Twitter ads is a strong competitor in the social media advertising sphere. While in my opinion, it ranks 3rd after Facebook (price-wise) and Instagram (Niche-marketing), I am still a big fan of Twitter ads mainly due to the fact that the conversion rate is higher than other social media platforms.
To make it simple, a customer/sales lead who comes to your website through Twitter is more likely to buy products (and normally their basket has a higher average value) than those who come from Facebook and Instagram.
The ads creation page is easy to use and creating your first ad can be as fast as a few clicks.
The analytics side is also quite comprehensive.
The main issue with Twitter ads is cost. Clicks on Twitters ads go as higher as 3-4$ sometimes! While on Facebook you can get them as low as 4 cents! And I believe when Instagram allows us to tag products in our ads it will further increase the gap between those 2 platforms and Twitter.
Targeting can be quite troublesome when you want to target demographics or geographical locations, mainly due to the limitations resulting from how Twitter sign up process works (when users sign up for new accounts, the Gender and Location fields are optional, so users either skip or fill in false info).
I highly recommend Twitter for users looking to eastablish a strong online presence on the platform and the digital sphere.
While a little on the expensive side, the payoff on the long run is quite remarkable, especially that Twitter will show your content to all the followers gained (while other platforms such as Facebook and Instagram, use algorithms that might place your daily content lower or won't even show them to your fans)..
One of the main benefits of using Twitter ads is the ability to target your competitors' followers. This enabled us to target our client's competitors whenever we ran ads on the platform and helped us not only gain a new customer but also move them away from our client's competitors.