If you’re not sure how to set your bid, we recommend using the automatic bid type, which will automatically choose a bid for your campaign that's competitive within the auction. You can use a mixture of additive and restrictive targeting in your campaign to reach people you’re interested in while maintaining scale. For example, if you select "iOS devices" in your campaign setup, your campaign will only serve to people using Twitter on an iOS device.
With restrictive targeting, you can hone in on specific people by decreasing the campaign audience size. Selecting any of these targeting types in your campaign will restrict your campaign audience, so that it only serves to people who meet all of the criteria. By using multiple additive targeting types you’re expanding the size of your campaign audience. With additive targeting, the more criteria you add to your campaign targeting the larger the audience. For example, if you select #basketball, #football (keyword targeting), and (follower look-alikes targeting) in your campaign, people who fit any one, two, or all of those criteria could potentially be served your ad. For example, only a person who fits in targeting piece 1 AND piece 2 AND piece 3 will be eligible to be served the ad.
Restrictive targeting types - "AND" targeting: These targeting types will make your potential campaign audience smaller, as they will all be respected. For example, a person who fits Targeting piece 1 OR piece 2 OR piece 3 will be eligible to be served the ad. Additive targeting types - "OR" targeting: These targeting types will layer onto each other making your potential campaign audience larger. There are two categories of targeting on Twitter Ads: Generally, the larger your campaign audience is, the more easily your campaign will serve, as there are more people to serve your ad to. The targeting you choose determines the size of your campaign’s audience. We call this combination your “ad score,” which is what determines who wins the auction and serves ads on our platform.įind helpful tips on how to Tweet the best content and maximize your ad score. To win auctions and maximize your campaign’s success, your ads must have both a good quality score and bid. Recency: Are your Tweets fresh? Twitter is what’s happening now, so our auctions reward up-to-date content. Relevance: Do your Tweet content align with your audience’s interests?. Resonance: Are people engaging with your ad? Do they click, like, and/or Retweet it often?. Quality score is determined by taking factors into account such as: The quality of your ad is equally important.Įach ad that you create will be given a “quality score”, which is used along with your bid to compete in auctions. However, your bid is not the only thing taken into account in the auction. It’s important to have competitive bids so your ads can compete with other advertisers and serve to people on Twitter. Remember, if a person does not take the billable action, you are not charged for the impression. For example, if you bid $1.40 and beat an otherwise identical ad bidding $1.00, your campaign will be charged $1.01 if the person it was shown to makes the billable action. This model ensures that you will only ever pay incrementally more than needed for your ad to beat out the second place ad in the auction. clicks on your ad), Twitter will charge you for that action using what we call a second price auction model. If the person who sees your ad performs the billable action of your campaign (i.e. Our auction algorithm will compare your ad to other ads which are also targeting that interest, and the ad that wins the auction will be shown to that person. 
For example, if you target the interest “basketball”, your ads will compete in auctions to serve to people on Twitter who are interested in basketball. Your ads will automatically enter the auction once your campaign is running, and the auctions your ads enter are determined by the targeting criteria for your campaign. Each time your ad wins an auction, it will serve once to a person on Twitter.
Unlike a traditional auction, Twitter Ads auctions consider not only the price the advertiser is willing to pay, but also the quality of the ad. Twitter Ads serve using an auction, where advertisers bid against each other to have their ads shown to the audience they're targeting.
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