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Twitter Ads

Before Spending Your Money on Twitter Advertising, Check These Campaigns First

April 2, 2019

Decided to invest your money on Twitter Ads? Still making up your mind? Hesitated and need fresh ideas and successful examples? Study these campaigns before spending a penny.


Reading Time: 5 minutes.

Decided to invest your money on Twitter Ads? Still making up your mind? Hesitated and need fresh ideas and successful examples? Study these campaigns before spending a penny.



We’ve established how hard it is to get attention to your tweet. But high engagement can help stretch that attention out, involving your followers to give them a reason to hold on for more.

Contests are a great way to drive engagement since there’s something in it for the end user. InSinkErator’s contest is a good example because it focuses the message on what their products do or allow.

Combining promotional methods is also a smart-idea-ad-promoted contest get 10x the entries.


Visit Santa Clara

Using a non-attractive image, a hosted WordPress site. However, the real value here isn’t the ad necessarily, but the intent behind what you’re seeing.

Visit Santa Clara is doing a great job capitalizing on the timing and location of Twitter users with relevant content. Twitter is also destination #1 for live events. Especially big ones like the Super Bowl.

So they’re positioning their ad in front of a growing trend which will explode with activity – note the use of the hashtag to increase exposure.


Cancer Research UK

Nobody likes cancer (duh). But is that dislike, in and of itself, motivating enough to actually do or share something? Sadly, probably not.

Do you know what is? A person you know or care about who’s suffering from cancer.

Cancer Research UK brilliantly taps into that side of the equation, steering clear of daunting facts and figures in favour of exposing the human element. This ad is complete with a real picture of actual people – not stock photography – to get you (the viewer) to imagine yourself or someone you know in their shoes.

This human element is key if you’re doing marketing or a nonprofit.


Jack Daniel’s AU

I am familiar with this Jack. and here, Jack is taking time out from his busy schedule to sit down and bond. Bonding is what makes the theme of this ad unique. Even the image looked like one drink is poured for him, while the other is almost within your reach.

It’s not the product then, but the occasion that’s important. We call this behavioural segmentation – crafting the ad to appeal to the type of people who would want to buy this product and how they’d use it of people who would want to buy this product and how they’d use it.



Switching gears entirely, DotMailer does a few interesting things in this Twitter ad to get you to click.

Firstly the tweet copy concisely sums up the value proposition to grab your attention, while the brackets around “Best Practice Guide” expertly focus your attention (while you’re scanning dozens of other tweets each minute).

Second, the image contains extra supporting stats to add credibility to their claim, along with a CTA button so you know exactly how to obtain this offer. This is a great template to follow if you’re in the business to business “B2B” space!



Not all great Twitter Ads have to use an image. Case in point: CuriosityStream nails the text-based approach with a simple question that immediately positions their offering.

A text-only ad also might appeal to, you know, people who actually read! Which are undoubtedly in the same people who call sifting through 1,000 documentaries enjoyable.

Specificity in the number of documentaries increases credibility, as does the risk-reversing 30-day trial.

If your product isn’t particularly visual or if your audiences are cerebral, try testing a text-only ad and see what happens.


Verge Transportation

In Free Prize Inside, Seth Godin explains a concept called ‘edgecraft’ to help companies or products stand out from the crowd by focusing on what puts them at the extremes. (Because the theory goes, everything in the middle is too similar and too easily ignored).

Verge Transportation does that by choosing a specific car to highlight that just so happens to look like a rocket ship and is the fastest on the planet.

Another thing that got my attention? What first looks like a typo (cat instead of car) upon closer inspection is a pun on Jaguar. Well-played.



This Twitter Ad from Xfinity is another example that plays on timing by connecting the product (voice remote) to a trending event (the Oscars).

They keep relevancy intact by asking a related question, which highlights a perfect use case of the product – plus it creates curiosity since users will want to know the answer to the trivia question. The image supports this moment, to complete a well-executed ad all around.


ToiletTree Products

With a name like ToiletTree products, your mind races to figure out what on Earth they sell.

Fortunately, the ad cuts you inner chatter off with a simple content offering. It’s got one of those Buzzfeed-style listicle headlines, and the word ‘easy’ and ‘DIY’ nail the shortcuts angle that promises simplify your chaotic life.

And I’ll admit: as an unsophisticated male, I have no idea what a hair mask is (or does). But I think I need one.


Customer testimonials and reviews are cited as the primary motivator in just about any kind of purchase. That’s especially true with books, which people often buy based on recommendations from friends or great reviews on sites like Amazon or GoodReads.

Fantasy Author M.L.Spencer uses a simple reader’s quote as a form of testimonial. Then she pairs it with the perfect image plus line of text that immediately translates the mood and premise of the novel in question to the user.

If you’re creating a Twitter Ad for products with great reviews, feature one in your ad!



In this Twitter Ad example, Australian property group Domain uses Pinterest-esque image that would immediately pique the interest anyone scrolling through their social feed while driving (because watching the road is so 2009)

This little bubble tent inches away from the ocean employs pattern interruption to get you to pause and take notice, the procession for a few seconds what the hell you’re looking at.

And in that amount of time, you’ve gone back to check the initial lead-in copy, look at who the ad’s from, and notice the link to help you answer the question burning at the back of your mind. Anyone can copy this strategy by going for the unexpected in your ad creative.



Relevancy in advertising is a key component that dictates success or failure – which means intimately understanding your audience should be your first priority.

GigRove illustrates that concept here. Freelancers love to travel. Or is the other way around? That nomadic lifestyle makes it tough to hold a steady job in one place for too long, and online you see evidence of this with a huge, thriving community of passionate travellers who freelance to pay the bills.

You don’t need flashy headlines or provocative images when you’ve got relevancy figured out. Make sure you understand your target audience needs or wants your offering.


Twitter Ads Worth It

Twitter, by nature and design, is a firehose of nonstop, ephemeral information.

That overwhelming onslaught of competition for attention might seem daunting, but employing some of the tricks learned here can help your Twitter ads stand out from the crowd.

Companies from a wide variety of industries are using Twitter successfully to increase brand awareness, drive lead generation, and even support product sales in some cases.

However, they’re doing it by playing to the strengths of the medium. Not by force feeding their AdWords approach into a totally different platform, or shoehorning tactics that will never fit properly.

The good news is that social media – especially twitter- hasn’t changed marketing. Yes, the methods need to evolve with consumer behaviour. But the classics, like strong ad copy supported by a compelling value proposition, captivating hero images, and clear calls to action, are as relevant today as they were 70 years ago for Ogilvy – and just as effective.


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