Recently, Twitter has started ramping up its advertising offering. One ad that we think more marketers deserve to know the benefits of is Twitter Lead Generation Cards. Advertisers can use this new type of ad to generate leads and build their e-mail lists from right within Twitter.
Lead Generation cards are a type of Twitter ad that will send advertisers the @handle, name and e-mail address of users that click on a button within the tweet. Twitter describes it as “a landing page within a Tweet.” Lead Cards are great for campaigns for content marketing, newsletter subscriptions and coupon codes.
We have been using Twitter lead cards for a while now and found that they are extremely effective at driving qualified, high-quality leads at a very reasonable cost per lead. In fact, we liked Lead Gen Cards so much that we created our own tool, Lead Response, to increase their effectiveness even further by letting marketers set up automated e-mail responses to new leads.
Want to try it out? Follow our step by step guide on how to get started with your own Twitter Lead Card campaign!
What we will cover:
* Where to send your leads. * Create your Lead Generation Cards. * Set up your Promoted Tweets Campaigns.
Before you can publish your Lead Cards you’ll need to set an endpoint that your leads will be sent to. Twitter integrates with a limited number of partners including Driftrock, that can collect the leads for you. Alternatively, you can also download a CSV of your leads from Twitter after your campaign.
Our free Lead Response tool lets you create, track and respond to the e-mail leads you create in real-time.
It’s a good idea to create a new list for each campaign you run.
You can also choose for new leads to receive an automatic e-mail as soon as they have expressed their interest on Twitter. Studies suggest that responding to leads within 5 minutes can increase conversion rates by up to 900%!
Choose from the following:
You can also set Lead Response to automatically UTM tag links in your e-mail, resend it if it hasn't been opened within 3 days and notify your team by e-mail when new leads come in.
This is what you will plug into your Twitter Lead Cards in the next step.
You have to have an advertiser account on Twitter to start creating your Lead Gen Cards. Recently Twitter has opened up its ad platform for SMBs in the UK, Ireland and Canada in addition to the US. You can sign up here: http://ads.twitter.com
1) Once logged in, choose "Cards" from the creatives tab and click the “create a new lead card” button
2) Fill out the form fields. Twitter helpfully shows you a preview of your lead card as you’re creating it.
You will need to prepare:
Button text that includes a strong call to action (make sure to determine the goals of your campaign beforehand!)
3) The form field for the Submit URL we created earlier can be found in the "Data settings". Make sure to create a different Lead Response list for each Lead Cards campaign that you plan to run.
4) We recommend that marketers create several Lead Cards to test different pictures, descriptions and button copy. Save the URLs of the Lead Gen Cards you just created for the next step!
Although you can use Lead Generation Cards in organic tweets, we recommend for you to use them in combination with Promoted Tweets to maximise their reach.
The next steps are identical to the process of creating a conventional promoted tweets campaign. The only difference is that at the end of the tweet, instead of including an outbound URL you need to paste in your Lead Card URLs. When you create the Promoted Tweet you can also click the card button to choose from your Twitter Cards to save time.
Pro tip: Pin one of your Twitter Lead Cards to the top of your profile for the duration of your campaign by clicking "..." on a tweet from your Twitter profile.
Here are our top tips for promoted tweet campaigns:
There are two ways of targetting Twitter users: using keywords and targetting the followers of specific @handles. Experiment with both, but try to keep your targetting as relevant as possible. How broad or narrow you go will depend entirely on the content that you are promoting. In terms of @handles, we usually create separate campaigns targetting followers of competitors and influencers in relevant fields.
Make sure to create separate campaigns for each different targetting group and location. Each of these campaigns should differ from the next by just one variable. This will enable you to quickly isolate the success factors of your ads and optimise your targetting.
Each campaign should contain between 5-10 tweets that you want to test. Experiment with your tweet copy, but try to use the same set of tweets across all of your campaigns so that there is no confusion about the ad elements that are responsible for a good or bad campaign. At the end of each tweet, make sure to include one of the lead card URLs you saved earlier.
Pro tip: Make sure to push your campaign live at times and days when your followers are most active. You can use twitter management tools such as Buffer and Tweriod to help with this. Alternatively, you can also schedule your campaigns following general Twitter usage stats:
Twitter will quickly recognise the top one or two performers and allocate them more impressions than your other tweets. Check back on your campaigns often to deselect worse performing tweets so that your overall campaign engagement level remains high.
Pro tip: If you find that the leads you are getting from a campaign are starting to become less relevant, what could be happening is that Twitter is subtly focusing the targetting of your campaign on the types of users that engaged the most with the most popular tweets. This may conflict with the actual niche you want to target, as the most popular tweets are not always the best converting. One way you can regain quality is by lowering your bid (if you have great engagement) and by creating additional campaigns with new targeting.
If you need more help give us a shout!
Been considering Twitter ads? Try them out for free with our $50 offer! https://t.co/iVinEz4iLM— Driftrock Marketing (@driftrock) June 4, 2014