Why should I use an awareness campaign?
The awareness campaign objective is designed to maximize the unique reach of your Tweets. Choosing this campaign is the perfect way to drive overall awareness for your brand among a wide audience, while still being able to control the cost-per-impression. You'll have the option to choose between optimizing purely for unique reach, or reach with engagements. This objective also offers no targeting or creative restrictions.
When should I use an awareness campaign?
Tweet impressions are the only thing you pay for. But because the awareness objective puts your Twitter presence in the spotlight, you could acquire followers, website visits, likes, and Retweets too. Because of this, we recommend the awareness objective as your "always-on" Twitter solution, or the starter campaign for when your goals are more general. Choose this objective if you're looking to drive general brand awareness.
If your main measure of success is Tweet engagements or video views, we recommend you run campaigns under those objectives.
What types of Tweets can I use in an awareness campaign?
There are no technical limitations on the Tweet types you can use in the awareness objective. However, if you're running video creative, you may achieve lower video view rates than with a video views campaign. Check out our specs page to see all available Tweet types.
Remember, no matter what type of Tweet you use, you'll always be charged for every 1,000 Tweet impressions in this campaign objective.
All advertisers and their Promoted Tweet content must comply with our Twitter Ads policies.
How much does an awareness campaign cost?
Twitter’s cost-per-action pricing ensures you only pay for the specific actions you are looking to drive.
When you run an awareness campaign, you will only be charged for every 1,000 Tweet impressions you acquire from that campaign. Any Tweet engagements that occur as a result of these impressions are free.
The cost you pay per 1,000 Tweet impressions depends on the budget and bid you set for your campaign, as well as the targeting you select. You'll receive real-time bid guidance based on your targeting in your campaign setup. More on Twitter Ads pricing.
When setting up your awareness campaign, you can select between automatic or target cost as your bid type. We suggest selecting target bid since this will give you the flexibility to successfully bid on 1,000 impressions from users who fit your targeting criteria, while staying near or below your target costs per 1,000 impressions. When you set up your campaign and input your bid, think of your target bid as how much you're willing to pay for every 1,000 impressions.
It's important to think carefully about the value every 1,000 Tweet impressions bring to your business and brand awareness. 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. However if your bid is not competitive relative to other advertisers, your campaign may not serve.
In addition to controlling the amount you pay per action, you also have complete control over the amount you spend overall. After setting your bid, you're prompted to enter a total budget for the campaign and an optional daily budget. When your overall budget is reached, your campaign will stop serving until you increase your budget. When your daily budget is reached, your campaign will stop serving until the next day.