In 2021, advertising revenue on Twitter increased 22% year-on-year, with no signs of slowing down in 2022. Advertisers are flocking to Twitter to take advantage of the highly-engaged audience, a lower CPM, and new ad formats and targeting capabilities.

Like any platform, the audience you choose to target on Twitter can make or break your campaign. But selecting the right combination of demographic and interest-based filters in the platform can be time-consuming, and is often based largely on assumptions and guesses. Instead, you can use existing custom audiences to create lookalike audiences or retarget prospects to reach a precise target audience that is more likely to convert. 

Recently we welcomed our Twitter integration to Ortto. This new data source will allow you to sync your Ortto audiences with Twitter and streamline custom audience builds. 

Here, we’ll outline the benefits of integrating, how it works, and some use cases. If you are currently using our Facebook and Google integrations, you’ll be familiar with many of the benefits and steps to get up and running.

What can I do with a Twitter integration? 

When you connect Twitter to your Ortto account, you will be able to sync your Ortto audiences with Twitter to:

• Retarget audience segments

• Build lookalike audiences based on your existing customers

• Exclude known users from seeing your Twitter ads to cut wastage

• Track your customer and prospects actions such as website visits or custom activities, and use them to add or remove people from Twitter audiences in journeys and playbooks

With your Ortto audiences synced to Twitter, you’ll never have to download and upload CSV files of your customer data again. This saves you time and ensures your customer’s data is secure. 

Top three benefits of integrating Twitter with Ortto 

The sooner you integrate your Twitter Ads account with Ortto, the sooner you’ll start experiencing these three powerful benefits:

1. Reach high-quality prospects

Ortto gives you the ability to create audience segments based on any combination of data points. This means you can build audiences of ideal customers by using filters like engagement score, CLV, placed order price, or MRR. When you connect Twitter, these segments can be synced with your Twitter Ads account and used to create lookalike audiences. 

The machine learning used by platforms like Twitter is only as good as the data you feed it. Clean and accurate audience data will give Twitter the best possible chance of building a lookalike audience of people who are more likely to not just convert but go on to become loyal customers and advocates. 

While hyper-specific segmentation can help you reach the right audience, you do need to be mindful of size. If your audience contains less than 100 contacts/Twitter users, your audience will be deemed too small and you’ll need to expand.

For more on lookalike audiences, including 5 examples of lookalike audiences worth testing, check out our guide to creating custom audience segments for lookalike audience builds. 

2. Retarget customers and leads

The rule of 7 may be outdated in the digital age, but the sentiment still rings true: A prospect will need to hear your message repeatedly before they’ll be willing to take action. Retargeting puts the power back in your hands, enabling you to target website visitors, newsletter audiences, customers, and more with personalized messaging. 

By connecting Ortto and Twitter, you can sync audience segments of prospects or leads and retarget them with relevant messaging on Twitter. For example, you create an audience of newsletter subscribers who are not yet customers. You can then sync this audience with your Twitter Ads account and create a campaign that targets these individuals with an exclusive offer or a customer testimonial.

With another platform in your retargeting sandbox, you’ll be able to reach the right audience, in the right environment, at the right time. 

3. Automatically add and remove people from Twitter audiences using journeys or playbooks

Every time someone is added to or removed from a Twitter audience, the action will be tracked in your Ortto account. This means you can use these actions in existing and new playbooks or journeys.

For example, let’s say you have a segment of VIP customers who have spent more than $1000 in one order and you have used this filter (Shopify placed order occurs where the total price is greater than $1000) as the entry criteria in a journey. You might use this journey to send a thank you email and an exclusive coupon, before asking the customer to leave a review. With Twitter synced, you can also add an action (playbook) or action shape (journey) to add that person to a Twitter audience named VIP customers. 

Since the audience is continuously refreshed, you can easily use it to run retargeting campaigns or create lookalike audiences anytime. 

How to integrate Ortto and Twitter 

Connecting Ortto and Twitter is easy. Follow the instructions below to get started, and visit our user guide for more information on how the data is synced and more.

Step 1: On the Data sources page, click New data source 

Step 2: Select Twitter (under Advertising or All data sources) and then Get started

Step 3: Click Connect on ‘Connect to Twitter'

Step 4: Click Authorize app to authorize the connection with your Twitter account

Step 5: On Configure, select the Twitter advertising account you wish to use

Step 6: Click Done

Now you’re ready to start syncing your Ortto audiences with Twitter. In your Twitter account, you will see the Ortto audiences as Processing until Twitter has completed the sync. Once the sync is completed, the audiences will be available for retargeting or building lookalike audiences. 

Sign in or sign up to Ortto today to streamline your Twitter advertising and generate more high-quality leads.