Create an Awareness campaign

The Awareness Objective will help you reach more of your customers and drive better awareness for your brand.

You set a bid amount per 1000 impressions (CPM) and the campaign will optimize for unique reach, which should deliver more reach for your campaigns at the same budget, with the same targeting and creative.

Overview

  • Setting up your Awareness campaign
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    First, log in to your Twitter Ads account. If you have yet to set up your first campaign, you will be prompted to choose a campaign type right away. If you have one or more existing campaigns, click the blue “Create new campaign” button on the main campaign dashboard.  

    Choose the Awareness option from the campaign picker.

    Name your campaign and set your campaign dates

    Give your campaign a name. We suggest something related to the specific 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 steady, consistent follower growth, 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.

     


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  • Setting up targeting for your Awareness campaign
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    All targeting types are supported for Awareness Objective campaigns. Please see the targeting section of our Tweet Engagement campaign page for further details.

    Set your Awareness campaign budget and bid

    Twitter Ads are priced using an auction-based system. For Awareness campaigns, you make a bid per 1000 impressions (CPM). There is no set price. Rather, during the campaign setup process you will specify the maximum amount you are willing to pay per 1000 impressions acquired through that campaign. This amount is your bid.

    When setting bids, it is important to think carefully about the value each campaign action brings to your business and to bid at least this amount. The recommended bid is a good indicator of the amount you will need to bid for your campaign to reach its goal. You will never be charged more than your bid and advertisers are often charged less.

    Bid levels are directly correlated to the unique reach a campaign can deliver. As bids increase, the greater the unique reach that can be achieved. If your bid is not competitive relative to other advertisers, your campaign may not serve.

    As well as bidding per 1000 impressions, you are prompted to enter a daily budget for the campaign and, optionally, a total budget as well. When your overall budget is reached, you campaign will stop serving until you increase the budget. When your daily budget is reached, your campaign will stop serving until the next day.

     

    Below this, you will add your chosen bid amount:


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  • Optimizing your Awareness campaign
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    Within the ‘Set your budget’ section, you can choose between optimizing purely for ‘maximum reach’ or for ‘reach with engagement’. The default campaign optimization is maximum reach.


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  • Choosing your creatives
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    Awareness campaigns support all creative formats. However, if you are running video creative you may achieve lower video view rates than with a Video Views campaign. The Awareness campaign type will optimize primarily for reach and impressions.


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