Want to know how to reach more of your ideal customers with your top-performing Twitter ads? You need a Twitter advertising scale up manual, right?
This post will teach you how to expand your Twitter ad campaign so that you may more effectively promote your business.
Reasons Why Advertisers Should Run Small-Scale Twitter Campaigns First
A lot of testing is required before launching any digital advertising campaign, and Twitter ads are no exception. Identifying what causes the best results is crucial before raising ad spend or growing the reach of sponsored Twitter campaigns.
Even though A/B testing became available in the Twitter Ads API around the middle of 2022, Ads Manager still doesn’t support it. This means that duplicating ad groups or ads with a single modification in between is the most effective method of conducting a split test in Ads Manager. Then, you can use Ads Manager statistics to manually compare the outcomes.
To try out new demographics, you can simply clone an existing ad group and adjust the targeting. Ad variations can be tested by copying an existing ad and making just minor adjustments to the language or creative.
After the initial Twitter ad testing period is complete, continue to run split-tests (see below). That way, you’ll have better information from which to draw conclusions about the Twitter audience for your brand.
Always remember that testing is a vital part in horizontally expanding any campaign. Before implementing a new audience, creative, or placement option into your fully optimized campaign, it is always a good idea to access your ads account and conduct a test.
What Advertisers Can Expect From the Twitter Ads Trial Period
Twitter advertising often enter a learning period after the initial launch of the campaign. During this period, Twitter will work to efficiently distribute your advertising to the best potential audience for your campaign.
During this time, Twitter optimizes internally, so performance may be erratic. After three to five days, you should experience a plateau in your outcomes.
When making significant modifications to a campaign, Twitter does not require a new learning period to begin, unlike many other advertising platforms. This is fantastic news for business owners that are anxious to improve and expand their advertising efforts.
Why? Spending limits and ad-group structures can be adjusted as needed without having to restart the training process. But you should always do tests before rolling out a new change to an optimized ad group.
Here Are 6 Strategies to Increase the Size of Your Twitter Ad Campaigns
Twitter campaigns fare best when they are scaled both up and out. Let’s compare and contrast the two methods in terms of success rates.
Raise the Advertising Group’s Spending
Increasing the budget of a paid advertising campaign is the first step in vertical scaling, a strategy for maximizing the campaign’s return on investment. You don’t have to be as cautious about increasing your advertising spend on Twitter as you would on other platforms, because Twitter’s learning period technically only applies to newly launched ad groups rather than large ad group adjustments.
Unlike with Facebook advertisements, where adjustments are made in 20% increments, you can double or triple your Twitter advertising budget all at once. Adding more money to your Twitter ad budget is simple. Just click Ads Manager > Edit Ad Group > and tweak the spending there.
However, it can be more challenging to plan for budget rises. Listed below are a few industry standards worth maintaining:
Is a significant increase in advertising budget required? Instead of a sudden, massive increase in spending, try implementing a few incremental adjustments. You may, for instance, increase the budget by a factor of two or five, keep an eye on the outcomes for a minimum of three days, and then continue this pattern until you attain your objective.
Create distinct Twitter ad groups. Prior to releasing the campaign, disable Campaign Budget Optimization. Ad spend is optimized across ad groups with this setting, but more granular controls are preferable. Instead, establish an ad group budget to simultaneously deploy many ad groups with optimum spending.
Keep an eye on ad group results and performance patterns regardless of how much you plan to raise the ad spend. Advertisement budget increases should be put on hold if poor performance or growing CPM rates are detected; instead, use one of the alternative strategies for vertical and horizontal scaling detailed below.
Second, Modify the Bid Parameters
Ads Manager employs an autobid method without requiring any intervention from the user. While this choice is cost-effective in the sense that it provides as many results as possible, it does not provide much leeway in terms of how much you spend.
Consider switching to a manual maximum bid method for your Twitter advertisements if you’d like more precise control over your budget and the ability to scale your campaign. The maximum bid feature allows you to set the highest possible bid for a Twitter ad. Even if you go above your maximum bid, Twitter won’t charge you more than $0.01 more than the runner-up ad.
When bidding, how much is too much? Your Ads Manager account’s historical data and the results of your extensive ad group testing can help you determine a fair offer for your ad group.
The suggested bid that is provided by Ads Manager can also be used. It’s important to remember that this suggestion is heavily weighted toward the campaign goal and may not take into account the size of your audience or the effectiveness of your ads.
The maximum bid should be increased as the advertising group budget grows. With any auction, your chances of winning depend on how much money you’re willing to spend. More money means you can increase your bids per outcome.
Keep a close eye on the outcomes of any increases in the maximum bid. Costs per result shouldn’t skyrocket when you add additional users, at least not too much. Focus more on the horizontal scaling strategies below if you see that your cost per result is rising with each new bid and budget.
Thirdly, Reach Outside Your Current Circle
Increasing the demographics of the target audience for an ad group is a great way to scale horizontally. Ad distribution chances on Twitter will become less cost-effective if your target audience is too specific. Investing a growing sum of money wisely is possible only if you can reach the right people.
There is a wide variety of audience selection criteria available in Ads Manager. Additive alternatives allow you to reach a larger group of people, while restrictive ones let you zero in on a smaller subset. It’s best to increase both to appeal to a larger audience.
Extend the Scope of Limiting Targeting
You may avoid wasting money on people who don’t meet your desired consumer profile by using Ads Manager’s precise targeting choices, such as location, age, gender, and device. However, as restrictions are added, so does the target demographic.
If you want to reach more people, you should disable as few targeting choices as possible. You may, for instance, increase the age range you’re aiming for or target more nearby areas.
There could be other models or carriers not included in your device targeting. Instead of limiting your audience to a specific model or carrier, you might instead target them only based on the software they use.
Integrate Additional Targeting Methods
There are a number of ways to reach more of your ideal customers, including the use of specialized audiences and targeting features. Do you make use of a curated mailing list that takes into account things like past purchases, visited websites, and used apps? To reach more people who are similar to your greatest customers, you can either upload a similar list or enable Ads Manager to include lookalikes.
Worried that you have chosen too narrow of a term or phrase? Twitter that a minimum of 25 keywords be added to your profile, so that’s a good place to begin. The Recommendations feature might help you think of other relevant keywords to include in your search.
Following this, think about how specifically you’ve defined your keywords. Instead of using the narrower “social media marketing specialist,” you may use the more general “social media marketing.” Ads Manager provides you with predicted audience sizes for numerous keywords, allowing you to better understand the scope of your potential audience.
Like regular followers, lookalikes can be found and recommended with the use of the Recommendations feature. Select the Recommendations tab after entering the username of the account whose followers you wish to reach. To include all of the relevant accounts in your audience targeting, select Copy All.
Even though the Recommendations tool doesn’t include audience targeting features like hobbies and conversation topics, you can still find ideas by searching for anything. Select relevant subheadings from the Interests menu.
Need to reach more people who are similar to your current customers with your advertisements? Select Expand Your Audience from the More Options menu. Next, establish a target degree of similarity between your core audience and your enlarged one. The Defined setting attracts the most visually similar users.
Reconnecting with a previous audience can be just as valuable as expanding to new ones. To reach visitors who have interacted with your advertisements but haven’t converted quite yet, use the retargeting feature in Ads Manager.
Put Ads in More Spots #4: Expand Ad Spaces
You may be tempted to disable other ad placement possibilities in favor of the ones that have shown to generate the best results if you’ve found that some ad positions produce disproportionately high returns. Even while honing in on what works might boost initial marketing success, doing so can make growing campaigns more challenging.
In order to reach more people, you need enable the additional placement choices in addition to the default one. You may connect with potential customers on their profiles as well as on their home timelines.
Take into account that positioning choices shift with the goals of the campaign. Placement in search results is a common example of a campaign’s intended outcome. Certain goals also allow for reply placement, giving you extra opportunities to expose your brand to the people you care about.
Expand Your Target Market Beyond Twitter
Why stop at Twitter if you have bigger plans? If you increase your advertising budget, you can expand your reach by delivering ads to consumers outside of the platform for certain objectives (app installs, app re-engagements, and website visits). You can target users of certain mobile apps by using the Twitter Audience Platform.
When you turn on Twitter’s Audience Platform, you can select from a number of different channels to communicate with your ideal customers. For instance, in order to make the most of your imaginative resources, we provide five distinct ad layouts.
The Twitter Audience Platform allows for native advertisements, which do not stand out too much from the rest of the in-app experience, in addition to the standard banner and landscape layouts.
You can submit more creatives to use with the Twitter Audience Platform if you turn on the Include Display Creatives feature.
Using the Twitter Audience Platform, you may select target audiences and ad types for your campaign. Self-selecting categories that define your ad can boost the likelihood of delivering it to an interested audience in an appropriate app.
Are there specific apps that you’ve found to routinely produce subpar or pricey results? You can choose which apps are not targeted by the Twitter Audience Platform. Make a list of the app IDs you’d like to exclude by typing them in or uploading a file with them.
Sixth, Update Your Ingenuity Resources
Your Twitter advertising campaign will have a greater impact on your audience if it runs for a longer period of time. On the one hand, having more opportunities to interact with a potential consumer can help get them closer to making a purchase. However, ad fatigue can result from constantly delivering the same creative.
Refresh the creative assets in your ad group on a regular basis to prevent ad fatigue and the performance concerns it causes. Twitter suggests including three to ten ads in a single ad group for the best results. Twitter has a variety of ad formats at its disposal, allowing for efficient and effective delivery of your ads without oversaturation.
Twitter, unlike most digital advertising platforms, places a premium on timely content, therefore evergreen ads may perform poorly. As a result, it is crucial to periodically update Twitter ad creatives, especially for longer-running campaigns.
Make sure you have the means to consistently develop new creatives throughout the campaign’s duration before you launch. We recommend changing out some of the creatives at least once every two weeks. This necessitates maintaining a regular testing schedule and close scrutiny of ad performance.
Do you wish to improve the efficiency of your inventive testing procedures? Including natural tweets in the process helps. Find the most successful organic tweets with the help of Twitter Analytics, and remove any irrelevant material from your advertising campaign.
After that, make a brand new advertisement for your refined ad set. If you already have an ad set up, you can use that instead of starting from scratch.
Start by looking for the organic tweets you want to include in the ad group. If you want to keep your paid content performing well, you need go through this process every few weeks.
Conclusion
If your Twitter advertising campaign is performing well, you may take it in a variety of directions. Successfully expanding your Twitter advertising to more people can help you get closer to your marketing goals.
