Create a Leads Campaign

Leads campaigns are designed to help you collect emails from people who express interest in your offer by allowing Twitter users to quickly and securely share their email address with you. Set up a Lead Generation Card to include in your Tweet and easily capture more leads for your business. With two simple clicks, potential customers can share their contact information with you so you can follow up with them later.

When someone expands a Tweet with a Lead Generation Card, they’ll see a description of the offer and a call to action - typically for a specific follow up action such as receiving a newsletter or special offer. The user will see their first and last name, @username, and partial 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. This is great for businesses who want to grow their customer email lists.  

Twitter Ads are priced using an auction-based system. There is no set price for the engagements and conversions you acquire. Rather, during the campaign setup process you will specify the maximum amount you are willing to pay for each action acquired through that campaign. This amount is your bid.

Twitter’s cost-per-action pricing ensures you only pay for the specific actions you are looking to drive with your campaign. When you run a Leads Campaign, you will only be charged for the leads acquired. All other actions and engagements (impressions, replies and retweets for example) are free.

When setting bids, it is important to think carefully about the value each campaign action brings to your business and to bid at least this amount. The recommended bid is a good indicator of the amount you will need to bid for your campaign to reach its goal. You will never be charged more than your bid and advertisers are often charged less. If your bid is not competitive relative to other advertisers, your campaign may not serve.

In addition to controlling the amount you pay per action, you also have complete control over the amount you spend overall. After setting your bid, you are prompted to enter a total budget for the campaign and, optionally, a daily budget as well. When your overall budget is reached, you campaign will stop serving until you increase the budget. When your daily budget is reached, your campaign will stop serving until the next day.  

First, log in to your Twitter Ads account. Choose the Leads on Twitter option from the campaign picker. If you have yet to set up your first campaign, you will be prompted to choose a campaign type right away. If you have one or more existing campaigns, click the blue “Create new campaign” button on the main campaign dashboard.

Step 1: Name your campaign and set your campaign dates

Give your campaign a name. We suggest something something related to the specific audience you’re targeting with this campaign so that you can easily distinguish between other campaigns you create in the future.

Enter your campaign start and end dates. For steady campaign pacing, we recommend selecting the option to Start immediately, run continuously and setting your maximum daily budget to the amount you want to spend per day. For details and more best practices, please see our Campaign Dates and Budgets help article.

Step 2: Create your ad

Add an image, description and call to action copy to your Lead Generation Card. Create a new Tweet or add an existing one from the Tweet selector module.

When you’re selecting an image to include in your Lead Generation Card, note that you’ll need to use an image that’s 800 pixels wide by 200 pixels high. The maximum image size is 3MB. You can crop and resize images once uploaded. Avoid images with a lot of text or any elements that seem like buttons and links as it can distract from the desired action.

Next, enter a short description, call to action label, and privacy policy link. Choose words and a call to action that make the benefit obvious. By filling out the Fallback Page field, users who see your Tweet on unsupported devices or apps will be directed to this page instead.

There are several ways to target your Leads campaign.

Keywords

Keyword targeting allows you to reach the right users at the moment they’ve shown interest in a subject related to your business. With this option, you can reach users based on keywords in their Tweets and the Tweets they’ve recently engaged with, as well as users who search for specific terms on Twitter.

Enter keywords for your Leads on Twitter campaign. Your Tweets will be displayed when users perform a search, post a Tweet or engage with a Tweet that contains these keywords. It’s important that the keywords you select are relevant to your Tweet copy.

Best practices for your keyword targeted Leads on Twitter campaigns:

• Use personalized keyword recommendations. Use the keyword recommendation tool below the targeting box to expand your reach with more terms similar to those you’ve already specified.

• Import keywords from search marketing campaigns. If you are running any search engine marketing campaigns, some of your search keywords may also work well on Twitter. Try including your top performing keywords, but keep in mind that people search differently than they tweet. Particular keyword combinations may be more or less common on Twitter.

• Listen to your audience. Keep an eye on Twitter conversations that are important to your industry and consider including any common terms in your keyword targeted campaigns.

For a more advanced look at keyword targeting, please read our Keyword Targeting Help Article.

Interests and followers

You can target your Leads on Twitter campaign to users with specific predefined interests, interests similar to followers of individual @handles (including your own) and to your current followers.

Targeting @usernames allows you to reach users with similar interests to the followers of those accounts. To target people who share the interests of your existing followers, check the Also target users like your followers box below the @usernames field and we’ll automatically place your ad in front of this valuable audience of users. You can also elect to explicitly target your own followers. You’ll never be charged for content served organically to users. You pay only for engagements on impressions that could only be achieved through promoted reach.

Add interest categories to target a broader audience. We will target users interested in any of the categories you enter, in addition to any @usernames you enter above. For more information on how @username and interest targeting works, please see our Interest and username targeting Help Article.

Best practices for your interest targeted Lead Generation Card campaign:

• Create campaigns for each of your different customer segments. Match your targeting to each segment’s interests.

• Include 10 - 20 @usernames and interests. Keep them in tightly-grouped categories (industry influencers, competitors, etc.). The People search function on Twitter is a great way to find more @usernames to add.

• Keep an eye on the estimated audience size box on the right side of the page. This will give you a sense of how many users are included based on your targeting. If it seems too low or too high, add more @usernames or interest categories or delete some of them.

Tailored Audiences

Using Tailored Audiences, you (or an authorized third party) can target your campaign to Twitter users based on past visitors to your website, email addresses and other data from your CRM database, or lists of Twitter IDs. Learn more about Tailored Audiences and Website Remarketing.

Television

TV conversation targeting lets you promote Tweets to people talking about specific TV shows, before, during and after a telecast. Using TV conversation targeting, advertisers can easily reach Twitter users as an extension of their TV strategy. This can be used to build upon product integrations, sponsorships, and other TV tie-ins for an additional touch point or message expansion. TV conversation targeting is available in the US and UK markets at this time.

How do I set it up?

• Select Create new campaign.

• Choose Leads on Twitter campaign.

• When prompted to choose their primary method of targeting, select Television.

• You can then select the TV market you wish to target (US and UK at this time).

• Under their targeting method you can select conversation targeting.

• You can then search for TV shows, or import multiple shows.

Target locations you would like to reach

Select the geographic regions you’d like to reach. We recommend targeting any regions where you do business. If the Tweets you want to promote are relevant to a specific region, limit them to just the most relevant areas. For more information on how geo-targeting works, please see our Geo-targeting Help Article.

Select devices and platforms to target

Below the geo-targeting option in your campaign tools, you’ll see the option to Select which devices and platforms you wish to target.

Set gender targeting

The campaign settings default to targeting all genders, but you can limit targeting to only one gender if preferred. Underneath device targeting, choose “Limit targeting by gender” and select your preference. We’re able to understand gender by taking public signals users offer on Twitter, such as user profile names or the accounts she or he follows.

Set a total budget for your campaign and your daily maximum. You will never spend more than your total campaign budget, and on any given day you will never spend more than your daily maximum. It’s optional to set a total budget. If you want to generate engagements continuously, we suggest that you leave this field blank and set a daily budget to manage pacing.

Set your maximum bid based on the business value you associate with each engagement. Your bid will determine both how many users you’re able to reach and your average CPE (cost per engagement). Your cost per engagement on Twitter is set by a second-price auction among other advertisers, and you’ll only ever pay slightly more than the next highest bidder. If you’re not sure what to bid, use the Suggested bid to make sure your campaign gains impressions. For more information, please see our Bidding and Auctions FAQ.

Step 5: Save and launch your campaign

Click the Save campaign button. You will then be provided three options to Launch campaign, Save as draft and exit, or Modify details.

Once you are ready, click Launch campaign to begin your campaign. If you set a specific start date, your campaign will start running on the date and time you selected.

As leads come in via your Lead Generation Card, they will accumulate within your Twitter Ads account. You can download them directly from the Card in CSV format by clicking the download leads button on any of your Cards. Your lead information will begin downloading to a CSV.

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