When advertising on twitter, the main goal is often not to get many twitter likes but to convert many users into potential customers. That said, never get complicated or vague with your tweets as an advertiser. If you have to use complex words, limit them to one or two and don’t use them on your every post. On the other hand, limit the number of hash tags you use. Don’t hash tag every word on your post.
Something else you shouldn’t do as an advertiser is to change topics often. Okay, let me make this clear. When you decide to ask your twitter followers to ask you questions using a hash tag like #askourbrand, don’t diverge to other topics. People will get frustrated and maybe even start giving you sarcastic answers. Instead, stay focused on the topic you have decided to tweet about in a certain day. That way you will attract more serious followers who can even push your brand by giving you more twitter likes and retweets.