April 3, 2020 in Digital Marketing
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.
Twitter Cards
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.
Budgeting
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
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.
