Have you considered advertising your business on social media? I’ve already written about Boosting Facebook posts, so I decided to explore the possibilities on Twitter. The above brief Twitter video describes their ad campaigns.
Twitter offers a number of programs to push your tweets to the top of search results. How naïve to think I’d just show up organically when I searched “social media writer.” Ha!
Finally, me! In “other people” my Gravatar showed up first. Two minutes later, in another search, my image was second, darn.
So, I decided to create a Promoted Tweet campaign to see if it would improve my ranking in Twitter searches and to tap into a whole new audience with an interest in my topic who might click through to my site.
Impressions, Engagements and Click-throughs
To clarify, there are two components of Promoted Tweets. The first is Search, i.e., Twitter members searching for your keywords, finding your ad and clicking through to your site. The more you spend the higher you will rank in search.
The other component is Impressions. Based on your keywords and audience filters, Twitter’s algorithms deliver your tweets to members whom they have targeted as most likely to read and click on your tweet. You don’t pay for Impressions.
Clicks on the ads are called Engagements. All clicks on the ad are counted (e.g. retweets, replies, favorites, follows), but you’re only billed for Click-throughs to your site.
How I Developed My Campaign
After typing in https://ads.twitter.com you are taken to a page that requests your credit card information. Then you need to choose the type of campaign. I finally figured out to click on the drop down menu under All Campaigns. Then you choose the type of campaign. I wasn’t quite sure, so clicked on Help Me Choose and decided on Website Clicks or Conversions. I’d like to generate more traffic.
Twitter ads are very much like Google AdWords. You’re participating in an auction and the highest bidder ranks higher in a search. Your Twitter ad (tweet) won’t show up in a search if you haven’t allocated enough money to compete.
I initially decided to opt for a Twitter Card, which is simply a tweet with an image that research shows gets more clicks. But I needed to insert code on my website and I decided to start small to see the results with a simple tweet. I’ll cover Twitter Cards in another blog post.
Next, you’re asked to name your campaign, which I did – Blog Writing. If you’re selling a product or service from your site, you’ll want to set up “conversion tracking.” Twitter provides a piece of code to insert on your site. That enables you to track your ROI based on click-throughs and purchases.
I don’t sell directly from my site. My goal was to get more traffic. Someone can’t come to my site and buy a blog post or other piece of writing. My work is customized. But hopefully the more eyeballs I attract the greater the chance of someone contacting me.
My First Tweets
You have the option of writing a new Tweet or to use an existing tweet from your stream that includes your URL but no image. I chose the filters of English speaking, keywords (blog, blogging, social media, blog post, business writing) any gender, and all platforms. Twitter informed me that other bidders for these key words were spending in the daily range of $1.68 to $10.00 and suggested that set my bid at $3.08. I decided to set my per-click bid at $5, right in the middle of the low and high-end bidders. I set my total budget at $50.
I wrote three new tweets (recommended) that Twitter would rotate as it added Impressions – i.e., delivering the ads to members. These are the tweets:
- Need a blog writer? Visit me to read my portfolio of posts. I also write weekly posts for clients. writespeaksell.com
- Do you need help in getting our blog up and running? Visit me at writespeaksell.com
- Visit me at writespeaksell.com for a portfolio of my blog posts. Business writer and blogger.
What I Learned
The campaign had been running for about 2-1/2 days when I checked my Campaign Overview a few hours prior to publishing this post. I still have money left in my budget because my cost per click was only $1.22, which I interpret to mean that I didn’t have much competition for my key words. To summarize:
- Total impressions: 23,566
- Total spend of $35.38 out of my budget of $50.00.
- 29 people clicked on the link to my site for a cost of $1.22 per link click and a click rate of 0.12%.
- My tweet “Need a blog writer?” drew the most clicks, but of importance, the most visits to my site — 19. I felt this was my most sales-y tweet which indicates to me that you can include a sales pitch that isn’t a turnoff. Also asking a question might have piqued interest.
- It was obvious throughout the Campaign as I searched my key words that Twitter Cards are the way to go. Twitter Cards are essentially Promoted Tweets with images. They always showed at the top of my searches.
Am I glad I ran the campaign? Yes. It was a worthwhile experiment. Pay-per-click advertising — like direct response advertising — gives you an exact read on how effective your advertising is. I was pleased that 29 people clicked through to my site.
But I don’t think Twitter ads are as effective for a service as they are for a product. If you sell cameras — the example used in the Twitter video — there is the good possibility the visitor may buy your product. You can accurately track your ROI.
Have you used Twitter ads? Were they successful? If you haven’t, are you considering using them for your product or service?