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Why aren't my ads receiving impressions?

Overview

For common reasons why your campaigns might not be receiving impressions read below.

  • Have you added a credit card to your account?
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    If you have created and launched a campaign with no valid credit card on file, your campaign will not serve to your targeted audience. Credit cards are required to start your campaign.

    To learn how to add a credit card to your account or about available payment options, please refer here.


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  • You’ve reached your credit limit
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    When the credit limit for your account is reached, all campaigns will be halted. To view your credit limit, click on the account name on the top right and then click “Billing History” from the drop down menu. Additional information on credit limits is available here.

    Note: Credit limit will increase with successful credit card charges and increased spend on the account. If interested, you can request a manual increase to your credit limit by contacting Twitter, either by sending a Direct Message @TwitterAdsHelp or submitting a ticket at ads.twitter.com/help


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  • Ads Account or Tweet is under review
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    All Tweets and accounts go under review to ensure they meet specific advertising requirements for the Twitter Ads platform.

    Advertisers on Twitter are responsible for their Twitter Ads. This means following all applicable laws and regulations, creating honest ads, and advertising safely and respectfully. This article describes our advertising policies. Our policies require you to follow the law, but they are not legal advice.

    If you are an advertiser and your account or Tweets are under review and you would like to check on the status or request an expedited review, please contact Twitter Ads Support


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  • Audience size too small
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    If you have uploaded a Tailored Audience list that has an audience size that is deemed “too small” your campaign will not run.

    In the case that the matched audience is below the minimum tailored audience size of 500 active Twitter users, make sure that the original upload size is several times larger. It often takes thousands of entries just to match 500 users.


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  • Bid is too low
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    If your campaign is experiencing no impressions, or a very low volume, it could be due your bid being too low. Bidding higher helps your ad display more often. We recommend advertisers select “Automatic” bidding, which will optimize your bid to get the best results at the lowest price (within your budget).

    Additionally, for advertisers that prefer manual bids, we recommend starting with the recommend bid which is displayed above where you can manually enter your bid.

    To learn more about the Twitter Ads auction system, please see here. 


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  • Narrow targeting
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    Another reason your campaign may not receive impressions is due to too narrow targeting options. While highly sensitive targeting credentials can put your campaigns in front of a highly specific audience, that specificity limits the reach of your campaign.

    Examples include:

    • Location - Targeting specific regions with a small population
    • Gender – Targeting only one gender for multiple campaigns
    • Device – Targeting specific, older OS versions within iOS and Android or specific mobile carriers can limit targeted audience capabilities
    • Keywords – Highly specific keywords can drive higher engagement rates, but it also limits your campaign’s potential audience.
    • Followers - You can target specific @usernames that are relevant to the product, event or initiative you want to promote. However, the more usernames you add to the username targeting, the less likely users will be following all specific accounts.
    • Interests – Similar to keyword targeting, targeting niche interests can lead to increased engagement amongst specific users, but will limit the potential reach of your audience
    • Language – Targeting languages with a very limited audience

    Additional targeting issues that lead to a low number of impressions can include conflicting targeting types. For example, if you target French speakers in predominantly English speaking countries, you are likely to see a low volume of impressions due to the limited audience size. Additional conflicting targeting types include targeting the male gender but your promotional campaign is mainly popular with females.

    Be sure to utilize our campaign targeting options in a way that allows your campaign to serve to a sufficiently sized audience. 


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