Twitter: Ads Formats, Metrics, and Best Practices

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Like most social media platforms, Twitter has transformed over the years. However, Twitter has always lived in the now. Its ability to adapt a user’s personal interests while also remaining trendy makes the app a great place for advertising. Twitter is the perfect platform to catch-up on worldwide and local news, discover new ideas and thoughts and follow along live events with live tweeting. 

Twitter is used by 330 million people worldwide as of 2019, with 290.5 million people using the platform daily. There is no shortage of potential reach when it comes to Twitter. Along with the worldwide users, there are approx 1.5 million users in Ireland, or better yet 30% of Irish internet users are active on Twitter. This leads to maximum opportunities for perpetrating not only the Irish market but the worldwide market. 

There are multiple ways to go about using Twitter Ads. Whether it be promoting your account or promoting a specific tweet, we’ll take you through the different ad formats and examples of which one will be the best for your business. 

Promoted Account 

The first type of ad format you can reach for is promoting your account. This is great for growing your following. The ad appears on the right hand sign of a users desktop or within their feed on mobile. Twitter decides who might be more willing to interact with your account based on the user’s interests and similar followers. Here’s a desktop example to get you started. 

Promoted Tweet

Promoting a specific tweet allows a business to direct the narrative and brand identity a bit more. This type of advertising is perfect for blending in with a user’s feed as it targets users that would be either interested in your brand or similar brand based on their activity. While this type of ad is very congruent with the look and feel of Twitter, it doesn’t try to deceive the user. Rather, under the promoted tweet it claims “promoted.” This allows for a targeted approach that feels almost organic but with the results of an ad.  

Examples of different types of Twitter Ad formats

Examples of Twitter ad formats

Promoted Trend

An ad format like promoting trends on Twitter is an amazing way to not only get your unique content viewed, but also enhance exposure for your company to create long lasting impressions. Promoted trends or trend takeovers are the perfect way to advertise when a business is looking to launch a new product or campaign, or if they’re looking to do something like a rebrand. Promoted trends remain at the top of the trending topics list for 24 hours. This usually results in about 3-4 million impressions. Booking a promoted trend brings a business to the front and center of Twitter. 

Twitter Cards

Our last Twitter ad format is more of a multi-form of ads. Twitter cards allow for a business to continually push out their message, increase website traffic and engagement, without having to worry too much about the 280 character limit. Twitter cards come in many different forms such as Mobile App Card, Promoted Video, Lead Generation Card and a Website Card.

  •  Mobile App Cards
    • are perfect for promoting a new app download. It is geared towards mobile users as the name would suggest. Ultimately it is great for a new app launch.
  • Promoted Video
    • Promoted Video is great for interaction and engagement. With a promoted video a user can expand their video into full screen with just one click. This also leads the user to an interactive CTA making it a great format for converting.
  • Lead generation Cards
    • Act as a bank for Twitter handles and email addresses. Lead Generation cards are an amazing way to build your following, and to convert on a potential customer base in the future.
  • Website Cards
    •  Feature a brand or company website. It also shortens the conversion rate by having a 1-click to the website domain. Depending on the marketing goals this could be great for a etailer or for a start-up.
Examples of Twitter ad formats

Examples of Twitter ad formats

Ad Targeting Objectives

Given the variety of ad formats, there are also a multitude of ways to target an audience whether it be through a brand’s followers or lookalike audiences which are audiences that mimic your brand. Ads can also target through a user’s interests and the keywords they search. Perhaps the most detailed of audiences are those created based on location, gender, mobile and language. These demographics really allow for a brand/business to narrow down their customer base to those who will convert for them. 


Choose your ad format and choose your targeting, after that… we kick in. At Sing! we like to think we’ve got some experience with coming up with ad strategies. Especially when it comes to targeting and ad formats. We love metrics, reporting and making sure any adspend is well placed.  With Twitter ads you can measure impressions, link clicks, CPC, video views, and cost per that view. However the best part about Twitter ads is that the platform only charges you for metrics related to your objective. Therefore you pay for achieving your goal whether that be website link clicks, post engagements or followers. This way, you can pinpoint where your ad budget is going and what the direct results are. 

Tips and Tricks

So,  where do you start? And how do you make an impact? Well here are some ways to get started. 

  • Use Twitter daily.
    •  Even if it is something small like retweeting an on brand message, or commenting on a mentioned tweet, this shows Twitter and your followers that you’re present and aware. 
  • Use graphics, images, gifs and memes.
    • Sprout Social reports that tweets with images get a 55% increase in leads and image ads also get 41% more retweets than tweets without an image. So it’s super important to add content that’s going to engage your customer.
  •  Decide on your tone. 
    • If you don’t have a tone of voice for your brand, or you’re not sure how you want to be perceived by customers, iron it out before you go tweeting. The best thing your brand can do is sound clear and consistent. 
  • Remember to keep it short and simple. 
    • Just because you have 280 characters to play with doesn’t mean you need them. We suggest using around 100 characters. 
  • Use hashtags to strengthen your brand.
    • Sticking with one hashtag that brands you can have a lasting impact on your business and will help with overall awareness.


If you’re interested in learning more about Twitter, it’s ad formats and how Sing! can help you conquer this platform, get in touch with us up top ⬆️

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