Social Media Advertising on Twitter and LinkedIn

- Updated November 4, 2019



Every company needs to use social media advertising tools to grow the business. Social media are becoming more influential with each day, providing businesses with various marketing practices to establish and maintain their brand identities. In this article we’ll explain the concepts of Twitter and LinkedIn advertising, so you can start using your creativity and growing your brand straight away.

Social media advertising: Twitter

There’s no minimum spend to get started with Twitter advertising. However, on their “getting started” page for Twitter Ads, Twitter states, “Consider starting with at least $30/day to consistently reach audiences throughout the day.”

Similar to many social advertising platforms, Twitter Ads run in an auction. Twitter recommends: “Decide how much you will pay for each interaction, such as a new follower or a click to your website. Or use automatic bidding, which determines the best bid cost based on your budget and goals.”

You can recognize the Twitter Ads by the Promoted/Sponsored content below them.

There are different types of ads on Twitter:

  • Promoted Tweets

Promote a tweet to gain more publicity or share important content.

  • Promoted Accounts

Promote your account or brand and gain more followers.

  • Promoted Trends

Promoted Trends are topics and hashtags that are moved to the top of the Trending Topics in the Trends section on the homepage.


Ad objective

Before starting a campaign, set your campaign goal. These are the options:

  • Followers;
  • Website clicks or conversions;
  • App installs or re-engagement;
  • Leads generation;
  • Tweet engagements.


Twitter Keyword targeting

Again, like AdWords, Twitter keyword targeting varies choose:

  • Broad match: Variations of the selected keywords;
  • Exclusion: Avoid certain keywords;
  • Phrase: Maintains the exact order and spelling.

Choose the words you want to target and set whether you want to see the phrase match or unordered keyword match.

Quality score

The relevance of your ad is determined by its quality score. The three R’s of Twitter’s quality score are:

  • Resonance: Consumer engagement;
  • Relevance: User interest;
  • Recency: Real-time performance.


Bidding style

Automatic Bidding: Twitter itself bids for your ad impressions and optimizes for the best results at the lowest price.

Maximum Bidding: Put the maximum amount that you’re willing to pay for action and Twitter won’t go over it.

Target bidding: Specify a target cost you want to pay and the Twitter Ads platform will optimize your campaign for performance while staying near or below your target cost.


Twitter ads pricing

Twitter bidding system lets you set your bid for the following actions:

Website clicks or conversions campaigns – get charged for the clicks to your website.

Followers campaigns – get charged for the follows you acquire.

Tweet engagement campaigns – get charged for engagements on your Promoted Tweets.

App installs or app engagement campaigns – get charged for clicks to install or open your App.

Leads campaigns – get charged for the leads acquired.

Video view (Preroll) campaigns – get charged for video views from that campaign.

Note that every effect from a certain campaign, other than the objective is free. For example, if you bid for app installs, all the followers or website clicks you acquire from that campaign are free.

Social media advertising: LinkedIn 

Compared to Facebook and Twitter, the budget and targeting options of LinkedIn Ads are simpler.

People use LinkedIn to manage their professional profile and interact with other professionals. Their “interests” (e.g. for targeting) are correspondingly business-focused and goal-oriented. Pricing for LinkedIn Ads is clear-cut, offering total budgets, daily budgets and bids.

To consistently read your target audience here is pretty expensive.

Here’s why: whereas Facebook offers a wide variety of targeting options, LinkedIn offers laser-focused social advertising and charges much more for it. LinkedIn can help you reach network security professionals at companies with more than 5,000 employees, but you’ll pay more to do so.

To create a LinkedIn ad, go to Manage ads and start creating your campaign.

Ad concept:

  • Up to 25 characters;
  • Ad copy. Describe your ad briefly;
  • Destination URL. Land your audience at the right destination;
  • Catch attention.



Similar to Facebook advertising, LinkedIn provides you with detailed targeting options to reach the right audience for your business.

  • Location;
  • Company: Name, Industry, Size;
  • Job: Title, Function, Seniority;
  • School: Fields of study, Degrees;
  • Skills;
  • Member group;
  • Gender;
  • Age;
  • Years of experience;

… and much more.



Types of ads

  • Sponsored content. A post about a brand, which looks like a non-advertising post;
  • Text ads. You can find them on the right of LinkedIn 50×50 pixel picture, link, and text;
  • Sponsored InMail. Send targeted emails directly to a user’s inbox on LinkedIn;
  • Dynamic ads. Customize your ads to the user, “Jessica, picture yourself at CompanyName”;


Bid Type

There are two types of bids you can use for your LinkedIn Ad:

Pay-per-click (CPC): – set a cost for every time someone clicks on your ad;

Pay-per-1,000 impressions (CPM): – set a cost for every 1000th time, someone sees your ad.


However, if you don’t have an estimation of how much you are willing to pay for each, LinkedIn gives you a suggestion, based on the current bids from advertisers for that audience.

Also, you can set a daily budget, which keeps your spending under control on a daily basis. You can also set a total lifetime budget, which shows how much you’re willing to pay at the end of the campaign.

These options let you keep your ads and your costs under full control.

Due to the advanced targeting options, please note that LinkedIn ads are much more expensive than the ads on other social media.

Read more about social media advertising here: Social Media Advertising: The Complete Guide

Wrapping Up

Twitter and LinkedIn are continuously improving their niche targeting methods to complement the complex sales process. Any of the targeting suggestions above offer a new way to promote content— you can also target ads for A/B testing previous campaigns too.

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