Page 172 - Social Media Marketing for Dummies

» Geotargeting: Promoted Tweets get even more powerful when you geotarget
them at the country or even the DMA level (Nielsen-designated market areas).
When you target a Promoted Tweet to just the people in specific locations that
matter to you, your Promoted Tweet costs get much lower. This matters most
for local businesses who care to advertise only in the actual locations where
their businesses exist. Geotargeting can be applied as a layer over any kind of
Promoted Tweet.

Promoted Tweets are bought on a cost-per-engagement (CPE) basis versus a
cost-per-thousand-impressions (CPM) basis. CPE means that you pay only
when a user retweets, replies, clicks, or favorites your tweet. You don’t pay for
the number of people who see the tweet but for those who take an action
with it. (Paying for everyone who sees your tweet would be paying on a CPM
basis.) This fee structure makes Promoted Tweets an extremely cost-effective,
performance-based form of social media marketing and a nice complement
to other forms of digital marketing.

FIGURE 9-3:
Promoted
tweets in Twitter
search results.

156 PART 3 Reaching Your Audience via Mainstream Social Platforms