There are 316 million active users on Twitter, and 72 million of those users reside here in the United States. These numbers are only growing which makes Twitter one of the most important social media advertising platforms for marketing professionals.
It seems like every quarter, Twitter’s ad platform is evolving and creating new features. Here are just a few short cuts and tips to optimize your paid Twitter campaigns:
Tip: Hashtags and @handles
These are staples of Twitter interaction… organic interaction. Before (implemented May 2015), every time you put a hashtag or reference a handle, you are paying every time a user clicks on a hashtag or profile. To avoid paying for these extra clicks, it’s been a best practice to target hashtags and @handles on in your campaign and strip out those elements in the tweet copy associated with the ad. Now, the only time this still holds true is if you are utilizing the Tweet Engagements objective. If you are utilizing any other objective campaign, your account will not get charged for this type of engagement. Even so, in terms of the user experience, in my experience, stripping out unnecessary distractions will help optimize the performance of your campaigns.
Tip: Tailored Audiences and Website Tags
Utilizing website tags and tailored audiences is highly valuable to any marketer. By creating various website tags, you can create campaigns around thought leadership and demand generation assets.
Running are made super easy through targeting Twitter usernames. You can also utilize email addresses, mobile phone numbers, Twitter user IDs or Mobile advertising IDs.
Create these in a CSV or text file and upload. Note: it’s going to take about 24 hours for Twitter to review the list and it appear as a list in your advertising back end.
Tip: Mobile vs. Desktop Landing Pages
80% of Twitter users are accessing the platform via a mobile device. That means that they are also interacting with your ad on their mobile device. So it is paramount that your user experience after they leave the platform is mobile friendly. If your web development team doesn’t have the bandwidth to implement an entirely mobile friendly website, then you can create separate landing page for your mobile experience.
As you can see from Pizza Hut’s example, what a website looks like on mobile is a completely different experience than a standard website.
In order to really see how your users are interacting with your ad and site, create two campaigns and utilize device targeting: mobile & desktop. Then you will start to get the clarity needed to start optimizing your landing pages by device.
Short Cuts: Creatives Tab
Adding Tweets and Twitter Cards to Multiple Campaigns
Often, you will have multiple campaigns happening at once to support a specific asset or campaign goal. Within the Creatives Tab, there is a way to update all relevant campaigns with new copy and Twitter Cards at the same time.
Finding Valuable Information Quickly
Located within Tweets subtab, you can see how each tweet and Twitter Card performed even if they are utilized in multiple campaigns. This particularly helpful if you want to see how messaging and images perform when across multiple campaigns.
Hope this overview of quick Twitter Ads can help you manage your campaign easily. If you have any additional insights, we would love to chat with you in our comments below!