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Published: 12 May 2015

Last week I attended a Twitter Ads Webinar all about Twitter Remarketing. If you have used remarketing on other platforms, like Facebook, then you’ll probably get how to use remarketing on Twitter as it is fairly similar. However, it was good to further my knowledge and see what else you can actually use twitter remarketing for.

The webinar was led by Brian Lavery (@lav - Twitter) and included an overview of remarketing, how to put it into practice, best practices and remarketing strategies that work best on Twitter. 

First was the overview of remarketing – pretty self-explanatory if you already know about remarketing or if you’ve used Twitter Ads before. Brian explained about the several audiences you can use to target for Twitter Ads (these aren’t remarketing) and then showed us the audience used for remarketing which is called ‘Tailored Audiences’.

There are 5 ways to build your tailored audience, these are:

-        Website visitors

-        Email lists (so uploading your own email database)

-        App Audience

-        Twitter ID’s (different @users)

-        Phone numbers.

Further to this you are also able to create lookalike versions of your audience, something that admittedly I didn’t realise Twitter did! They can expand the reach by 10x, pretty huge!

From here Brian goes on to explain how we actually go about setting up audiences and where to find them. First go to ‘Tools’ in the top navigation bar, which will give you a drop down menu with several options. From here you go to ‘Audience Manager’. This is where you can view your audiences on this account. On some of the audiences Brian had set up in their demo it had ‘Audience Too Small’ next to them – he then stated that an audience must have a matched success rate of 500 Twitter users in order to be large enough to use for a campaign.

When setting up an audience you can choose from 3 different options:

-        Upload your own list, perhaps you have a large email database? You can upload this.

-        Make a tag to collect website visitors.

-        Or collect your mobile app users.

Once you have set up your audiences it can take anything from a few hours up to a day depending on how large your list is.

Looking more into each audience options, if you’re going to set up a new website tag, you can set up a tag for different options including:

-        Site visit

-        Purchase

-        Download

-        Sign up

-        Or Custom.

Select your option, name it and ensure ‘create a tailored audience’ is ticked. You will then be

generated a code, and need to place just before the closing </body> tag on your website.

The other two options are pretty self-explanatory, upload your own list – you basically just upload an email database or phone number database you have collected, then Twitter will figure out which of those people whose email addresses you’ve uploaded has a Twitter account.  And then mobile app users, people who have used your mobile app.

Brian then went on to discuss best practices for remarketing on Twitter. Firstly, he explained the journey visitors take to creating a conversion and that best practice would be to implement multiple website tags. One idea Brian spoke about was creating several audiences: Audience 1 of people who visited the homepage, this way you can target these people with a general brand reminder to try and bring them back or hit them with an offer. Audience 2 of people who visited a product page – with this audience you could target them with product level remarketing. Audience 3 of people who visited the checkout page, so you can remarket to them to try and push for a conversion, and audience 4 of people who visited the thank you page, so you can try and get them back, make them a loyal customer.

Another best practice Brian spoke about was using remarketing to promote a limited time offer to incentivise cart abandoners, so to do this you could include people who made it to the checkout page but exclude people who actually checked out. Therefore using an offer to entice the people who didn’t complete their checkout back.

This then leads you on to so many different campaign ideas, including running a campaign to users that visited your homepage or a product page but exclude people who went to the shopping cart and checkout page – this way you can grab all those people who haven’t converted yet, and fingers crossed, turn them into a conversion.

A few key takeaways Brian then mentioned were to implement the website tags now, even if you’re not going to be using it yet or any time soon. Setting it up now allows time for your audiences to build up to a sufficient volume, so that when you do come to use it, it will all be ready and set up and you won’t have to wait for the audience to build up.

Overall, something to take away from this is that remarketing is great because you can tailor your messages to different audiences, so if you haven’t yet looked into it then I would definitely recommend doing so!


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