17 Ways to Optimize Your Twitter Ad for Increased ROI
A Twitter advertising campaign can be the perfect complement to your organic marketing campaign to get the most out of Twitter for your freelance business.
Twitter ads are feed-friendly and naturally integrated into the feeds of relevant followers. This is why they are so effective at raising awareness for your brand in a non-obtrusive kind of way. According to Twitter, 41% of users purchase a product after exposure to an ad within 30 days. That being said, the most effective Twitter ads are positive or intriguing messages rather than straight-up sales pitches.
Like all online advertising platforms, you need to optimize your ads to get the most out of them. Failure to do so will see the campaign bleed money.
Following are 17 ways to optimize your Twitter ads for maximum ROI:
Define your customer avatar.
If there is one thing that is going to determine success more than any other factor, it is the ability to understand and define your ideal customer. Understanding your buyer persona and what motivates them is a critically important element of a successful advertising campaign. This knowledge provides the insights you need to truly connect with your customer avatar in a way that leads to excellent engagement and conversion rates from your target audience.
There are many powerful targeting strategies that you can use to build a more focused audience for your Twitter ads. These include demographics targeting, keyword targeting, Twitter remarketing, device targeting, and partner and lookalike audiences.
Speak the language of your target market.
If your target market are millennials, clearly, your language will be different than if you were speaking to baby boomers. By understanding your audience segments and buyer personas, you can tailor your content messaging to appeal to their stage in their life, needs, and values of each audience segment. If you use terms that your potential customers do not understand or resonate with, it can cause them to not identify with your ad copy and click on a competitor’s ad instead of yours.
It is recommended that you avoid industry jargon in your ads unless you are writing for consumers in the latter stages of the buyer’s funnel.
Target people based on what they’re saying:
You can target people based on what they are tweeting or complaining about. For example, if you’re a nutritionist, you can choose to target people who use words such as “need to lose weight” in their tweets. In this situation, you can offer the user a free eBook that provides actionable and valuable tips on how to lose weight in exchange for their email address.
Getting someone’s email would be more effective than trying to close a sale right off the bat. It’s the best way to start building relationships with potential customers.
Keep it short and sweet.
Even though Twitter has a 280-character limit, it doesn’t mean you should use all of those characters. According to data from Buddy Media, Tweets with 100 characters get 17% higher engagement rates than longer Tweets. People want to digest the content and messages fast. Furthermore, don’t confuse your audience by including more than one key message per one Twitter ad.
Set up remarketing campaigns.
Nurture your leads by setting up a Twitter remarketing audience and promoting your branded content to past website visitors. One particularly powerful benefit about remarketing is that you can target all visitors, including people who have arrived at your site through your social media and SEO campaigns, not only those who came to your site through Twitter.
Be clear and specific in your tweets.
Be as specific as you can in tying together your ad, keyword and landing page together. Every click is costing you money, so there is no room to be unclear or speculative in what you are offering. For example, if you’re promoting discounts, you’ll get better results if your tweets are in % and not in monetary figures. For example, it is more effective to write “phones with 50% discount” than to advertise “discount of $50 off your phone”.
Keep your tweets fresh.
Twitter wants to show fresh content to its users, and uses a recency metric to check the freshness of the tweet. The fresher your tweet, the more impressions you’re going to get. On the other hand, the older your tweets, the less impressions your promoted tweet is going to get.
Use an eye-catching and relevant Twitter card.
Twitter cards are a great way to create a more powerful ad by adding rich media, context, and call to actions on your tweets. 280 characters can only go so far. Your best chance of grabbing the attention and increasing engagement with your tweets is with a relevant and eye-catching image or video that helps users visualize your product and service. In addition, images take up a lot of real estate than a tweet with just text, so you gain all that valuable attention from a user.
Consider the following stats about images shared by Jeff Bullas:
Articles with images get 94% more total views
Including a Photo and a video in a press release increases views by over 45%
60% of consumers are more likely to consider or contact a business when an image shows up in local search results
In an ecommerce site, 67% of consumers say the quality of a product image is “very important” in selecting and purchasing a product
In an online store, customers think that the quality of a products image is more important than product-specific information (63%), a long description (54%) and ratings and reviews (53%)
Engagement rate on Facebook for photos averages 0.37% where text only is 0.27% (this translates to a 37% higher level of engagement for photos over text)
Create engaging videos ads.
Video is becoming a key component on every social network, and 51% of marketers say that video content produces the best ROI. Twitter makes it easier for advertisers to create videos and track the results. You can use Twitter’s native video feature or upload your own. Creating relevant videos that add context to your tweets is a great way to grab the attention of potential customers and get them to engage with your brand.
Use Audience Insights to understand your audience.
Audience Insights make it easier for you to gather all of the information about the people that interact with your brand on Twitter so that you can better reach and engage with them with relevant content. This is an invaluable tool that you can use to get to know your audience and create relevant ads that speak directly to them and their needs.
Aim to generate leads rather than sell.
When advertising on Twitter to people that have never heard of you before, start the process with a soft sell by promoting high-quality content, instead of trying to sell right off the bat. Use your Twitter ad to promote your lead magnet and get new leads to your sales funnel by asking for people’s email addresses in exchange.
Don’t use more than 40-60 characters in your tweets.
Short and punchy tweets with a maximum of 60 characters perform better than longer tweets. Even though you’re able to up to 280 characters in your tweets, testing has shown that you’ll get better results using much shorter tweets.
Promote tweets that are already doing well.
Twitter rewards advertisers who create very engaging ads with lower advertising costs. In fact, Larry Kim of Wordstream found that for every 1 point increase in the engagement rates of your Ads, you see a 5% decrease in cost per engagement. If you can get very engagement rates of 15% or higher on your ads, cost per engagement can be in the pennies.
So, the higher your engagement rate, the less you’ll pay for your ad. This is why it would be a good idea to promote tweets that have received a lot of engagement organically. However, because of the recency algorithm, you may want to create close variations of the best performing tweets.
Use a clear and compelling call to action.
It is extremely important to include a compelling and intriguing call to action within your ad. A call to action directs the user on what you want them to do when they read your tweet. Tell your followers exactly what you want them to do in your Tweet. For example, if they are going to get a coupon or download a free report, say so.
Note that the user must clearly see the benefit of doing that call-to-action. In fact, you could have a call to action that is also a benefit. Not having a call to action doesn’t instruct the prospect on what to do after they read your tweet. It would be a mistake to assume that each customer that reads your tweet will know what to do after they have read your tweet.
Get specific with your calls to action, and focus on the one key thing you want people to do. Strip away all distractions in your tweet (like hashtags) that might lead to engagement you don’t want to pay for.
Examples of calls-to-action:
Get, buy, purchase
Order, call, sign up, subscribe
Learn, try, see
Compare, check out, discover
Download, view, watch
Use urgency words in your tweets.
Urgency words are words that add scarcity and a sense of urgency in your tweets. The power of these words in generating instant action cannot be underestimated. Adding an element of scarcity and urgency in your ad can help boost its effectiveness. Conversion XL reports that this strategy helped an entrepreneur boost sales by 332%. You could do the same thing to skyrocket your Twitter ads’ CTR and conversion rate.
Tweets that use words such as ‘now’, ‘today’, ‘by (date)’, ‘a few hours’, ‘act fast ‘, ‘act now’,’ run out ‘,’ limited time ‘,’ while IN stock’ or ‘Only 2 left’, have a CPA (Cost per Action) 10% lower and a LCR (Lead Conversion Rate) 10% higher.
Using a generic call-to-action will not get you the results you’re looking for. You could have a call-to-action that is also a benefit.
“Sign up for our Newsletter Today” is a generic call to action that does not add any benefit for the searcher. Why should they sign up for your newsletter? What’s in it for them?
“Receive your secrets today” is a powerful call to action that is showcasing a benefit to the user. However, this is overused and not so effective anymore.
“Start learning” or “Signup to get exclusive deals right to your inbox” is a powerful call to action that tells consumers they are going to receive powerful tips (free powerful information). As long as you are targeting the right market, this should be a highly effective ad.
Note that the word “powerful” may be a little overused and could come off as corny to some people. You can use words like “Persuasive” or “Effective”. Use a thesaurus to find great alternatives.
A/B test different ad elements.
Setup a Twitter A/B testing campaign where you experiment with different ad visuals/audiences/copy to constantly improve your results. A study by UsabilityTools showed that highly contrasting call-to-actions had a 75% higher click-through rate compared to low-contrast CTAs. The same rule applies to your ad images.
One of the most powerful benefits of online advertising is the fact that they are highly measurable in that they let you know if your campaigns are profitable or not. Twitter provides a conversion pixel that allows you to track conversions on your website from your ad campaign. The pixel monitors how users who click through from your Twitter ad are engaging with your site. Twitter allows you to track conversions in 2 ways. You can either use a universal web tag or a single event tag.
With a universal tag, you can track all types of conversions with a single tag. On the other hand, with a single event tag, you’ll need to include it on every single conversion you wish to track. If you wish to be more granular in your tracking, go ahead and use a single event website tag. This allows you to track each type of conversion (signups, page views, purchases, downloads) separately.
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