With more than one billion unique visits to Twitter each month, this social media platform can benefit your business. Using paid promotions on Twitter can drive traffic to your website and generate leads.
If you’re currently using Twitter ads or would like to, you might wonder how to make sure you’re optimizing your campaigns for the best return on investment (ROI).
In this article, we look at how to advertise on Twitter to maximize ROI.
Test Your Tweets
To help you maximize ROI, it pays to know what content your audience wants to see.
As you look at your analytics, look at the tweets that get the most engagement. The best tweets are those that are meaningful to your audience and provide something of value to your target group.
You can test your tweets by creating two that are the same except for one element. Send them out and then review your analytics to determine your engagement numbers.
Test things like the message, the time of day, frequency, images versus videos and text. Modify as needed.
You’ll then know where to concentrate your ad dollars. Pick the tweets and ads that work the best and put your dollars there to get the most retweets and clicks to your site.
One of the great things about Twitter ads is they allow to you define your audience and target your ads.
You can fine tune your ads to concentrate on the following demographics:
- Geographic location and language
- Hobbies and Interests
- Who users follow
- Behavior such as shopping and spending patterns
- People on your email list and much more
By narrowing your targeting options, you focus on the right people at the right time, thus increasing your ROI.
To further increase your Twitter ROI, you want to hone in on the right keywords in your ads.
Twitter keyword targeting is a precise way to find your target audience.
For example, you can target people who’ve used a hashtag or shown interest in a specific word.
When you use keyword targeting, you can connect with users based on words and phrases they’ve recently tweeted or searched for on Twitter.
Target Tweet Engagers
Another great way to maximize your ROI is to target tweet engagers.
This form of targeting allows you to remarket to people who saw or engaged with your tweet.
As an advertiser, you can reach people who were either previously exposed to or engaged with your business. Engager targeting helps you follow up with people who’ve already seen your message.
You can target users within minutes of their first exposure or engagement and continue to remarket to them for up to 90 days after engagements and 30 days after their first exposure.
Revise Your Bidding Strategy
Twitter ads default to automatic bidding. For most small and medium sized businesses, the Automatic Bid works well, plus it’s cost effective.
But, if you’d like to further your bidding strategy to test your results, try one of these tips:
- Use targeted bidding to get more link clicks. You may spend more, but your price will remain within 20% of your targeted cost-per-click.
- Use maximum bidding to reach more of the audience you defined by targeting. This bidding helps you get more impressions. You only pay a penny more than the next bidder, but you’ll enjoy maximum exposure.
Set Up Conversion Tracking
Before you launch any Twitter campaign, you want to set up a website tag and make sure it’s verified before moving forward.
It’s a good idea to use a key conversion tag for each campaign so you can get the right data to measure your ROI. This conversion tag is the goal for the specific campaign.
You also want to choose to optimize your campaign for website conversions to maximize traffic to your website. This helps you get more Twitter users to your site who are likely to convert.
When it comes to advertising on Twitter, you want to make sure you understand and know your target audience.
You also want to test your campaigns and measure your results. Ditch the ones that don’t produce and continue to test and modify the ones that do.
Once you find the perfect formula, don’t stop there. Social media users change over time as do their needs. Continue to monitor your analytics and revise when necessary.
Now that you know how to advertise on Twitter to maximize ROI, it’s time to get started.
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