How does Twitter charge for advertising?

Twitter charges for advertising based on a variety of pricing models, depending on the advertising objective. Here are some of the most common pricing models used by Twitter:

1. **Cost Per Mille (CPM)**: This pricing model charges advertisers for every thousand impressions their ad receives. This means that advertisers pay each time their ad is shown to a user, regardless of whether the user engages with the ad or not.

2. **Cost Per Engagement (CPE)**: This pricing model charges advertisers only when users engage with their ad. Engagements can include actions such as retweets, likes, replies, follows, or clicks on a link within the tweet.

3. **Cost Per Click (CPC)**: This pricing model charges advertisers each time a user clicks on their ad. This is often used for campaigns that are designed to drive traffic to a website or landing page.

4. **Cost Per Video View (CPV)**: This pricing model charges advertisers each time a user views their video ad. Twitter defines a video view as any instance where at least 50% of the video is played for at least two seconds.

5. **App Install Campaigns**: For app install campaigns, Twitter charges advertisers each time a user installs their app or opens the app after installing it.

6. **Lead Generation Campaigns**: For lead generation campaigns, Twitter charges advertisers each time a user submits their contact information through a lead generation card.

Advertisers can set a daily budget and a total budget for their campaigns, and Twitter will automatically optimize their ad delivery to get the best possible results within those budget constraints. Advertisers can also choose to use automated bidding or set their own bids for each pricing model. Twitter provides estimated bid ranges to help advertisers determine how much they should bid to achieve their desired results.