Overall Satisfaction with Twitter Ads
The Foundation currently uses Twitter for Nonprofits in three ways: 1) promote the Foundation's Twitter account to increase followers; 2) promoted tweets that highlight Foundation events and services, and raise awareness of the Foundation and lymphoma; and 3) to promote specific awareness and fundraising campaigns. Although every seven minutes someone in the United States id diagnosed with lymphoma, the most common blood cancer, many have never heard of this disease. Using Twitter Ads helps the Foundation to raise public awareness of lymphoma and Foundation outside of larger campaign initiatives.
- Twitter Ads allows you to target by keyword or other user accounts. This ensures that your ads are being seen by Twitter users with a vested interest in your topic, issue or product. Furthermore, you are able to target by location, age and gender.
- As a Twitter for Nonprofits client, we have access to our own account manager who is available to answer any questions we may have, and provide assistance and suggestions on current running ads or future campaigns.
- The Twitter Ads analytics feature is very helpful when determining ROI. The ability to frequently check an ads performance helps us to determine if any tweaks are needed to further drive business goals and/or save money.
- Although I really like Twitter's Lead Generation card for Ads, it is costly and can only be seen through Twitter's desktop or mobile platform--meaning users using a 3rd party platform or app like TweetDeck or Hootsuite will not see it.
- Better customer service: More members of the lymphoma community are awareness of the Foundation and its services (namely its Helpline) through promoting with Twitter Ads. This has led to an increase in calls and emails to the Foundation's Helpline office.
- Increased awareness: Using Twitter Ads for the Foundation's major awareness initiatives and promoting tweets with unique hashtags has increased the Foundation's digital footprint on Twitter. In addition, the Foundation received a verified check mark from Twitter because of impact in the lymphoma space.
I would say I have the same experience with Facebook Ads as I do with Twitter Ads. The ability to target by interest and demographic really helps the Foundation to reach the users we want and know would benefit from connecting with the Foundation. Google search ads also allows the Foundation to be seen by people searching for specific terms relative to the Foundation and its services. Our LinkedIn Ads experience, however, was lackluster. As a professional platform, the Foundation promoted more news its mobile app and research targeting the medical community. The engagement was not as high as we hoped.