Historically, it has been difficult for advertisers to reach users who have been previously exposed to or engaged with their brand — targeting is either too broad, or requires too much information to implement.
Those who rely on broad targeting (e.g., interests, keywords) run the risk of reaching entirely wrong audiences; conversely, highly specific targeting limits advertisers to users who have already taken action on specific topics (e.g., via keywords), who they already have first party data on (e.g., email addresses), or who are followers of the brand, making it hard to scale.
This means it is easy to miss these users in the middle stages — who have already been primed by existing campaigns or organic content — which makes for inefficient strategy execution (particularly content sequencing) and can lead to poor user experience if the wrong content is being presented to these users.
Tweet Engager enables you to bridge this gap — easily.
What is Tweet Engager Targeting?
Tweet Engager targeting enables you to reach users who have viewed or engaged with your organic or promoted content.
Twitter users are eligible for targeting within minutes of exposure or engagement, and remain eligible for up to 90 days afterwards for engagements and 30 days for exposures.
You can target users who have:
- Viewed your Tweets
- Engaged with Tweets (this does not include video views)
- Viewed 3 seconds of a video (via API only)
- Viewed 50% of a video (via API only)
- Viewed 95% of a video (via API only)
- Sequential content — Easily retarget users who have engaged with previous campaigns so you can take the guesswork out of executing sequential-content strategies (show people who viewed campaign 1 with content from campaign 2 etc)
- Organic content — Retarget organic content consumers
- Easy execution — Does not require first party data of personal user information
- Reach primed users — More likely to reach relevant users who are already familiar and engaged with the brand than with broad targeting
- Scale — Easier to scale than with highly specific targeting that requires first-party data
How do I create Tweet Engager targeting in AdParlor?
The Tweet Engager is available as a targeting category in the Ad Creation tool for Twitter campaigns. It can be used in conjunction with traditional targeting types (e.g., targeting females in the United States who have viewed Tweets from campaign x).
Define which users you want to target based on whether they were exposed to or engaged with your Tweets.
Choose between organic content, promoted content, or both:
If using promoted content, select one or multiple campaigns.
Click "+Add" when you're done. You can start creating additional Tweet Engager targeting definitions right away.
If you don't want to start from scratch, you can also duplicate existing definitions, make changes, and save as new ones:
You can create multiple Tweet Engager definitions and save these to the Library for easy re-use:
Each Tweet Engager target definition is automatically assigned to its own Ad Group; the system provides a default name based on the type of targeting applied as shown:
These names can be overridden by using the pencil icon:
How do I edit my Tweet Engager targeting?
If you have already added your targeting, click the pencil icon. This will bring your Tweet Engager sentence back into an editable view.
You can edit fields by clicking on the underlined text as shown.
How do I re-use my Tweet Engager settings?
You can save these definitions to the Library for reuse in future Campaigns simply by clicking "Save List" as shown.
You can view existing lists and also create new lists containing Tweet Engager targeting in the Libraries section of the platform:
These Libraries lists can be imported during the campaign creation process as shown by clicking "Import":
If you have any questions or feedback, please contact firstname.lastname@example.org.