You might think that advertising on Twitter is only for big established companies, but did you know that 63% of users follow small businesses. Twitter ads are applicable whether you’re a small upstart or a large global company. If you’re just starting to engage with Twitter ads, then this is the right place for you. You may have grasped how to physically create a Twitter ad campaign, but perhaps your ads aren’t performing as well as you had hoped. Below we’ve given you some tips and pointers on how to achieve better engagement with your ads, so that you can make the most out of your Twitter ad campaigns.
1. Promote Mode (What is it)?
Twitter recently introduced an alternative to an ad campaign on the platform, in form of Promote Mode. It aims to provide an automated alternative to running a traditional ad campaign. You are charged a flat monthly fee for which the platform automatically selects up to 10 of your first posts per day and promotes them to your selected audience.
If you don’t have the time or energy to sit down and create a standard Twitter ad campaign, then this may be an option. However, you don’t get to choose what is promoted, and the targeting is currently not as specific as regular campaigns. It can be good for gaining some focused exposure though the campaigns are much better for growing a follower base and/or building your audience.
2. Higher engagement = Lower cost + better value
At first glance using Twitter ads seems like an expensive endeavour, but it is not actually the case. Twitter only charges you when people engage with your ad. Depending on your campaigns objective there will be a different billable action, and you are only charged when that action occurs. If your goal is to grow followers, you will be billed per follower gained. If your goal is to drive traffic to your website, then each link click is the billable action.
Having said that you might think that if your campaign goes well, your costs will skyrocket, and your budget burned through in an instant. Wrong, the cost per click is flexible and decided on by the level of engagement your ad is getting.
So, the higher the engagement the lower the cost per action will be.
3. Stay fresh
The half-life of a tweet is 24 minutes, that means it gets half its interactions in the first half hour and after that it begins to decline as Twitter’s algorithm always favours new content. It wants to show the freshest, most relevant content to its users and as such you need to adapt and be flexible in planning your campaign. As time goes by, content becomes less and less relevant. Plan variations often in order to avoid this, and don’t run the same creatives for lengthy periods of time. There is little point in creating a single ad and supporting it long term. Instead you should look to create new ads for short burst campaigns. Don’t just use old posts, instead create a couple of new tweets for your campaign, 4-5 is what Twitter recommend.
4. Narrow your targeting
Twitters targeting system (audiences) has become quite advanced, letting you narrow your focus to very niche groups based on parameters such as interests, demographics, location and more. Make sure to use this feature to your advantage. Don’t look to able to display your ad to the whole world, instead try to engage smaller, targeted of audiences with content relevant specifically to them. Even if you target more than one audience you should not try and reach them all with one campaign, instead run campaigns alongside each other maintaining the focused targeting of each one. You are much more likely to get a high level of engagement this way. Remember the higher the engagement the lower the actionable cost.
With this information you should now feel more confident in setting up your own campaign. We are currently revamping some of our own Twitter campaigns using the tips mentioned. We’ll report back in a couple of months to let you know how we got on. If you would like to know more about how we provide this as part of our digital marketing services get in touch and we can have a chat about what we can do for you.