Why?

Tweet engagement campaigns allow you to extend the reach of your content to a relevant audience on Twitter. You can promote Tweets that are published organically or choose to create Tweets that are only promoted to the audiences you target. You only pay when users you target engage with your content. Impressions that don’t generate an engagement are free.

Below are a few simple questions to ask yourself as you setup your first campaign.

• What results do I want to see from the campaign? If you want to drive brand equity, offline sales, or engagements, try including an interesting piece of content along with a call to action. If you want to gain Retweets and start a conversation with users, try including an interesting piece of content to inspire them to share with their followers.
• Do I want people to engage with my content? Use interest and @username to target Twitter users based off of what you know about your customers. Use keyword targeting to find users that search for or Tweet about a specific term. Research shows that engagement is correlated with brand lift and offline sales.
• How much should I budget for each campaign? Your targeting and bid will determine your budget. Use the campaign estimator tool in the ads dashboard to estimate reach. Make sure you allocate enough budget to allow for the number of engagements you want to see from your campaign.
• How much am I willing to pay for each engagement? Think about your goals when you decide how much you want to spend on each engagement. Determine how much value you place on each of these behaviors and set your bid accordingly. Use campaign analytics to determine what’s working best and build on that. 

When?

Ads promoted through Tweet Engagement campaigns, also known as Promoted Tweets, are just like regular Tweets - with the added bonus that they can reach more people who are interested in your business. They should be used to place your best content in front of the audience that matters to you at the right time.

Tweet engagement campaigns are a great place to promote engaging content. Using Tweet engagement campaigns you can:

• Feature new product launches or product benefits
• Associate your brand with events happening in the world around you
• Foster dialogue between you and your customers
• If your goal is to drive awareness for your business, Tweet engagement campaigns can do this in a variety of ways:
• Expand the reach of your content like blog posts, white papers, and more
• Connect with influencers and brand advocates by ensuring they see your content
• Promote awareness around events and product launches
• Ask for retweets to gain an even broader audience for your messages 

Twitter’s cost-per-action pricing ensures you only pay for the specific actions you are looking to drive. 

When you run a Tweet engagements campaign, you will only be charged for the tweet engagements you acquire from that campaign. Impressions that don't result in an engagement are free.

The cost you pay per engagement in your Tweet engagements campaign will depend on the budget and bid you set for your campaign, as well as the targeting you select. You'll receive real time bid guiddance based on your targeting in your campaign setup. More on Twitter Ads pricing.

Details:

When setting up your Tweet engagements campaign you can select between automatic or maximum bidding as your bid type. We suggest selecting the automatic bid option since this automatically bids on your behalf, maximizing your campaign's chance of serve. If you choose maximum bid when you setup your campaign and input your bid, think of your max bid as how much you're willing to pay per tweet engagement. Remember, a tweet engagement counts as all clicks on your Tweet, including Retweets, replies, likes, poll votes, and hashtag clicks.

It's important to think carefully about the value each tweet engagement brings to your business. 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.  However, 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. 

There are no technical limitations on the tweet types you can use in the Tweet engagements objective. Check out our Advertiser card specifications page to see all available tweet types. 

Remember, no matter what type of tweet you use, you'll always be billed on tweet engagements, or all clicks on your Tweet, including Retweets, replies, likes, poll votes, and hashtag clicks. 

All advertisers and their promoted tweet content must comply with our Twitter Ads policies.