Create your first Promoted Tweet campaign

All you need to know to reach more users with your most important Tweets

Why use Promoted Tweets?

You should use Promoted Tweets if your main goal is to drive engagement with a specific Tweet. With Promoted Tweets, you choose who sees your ad and you’ll only be charged when users retweet, favorite, reply to, or otherwise click on the Tweet. Learn more Promoted Tweets basics.

Below are a few simple questions to ask yourself as you set up your first campaign.

  1. What results do I want to see from my Promoted Tweets? If you want to drive sales or sign ups, be sure to include a clear call to action and a link to a relevant page on your website. If you want to gain retweets and start a conversation with users, try including an interesting piece of content to inspire them to share with their followers.

  2. Who do I want to engage with my Promoted Tweets? Use interest and @username to target Twitter users based off of what you know about your customers. Use keyword targeting to find users that search for or Tweet about a specific term.

  3. How much should I budget for each campaign? Think about how many Twitter users you will need to engage with in order to achieve your business goal. Make sure you allocate enough budget to allow for the number of engagements you want to see from your campaign.  

  4. How much am I willing to pay for each engagement? Think about your goals when you decide how much you want to spend on each engagement. Are you trying to drive traffic to your website? Get someone to fill out a lead gen form? Determine how much value you place on each of these behaviors and set your bid accordingly.

Setting up your Promoted Tweets campaign

First, log in to your Twitter Ads account. Select the option to create a new campaign and choose New Promoted Tweets campaign.

Step 1: Name your campaign and set your campaign dates

Give your campaign a name. We suggest something something related to the audience you’re targeting with this campaign so that you can easily distinguish between other campaigns you create in the future.

Enter your campaign start and end dates. For ongoing marketing messages, we recommend selecting the option to Start immediately, run continuously and setting your maximum daily budget to the amount you want to spend per day. For details and more best practices, please see our Campaign Dates and Budgets Help Article.

Step 2: Select targeting options for your Promoted Tweets

There are several ways to target your Promoted Tweets:

Keyword targeting for Promoted Tweets

Keyword targeting allows you to reach the right users at the moment they’ve shown interest in a subject related to your business. This is the best option for reaching users based on keywords in their Tweets and the Tweets they've recently engaged with, as well as users who search for specific terms on Twitter.

Enter keywords for your Promoted Tweets campaign. Your Tweets will be displayed when users perform a search, post a Tweet or engage with a Tweet that contains these keywords. It’s important that the keywords you select are relevant to your Tweet copy.

Best practices for your keyword targeted Promoted Tweets campaigns:

  • Use personalized keyword recommendations. Use the keyword recommendation tool below the targeting box to expand your reach with more terms similar to those you’ve already specified.

  • Import keywords from search marketing campaigns. If you are running any search engine marketing campaigns, some of your search keywords may also work well on Twitter. Try including your top performing keywords, but keep in mind that people search differently than they tweet. Particular keyword combinations may be more or less common on Twitter.

  • Listen to your audience. Keep an eye on Twitter conversations that are important to your industry and consider including any common terms in your keyword targeted campaigns.

For a more advanced look at keyword targeting, please read our Keyword Targeting Help Article.

Interests and followers targeting for Promoted Tweets

You can target Promoted Tweets based on specific predefined interests, users with similar interests to your current followers and geographic regions.

Targeting @usernames allows you to reach users with similar interests to the followers of those accounts. To target users like your followers, make sure the Also target users like your followers box below @usernames is checked.

Add interest categories to target a broader audience. We will target users interested in any of the categories you enter, in addition to any @usernames you enter above. For more information on how @username and interest targeting works, please see our Interest and username targeting Help Article.

Best practices for your interest targeted Promoted Tweets campaign:

  • Create campaigns for each of your different customer segments. Match your targeting to each segment’s interests.

  • Include 10 - 20 @usernames and interests. Keep them in tightly-grouped categories (industry influencers, competitors, etc.). The People search function on Twitter is a great way to find more @usernames to add.

  • Keep an eye on the Estimated audience size box on the right side of the page. This will give you a sense of how many users are included based on your targeting. If it seems too low or too high, add more @usernames or interest categories or delete some of them.

Target locations you would like to reach

Select the geographic regions you'd like to reach. We recommend targeting any regions where you do business. If the Tweets you want to promote are relevant to a specific region, limit them to just the most relevant areas. For more information on how geo-targeting works, please see our Geo-targeting Help Article.

Select devices and platforms to target

Below the geo-targeting option in your campaign tools, you'll see the option to Select which devices and platforms you wish to target.


Best practices for device and platform targeting:

  • If your goal is to generate engagement with your content, start conversations with your customers on Twitter or get Retweets, we recommend targeting all available devices and platforms.

  • If you want to to drive sales or sign ups, limit your targeting to just those devices where it is easy to complete your sign-up form or make a purchase. Many users access Twitter from their smaller-screened mobile devices, so if your website is not optimized for mobile, select the option to target only Desktop and laptop computers.

Set gender targeting

The campaign settings default to targeting all genders, but you can limit targeting to only one gender if preferred. Underneath device targeting, choose “Limit targeting by gender” and select your preference. We infer gender from information our users share as they share publicly on Twitter, including their profile names.

Set language targeting

The campaign settings default to targeting all languages, but you can limit targeting to specific languages if preferred. Underneath gender targeting, select “Limit targeting by languages” and select your preference.


Step 3: Select Tweets to promote

For your first campaign, we recommend choosing the option to Manually select which Tweets to promote. You will see a list of your most recent Tweets. If any of these align closely with the audience specified in your targeting, check the box next to the relevant Tweets to select them for promotion. You can also choose to Promote a new Tweet to be sent out and immediately promoted within your campaign. This is useful for putting together a campaign for a complete initiative without leaving the Twitter Ads interface, from targeting through to the tweet you wish to send users.

Tweet selection best practices:

  • Replace the Tweets in your campaign for new ones every 1-3 days. Twitter works as a real-time platform, so fresh content performs better with users.

  • If your goal is to drive sales, sign ups, or other direct response results, include a link to your website to give users the opportunity to convert. Do not include any other @handles, hashtags, or rich media to distract users from clicking on your link.

Step 4: Set your budgets and maximum bid

Set a total budget for your campaign and your daily maximum. You will never spend more than your total campaign budget, and on any given day you will never spend more than your daily maximum. It’s optional to set a total budget. If you want to generate engagements continuously, we suggest that you leave this field blank and set a daily budget to manage pacing.

Set your maximum bid based on the business value you associate with each engagement. Your bid will determine both how many users you’re able to reach and your average CPE (cost per engagement). Your cost per engagement on Twitter is set by a second-price auction among other advertisers, and you’ll only ever pay slightly more than the next highest bidder. If you’re not sure what to bid, use the Suggested bid to make sure your campaign gains impressions. For more information, please see our Bidding and Auctions FAQ.

Step 5: Save and launch your campaign

Click the Save campaign button. You will then be provided three options to Launch campaign, Save as draft and exit, or Modify details.

Once you are ready, click Launch campaign to begin your campaign. If you set a specific start date, your campaign will start running on the date and time you selected.


You now have your first Promoted Tweets campaign running and set up for success. Next, learn more about what to expect and how to measure your results.

Have questions or feedback about something on this page?

Please log in to and file a support ticket using the Help? button in the top right corner of your ads dashboard.