Optimize your campaign
Follow these quick tips to develop more sophisticated Twitter Ads aimed at increasing web traffic and conversions.
Testing is the critical key to success. A good plan is to experiment with several campaigns for each marketing initiative, so you can learn more about which targeting and creative types perform best.
Use the best practices in this guide to optimize and manage your campaigns, and to see real return on investment.
Enhance your Website Cards
Explain the process
If you’re trying to reach new customers, don’t assume they already know how your product or service works. A quick 1, 2, 3 diagram or concise sentence communicates your value proposition at a glance.
Match the call-to-action to the outcome you want
Be specific to give users as much context as possible. Try a call-to-action of Read more for a Card that links to a blog post or case study, or Register now if your goal is sign-ups.
Ask a question
When you ask a question in a Tweet, it helps people feel like they’re part of a conversation and it can compel them to click through. When the copy in a Website Card includes a “?”, it gets 25% more clicks.
Experiment to refine your approach
Try different copy, images, headlines, and calls-to-action to see what works best for you.
Fine-tune your targeting
Twitter Ads offers diverse targeting options, meaning you can reach the market segments that matter to you. We advise running multiple campaigns at once to optimize your Twitter Ads performance.
While it’s always smart to target by location and device, we advise using only one type of audience targeting with each campaign. In other words, choose whether to target by keyword, interest, followers, behavior, and so on. This makes it much easier to track what works and optimize accordingly.
Include 10-25 @usernames per campaign to ensure that you’re reaching a large enough audience.
Tailored Audiences targeting
Work with one of our Twitter Official Partners to help you identify the right audiences to target. For example, if you have an email list, one of our partners can help you re-target them on Twitter.
Refine your bidding strategy
"Automatic Bid" is the default in the Choose pricing part of the Budget section on your campaign dashboard. When you take this option, our system automatically optimizes your bid while keeping you on budget.
Most small or medium-sized businesses find Automatic Bid suits them best, as it’s quick and cost-efficient. And, of course, they only pay for link clicks by users.
Pro tips on bidding types
If you would like more flexibility and control, try one of our other bidding options:
- Targeted bidding, which can result in more link clicks. It may cost you more, but the price will remain within 20% of your target cost-per-click.
- Maximum bidding, which allows you to reach more of the audience you’ve defined in the targeting, by winning more impressions. You still pay only a penny more then the next bidder, but the advantage here is maximum exposure.
Try this option if you’re comfortable with continuous testing around bids and have the budget to test. You won’t pay more than the maximum you set and you may pay less.
Drive performance with conversion tracking
Make sure to set up a website tag before you launch any campaign, and double-check the tag is verified before going ahead. You can see this status at the top of your campaign dashboard.
Use a key conversion tag
You can set up multiple tags, but you must specify a key conversion when you select “Website conversions” as your campaign’s optimization preference.
The key conversion tells us which tag corresponds to the site action is most important to you. We will deliver your ads to people that are the most likely to take the action specified by your key conversion tag.
For example, a retailer with tags for jeans, shirts, and shorts might specify the jeans tag as the key conversion event for a jeans promo campaign. Learn more about conversion tracking for web.
When you use website tags, you can choose whether to optimize campaigns for link clicks or website conversions.
By choosing the latter, you maximize traffic involving high-value Twitter users who are especially likely to convert on your website.
Visit our detailed Twitter Ads Q&A to learn more.
Pro tips on Twitter Ads optimization
We advise running always-on campaigns as they require less hands-on management, but it’s important to refresh them continually. Always-on delivers results. One study of 25 campaigns* by Twitter and Datalogix found that campaigns run for more than 90 days delivered a return on ad spend twice as high as that of campaigns run for fewer than 30 days.
*Datalogix analysis of 25 CPG campaigns on Twitter 12/2012-1/2014
- Pause campaigns that are under-performing.
- Remove follower groups, keywords, and Tweets that are not performing well and replace them with fresh alternatives.
- Modify bids for campaigns that are doing well and merit a higher spend or that are close to but not quite achieving as they should.
- Analyze your device-specific conversion data and adjust your bids accordingly.