Writing Ad Copy
You have just 140 characters to make the world notice you. Here, the basic focus is to promote the URL.
Since you have to pay for every click on the tweet, hence limit the hashtags. Add a tracking token to know where your visits are coming from. Your copy should definitely include a call-to-action because there has to be some motive behind the ad.
Designing Ad Image(s)
It is true that once you add an image to your tweets, it automatically gets more leads. Though, it is entirely your own decision to keep it or not. You can choose whether or not to include an image in your tweet. Since you have to pay for each click, avoid using fake buttons on the images as this may mislead the customer and he/she might click.
With the introduction of twitter cards, whenever one clicks on the image or anywhere around, it will lead you to the web page. Or else one had to pay for every click that a customer made.
The main types of Twitter Cards are as follows:
• Website Cards take the viewer to the webpage you had picked.
• Lead Generation Cards automatically enter in the user’s email address, when you
click the button, it will take whatever action the ad is promoting—be it downloading an offer or subscription etc.
• Basic App and Image App Cards help drive installs of your mobile app.
Once you have launched your campaign, all the tweets will be promoted by twitter equally unless some tweet shows extra engagement. This will help you design better ads in the future.
Check if links have proper tracking token, for any typo and if all the information is there or not.
With Facebook ad campaigns, the initial 24 hours are really important in determining the future
of your ad. The grip and hold of the ad will decide, if twitter will or won’t show it as frequently.
A higher budget could definitely make twitter show your ad more often. Thus giving your ad more exposure and clicks. Later you can customize the budget as per the performance of the ad.
Bidding or CPC is the maximum amount that one would be willing to pay to get an ad click or ad view. This is measured in terms of cost per thousand.
You can opt for CPC if what matters is engagement with the ad and clicks by paying per action.
Though if the goal is to gain a larger audience, then go for cost per thousand impressions.
It is up to you to decide you want to base your bidding amounts after looking into the bids by different advertisers or stick to what you had decided earlier. The only difference would be that the frequency of your ad being shown might decrease as compared to others with higher bids.
Analyzing the Success of the Ad
The whole purpose of creating an ad goes waste if you do not analyse the success rate or their performance. The tracking token helps you to know where the leads are coming from. Despite promoting same offers across the ads, you can still rate the performance by setting different tracking tokens.
Twitter tracks the success rate through the following metrics:
- Engagement rate: The number of Tweet engagements over the number of impressions
- Spend: Money spent on ad
- Tweet engagements: Number of clicks, re-tweets, or favorites made on ad
- Impressions: Number of views of ad
- Cost per engagement: Money spent on each engagement with ad
By tracking the ad clicks or views, you can keep a tab on the conversions; calculate cost per conversion and the budget. While tracking your engagement and its rate, twitter’s ad platform takes into account re-tweets, favourites and clicks on the image. To better analyse the success of your ad, the best way is to pay attention to the 48 hours after launch. This gives you an idea to better optimise it and then let it run.
The targeting can be edited even after the campaign launch. With a number of options like impressions, tweet engagement and spend etc, choose as per your priority and purpose. If there is a certain keyword or handle which is performing extremely well then you can add a few more to the list which are similar to it. So, how do you know really decide to keep the ad running or stop it? Everything comes down to your objective behind the ad. If some ads go over budget and your motive was to optimise the cost, cut the ads to one or two days. Once that is done, you can keep moving ahead.
Now that you have a fair idea about advertising on twitter, start now. As you start coming up with campaigns, you will learn a lot. Every campaign will teach you something new. There is nothing to be sad if the campaign doesn’t turn the way you wanted it to. Keep applying new tricks, techniques and experiments to take your business to new heights.