OCR)

Accurately identify and measure your Facebook strategy’s audience online.

  • Accountability: Verify the audience delivered matches the intended audience
  • Comparability: A consistent set of metrics to measure audiences across online and TV
  • Flexibility: Measure any size campaign, running on any size website, for any duration

Nielsen Cross-Platform Campaign Ratings (XCR)

Nielsen OCR is similar to XCR, but looks at separate and combined audience between TV and Facebook. It helps you make sure you are spending your dollars in the most efficient way.

Nielsen Brand Effect

Nielsen Brand Effect is Facebook’s co-branded product with Nielsen that allows Facebook to conduct Brand Effect studies. This methodology allows us to tie back direct impact of ad campaigns at driving the desired advertising results such as Ad recall, message awareness, and intent/consideration.

  • Ad displayed to user:
    • Control group created dynamically
      • Users randomly assigned to exposed and control groups while ads are served, yielding two groups that are perfectly matched on targeting and site usage.
  • Polls next day in ad context:
    • Representative results delivered quicklySummary results with demographic cuts delivered in 3 days (2 days post ad run)
      • High response rates, 10–100x of other methods, ensure representative sample and not “professional survey takers”

 

Closed Loop Solution: Datalogix

Facebook’s partnership with Datalogix is an example of how Facebook can enable a closed loop solution for advertisers. Through this partnership, Facebook is able to connect user activity (e.g., did a given person see an ad?) with Datalogix’s extensive buying behavior data, which includes 5K brands over 100 categories. By matching these 2 sets of data in a measurement-only, privacy safe way, Facebook can determine the return on your advertising spend, helping you understand your current investments and optimize your future ones.

 

Creative Specs

Insertion orders are available to managed accounts who plan and buy via rate card. Orders are subject to a minimum spend.

Homepage and Right Hand Column (RHC)

This placement is the best way to reach your audience from the most visited Page on Facebook. How to buy: IO, Power Editor, API

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How to Buy Via an Insertion Order

  1. IO – buying via an insertion order through a Facebook representative. This is the only way to have a guaranteed number of impressions.
  2. Power Editor – self-serve tool for advanced advertisers. It can be downloaded by anyone at
    https://www.facebook.com/ads/manage/powereditor
  3. API – access via Facebook’s Application Programming Interface directly, or via tools built by Facebook’s Preferred Marketing Developers (PMDs) using Facebook Ads API

Social Media Buyer’s Guide

 

Foursquare

Social Media Buyer’s Guide

Foursquare believes the world is full of amazing experiences. They make two apps to help guide you to them: Foursquare and Swarm.

Foursquare believes that everyone’s tastes are different so why should we get the same search results? Foursquare learns what you like and leads you to places you’ll love. Find great recommendations based on your tastes, your ratings for similar places, and the friends and experts you trust most. We’ve reinvented local search, to help you find the perfect place, wherever you are.

Swarm has its roots in the check-in, launched by Foursquare in 2009, providing real-time location sharing with friends. Five years later, Foursquare decided to give the check-in its own standalone app, Swarm. Swarm was built to be the “fastest and easiest way to keep up and meet up with friends.”

Audience Network

Foursquare created an ad platform to leverage their unique data set and allow you to reach the Foursquare audience outside of the app based on their real-world behaviors. You might think of it as behavioral targeting based on movements through the physical, rather than digital, world.

Foursquare has partnered with DSPs to serve ads across four major channels: Display, Mobile, Video and FBX.

Foursquare Audience Network (FAN) maximizes reach across a relevant target based on specific personas, segments and psychographics. FAN will reach these users across other areas of their everyday lives to help drive your message home.

FAN is sold in a dCPM (dynamic CPM) marketplace. Foursquare works with advertisers to set a reasonable capped bid price for each FAN channel.
Social Media Buyer’s Guide

Place-Based Ads

Foursquare’s Place-based ads are location-based ads that surface when a user is at a specific place and click through to a mobile landing page of your choice—like contextual advertising for the physical world.

Place-based ads appear on the Foursquare “Here” tab or when a user checks in somewhere on Swarm.

Place-based ads are the perfect way to talk to users when and where it’s relevant—talking to Mom when she’s in the shopping aisle or to the millennial who just walked into a bar has never been easier.

Place-based ads are sold on a Cost Per Click structure in a bid model marketplace. Ads are surfaced on a combination of the bid price, creative unit CTR, and the likeliness of a specific user interacting with the ad.
Social Media Buyer’s Guide

Promoted Places

Promoted Places are location-based ads that surface when a user is nearby and Foursquare thinks they are likely to go there. Likeliness is determined by looking at the user’s past visits, the types of places they like, and where friends in their social network have been.

These ads show on the app’s homepage when a user searches for a categorized place nearby. For example, if you’re a bar, your ad will only show up under the “Nightlife” intent when users are searching for places to grab a drink in the area.

Promoted Places drive foot traffic, increase sales, and build awareness by putting your brand front and center.

Promoted Places are sold on a Cost Per Action basis. Action includes when a user clicks on the ad or visits the location within 72 hours of a seen impression. If a user does both, you are only charged once and will receive a report on both actions. These ads are sold in a bid model marketplace.

Social Media Buyer’s Guide

 

Instagram
Social Media Buyer’s Guide

Instagram is a premium brand experience at the intersection of art, people, and technology. With over 200 million monthly actives across the world, Instagram is one of the largest mobile ads platforms available today.

Instagram also presents brands with the unique ability to reach a creative and highly engaged audience; deliver ads in a visual and focused mobile product experience; and benefit from the platform’s high-quality context that showcases ads alongside other beautiful, inspirational content.

 

Business Tools

Advertisers have access to a new suite of business tools that enable brands to develop and understand the performance of their organic and paid campaigns.

Account InsightsSocial Media Buyer’s Guide

    • Reports on organic activity to let businesses understand how Instagram grows brand awareness through impressions, reach and engagement
    • Provides aggregated data about account followers and their activity on Instagram

Ad Insights

    • Captures the performance of paid Instagram ad campaigns with meaningful brand analytics about each ad and target audience demographics

Social Media Buyer’s Guide

Ad Staging

    • Provides an online platform for advertisers and the Instagram internal team to house and preview ad creative as they collaborate to develop paid campaigns




 

LinkedIn

Social Media Buyer’s GuideLinkedIn members number more than 300 million professionals. That’s over one-half of the 600 million professionals on the planet. This represents the largest group anywhere of influential, affluent and educated people.

With LinkedIn, brands build relationships with the world’s professionals by using accurate targeting to deliver relevant content and communications. As today’s connected professionals seek out ideas and insights from the people and brands they trust, marketers use LinkedIn to target advertising and publish relevant content in a professional context. Brands extend reach through the social sharing that occurs naturally on LinkedIn.

Targeting

LinkedIn members can be served media based on a wide array of the criteria included in their LinkedIn profiles. The options are extensive, but here are few examples of attributes by which media can be targeted:

Job Title: Examples “Patent Attorney” or “Sr. Laboratory Technician”
Job Function: Examples “Sales” or “Engineering” or “Marketing” functions
Industry: Examples “Banking” or “Biotechnology” industries

Social Media Buyer’s Guide

Measurement

LinkedIn offers standard campaign measurement metrics (impressions and clicks), and have augmented reporting capabilities for all our display and custom products.
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Display Media

LinkedIn offers a variety of display units to meet marketers’ needs. Our standard display slots include 300×250, 160×600, and text ads. Run your own creative or select from one of our high-impact ad types.

How to buy: LinkedIn display media is sold on a CPM model and can be combined with other Marketing Solutions products through an Account Representative. Learn more

Social Media Buyer’s Guide

LinkedIn Native Ads

LinkedIn Native Ads use the power of social proof to attract and engage your target audience.

Spotlight Ads Fully customizable Native Ad Unit that leverages the member profile image, but can link to the advertiser’s landing page.

Follow Company Ads Help you build your community of Company Page followers on LinkedIn. Members can follow your company with a single click, and this action is shared to their network, providing vital social proof.

How to buy: Native ads are available as 300×250 or 160×600 units and sold on a CPM model. Learn more

Sponsored InMail

Discover a new way of doing email marketing with LinkedIn. Sponsored InMail lets you send personalized offers directly to a member’s LinkedIn inbox. Since members only receive one Sponsored InMail every 60 days, you’ll have 100% share of voice

Sponsored InMail is ideal for boosting conversion through targeted product and service promotions, attracting new members to your brand’s LinkedIn Group, or supporting display ad campaigns by emphasizing key messages and calls to action. Precision targeting ensures you reach your target audience right in their LinkedIn inbox.

Sponsored InMails are built by LinkedIn using supplied assets and consist of a subject header, body text, call to action button, choice of 300×250 or 300×600 ad units within the body of the message, and some additional customizable widgets.

How to buy: Sponsored InMails can be purchased as a standalone campaign or as part of a strategic marketing buy. Sponsored InMails are sold on a cost per recipient model. Learn more

Social Media Buyer’s Guide

Sponsored Updates

Through Sponsored Updates, you can raise awareness, drive quality leads, and build relationships with the world’s professionals on any device (desktop, smartphone, and tablet).

Sponsored Updates let you share links, images, videos, presentations, and other assets so you communicate more of your content to your audience up front, adding to the value of your impressions. And with detailed reporting dashboards, you can monitor the performance of your Sponsored Updates in real time and get the data you need to optimize your campaigns.

How to buy: You can opt for a fully managed Sponsored Updates account or sponsor your updates yourself through LinkedIn.com. Either way, you’ll have full access to LinkedIn’s great campaign management and reporting tools. Set your bid using CPC or CPM pricing and choose your total campaign budget and duration. Learn more

LinkedIn Ads

Reach your ideal customers with LinkedIn’s easy‐to-use, self-serve PPC ad platform.

How to buy: You can buy LinkedIn Ads on a bidded model with your very own LinkedIn account. You set a bid for each of your campaigns. A real‐time auction is run each time a Linkedln user visits a page that contains an ad unit. If the user fits your targeting options, your ad will be entered into this auction along with the bids of other advertisers. Learn more

LinkedIn Company Pages

Your Company Page provides a hub from which you can share both free company updates and Sponsored Updates. Company Pages are a valuable tool to help you raise awareness of your brand, highlight career opportunities, and inform potential customers of your products and services. Learn more

 

Pinterest

Social Media Buyer’s Guide

Pinterest is the world’s largest collection of everyone’s favorite things, helping people to discover the things they want to plan, buy and do. Popular categories with large numbers of active Pinners include Beauty, DIY, Fashion, Food, Parenting, Home Decor, Travel, Bridal, Sports and Entertainment.

Pinterest’s audience includes a heavily engaged mobile audience. In fact, the average female user aged 18–54 spending nearly 200 minutes per month on her smartphone and tablet discovering new ideas and brands through Pinterest’s platform.

 

Business Account Tools

Companies can create business accounts on Pinterest. These accounts introduce your brand and the ideas that inspire it with collections of boards that showcase your brand’s personality and taste.

Pin It Button

Social Media Buyer’s GuideThe Pin It button makes it easy for people to Pin things from your website or mobile app. Add the button next to the things you want to share, then let Pinners do the rest!

Businesses who use the Pin It button often see big lifts in referral traffic.

Once you’ve added the Pin It button and verified your website, you’ll be able to access analytics.

Pinterest Analytics

Social Media Buyer’s Guide

See what people love most from your Pinterest profile and website, and how much traffic your site gets when you add the Pin It button.

Explore new metrics about the people who engage with your business and what else they’re into. See your audience’s most common interests and what other businesses they follow, then tailor what Pins you add based on that.

Get advice on how to increase impressions, clicks and repins so you can refine your Pinterest strategy and reach more people.

With Pinterest Analytics, you’ll learn:

  • What Pins and boards from your profile people love most
  • What people like to save from your website
  • Who you Pinterest audience is, including their gender, location and other interests
  • What devices people use when they’re Pinning your stuff
  • How adding the Pin It button to your website leads to referral traffic from Pinterest

 

Tumblr

Social Media Buyer’s Guide

Tumblr’s mission is to empower the world’s creators to make their best work and get it in front of the audience they deserve. These creators make Tumblr the internet’s favorite place for content and help to a attract an audience of more than 420 million global unique visitors per month – many of whom are young (53% age 13-34) and access Tumblr on their mobile devices (avg. 7x per day). The Washington Post calls us “the machine that manufactures internet cool.”

Tumblr treats brands like any other creator on Tumblr. Creators have the ability to easily post pictures, text, animations, music, videos and more to their custom Tumblr blogs, offering brands a distinctive destination for beautiful brand storytelling and powerful content distribution. The Dashboard—where Tumblr’s Sponsored Posts appear—is a full fidelity stream of content from Tumblr blogs, reaching a massive and receptive built-in audience and driving incredible engagement.

  • Tumblr is ranked #1 in Social Sentiment across social networks by Adobe
  • 95% of users who follow brands on Tumblr would recommend them to others
  • 70% of users perceive a brand more favorably after seeing a Sponsored Post

With Tumblr, brands get a complete content marketing solution: an owned, customizable destination, content creation solutions, native ad products to promote your content, and a highly-engaged audience to advocate and share what you create. Savvy content marketers on Tumblr see:

  • A 3.3x lift in brand KPIs (i.e., site visits, searches) if a person engages with branded content on Tumblr first (Source: Added Value & Millward Brown Digital, October 2014)
  • Engaging with Sponsored Posts generates an increase in brand favorability 5x greater than the average impact of exposure to online campaigns. Source: Millward Brown Digital, 2014.

Tumblr Ad Products and Capabilities

Getting Started

Getting started on Tumblr is actually quite simple. You can launch your blog in a matter of minutes and we have an entire team dedicated to helping you get running. We also offer content creation, page development and theme design—from Tumblr and its network of artists and production partners. The service is fast, high-quality, and totally turnkey.

Ad Products

Once you’re up and running, it’s time to get your content out there. We have native products for all of your objectives. Sponsored Posts are our core product. Here’s a nifty graph to see what fits for you:

Sponsored Posts

Tumblr Sponsored Posts are like regular Tumblr posts—just way more visible and delivered to the right people. As the largest in-stream ad unit, Tumblr Sponsored Posts give you the most real estate to tell your story, capturing a user’s attention alongside the content they love from blogs they follow. These non-disruptive native ads offer Tumblr’s full stack of targeting options and run seamlessly across Tumblr mobile apps and web experience. Typically sold on a Cost Per Engagement model, you are only charged for reblogs, likes, follows, shares or clicks made directly from the Sponsored Post itself.

Sponsored Radar

Social Media Buyer’s Guide

The most coveted spot on the Dashboard is now available to advertisers. Radar is a rotating showcase of exceptional posts from throughout the community, handpicked for originality and creativity. A sponsored placement gives you exclusive ownership of this above-the-fold space, and the opportunity to earn thousands of new followers, reblogs, and likes.

Sponsored Video Posts

Sponsored Video Posts are just like Sponsored Posts, except that they feature our native video player, and are sold on a CPV basis. We also have a full suite of video-endemic analytics available to our video advertisers. The native video player grabs people’s attention with autoplay and holds it with continuous looping. On the web, videos pop-out and follow users as they scroll. It’s a video experience like no other.

 

Trending Blogs

Place your blog in the middle of whatÂ’s hot on Tumblr within a feed of the most popular blogs of the day on TumblrÂ’s mobile app. By positioning your brand in the middle of real-time conversation, you can build your audience and grow your followers. Only pay for followers with CPF pricing.

Social Media Buyer’s Guide

Tumblr Sponsored Posts on Yahoo

For added reach, Sponsored Posts can leverage paid syndication to premium placements on Yahoo. Together, Yahoo and Tumblr reach 800MM unique visitors per month.

Targeting: Tumblr offers gender, geography, device, and interest targeting. Additionally, we recently launched image retargeting, which allows advertisers to target users who’ve engaged with your official brand content outside of it being published by your blog.

Analytics: Tumblr offers a full stack of analytics including post and blog level data, and video analytics. Our analytics give you a full accounting of paid and earned engagement along with the cost reduction thanks to earned media. Additionally, with Sponsored Video Posts you’ll see viewer engagement metrics to understand how captivating your videos are.

 

Twitter

Social Media Buyer’s Guide
Twitter’s mission: to give everyone the power to create and share ideas and information instantly, without borders.




Objective Based Campaigns

Social Media Buyer’s Guide

Whether you’re looking for more followers or website traffic, you can find the right Twitter Ads solution to help you achieve your business objective.

With over 271 million monthly active users, Twitter helps people stayed connected to their interests—whether it’s the latest global news or their favorite place to shop. Businesses use Twitter to help them achieve their marketing goals, such as growing their community of followers, driving more visitors to their website, or capturing more leads to follow up with later.

Whatever your business goals are, Twitter will guide you through designing ad campaigns that are best suited for whatever you’re trying to accomplish. Get the most out of your marketing dollars by only paying for the actions that you want and tracking your results over time with Twitter’s analytics tools.

Five Types of Objective Based Campaigns

    1. Grow your community on Twitter with a Followers campaign.
    2. Send people to your site to purchase, sign up, etc with a Website clicks or conversions campaign.
    3. Reach more people and drive conversation with a Tweet engagements campaign.
    4. Get more people to install or engage with your mobile app with an App install campaign.
    5. Collect emails from people who express interest in your business with a Leads on Twitter campaign.

Followers

When someone follows you on Twitter, you gain a chance to engage with that person over time. Recent studies show that followers don’t just see your Tweets, they also take actions that benefit your business. The tools listed on this page will help your business expand your audience on Twitter and quickly build a community of potential customers.

Follow these steps to set up a Followers campaign:

  1. Pick your audience
    Twitter’s targeting options allow you to get your account in front of more people who are just like your followers—engaged users who are passionate about your business. You can target by:

    • Followers
    • Tailored audiences
    • Keywords Interest
    • Location
    • Language
    • Gender
    • Device
  2. Select your advertising tool
    Promoted Account:
    A Promoted Account is an ad that invites targeted Twitter users to follow your brand—attracting more of the right followers to your brand faster. And followers don’t just follow: They also engage, retweet, click through, continue the conversation and bring more like-­minded followers. They’re also more likely to download, sign up and buy. In fact a recent study found that 72% of Twitter users said that they were more likely to make a future purchase from brands they follow or engage with on Twitter. Once you have a follower, you can also continue to message these followers through both organic and Promoted Tweets—building your relationship over time. Promoted Accounts help you:

    • Reach more followers likely to be interested in your brand
    • Build a community of advocates On desktop, Promoted Accounts are displayed in these key places:
    • In the “Who to follow” widget on the ley side in Home and Notification tabs
    • On the “Who to follow” page, reachable via “View all” on the “Who to follow” widget
    • In People Search results, in the ley “Who to follow” widget
    • On profile pages, in the right “Who to follow” widget
    • On the home timeline on desktop and mobile On mobile, Promoted Accounts appear in:
      • The Home timeline
      • The Discover tab
      • Profile pages

Targeting

Twitter’s targeting options allow you to get your account in front of more people who are just like your followers—engaged users who are passionate about your business. You can target Promoted Accounts by:

  • Interest
  • Geography
  • Gender
  • Tailored Audiences
  • TV Targeting
  • Device Targeting
  • Keywords
  • Usernames / users like your followers
  • Languages

Pricing

Promoted Accounts are priced on a Cost-per-Follow (CPF) basis. You pay only when a user clicks Follow on a Promoted Account placement. It’s that simple.

Analytics

Get real-time updates on your follower numbers and what they’re interested in. With Twitter Ads, you get access to premium analytics including:

  • Promoted Accounts dashboard
  • Followers dashboard
  • Tweet level analytics for your Promoted Accounts in timeline creative

Website Clicks or Conversations

Twitter’s great for driving conversations with your followers. But how do you turn those conversations into actions that impact your business? Create a Website Card and showcase your website content within a Tweet to get users more interested in your business. These campaigns help drive the right audience to your website to increase on-site conversion.

Follow these steps to set up a campaign:

  1. Pick your audience Twitter’s targeting options allow you to find the right audience who are more likely to be interested in your business.You can target by:
    • Followers
    • Tailored audiences
    • Keywords Interests
    • Location
    • Language
    • Gender
    • Device
  2. Select your advertising tools:
        • Website Card: A Website Card enables you to feature your website content within a Tweet and allow the user to click through to your website directly from the Card. When the Card is tweeted, it will be appended with an engaging image and additional information about your website. This should help drive even more traffic from Twitter to your website.If your goal is to get people to click on your Tweets to visit your website, Website Cards will help you drive even more traffic. Normally, Tweets linking to your site would contain only the Tweet text and the hyperlink. With the Website Card, users will see more context about your site and a headline.
      • Website Tag for Remarketing: The website tag for remarketing enables you to reach Twitter users who recently expressed interest in your products by visiting your website. By placing the website tag in your site and building an audience, you can target high-­intent potential customers on Twitter.The website tag for remarketing is a snippet of code that you place on pages of your website. Once placed, the website tag begins to collect the cookie IDs of visitors and matches them to specific Twitter users. Once an audience has been collected, you can set up Twitter Ads campaigns targeted to these recent website visitors.The website tag for remarketing is most effective for advertisers who:
        • See significant web traffic to the portion of the web pages where the tag is placed.
        • Are experienced with the Twitter Ads ordering and want to explore additional functionality to drive direct response.
          It’s especially convenient to get started with remarketing if you have a website tag already placed in your site for conversion tracking purposes. Your website tag can be used both for conversion tracking and remarketing. You can switch on remarketing functionality for your existing tags by visiting the Edit screen for each tag.
  3. Pricing
    You are charged on a cost per link click (CPLC) basis for campaigns that promote a Website Card, which means that you are only charged for actual clicks to your website.
  4. Analytics
    Track and measure the performance of your Website Card to see how much engagement and traffic you are driving.

Social Media Buyer’s Guide

Tweet Engagements

People come to Twitter to connect and engage with their interests. It also creates an opportunity for businesses to engage with their customers through more personal interactions. These interactions help build positive sentiment towards the businesses and encourage positive word of mouth referrals. With this type of campaign, you can help boost the amount of engagements you receive with your Tweets.

Follow these steps to create and measure a Tweet engagement campaign:

  1. Pick your audience
    Twitter’s targeting options allow you to get your Tweets in front of more people who are likely to be interested in what your business has to offer. You can target by:

    • Followers
    • Tailored audiences
    • Keywords
    • Interests
    • Location
    • Language
    • Gender
    • Device
  2. Select your advertising tools
    Promoted Tweets:
    Promoted Tweets are similar to organic Tweets. They can be retweeted, replied to and favorited. Promoted Tweets can include links to websites, hashtags and rich media. Here are the key ways they differ from organic Tweets:

    • Promoted Tweets gain wider distribution than organic Tweets, and you only pay when someone engages with them.
    • You can target Promoted Tweets to non-followers by gender, geography, language device, interests, keywords, tailored audiences or those who tweet or engage with selected keywords. TV targeting is also an option. Organic Tweets cannot be targeted.
    • You can promote Tweets that were published organically or create Promoted Tweets that aren’t published to all of your followers first. You can also have Promoted Tweets that skip your brand’s timeline altogether—these Tweets don’t go out to followers and are only seen by the audiences you select to target.
    • Promoted Tweets are clearly identified as promoted. Only one Promoted Tweet will appear in a user’s timeline at any given time.

    Promoted Tweets can appear in:

    • Home Timelines
    • At the top of relevant search results
    • Search results for Promoted Trends
    • On Twitter’s offcial desktop and mobile clients like TweetDeck, Twitter for iPhone and Twitter for Android, among others.
    • Syndicated to some third—party Twitter clients like HootSuite.
  3. Pricing
    You are charged on a cost per engagement (CPE) basis for these campaigns so you are only charged for the first time someone engages with your content (e.g. Retweets, favorites, replies).
  4. Analytics
    Get details around the performance of your Tweet content with the Tweet activity dashboard. See what types of content drives the most engagement to help crau what you Tweet about.

App Installs or Engagements

With the App Card, you can showcase your mobile app to your targeted audience directly within your Tweet. Drive more app installs and only pay when someone clicks to install or open your mobile app.

Follow these steps to set up an App installs campaign:

  1. Pick your audienceTwitter’s targeting options allow you to find the audience who are more likely to be interested in your business. You can target by:Followers
    • Tailored audiences
    • Keywords
    • Interests
    • OS Version
    • Device
    • Location
    • Language
  2. Select your advertising tool
    App Card: Adding an App Card to your Tweet enables you to feature media rich information about your App, such as an image, ratings and a call to action. This added media is designed to improve the rate at which users engage with your Tweet.
  3. Pricing
    You are charged on a cost per app click (CPAC) basis for these campaigns so you only get charged when someone clicks to install or open your mobile app.
  4. Analytics
    The campaigns dashboard will show you different metrics related to your app installs or engagement campaign, such as the number of times users saw the Tweet and the number of times users clicked to install or open your app.

Leads on Twitter

When someone expresses interest in what your business has to offer, you want to easily capture that person’s contact information so you can follow up with them. When you add a Lead Generation Card to your Tweets, you allow people to seamlessly exchange their email address with you so you can capture more leads for your business. The more leads you generate, the more potential customers you can reach out to.

Follow these steps to set up a leads campaign:

  1. Pick your audience
    Twitter’s targeting options allow you to get your Tweets in front of more people who are likely to be interested in what your business has to offer. You can target by:Followers
    Tailored audiences

      • Keywords
      • Interests
      • Location
      • Language
      • Gender
      • Device
  2. Select your advertising tool
    Lead Generation Card:
    The Lead Generation Card makes it easy for people to express interest in what your business offers—they can seamlessly and securely share their email address without leaving Twitter or having to fill out a cumbersome form.When someone expands a Tweet created with a Lead Generation Card, they’ll see a description of the offer and a call to action. Their name, @username and email address (which they have previously entered in their Twitter settings) are already pre-filled within the Card. With a simple click of a button, the user can send this information directly to you.
  3. Pricing
    You are charged on a cost per lead (CPL) basis for these campaigns so you are only charged when someone exchanges their email address with you.
  4. Analytics
    Track and measure how your Lead Generation Card is performing. Get insights into how many leads you are capturing to optimize your creative and CPL.

Promoted Trends

Increase advocacy, purchase consideration and earned reach—one hashtag at a time. Trending topics on Twitter capture the moments consumers care about most. Users can change locations to see what’s trending in different countries around the world.

Promoted Trends boost brand conversation.

Promoted Trends helped advertisers kick-start conversations about their brands. In the 14 days following Promoted Trend exposure, Twitter users produced 22% more conversations about an advertiser compared to the two weeks before exposure (Twitter internal, 2013).

Promoted Trends drive the most impact at the top of the funnel.

Kick off campaigns with a Promoted Trend to maximize awareness and purchase consideration. A 2013 study Twitter conducted found that consumers skewed 151% more likely to tweet about considering a product after Promoted Trend exposure. Conversations about intent and purchase also jumped 19% and 33%, respectively.

Promoted Trends have a long-term impact.

Twitter’s 2013 study found that Promoted Trends had lasting impact on consumer conversations about
brands. With a 73% lift in brand mentions, Promoted Trends had their greatest impact the day they ran. But even three weeks after a trend, advertisers reaped benefits: a 20% lift in brand mentions, 22% lift in positive mentions and 10% lift in Retweets. You can leverage these insights to use Promoted Trends more strategically—not only as supplements to 24-hour “moments” like product launches, but also as air cover to prop up other campaigns with flight dates that span three weeks or longer.

Benefits

  • Drive mass awareness in target markets.
  • Seed conversations or make announcements.
  • Build buzz for your event.
  • 73% conversation lift around a brand on the day of a trend (Twitter internal, 2013). APPEARS/DESKTOP: In a module on the ley side of the homepage, at the top of list (24-hr window)

Appears/Desktop

In the Discover tab, at the top of list (24-hr window)

Targeting

Country-level Global

Pricing

$200k per 24 hours (US pricing. International pricing may vary.)
$25k added value in form of Promoted Tweets.
Social Media Buyer’s Guide

Marking

All Promoted Trends are clearly marked with a promoted icon.

Targeting

Twitter brings people closer to their interests in real time. Twitter’s targeting capabilities bring brands closer to the right consumers at the most relevant moment. Find out how to reach just the right slice of the 271 million active users on Twitter and maximize return on your investment.

Targeting Capabilities

Followers: Reach users who have actively chosen to follow you for updates and want to hear from your brand.

Look-a-Likes: Get your message in front of users with similar interests to your current followers to extend your reach with the audience most likely to engage

Interests: Connect with Twitter users based on their passions. There are 25 broad interest categories that drill down into more than 350 sub-topics. To reach more niche audiences, you can also utilize @username targeting to find users with interests similar to the followers of that account.

Keywords in Search: Pin your Promoted Tweets to the top of Search results and connect with users proactively searching for specific keywords and hashtags. This type of targeting is particularly effective during live events or moments when a brand wants to own key brand or competitive terms like, say, a product launch.

Keywords in Timeline: While interest targeting focuses on “who,” keyword targeting gets brands closer to “when” so brands can enter into relevant conversations at the right moment. Keyword targeting delivers messages to users based on what they’ve recently tweeted or if they’ve engaged with Tweets including specific keywords.

Location: Connect with a global audience or target a specific region, DMA or postal code.

TV: There are two types of TV targeting you can do on Twitter: TV ad targeting and TV conversation targeting. TV ad targeting allows you to start a conversation on TV with your commercials, then continue it on Twitter to maximize reach and engagement. With TV conversation targeting, you can deliver Tweets to people talking about a TV show.

Gender: Tailor a specific message to men or women to increase relevance. Users don’t share their gender with Twitter, but we’re able to determine it from public signals like user profile names or the accounts she or he follows.

Device: Target users based on the device they’re using to access Twitter. Twitter can target people using a desktop or laptop or by specific mobile operating systems like Android or iOS, and specific OS versions like Android’s Ice Cream Sandwich. Brands can also target specific mobile devices like Samsung Galaxy S3 or the iPad 4, across a range of manufacturers.

Tailored Audiences: Create audiences using your own data and reach them on Twitter mobile and web. Create your audiences based on cookie IDs, email addresses from your CRM or Twitter user IDs.

Language: Reach users based on languages they understand. Reach a global audience with language-specific messaging, or users who are in countries where large populations speak multiple languages. Learn more about opportunities for language targeting.

Tailored Audiences: Web Approach

With tailored audiences you can reach users on Twitter who have shown interest in your brand or your category even away from Twitter. Let’s say a hotel brand wants to advertise a promotion on Twitter and they’d prefer to show their ad to travel enthusiasts who have recently visited their website. To get the special offer to those people who are also on Twitter, the hotel brand may share with us browser—related information (browser cookie ID) through an ads partner. Twitter can then match that information to Twitter accounts in order to show the matched users a Promoted Tweet with the travel deal. The end result is a highly relevant and useful message for the user. Advertisers will continue to receive the same reports that include how many users saw or clicked on an ad, without identifying who saw it or clicked on it.

Twitter has made it easy for you to get started with tailored audiences by partnering with leading technology companies that can help you create and transfer audiences to Twitter. Twitter’s ads partners who are helping bring this product to market are: Adara, AdRoll, BlueKai, Chango, DataXu, Dstillery, Lotame, Quantcast, ValueClick, and [x+1]. You may work with any of these approved partners, each of which has completed all of the technical integrations with us and has the knowledge to guide you through the set—up process.

Tailored Audiences: CRM Approach

Social Media Buyer’s Guide

You can now create tailored audiences from lists of email addresses from your own customer relationship management (CRM) database or you can use your CRM database records that you store with an ads partner. Let’s say a fashion retailer wants to advertise a spring clearance sale on Twitter, and they’d prefer to show their ad to current membership cardholders. To get the special o?er to cardholders who are on Twitter, the retailer may create a tailored audience using unreadable scrambles (called hashes) of the email addresses of its card members, through an ads partner. Twitter can then match that information to Twitter accounts in order to show the matched users a Promoted Tweet with the sale information.

Tailored Audiences: Twitter ID Approach

You can also create tailored audiences using lists of Twitter IDs—either usernames or user IDs. Suppose the aforementioned retailer wants to build relationships with new prospects on Twitter who are in?uencers in fashion. The retailer can use public information on Twitter like a user’s bio, follower count, verified status, or past Tweets—from Twitter or by using Twitter’s API or Certified Products—to identify the specific accounts on Twitter which are the most appropriate potential customers. The retailer may then use this list of Twitter ID’s to create a tailored audience through an ads partner, show those fashion influencers a Promoted Account and engage them as followers.

Exclusion Targeting

Twitter is also introducing the ability for you to exclude selected CRM and Twitter ID audiences from the set of Twitter users reached through Twitter’s existing targeting options: interests, keywords and TV. For example, the same fashion retailer is also running a new customer acquisition campaign for its membership program, targeting Twitter users interested in style and fashion, and wants to exclude current membership card holders. Their same membership cardholder tailored audience can now be used to remove any user who fits the interest targeting and is also already a cardholder.

Social Media Buyer’s Guide

The combination of these tools enables a highly relevant and useful message for the user and creates the opportunity for you to reach these known audiences on Twitter with more efficient campaigns. You will continue to receive the same reports that include how many users saw, clicked on or converted from an ad, without identifying specific users.
Twitter has made it easy for you to get started with tailored audiences by partnering with leading technology companies that can help you create and transfer audiences to Twitter for targeting. Twitter’s ads partners who are helping bring this product to market are: Acxiom, Datalogix, Epsilon, Liveramp, Mailchimp, Merkle and Salesforce ExactTarget for CRM. Twitter is also introducing the creation of CRM and Twitter ID tailored audiences into their Ads API, now available through Ads API partners that support the capability. Each of these companies has completed all of the required technical integration with us and has the knowledge to guide you through the set-up process.

TV Targeting

Use the power of TV x Twitter to grow your business. TV has always been a shared experience. Now, Twitter extends these conversations beyond the living room, allowing viewers to discuss what they’re watching in the moment with people around the block or around the globe. From a marketer’s perspective TV targeting gives networks and brands the opportunity to participate in these conversations, and to continue the conversations they start on TV with Twitter users discussing relevant programs.

TV Ad Targeting

Social Media Buyer’s Guide

Start a conversation on TV with commercials and continue it on Twitter
Using video fingerprinting technology, Twitter automatically detect where and when a brand’s commercials are running on TV, without requiring advertisers to upload media plan details or share creative assets beforehand. Twitter then identify users on Twitter that engage with the program during which a TV ad aired. TV ad targeting enables marketers to deliver Promoted Tweets directly to these Twitter users to build upon their TV strategy.

TV ad targeting advertisers can use the campaign dashboard to analyze performance across Tweet creative and targeting parameters:

  • Filter by date and creative execution to see which ads aired and when. Watch video of each
    TV ad and understand how often each ad aired.
  • See when and where TV ads ran and understand the overall targetable audience on Twitter.
  • See what consumers are saying about your TV ads. Browse popular conversational topics or use the search bar to view Tweets containing specific terms.

TV Conversation Targeting

Deliver Tweets to people talking about a specific TV program
TV conversation targeting makes it easier to reach people talking about TV programs, independent of when a TV program airs, or if a brand has a TV spot in the program. Via proprietary technology, Twitter analyzes conversations on Twitter to identify people that have tweeted about or engaged with specific shows on Twitter over a multi-week period. Twitter then applies sophisticated logic to determine when combinations of keywords signal a Twitter user is a TV viewer, and when they are not. This logic allows brands to reach TV-engaged Twitter users, versus those that use keywords that overlap with TV show terms. The end result is a broad set of targetable users who have engaged with specific television programming, which allows brands to be relevant with marketing messages in new ways.

Measurement & Analytics

Measurement Tools

Twitter Certified Partners

The best products and services to help businesses thrive on Twitter. Browse Twitter’s certified partners

Twitter Ads analytics

Connect what you do on Twitter to the impact it has on your business with Twitter campaign analytics. Each Twitter Ad product has its own dashboard that provides reports for all engagements that campaigns receive—not trust engagements that advertisers pay for, but earned organic media as well. There are also four additional dashboards that help you analyze your organic success on Twitter.

You’ll see the fundamental metrics for your Promoted Tweets and Accounts campaigns, including impressions, Retweets, clicks, replies and follows, as they happen. Larger brands can also see these metrics for their Promoted Trends.

The Promoted Tweets and Accounts dashboards provide:

  • Performance metrics: The horizontal tabs along the top let you visualize performance over time for key metrics including:

Metrics on Promoted Accounts

  • Impressions: Times users are served the Promoted Account.
  • Clicks: Clicks on a Promoted Account username or avatar. A click on the follow link or the hide link doesn’t record a click.
  • Follows: Follows gained from a Promoted Account impression.
  • Follow Rate: Follows divided by impressions.
  • Cost per follow (CPF): Total spend divided by new followers gained from the campaign.

Metrics on Promoted Tweets

  • Impressions: Times users are served a Promoted Tweet.
  • Clicks: All clicks within a Promoted Tweet, including on the username, images, detail expands and URLs.
  • Retweets: Times a Promoted Tweet is shared via the Retweet button.
  • Replies: Tweets posted in reply to the Promoted Tweet. Always begins with the brand username.
  • Follows: Follows gained from a Promoted Tweet impression.
  • Engagement rate: Total engagements divided by impressions served.
  • eCPE: Total spend divided by total billed, non- billed and earned media engagements. Check out the “Also reached” tab in the analytics dashboard to see metrics for non-billed impressions.

 

  • Metrics table: Shows the same data as the Performance Metrics graph in a sortable grid.
  • Target tabs: Use the campaign performance dashboard to measure and optimize your spend on Twitter. Evaluate performance across individual Tweets, location, device, gender, interests, and keywords.

With the Promoted Trends dashboard, get a real-time look at:

  • Follows: Brand username follows during the campaign period.
  • Mentions: Mentions of the brand username and Trend hashtag.
  • Trend Impressions: Times users view the Trend.
  • Tweets displayed: Number of different Tweets associated with the Trend campaign.
  • Tweet-­‐level metrics: All metrics available for Promoted Tweets.
  • Tweet Impressions: Times the associated Promoted Tweet is served after a user clicks the Trend.
  • Engagement rate: Number of total engagements for the Promoted Tweets divided by total impressions.

Additional dashboards

While these four additional analytics dashboards don’t contain campaign metrics, they’re helpful to surface insight for both paid and organic strategies. Access these dashboards in Twitter Ads under
the Analytics tab.

Tweet Activity Dashboard

Gain insights into how your Tweets are performing in real time to optimize your content strategy. With this dashboard, compare impressions, total engagements and Retweets month over month. Use the Tweet details page to see how many Retweets, replies, favorites, follows, link clicks, and embedded media clicks each Tweet received. Export your Tweet performance metrics into a CSV file, which includes both organic and promoted data.

Followers

Learn more about your current audience. You can track the brand’s follower growth over time and discover valuable insights about followers’ interests, location and gender.

Websites

Add domains for your brand’s websites to this dashboard to track how often URLs are mentioned in Tweets and clicks to those sites.

Twitter Cards

Twitter Cards allow you to attach rich media experiences to Tweets about your content; Twitter Card analytics gives you insight into how these Cards are being shared on Twitter. Through personalized data and best practices, learn how you can improve key metrics such as URL clicks, app install attempts and Retweets.

Twitter Amplify

Harmonize the two-screen experience: Twitter Amplify enables media companies and brands to capture the excitement on TV and distribute it to fans and audiences across Twitter, beyond their followers.

Audiences can immediately relive that moment or experience it for the ?rst time on their mobile phones while they engage in Twitter conversations.

How it Works in Three Easy Steps

Step 1: Exciting content is broadcast on TV or other media channels
From sports to news to entertainment, every category has a highlight reel, and these highlights ignite conversations on Twitter.

Step 2: Real-time videos or photos are prepared for TwitterThe Twitter Amplify sponsorship includes a short, high-impact excerpt from the media partner’s content along with brand integrations, such as an ad pre-roll (up to 6 seconds).

Step 3: Sponsored premium content is delivered to targeted audiences
With Twitter Amplify, media partners and sponsors extend their reach far beyond just their organic followers.

 

Twitter Cards

Social Media Buyer’s Guide

With Twitter Cards, you can attach rich photos, videos and media experience to Tweets that drive trace to your website. Simply add a few lines of HTML to your webpage, and users who Tweet links to your content will have a “Card” added to the Tweet that’s visible to all of their followers.

Drive Engagement from Your Tweets

The below Card types have a beautiful consumption experience built for Twitter’s web and mobile clients:

Summary Card: Default Card, including a title, description, thumbnail, and Twitter account attribution.

Summary Card with Large Image: Similar to a Summary Card, but with a prominently featured image.

Photo Card: A Card with a photo only.

Gallery Card: A Card highlighting a collection of four photos.

App Card: A Card to detail a mobile app with direct download.

Player Card: A Card to provide video/audio/media.

Product Card: A Card optimized for product information.

Drive Action from Your Tweets

The below Card types drive action directly from the Twitter timeline. You don’t need to add code to your website; simply create Cards via the Twitter Ads Dashboard and use them anywhere you make a tweet on Twitter.

Lead Generation Card: A Card to drive lead generation for your product or service.

Website Card: A Card to feature your website and drive click through traffic.

App Download Cards: Cards to feature your apps and drive installs, opens and re-engagement.

Drive App Downloads from Your Tweets

In addition to displaying your content in a more engaging way, Cards also drive downloads of and even link directly into your mobile applications.

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