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Twitter boasts 320 million active users. With one billion unique visitors finding their way to websites with embedded tweets every month, it’s easy to see that paid promotions drive traffic, but how do you make sure that your ad campaign is seen by people scrolling through the millions of tweets being sent every day?
The truth is, capturing the highest return on investment with Twitter Ads isn’t so much about getting noticed as it is about fishing with the right tools in the right pond. You may want to cast a wide net in hopes of catching a handful of fish, but if you want to attract the attention of a marlin, you’ll have to invest in a more focused approach.
The good news is, Twitter has a full portfolio of tools to help you create an advertising campaign that works equally well whether you want to go fishing in the local pond or the enormous ocean.
Here’s what you need to know to maximize ROI on your Twitter Ads.

Paint a Broad Picture First

Twitter advertising isn’t something to approach in isolation. While setting ad campaign goals is essential to planning a successful campaign, keep in mind that paid Twitter promotions should work in tandem with other social media marketing strategies. In the same way that your website is part of your overall brand-building strategy, Twitter Ads should support other social media marketing efforts.
Twitter Ads can help you promote special pricing or seasonal sales, as well as drive event registration for lead generation. Once you’ve identified the ways that Twitter can support your total social media scheme, you’ll want to define your ad objectivesessentially what you hope to gain from your investment. Possible choices include:

  • App installs
  • Follower numbers
  • Leads
  • Video views
  • Website clicks
  • Conversions
  • Tweet engagements

You don’t have to set only one goal, but remember that predefined goals will help you measure ad performance.

Testing and Re-testing Your Tweets

Once you’re clear on what you hope to achieve, it’s time to find out what content resonates with your audience demographics. Tweet engagement directly impacts your Twitter Ad Score, so you need to make sure that your ads are relevant to your target audience groups. Aim for a healthy balance of content types so that viewers get a blend of industry, personal, and business information. One way to find out what your followers think about your videos and ads is to ask them to rate your content. Another way is to tweak individual components of your tweets .
Here’s how to do a simple A/B test:

  • Create two different Tweets that are essentially the same, but have one key element that is different
  • Send out the two versions at the same time (and preferably to a similar audience) over subsequent days or weeks, without changing your frequency schedule
  • Review analytics to determine engagement numbers
  • Repeat with different element changes

There are a variety of things you can test on Twitter to check content performance, including message quality, media, timing and frequency, and content formatting.
Testing gives you valuable insight to adjust your messaging in order to capture the highest ROI. Find out if your audience prefers stats, quotes or questions. Do they respond more frequently to Tweets sent at midnight or early in the morning before work? When and where do they share your messages?
Testing content for free on the Twitter platform is one of the most beneficial advantages over traditional advertising options. Don’t be afraid to shift gears if something isn’t working. Put your money into those elements that are driving the highest engagement, producing the most shares and clicks, and earning the most loyal followers. Business owners should be Tweeting every day, as well as testing and modifying content in response to traffic and engagement patterns.

Take Advantage of Target Definition Tools

You need an intentional, target-specific approach to land the big game. Twitter Ad campaigns allow you to hone in on a specific customer persona, so create lists built on certain characteristics like gender, geographic location, language, hobbies, devices, and industry. You can even upload your business email list and narrow down the recipients based on certain key characteristics within that list to ensure that you are sending the most relevant messages to key groups.
Narrow targeting is especially useful if you’re interested in reaching people based on their social circles and networks. You can send your message to your existing fan base or reach out to people outside your sphere of influence who are interested in products or services you offer.

Budgeting for Performance

Working out the advertising budget is normally the first step to planning a new campaign, but for first time Twitter users it pays to understand your goals and objectives, the type of ads available on the platform, and your audience before you establish financial boundaries. You may want to invest in Promoted Trends (these ads are often the most talked about on social sites) or Promoted Tweets to connect with your audience. Maybe your research shows Native Video or a Promoted Account will draw the most interest. Promoted Tweets are typically the least expensive and easiest option for small business owners. The choice is yours based on your financial constraints and advertising goals. Keep in mind that sometimes a combination of ad formats generates higher ROI.
Once you’ve settled on your objective, choose the targeting options that you decided on in advance. Twitter will provide you with an estimated audience size if you want to adjust your targeting to reach more people.

Maximize ROI with Twitter Ad Campaigns

In the same way that you build a website furnished with high-quality graphics and content to engage customers, you can build a Twitter Ad campaign that informs and excites followers.
Here are the key takeaways for maximizing ROI:

  1. Understand your target groups
  2. Learn everything you can about Twitter AdScoring
  3. Test campaigns regularly to measure results
  4. Once you find a formula that works for organic search, stick with it. Content will be fresh to organic searchers.
  5. Use back-office analytics to measure performance and manage cost per mille, cost per post or cost per click

There is a lot to learn, but if you master the five steps above, you’ll be well on your way to maximizing ROI on your Twitter Ads. If you’re getting ready to launch your first Twitter Ad campaign, you’ll need a reliable, cost-effective web hosting service to ensure that you have 100% confidence in directing people to your business website for more information. Contact a Bluehost.com representative who can help you choose a best-fit package for your organization that suits your goals and your budget.

  • Devin Sears

    Devin is a Senior Event Marketing Manager for the Bluehost brand. He is our brand steward for all things Bluehost and WordPress. You'll always see him supporting Bluehost at WordCamps around the world!

    Education
    Brigham Young University
    Previous Experience
    Social Media, Customer Experience, Field Marketing, Sponsorships, Event Coordinator
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