Hey, this is Charles Kirkland, from the Media Buyer Association. I’m going to show you how to use Twitter today effectively, which is a very big difference from how most people use Twitter. Now, Twitter is mainstream. If you look at any TV show on the weekend, you always see the hashtag – #fast and loud. You know you see those type things. Say yes to the dress.

So there are a lot of hashtags on here, and most importantly, there are a lot of advertising options and most people, basically, kind of throw everything against the wall and they want to see what sticks. We’re going to show you how to do it the smart way. So let’s go ahead and get going.

So let’s say we’re getting ready to create our Twitter ad here. And we are- let’s just pretend we’ve already created the ad. We’re not go into that. That’s not what this video’s about. This video is about targeting your ad.

Now, obviously, the first thing you need to know is where is your target audience. So, this case, my target audience could be in the United States, it could be anywhere. It could be Canada for all we know. So let’s put in “Can”. And we have Canada, Canary Islands – we’ve got just a ton of stuff here. So, with that said, go ahead and pick your country.

Also, you’ll say, well Charles we don’t have a country targeted. We actually have a smaller segment. And you can actually go, United States. If you wanted to, you can even browse states. You can really get it down pretty small. So, we’ve got that.

Also, you should know your gender. Male, female – who’s your predominant buyer? Even if you don’t know who your predominant buyer is, I will still break this up into male and female, and then look at how the campaigns are performing. You will find there’s usually a marked difference between male and female on Twitter.

Okay, whatever language your product is in. It doesn’t do you any good if you’re selling a Spanish product and you’re marketing it to people who speak French. It’s just one of those things, so, not really anything groundbreaking there.

Now this is where it’s about to get really exciting as a marketer. The type of device your prospect has will give you a huge indication about the prospect’s finances, mindset, and it’s going to be a quick way to either make a profit or lose a profit.

Now for those of you who just want to do the shotgun blast or throw everything together, Twitter can give you the reporting, and break all this down into where it was from, how it was seen. But I think that’s probably not the smartest move to do, because even within iOS, guess what? We now have the ability to choose various kinds. I mean, the guy who’s using an iPhone 3GS is probably, maybe, slightly different from the person using iPhone 5, also, or an iPhone 6.

And the thing to look at is these iPads – iPads are more akin to a laptop than they ever are mobile devices. I know people throw them together, but I chose my iPad over my laptop, because, you know, a laptop’s bulky. IPad does about the same thing. My iPhone- I’m not choosing it. It’s a totally different mindset. So definitely, keep that in mind.

Do you want to break all these down individually? Getting started – depends on you should already have a general idea, because if your playing a certain type of video, maybe, it might not work on an iPhone 3G. Also, let’s come over here. Android devices – there again, completely same scenario. Then we have other mobile.

Now you say Charles, what’s ‘other’? Other mobile would be considered feature phones, you know, like the old Motorola flip phone. While they can still do a lot of functions, they don’t really have the functionality for streaming video. You’re hitting the ‘aa’ button – the button “a” three times to get to “c”. Definitely, keep that in mind. Blackberry, which is still prominently used by, you know, still to this day, business or business-oriented people. We’ve got desktops and laptops. I wish it would break it down into iOS’s but they don’t. My advice is to break all these things down.

If you’re going to say, Charles, we can’t break all these iOS devices down. Then at least break the iOS devices down by phone or iPad. I’m just telling you a smart thing to do. So, break those down. Same thing here you say, Oh my, gosh! This is- you know, this is- we’ll have a zillion and a half campaigns. We’ll spend all of our time building campaigns. You know, you don’t have to break all these things down, but understand there will be certain things in here that you want to break out.

Let’s face it, a Kindle, which I have quite a few of them, or more the 10” Fire. That’s exactly like a laptop from the standpoint of that, which is very different when you start looking. Is that the same as a Motorola Droid – completely different experience.

So, you have to go through here. Run them all – however you want to look at them. And also, you can look at this – target only devices using the latest version – [cupcake, donut, honeycomb – 04:44], I don’t know why they have these names. These are the names – I think they’re pretty cool to- definitely have a nice little ring about them. But, you know, what are you targeting. You may have something that only works in a certain device, so keep that in mind.

Or you just say, hey let’s include all these devices and have fun. I would definitely tell you to break them down as granular as humanly possible. So with that said, let’s keep on going.

Now mobile carrier – now, remember, because we have the ability to target mobile devices, we need to also look at the mobile carriers, because this could be a huge thing. And I’m just going to throw something out there. If you’ve got AT&T, that’s a totally different user than somebody who’s using Boost Mobile, or somebody who’s using Cricket.

Those are pre-paid phone devices. While they’re great, you know, depending on your product, they may not be the right mix for you. So, let me keep on going down here. Let’s go take a peek.

We’re in the U.S. We’ve got Boost, AT&T, totally different buyer – so keep that in mind. And also with that said, the different mentalities of this – I’m just going to tell you. Supposedly, all these guys have just great Internet. And I’m just going to tell you like it is. Supposedly, they all have great Internet. I’m sure they probably do. But you will find that certain users maybe fall into certain demographics.

I mean, when the last time we saw a T-Mobile commercial, did you see any manly men on there? All you typically see on T-Mobile commercials is hot pink – the girl in hot pink. Everything it’s around hot pink. While there’s nothing wrong with that, they tend to gear that toward a younger audience. So definitely, keep that in mind. Worth testing – absolutely. Definitely.

Now this is something that’s relatively new addition. I think it could be extremely powerful. Target new devices – target users based on when they first used Twitter on a new device or carrier. So let’s just say I’ve been on AT&T for five years. And I’ve got, you know, iPhone, had it for five years. Okay. It’s ready. It’s time to upgrade. I’m changing to an iPhone 6.

Well, all of a sudden, that says, hey you have a new device. So you can start targeting people who’ve – guess what? Who’ve also got a new device. But it may be- if you’re promoting games; you’re promoting apps – huge opportunity there. Also means that somebody’s recently made a purchase. So, you know, that means there’s probably a valid [card – 06:59] attach that.

Exclude people who’ve first used Twitter within a certain amount of time. Now, we may say, you know what? I only want people who’ve been using their phone for at least seven months, because you know, then they’re ready to upgrade. We can talk to them about buying them out of the contract, showing them a brand new phone – whatever the case may be. But do you see there’s a huge advantage to that? And that’s a relatively new addition to the Twitter targeting option.

Now let’s keep going. Now this is where I think things get the most exciting. This is probably the most exciting standpoint that we’ve got. Now, most people are going to look at this and go, oh gosh! It’s like Google. Let me go ahead and load up 15,328 keywords and we’re off to the races. Not.

Now let’s go ahead and keep this in mind. First of all, you need to remember you have the ability to add keywords in here. But I’m going to tell you, Twitter has an insane amount of traffic. I mean you just cannot imagine when they turn this thing on full-force – it is just insane. And while I love having lots of traffic, I love having lots of the right kind of traffic. So let’s go ahead and take a peak here.

We can import keywords. Which we could just go ahead and paste that in there. Or we could enter these in. So let’s just go ahead. I’m going to – just for this conversation – enter in pay per click. And this is where things are about to get really exciting. We have broad match, which means, did they type in click? Did they type in click pay, pay click? I mean it’s just basically a monkey-mess.

I don’t really like broad options. I don’t like them. I’m just going to tell you that. Unless I’ve got a long, long, long keyword that I know only like two people in a thousand years are going to be searching for. I’m really not going to be using those types of keywords. Only until I’ve got proof of concept will I branch out to broad. Just me, personally, that’s how I do it.

We’ve got phrase match. Now this is important. They must contain the phrase, and most important, in the order that it’s written. So if you type in pay per click, my ad will show. If you type in, pay click per, or how much per click, anything like that, it’s not going to work. It will only trigger it when somebody types in this exact word.

Now, to me this is the most qualified lead, because there’s no shortage of leads. And that’s the thing to understand. There’s no shortage of clicks. If we say, well there are only 1,000 clicks that we have to fight for. Yeah. I might want to go broad. But when it comes down to this; the fact there’s no shortage of leads here, no shortage of clicks – I want to get the most qualified buyer possible.

Now, if you’ve done any type of pay per click, you know that negative keywords are extremely important – beyond extremely important. They will make or break your campaign. For most people, keywords that are negative, they’re like well I’ll get to that. If you want to usually increase your ROI, start playing with more negative keywords. You’ll be amazed at the results you can get there. I mean it’s just absolutely amazing.

So basically, you can come up here. Set up your keywords. And, if you go, crap, we need to take those keywords out. Not a problem.

Adding keyword is a huge option here, but there again, I would break these campaigns down differently. I would not just go ahead lump sum everything together, look at the report in one day, because we’ll spend a whole lot of money here. You want to break these things down, because iOS buyers are typically better – and don’t send me the hate email. iOS buyers are typically better buyers than Andriod buyers, as a general rule. So, keep that in mind. Okay.

You know, let’s keep on going here. This is very important. Let’s just say that we are going to, oh, I don’t know target maybe [Seth Godin]. So let’s just say we’re going to target Seth, or maybe Perry Marshall, or anybody. It doesn’t make any difference. Let’s go ahead and just start typing in here, because, Ooh! Guess what? Let’s go ahead and get this to fill in. And we’ve got Matt Perry. No, that’s not who we’re looking for. And we’ve got Perry Marshall here. So, we can target that.

Now this is the important thing. Add users like [Hove Spot – 10:56] and Jeff Walker to expand your audience. You absolutely want to take advantage of that. So you can come in here and go you know what? We want Hoot Suite, [Gary Runich – 11:03] – you can break these, or grab all these people you want to grab. Add them in here. And add these users and guess what? Then you can expand your research again and again. And it’s a really great way to start finding things you would not have found otherwise. And yes. You can use reporting to break these people down. So, don’t worry about that. Don’t get caught up on that. Go, oh my, gosh I can’t break these people down.

Now the key is, if you’re mixing keywords in with followers, it gets to be a monkey wrench, because now you’ve got so many variables all coming in at one single time. Even in your reporting, you can break it down, but you know, which one of these created the click. Which one- was there an assist involved? All of a sudden it becomes a totally, totally different category. So, let’s go ahead and remove that.

And let’s go ahead and look at interest. Remember that’s followers. Now you can say Charles. What in the world are interest? Okay. There are basically categories. Now let’s go ahead and browse these categories. Are they super narrow? I mean, could we actually start building through here. Let’s just say that we’re promoting a beauty product. Well, guess what? Face care – Who typically buys face care – female products? Who typically buys make up or cosmetics – typically female. Who typically buys spa and medical spa; or tanning and sun tanning – so you see you could actually build out some pretty decent profiles here.

And you keep on going and you can build these things out extremely detailed. Gaming – I mean board games, computer- I mean it’s just really, absolutely amazing. You’ve got life stages. So, you can get pretty narrow with your targeting. I mean, you can actually get really, really down into freakishly stalking narrow, if you’re not careful. But you have the ability to start targeting these things down and building out that profile.

Now while that’s great, just imagine you’re compounding these profiles. And the key is you want to make sure that you’re not having too many things in one particular category. Because the last thing you want to do is have 500 keywords, 300 people picked on the interest of followers, and all of a sudden you basically you have the ability to get so crazy that, in your reporting, you’re going to lose track of what’s going on.

Now this is extremely important because up here we go into interest. We’re getting narrower. Now lets get hyper-narrow. Let’s look at TV shows. Let’s look at multiple shows. What TV shows do we want to look at; maybe Fast and Loud? Okay let’s go ahead and verify the show, if I’ve spelled it correct. Fast and Loud – let’s add that show to our list here. And 52,000 users – now for those of you who aren’t familiar with Fast and Loud, it’s a TV show where they work on muscle cars, classic cars, fast cars, new cars – really just a guy-type show.

Guess what? How many women do you think are watching this? As a general rule, they’re probably women sitting there with their husbands. But as a general rule, when you’re watching Fast and Loud and they’re like, hey tweet Fast and Loud at such and such. Tell us what you’re thinking. Guess what? Predominantly the guys are going to be tweeting about this huge, huge, huge, opportunity.

Or you could come down here and search for networks. And this is another interesting thing. If you’re going to say okay, we’re going to be going after people who are interested in sports talk. Predominantly male – sports predominantly male. Family and children – probably predominantly family and children type shows that cross the [unclear – 14:26] here.

And if you look at this you could go ahead and start running these things down. It becomes, you have the ability to, all of a sudden, just start narrowing these things down to just an insane amount of detail.

The beauty of this is, as long as you know who your buyer is, and you’ve got that detail on them, or at least you’ve got a general idea, it becomes very easy to narrow these things down. And I’ve said it before, you just have to really, really, really, be careful not to get so granular that you can’t even work at it. I’m just going to look at this.

Let’s got to demographics. I’m looking for charitable donors who have donated to – let’s go to religious donors or veterans. I mean, do you see how you could just like really- I mean this is just absolutely amazing how you can get so granular in here.

Let’s look at satellite TV. Guess what? They’ve got a credit card. They’re paying monthly. I mean, all of a sudden we’ve got validation on that. Do you see that you can all of a sudden, make sure that you’re dealing with people who are only active buyers? You’re dealing with people who a.) Have given money, depending on your product- who’ve bought stuff. It’s just really absolutely amazing the detail that you can go in here.

I mean, look at this. Baby Boomers – let’s go ahead and do that. Big City Moms – I mean, as long as you’ve got the profile of your buyer, it’s absolutely amazing the amount of traffic you can reach. And as a mater of fact, you can reach all these people with a hyper-targeted ad that will generate clicks, which turn into leads, which turn into sales.

So, I hope you enjoyed this. And if you’re not a member of the Media Buyer Association, go ahead and click the link below. We’ve got a free membership. You can go ahead and get a free associate membership. And also, make sure you like us, and if you don’t mind, go ahead and re-tweet the video. This is Charles. Talk to you later.

charles kirkland
charles kirkland

Charles is a walking, talking, networking blend of credibility and know-how. Raised in a working class family, he combined a tenacious work ethic and keen sense of curiosity to usher him over one hurdle after another.