This next series of videos I'm going to walk you through the Twitter ads platform with a hands-on tutorial series. We're going to take every step needed to actually launch an actual ad for a particular program. Here at the University of Colorado Boulder in the College of Media, Communication and Information, we have a Sports Media Minor that's dedicated to teaching students all about the sports media industry. This minor is new, and we'd like to increase the awareness about this minor, specifically we'd love to get people to actually click and to read about the minor. Like all minors in college it's not open to everyone, it's only open to students that are studying at the University of Colorado Boulder. So let's get started, the first step is really to go to ads.twitter.com. If you have a brand new account that has not yet run ads, you'll need to set up a payment method. If you haven't done that yet, you can do that by going to the top right of your account and adding a payment method under payment methods. With this, and any other things related to Twitter ads, if you have issues please contact the support. We're unable to help with the platform directly, because we don't have the ability to truly look under the hood like the dedicated support team does. My experiences with the help desk has really been positive, if you have questions you'll be able to get them resolved via the help. When you're logged in you may see one of two pages, if you see a page like this, click the create campaign to get started with your first Twitter ads campaign. We've already gone over the screen in detail, but to summarize, remember there are different types of objectives that Twitter ad campaigns can be built on. Twitter ad campaigns are the fundamental building block of a Twitter ad, all ads must be placed through a campaign. Each campaign is limited to one type of objective, so again, remember you'll want to create multiple campaigns to reach multiple objectives. It's always good to try multiple objectives to see which works best for your particular goal. Remember from my example, that even though I wanted to drive website clicks some other objectives actually performed better. So going back to our problem at hand, remember we want to drive clicks to a specific web page, that is the sports media minor page at the University of Colorado Boulder. So I'm going to start with the most straightforward objective, that is website clicks or conversions. I'm going to go ahead and give this an appropriate name. You'll want to set a daily budget and a total budget, don't be afraid to start small. You'll want to set a start time and an end time, remember that you can actually window and actually control for the time of day that you think is most relevant for this specific action that you'd like consumers to take. In this case, I think students are more likely to look at this content after hours, that is in the evening before it gets too late, so we might want to start our first campaign at 5 PM. And specify an end time, when it gets too late for people to be reasonably looking up minors that they might major in. I'm going to go ahead and click next. Because our ad campaign is relatively simple, I'm not going to use the ad group setup. Ad group setup can be advantageous when you're managing many different types of campaigns. This is an advanced feature that I recommend Googling if you have questions in our managing many campaigns for Twitter ads. Next is perhaps the most important page on the Twitter ads platform, this is the spot where you dial in your targeting parameters that we've talked about. I'll turn first to the demographics panel. Remember, we're going after current college students at the University of Colorado Boulder, so I have a pretty concrete age range that I can dial in. Twitter gives us the 18 to 24 range as an option, it most correlates with college students, so this is a no-brainer. We can also tailor ads by location, we're going to want to only look at folks that are at the University of Colorado Boulder, so again, our options are pretty simple. If we just type in Boulder, we're going to get a bunch of different options. I'm going to go ahead and select all of the zip codes that are relevant. And lastly, the most important panel is the audience features. This is the panel where we dial in the specific behaviors and interests that we'd like to target. And lastly we have the most important panel, the audience features panel, this gives us the ability to target people based on their behaviors on the actual Twitter platform itself. Remember, this can be everything from the words that people use when they tweet, to the accounts they follow, to other specific behaviors that have been inferenced from their behavior on the platform. So the sports media minor comes with some specific interests, that is sports. So let's go ahead and see what we can find that sports related on the audience feature panel. First, under events we have the ability to actually browse specific sports. We could actually target people that are interested in the opening weekend of the upcoming NFL season. Given that the NFL is popular in Denver, this might make a lot of sense. Let's see what else we can find for sports. If we go to the behaviors tab, we have the ability to actually find people that exhibit specific types of behaviors, such as folks that talk about NASCAR, folks that talk about tennis, and folks to talk about college football. We could add college football fans, because obviously in a college town that makes a lot of sense. The interest panel is also similar, in that we can find people that are interested in specific types of sports. Remember that these are inferences, Twitter is guessing that people are interested in these things based off of the tweets that they make and the accounts that they follow. For variety here, I'll add college basketball. And that's really it, you can hone these parameters as much as you'd like. Some other important parameters that you can find in the targeting panel, is the ability to target people based off of the accounts that they follow directly. So here we could put any Twitter account that we'd like that we think will correlate with someone being interested in a sports minor. We could put a professional sports team, we could put the NFL's account, we could put the CU Buff's Athletics account, there are many possible options. Just take a look at all of the different athletic accounts associated with the University of Colorado Boulder, a great place to start. There are other categories as well. We can manually enter in keywords, that is we can search for users that use specific keywords on the platform. We can also target people that watch specific movies and TV shows. Really when you consider the audience targeting panel, your creativity is going to dictate how successful you are. The tighter your audience persona is and the more directly you can operationalize your audience to specific behaviors, the better your Twitter ad targeting will be. When you're finished with your parameters, you'll have a rough approximation of the total audience that you would expect to see for your Twitter ads in the audience summary panel. Unfortunately, my audience is too small to give a real estimate, but for broader audiences you may be able to see a number that should suggest the maximum possible audience that you can reach with your Twitter ads. Okay, I'm done here, so I'm going to click next. So the next thing that we need to do is actually create the tweet that we want to use and promote in our ad. If I had tweets that were recent they would show here, but this account has been dormant because it's summer. So we'd have to actually generate a tweet to promote it, there's nothing here that's promotable. This is easy to do, and it's really as simple as clicking create tweet, and generating the content that I'd like to actually promote. For the sake of this exercise, I'm going to pass on to the next step. And this is really it, now all of my parameters here are available for me to review, and inspect, and make sure that they're correct. Notice that this campaign would not actually work because I did not actually make the Tweet, we would need to do that before we actually launch the ad. And that's it, you can actually click launch campaign and you're going to be running ads. Congratulations, you've just made your first Twitter ad.
