How Can You Target in Twitter Ads?

Twitter has 145 million monetizable daily active users. There are more on Facebook, yes, but Twitter is a sizable social media channel that marketers should pay attention to it. Twitter’s U.S. user base is predicted to grow by 0.3% in 2020. Maybe that doesn’t seem like a lot but it is growing significantly! For marketers and businesses, there are some statistics that are valuable to pay attention to.

  •         The median age of U.S. Twitter users is 40, while the national population is 47
  •         42% of U.S. Twitter users have a college degree, while only 31% of the national population does
  •         Average Twitter users report an income above $75,000, while only 32% of the national population does

This tells us who is typically on Twitter is. So when considering this large audience, the platform offers many Twitter ad targeting options.

Choose Who to Get in Front of with Twitter AdsSuccess consists of getting up just one more time than you fall

There are several Marketing Objectives that can be selected in Twitter for running ads that allow marketers to select their target audiences. You can run several types of Twitter ads with different targeting variations to attract Twitter users to your product or service.


This is the Twitter Marketing Objective option that should be chosen for those trying to get in front of as many people as possible. It is for the top of the marketing funnel and brand awareness Twitter ads. Use this if you have a product or service that not many people are aware of. Reach will make sure you get in front of the people you target as much as possible. Reach ads are paid by impression as opposed to some other selections.


There are several options under Consideration. It is a Twitter Marketing Objective most people will choose to work with for ad targeting.

Video Views – You can target people who are willing to watch the video that you produced. These are charged by video views.

Pre-Roll Views – Where an ad shows prior to a video. They are charged per pre-roll view.

Engagement – This is where you are trying to get people to engage with the tweet you posted. Engagement is charged per Twitter user who engages with your content.

App Installs – This is where you’re trying to get people to install your app. It can also be used to engage with users to continue using the app or. App Installs are charged by download.

Website Clicks – This is a common choice to drive website traffic. Website Clicks uses a pay per click model.

Followers – This helps grow your follower base within the network. It is charged by the number of followers.

Narrowing Down Twitter Ad Targeting Options

You can get detailed when it comes to Twitter ad targeting because there are a lot of options. Just like other basic items, you can target by some of the basics but there are a few options unique to Twitter. Combining the right options based on data you already know is the best way to target Twitter Ads.

Twitter Follower Targeting

  • Language
  • Gender
  • Age—This is a newer option and lets you target age groups
  • Geography—Region, City, Metro Area, and by Zip Code
  • Interest—Target those who engage with certain topics; 25 categories; 350 sub-topics (there’s a wide range of options that requires research to use effectively)
  • Device Targeting—Desktop or Mobile, iOS or Android, WiFi Users, Mobile Carrier, New Devices
  • Follower Targeting—Keep in mind that Twitter does not show every tweet made to your entire audience. This option allows for everyone who follows you to see every post.
  • Competitors—You can also target your competitors or similar products by tapping into their channels
  • Industry Media—News sites, blogs, TV shows, etc.
  • Influencer—Target by people who are following influencers
  • Similar Audiences—Target those who follow someone similar to an influencer

 Twitter Keyword Targeting

This is not something you see in Facebook Ads and other platforms. It allows you to connect with users based on words and phrases that they recently tweeted or interacted with.  If a Twitter user is already talking about a certain subject that is relevant to your brand or product, you can target your content to them with Twitter Keyword Targeting.

Example: Someone tweets “I love coffee. #coffee” A local coffee shop can target that Twitter user in a small geographic area of their audiences.

Twitter Behavior Targeting

This is similar to interest targeting, but it has another layer. It is based on how Twitter users behave both online and offline. Twitter gets information from offline partners that gather data on what user behaviors typically are. There are many different behavior audiences that you can target in so many industries.

Twitter Tailored Audiences

You’re able to target people who have already been to your website, some call this remarketing. Those who have already been to your website. You can upload email lists that you’ve built and those users. You can target those who have already engaged with your app.

Twitter Event Targeting

This is very unique to Twitter and could be a game-changer for some businesses. It’s for marketers who want to target an event and be in the moment. You’re able to target a certain event that’s happening. Sporting events, movie releases, conferences, holidays, politics, etc.

Twitter Conversation Targeting

Choose from over 10K topics over 25 categories and make sure you’re part of that conversation. This is also very unique to Twitter Ads.

Twitter Movie and TV Targeting

This lets you target tweets to people who have engaged with before, during, and after the telecast. That could be great if you want to engage with specific movies and TV shows or if your audience


Many of the targeting options Twitter Ads offers are similar to how you can target with other platforms. There’s a targeted audience most businesses can get in front of ad improve their omnichannel marketing efforts. While Twitter Ads may not be the first place to start when dividing up a digital marketing budget, it is certainly worth a look.

Twitter has some unique options for marketing.

People are on Twitter.

Twitter is another place to advertise your product or service.

Remember, Twitter users on average earn higher salaries, are around 40 years old, and are college-educated. Couple that knowledge with those you want to speak to on Twitter. Understanding all the different options for Twitter Ads lets you target the audience your brand can help.

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