When it comes to paid acquisition, improving return on investment (ROI) will always be a goal, no matter the network.
With its highly engaged audience of some 330 million monthly active users, Twitter can be the key to reaching your target audience. And because Twitter is where people go to keep up with the latest news and trends, it’s a great place for your brand to advertise around major and current events. Twitter is also a good place to reach niche communities.
Twitter is also proven to help drive purchases. 40% of Twitter users reported purchasing something after seeing it on Twitter.
But just being present on Twitter isn’t enough. There are many factors that can impact the success of your ads on the network. To help you out, here are 5 of our favorite tips to boost your Twitter ads ROI.
1. TAKE A LOOK AT YOUR TARGETING
Twitter has lots of different targeting options—ranging from location to gender to keywords and more—to help you reach just the right audience with your ads. To figure out which type of targeting works best for your brand, start by focusing on two or three targeting options based on your business and goals. You can create one ad set per target, which will let you track what type of targeting performs best, and optimize based on that information.
If you use keyword targeting, start with 50 or so keywords, and narrow down the list as you see what works best.
Another tactic to use when it comes to audiences is to target “Tailored Audiences”, which are created through an uploaded email list or using a remarketing tag to target people who have already been to your website. This enables you to target people more likely to be interested in what you have to offer, which in turn will improve your ROI.
2. ADJUST YOUR BID
Automatic bidding on Twitter should always be your starting point to establish an initial CPA, and understand how that aligns with your goals.
Depending on this benchmark, you can then try different types of bidding to improve your ROI. If you’re targeting more general keywords, or audiences that are higher up in the funnel, you won’t want to spend as much per click on them as more qualified audiences, or keywords that are specific to your industry. Automatic bidding doesn’t take this into account.
One option is Target cost, which gives Twitter some freedom to bid up or down depending on who is likely to engage with your ad, but leaves you more control than with automatic bidding. For even more control, use Maximum bid. This allows you to reach more of your target audience, giving you maximum exposure.
3. TRACK CONVERSIONS
You can set up a website tag (similar to a Facebook pixel), which lets you effectively track clicks or conversions on certain pages of your website. On Twitter, you can specify a key conversion, which corresponds to the action that matters most to you. Twitter will then deliver ads to the people most likely to take that action.
4. TRY VIDEO
The format of your online ads counts. Video statistically has overall better rates of engagement than other types of content on Twitter. And when it comes to ads, the Promoted Video format can be up to 20% more effective in driving sales than other formats.
You should also consider the content of your video ads: product-focused advertising on Twitter drives the highest short-term ROI. This means that video can be a compelling and effective way to show off to customers what you have to sell.
5. TEST & LEARN
Whether you’re using video or another ad format, it’s always a good idea to test different things and build off of what you learn. Try different copy, headlines, images, and calls-to-action. Tracking the success of each variable will give you the data you need to optimize and improve your ROI down the road.
In addition to these 5 tips, there are some other things you can also keep an eye on to make sure you’re getting the most out of your Twitter ad spend. Keep an eye on all of your campaigns and pause the ones that are underperforming. Replace underperforming follower groups and keywords and replace them with new ones. For campaigns that are performing well, increase the bid.
What makes Twitter ads better on Paragone?
When you run your Twitter ads on Paragone, we help you get even more out of that investment. We offer easy campaign creation, advanced reporting capabilities, powerful automation tools, and more.
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Kat is the Content Marketing Manager here at Paragone. She keeps her finger on the pulse to bring our readers the latest news about our platform’s solutions and online ad tech.