Twitter is one of the most relevant social media channel to generate leads and reach out to prospect audience. It gives you an opportunity to brand your product to over 313 million active users. We already explained 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 few terms and process which you need to be familiar with before starting Twitter 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 ads campaign.
Date Range: It provides a detail view of hourly breakdown.
Tweet Engagement: Number of times user engaged with your ad.
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 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 by user interest, behavior, followers, keyword and location. Each targeting option help you identify relevant matrices that works for your online business.
Select 20 keywords and identify user engagement on each keyword. It will help you narrow down keywords which matters the most for your business. Optimize location in case broad region doesn’t yield target audience. Narrow down to specific area in order to zero down geo pattern.
Refine Your Bidding
Twitter provides “Automatic Bid” option which automatically optimizes your bid while keeping your budgets intact. Automatic bidding is cost efficient as you only pay for links clicked by users.
You can also use “Targeting Bid” option. It allows you to fix budget as per identified targeting matrices. Although it costs more but you can reach to 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 to the people effectively. Always aim for more than 1% engagement rates while defining benchmarks for your Twitter adverts. If you are achieving lower than 1%, revise your copy and ad creative.
Ad engagement easily help you identify which creative is performing better when the targeting is same for multiple ads. Quickly go to “Edit Campaign” in order edit copy or ad creative whenever required.
Use Conversion Tracking
Make sure you ad ‘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, PayUmoney 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 real time on their smartphones.
Twitter optimization is an ongoing process and the key to achieve maximum engagement is experimentation. Keep using Twitter targeting option to filter your ad campaign. Also read our blog on “How to optimize your Google adverts account”.