Track, measure, and adjust
As with any marketing campaign, it's important that you track, measure, and adjust based on results achieved.
With so much competition during the holidays, it's essential that you continuously test different aspects of your campaign (such as copywriting, visuals, offer types, etc.) in order to find what works best for your business and audience.
For your Twitter campaigns, use Twitter Analytics to track key metrics like web traffic, conversions, engagement, etc., so that you can make necessary adjustments along the way.
By tracking results and making changes accordingly, you'll be able optimize your campaign for maximum ROI.