Twitter is one of the most relevant social media channels to generate leads and reach out to prospective audiences. It gives you an opportunity to brand your product to over 313 million active users. We already explained to you how to run twitter ads campaign and moving forward, let’s focus on optimization of Twitter Ads.
Optimization is critical for the success of your ad campaign. Optimizing twitter adverts help you control your Twitter Ads buck. Keep experimenting with several existing campaigns in order to understand targeting and creative types.
There are a few terms and processes which you need to be familiar with before starting twitter adverts optimization. Here’s what they include:
Impressions: It means the total number of times your ad has been shown.
Graph: Twitter Graph shows all the important statistics for your ad campaign.
Date Range: It provides a detailed view of the hourly breakdown.
Tweet Engagement: Number of times users engaged with your ad.
Twitter Cards: With this, you can add nice photos, videos, or any other media to your Tweets that can help you drive traffic to your website.
Conversions: Actions taken on your website by users. Action can be a sale or a lead.
Here are some of the best practices to help you optimize your Twitter advert campaigns in the best way:
Fine Tune Your Targeting
Targeting allows your online business to connect only with the intended users. We advise you to run multiple campaigns in order to optimize better. Use one type of targeting option with each campaign. You can target your campaign & create ads by user interest, behaviour, followers, keyword, and location. Each targeting option helps you identify relevant matrices that work for your online business.
Select 20 keywords and identify user engagement on each keyword. It will help you narrow down keywords that matter the most for your business & will help you get free twitter followers. Optimize location in case broad region doesn’t yield target audience. Narrow down to the specific areas in order to zero down geo patterns.
Refine Your Bidding & Twitter Advertising
Twitter adverts provide an “Automatic Bid” option that automatically optimizes your bid while keeping your budget intact. Automatic bidding is cost-efficient as you only pay for links clicked by users.
You can also use the “Targeting Bid” option. It allows you to fix the budget as per identified targeting matrices. Although it costs more you can reach the most intended user base. Try “Maximum Bid”, in case you want maximum exposure.
In the overview section, you can quickly analyze which Twitter campaign is reaching the people effectively. Always aim for more than 1% engagement rate while defining benchmarks for your Twitter ads. If you are achieving lower than 1%, revise your copy and ad creative.
Ad engagement easily helps you identify which creative is performing better when the targeting is the same for multiple ads. Quickly go to “Edit Campaign” in order to edit copy or ad creative whenever required.
Use Conversion Tracking
Make sure you add a ‘conversion tag’ on your website. Double-check it and specify a key conversion tag for each campaign. It will help you to capture data in the most relevant format. Website tags let you choose whether you want to optimize your Twitter Advert for link clicks or website conversions.
For example, PayU with tags for Payment Gateway might specify the payment tag as the key conversion tag for a “Free Payment Gateway” promo campaign.
Device and Platform Targeting
Make sure you test your Twitter ad campaign for mobile and tablets. Check engagement rates across various devices as it will help you to identify the best performing device for your ad campaign. Make your ads more relative for mobile as users nowadays are interacting in real-time on their smartphones.
Twitter optimization is an ongoing process and the key to achieving maximum engagement is experimentation. Keep using the Twitter targeting option to filter your ad campaign. Also, read our blog on “How to optimize your Google adverts account”.