It’s true that the marketing industry may be murky.

We’d all like to see success, but it’s not always clear if you should put your efforts into the tried-and-true e-mail marketing strategy, the king of return on investment, or the social media masses (Twitter, Facebook, and other social media networks).

There’s no end to the possibilities here. Every year has its own crop of marketing fads and the experts who will tell you that they are the key to finally moving your company to the next level.

You may relax knowing that I am not some sort of expert who will try to sell you on a new advertising strategy by using a ridiculously over the top sales pitch. In this article, I will take a closer look at one of the most well-known marketing strategies that has not only survived but evolved with the passage of time.

Of course, I’m talking about commercials that cost money.

Paying a third party with more of a public profile or wider reach to spread the word about your product or service is as old as advertising itself. But the fact that paid advertising has evolved to meet new challenges is a key reason for its continued success.

As a result of technological advancements, campaigns can now be organized and launched in record speed, and the data collected from them makes optimizing future initiatives a breeze.

The introduction of sponsored advertising into the realm of social media is one of the more recent changes that I wish to examine in this article.

Numerous people rely heavily on social media for their day-to-day interactions. Every month, hundreds of millions, if not billions, of people use social media platforms like Facebook, Twitter, LinkedIn, and others. Because of its massive user base, social media is an excellent venue for expanding your brand’s horizons.

While there are some elements that are universal across networks, optimizing a paid campaign for each one requires a different set of skills. The goal of this piece is to help you maximize the effectiveness of your Twitter advertising efforts.

Buying ads is a thing I’m familiar with, but I don’t see the point in using Twitter.

In other words, I can read your mind.

Twitter’s paid ads are fantastic and all, but is the platform truly optimal? Obviously, if you’re going to run a social media advertising campaign, you might as well put your money where your mouth is and advertise on Facebook.

The audience Facebook provides is clearly larger.

Yet, as common wisdom has it, size isn’t everything. Twitter may not be as large as Facebook, but it has some interesting features that make it a strong rival.

The usefulness of Twitter is what makes it truly valuable.

You can call me old-fashioned, but when it comes to funding a campaign, I’m more concerned with the numbers than anything else. Please tell me the total price and the expected return on investment. Thus, I shall keep tabs on:

rate of change

Conversion Cost

The Total Price

You may have noticed that I have left out a few fan favorites.

In my opinion, you shouldn’t be worried with click-through rate, impressions, or any of the other popular metrics because they don’t have any bearing on your revenue. Your major concern should always be the impact on the company’s bottom line, but they are still significant and will play an important role in optimizing your efforts.

And this is where Twitter really shines.

There were several reports on the efficacy of sponsored advertising across platforms published a few years ago. Optify’s lead generation metrics are provided below.

According to the data, Twitter is also the leader in the mobile industry. In 2015, for the first time, mobile browser usage exceeded desktop usage.

The rapid expansion of Facebook must have skewed these results and left Twitter in the dust, but that was a few years ago.

According to Yotpo’s research, Twitter still leads to more conversions and higher average order values.

However, despite Twitter’s smaller size and lower reach compared to Facebook’s, it has been able to gain ground in the most important metric: conversions.

To that end, the question becomes how to optimize your Twitter ads for maximum conversion and financial reward.

Choosing a Campaign Is the First Step

To what end are you using Twitter to promote your business?

As a matter of fact, you should start with that inquiry. Yes, it covers a lot of ground and is rather general. The campaign options shown by Twitter should be useful in narrowing down the best course of action.

The following is what you’ll see when you first log into the Ads dashboard.

We’ve broken down each campaign for you below.

Followers

Your expected number of Twitter followers will increase as a result of this campaign. The cost of the campaign is determined by the number of new followers you receive.

Whether or whether a tweet is included, the advertising will show in one of two styles. Others’ advertisements will read like this:

Also, their advertisements will look like this for those that do:

Although this is a fantastic choice for startups, it doesn’t make as much sense for well-established companies on Twitter. In case you’ve been around for a while, I’d advise you against paying for new followers and instead use one of the many other sensible strategies available.

Conversions or clicks on a website

If you need a speedy influx of visitors or sales, this is one of your best bets. The people who see these tweets are determined by the parameters you choose when creating the campaign. There is a “learn more” link in the tweets you make that takes them to your website.

To learn more about increasing your conversion rates by as much as 75%, check out Clay Collins’s discussion, as CEO of LeadPages, on the best practices for doing so. (podcast)

Resulting Discussions From Tweets

It’s true that some strategies are only worthwhile if you have a captive audience, and this is one of them. It’s not a terrible commercial campaign, but it might not boost sales as much as the last one.

In addition to the campaign’s obvious benefits of increased reach and awareness, it may be a goldmine for marketers interested in conducting some audience research.

The best way to improve your marketing and advertising is to inquire about anything you need to know more about. In addition to gaining more exposure through retweets and favorites, you may also receive insightful feedback that can be used to refine your strategy.

New and returning app users

Use an app? Want to see a rise in its popularity? If so, join us in this effort!

With this campaign, your tweets will include a clickable install link that will allow your target audience to effortlessly and swiftly download the app on their own.

You won’t have to worry about wasting money on stupid people who use desktop computers clicking the install button due to these advertising. Only mobile Twitter users will see these adverts.

Directional Tweets

Twitter’s sign-up process is streamlined, and the platform is compatible with most major mailing list providers. Your ad can feature a lead generation card that automatically adds the prospect to your mailing list.

They’re fantastic. They eliminate the need to fill out a form while also contributing to an useful metric (the money’s in the list, right?). Your potential customers need only to click a button to use these.

Perspectives on video

This is a recent addition.

Promote your videos to a specific audience on Twitter. The way they charge is especially important to remember. A “chargeable view” is defined as “three seconds of playback in full view in the timeline or a click to watch in fullscreen/unmute — whichever comes first,” as stated on their information website.

Of course, everyone knows that videos are a highly popular and effective medium. You should monitor whether the three-second rule is eating into your advertising budget.

Successfully Targeting Your Audience

Keep in mind the financial investment in this effort. You should ensure that every paid click brings you one step closer to a paying consumer.

The most common error made by marketers in their PPC ads is relying on their intuition rather than data. Even if you have a thorough understanding of your product and have created some fantastic audience personas, you still need to undertake some preliminary research before launching your targeting strategy.

Ads on Twitter won’t surprise you with any novel targeting options.

The pinpoint accuracy of the locales (you can target individual ZIP codes, which is fantastic for small firms) is the only thing that might surprise seasoned marketers. plus the potential for a specialized approach based on a user’s preferred programming.

The remaining are quite standard, so I won’t bore you with a recap on topics like what location is and how to target the followers of larger linked accounts.

Instead, I’d like to provide a few words on getting your campaign off to a strong start. Instead than focusing on potential customers, you can use the information of individuals who have already purchased your product or service.

Your Google Analytics account contains a plethora of data that can help you kick off your campaign successfully. To begin, you can get raw interest data from GA. Twitter ads that are tailored to certain interests can benefit greatly from an organization of this data from highest-converting interest category to lowest.

The similar methodology applies to extracting data for other crucial demographics.

Next, you’ll want to use GA to zero in on the most profitable terms. Google Analytics tracking should already be in place, allowing you to precisely identify the actions of conversion-generating visitors and the income they generate.

The next step is to use Griffin Roer’s specialized report on KISSmetrics. Your landing pages will be displayed in the report broken down by organic search terms. Again, sorting by conversion rate will reveal the most effective landing pages.

Prior to exploring Webmaster Tools, jot down the most successful landing pages. To locate the highest-converting pages, as described in the aforementioned GA report, choose Search Traffic > Search Analytics and use the filter option on pages.

After narrowing down to your highest-converting pages, select “Queries.” Use this to get a comprehensive list of Google search phrases that are most popular with users.

Although these terms come from organic search results, they clearly resonate with your converting audience, making them an excellent place to begin refining your targeting efforts.

After you’ve finished setting up GA, you can supplement and cross-reference the data with the engagement rates your Twitter account is already getting.

If you want to continue exploring Twitter, head on over to their Analytics section.

The Twitter Analytics dashboard provides a wealth of eye-catching visuals, however these are only representations of your audience and don’t tell you anything new. Unless you’ve previously activated Twitter’s conversion monitoring, I’m unaware of any other method to monitor such outcomes. Something I’ve found almost no one else I’ve talked to has tried.

Simple Tips to Boost Conversion Rates Today

Nonetheless, under the “Tweets” tab of the navigation bar, you can see which of your tweets attracted the most attention.

If you scroll down and click on “Top Tweets,” you’ll see a list of your tweets that have received the most engagement.

Take a copy of the text from your most popular tweets and compare it to your Google Analytics metrics. If you do this, you should gain insight into what makes your copy effective.

It stands to reason that a term or phrase that appears frequently on both will pique people’s interest and lead to subscriptions or purchases. Put it to use in your Tweet copy and keyword research.

Maintain a dedicated landing page at all times

It’s estimated that mobile Twitter usage now exceeds desktop usage. Make sure the landing page on your site is compatible with the user’s device and operating system if you’re sending them there.

The worst thing that may happen while using a mobile device is to click a link and be taken to a website that was designed for a computer. It’s difficult to use a finger to tap links, text gets cut off on the tiny screen, and the whole thing moves painfully slowly.

These nitpicks are more than enough to make anyone think twice about making the switch. Make sure the links in your Tweets only go to mobile and desktop-friendly landing sites if you’re going to restrict their visibility.

In addition, you should create targeted adverts and landing sites for:

Computer Programs and Systems: The OS

Browser

Differences in demography

Behavior

Though it may seem excessive, providing a highly personalized experience is the surest approach to increase your conversion rate.

You need to make sure the landing page is ideal for the person’s requirements and habits.

In Conclusion

Because it lacks Facebook’s massive user base, Twitter is often disregarded. A large body of research, however, demonstrates that this platform is superb for boosting conversion rates.

No sort of paid advertising should be launched without first being meticulously planned. Make sure you are familiar with Twitter Ads and have a firm grasp on your intended audience before shelling out the cash to launch your campaign.

I was wondering if you targeted your Twitter campaign using any other means. What do you think? Tell us in the comments!