How to Improve Conversions with Twitter Ads
Want to improve your conversion rate with Twitter ads? Paying for ads on Twitter can be an effective way to reach new customers, but it’s important to avoid wasting money if you don’t have a solid plan in place from the start. Before you start running campaigns, follow these nine steps to improve conversions with Twitter ads.
Know Your Audience
When you’re running Twitter ads, you must know who your audience is and what their interests are. With other social media platforms like Facebook and Instagram, you have an opportunity to target users by interest—but with Twitter, you need more specific targeting. When running a Twitter ad campaign, I recommend focusing on one or two interests within your target audience. If you want to increase conversions with Twitter ads, include relevant hashtags as well. You can do so by pulling data from tools like Hashtagify or Keyhole—just make sure they’re related (i.e., #marketing tips won’t resonate as much with those searching for #business) to prevent any confusion.
Start a Twitter Account
There are several ways you can get a Twitter account set up, but we recommend downloading their app and creating an account that way. Then, download Tweet Deck onto your computer; it’s a tool for managing multiple Twitter accounts. Once you’ve created an account and downloaded software, it’s time to start interacting on Twitter. When you post content on your Twitter page, tag others in your industry or who have larger followings than you do. They will likely share your content if they agree with what you are saying or if they like how it's written—making your original tweet even more effective at gaining conversions.
Setting Up Conversion Tracking in Google Analytics
It’s time. You’ve spent a good chunk of change on Twitter ads, but you want more. To make sure your ad dollars are going as far as they can, you need to install conversion tracking in Google Analytics (GA). Conversion tracking is a system that lets you see how many users sign up for your email list or download an e-book after clicking on one of your promoted tweets. It may sound intimidating at first, but it’s not nearly as tricky as it seems. In fact, I’ll show you how easy it is in just a few steps using GA and Twitter's handy developer toolkit. All you need is access to those two places and five minutes of free time. Easy enough? Let's go!
Targeting Part One - Audience Segmentation
Before targeting an audience, you must first know your audience. For example, let’s say that you sell protein powder online. Is your target market male or female? How old are they? Where do they live? You need to know the answers to these questions before creating a Twitter ad because each of these attributes will help you decide which ad features work best for your product and customer base.
Targeting Part Two - Interests, Topics, and Demographics
While interests and topics can change over time, demographics usually don’t. If your product appeals mostly to high school or college students, you don’t want to put a huge amount of money into targeting people who are sixty-five years old. Remember: people who are likely interested in your business are typically interested in other things—and vice versa. Make sure you select specific interests and demographics when running ad campaigns for leads and customers.
Bid Optimization
The best thing you can do for your paid advertising campaigns is ensure that you’re bidding competitively. You want to make sure that you’re paying attention not only to CTR and other engagement metrics but also costs and conversions. If your clickthrough rate is higher than average but costs are high as well, it might be time to reevaluate your bids or move on from a particular campaign altogether. Bid optimization takes some of these factors into account, helping you keep spending where it makes sense and get more value out of every lead generated by your marketing campaign.
A/B Testing Tweets
If you’re running a Twitter ad campaign, there are three things you need to do when deciding which tweets work best for your audience: always include an image, test different call-to-action (CTA) words, and use copy that can be read in a second or less. You also want your CTA word to mirror your business goals; if you’re trying to make a sale, then use something like Buy Now as to your CTA.
Promoted Video vs. Promoted Tweet
If you’re running an ad campaign on Twitter, then you have a choice of two basic types of ads—promoted tweets and promoted videos. Both are similar in that they appear in users’ feeds, but there are some notable differences. First, video ads have twice as much playtime compared to video ads. Second, promoted tweets are limited to 140 characters, while a promoted video can range from 2 seconds up to one minute (or longer). Finally, promoted tweets don’t autoplay on mobile devices (while a promoted video will). The take-away? Video is increasingly important on social media platforms—including Twitter—so be sure you experiment with both types of campaigns and choose which works best for your business.
Are Twitter ads worth it?
There’s no doubt that Twitter is a tremendously popular social network, and it has over 300 million active users. This means there are lots of people on Twitter looking for information, and even more who want recommendations from those people. The issue is that in many cases, it’s not clear how to go about using Twitter ads to convert all of these users into leads. That’s why you need help! Here are a few things you can do if you want your campaign to be successful: First, spend some time getting yourself familiar with how Twitter ads work.
Twitter ads - Audience Targeting - How do set it up?
First, choose your objective. If you’re like most businesses, your main objective will be acquiring new followers. You can also target people who have engaged with your brand or who have interacted with your tweets recently. Then it’s time to set up your targeting criteria.
Are Twitter ads more sensitive to taps?
Although images are often used in tweets, and so might be expected to receive more taps than text-only tweets, a team of researchers at HRL Laboratories in Malibu found that they were actually more likely to garner clicks than ads containing text. The explanation is not a simple one. I think it has something to do with how your brain recognizes what it’s looking at, says Dr. Donald Behrens, chief technologist for HRL. When you have an image like a photo or video, that triggers a stronger response in your brain because you recognize objects or events. So your reaction time is quicker when you see those things.
What is the license required to run Cryptocurrency ads on Twitter?
First, you’ll need to apply for a license through Google by submitting a request in their AdWords help center. That license will only be applicable in some countries (e.g., Canada, France, Germany, and Japan), but even if you’re licensed it doesn’t necessarily mean your ads will run. To fully understand that process and what's required from advertisers check out Google's policy guidelines. Once approved, here are six tips for improving conversion.
