Twitter Ad Hacks: Customer Value Optimization

by | Feb 15, 2017 | Featured, Social Network Advertising

Customer Value Optimization

What is it? Why is it important?

What hides behind a successful strategy of advertising on Twitter? Do you wish you could make more money with your ad? What a silly question, of course you do! But first you have to understand the strategy and the context in which Twitter advertisement stands apart from all the others.

So how do Twitter ads fit into the Customer Value Optimization or CVO?

Twitter advertising is a traffic source that accomplishes several major goals:

Sell to more people – Twitter ads will generate new leads by sending traffic to your Lead Magnets. If you are not sure how to set up a Lead Magnet, the team at Digital Marketing Virtual Assistant will be more than happy to help you out. For those of you really looking to step up your game take advantage of this Ultimate Marketing Shortcut!

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Below is the Customer Value Optimization Chart, in it you can see exactly where you are in relation to the rest of the strategy.

Determine your Twitter Ad fit/type Visual Chart.

Twitter Ad Options

When it comes to Twitter advertising, there are three options:

  • Promoted Accounts
  • Promoted Tweets
  • Promoted Trends

Promoted Accounts are a good way for entrepreneurs and small businesses to gain more followers using Twitter and Promoted Tweets to give more exposure to their individual tweets. Advertisers with a larger budget (roughly 200K per day) can use Promoted Trends to their advantage by keeping a hashtag at the top of Trending Topics for a set period of time.

Twitter advertising revenue totaled $545 million in Q3 of 2016, an increase of 60% year-over-year, yet a relatively low number of businesses use Twitter as their advertising platform, so it is worth jumping in on this now, before it gets too crowded.

Types of Twitter Ads

Promoted Tweet

The first of the two types of Twitter ads you will see below with the yellow tag “Promoted by….” This is a basic Tweet known as Promoted Tweet, with basically some money out behind it to reach more people than it would have reached organically. You can have an ad with just a link that clicks out to your page or you can also add a photo to it.

Keep in the know with your Twitterfeed

The Legion Card

The second of the Twitter ad types is what’s called “The Legion Card”. If you click on the settings at the top right hand corner and scroll down to Twitter Ads. The Dashboard is similar to Facebook ads, with all the different campaigns that you have or have had.

The platform is not as well developed as the Facebook one, so make sure to keep your own tracking, as some of the stats can be a little off. Try to use another tracking program just to double check everything. If you’re not sure which tracking source to use, you can always contact your Infusionsoft Virtual Assistant and they will help you to set everything up.

And remember to pause any campaign that is either not doing well or has been running for a while. You don’t want to run your campaigns into the ground. Another thing to remember is the Engagement Rate, not to be confused with a Click Through Rate. It basically means a click anywhere on the tweet. If you look at the top of the table it actually breaks it down for you if the engagement was via a share or a like or simply an enlargement of the picture.

Know the impressions, engagements, and money spent all in one place

Setting Up Your Twitter Card

Now let’s take a look at Twitter cards. At the top of the screen click Creative and select Cards. What is great about Twitter cards is that not only does it allow you to post your image, your product information and your call to action but right under the sign-up button the customer’s information is already entered so they don’t actually have to fill anything out! And you get their lead.

Allow people to quickly give their name and email without ever leaving Twitter

So to create this card, all you have to do is click on Create Lead Generation Card and it will literally walk you step by step as to how to set the card up. I advise you to look through examples of such cards online so you can have a better idea as to what will work for you and your product.

Another way to do this is via Promoted Tweet. You can run several different tweets and test them against each other, keep an eye on which one is performing better. Once you know which tweet is performing better, then you want to go into “Edit Campaign” and select just that tweet. Put the others on pause as you don’t want to keep spending money unnecessary. The Dashboard is very similar to Facebook and is very detailed and intuitive.

One very good thing to pay attention to is if you click on the “Handles” option from the selection on the left, you can see which Handles have performed best related to your tweets and the target those Handles on Facebook as well for similar product.

Setting Up a New Campaign

Now onto creating a new campaign. Again, this is from the Twitter Dashboard, click on Create New Campaign. Promoting your Tweet Campaign is an easier way to get leads as people are more likely to pay attention to someone’s tweet and follow/share/interact with it than with a whole account. And after that they are quite likely to follow your account if they can relate to your tweets.

Launch a campaign with Twitter Ads.

As usual, you will need to title your campaign, set the start and end date. But here is the important part. What is the primary goal of your campaign? So you have two options:

  1. Awareness and Engagement – impressions. Are you interested in showing up on people’s timelines? Better for larger brands.
  2. Traffic and Conversion – clicks. Are you interested in people clicking on your link and actually becoming a customer? Good for smaller businesses and entrepreneurs.

With targeting you have 4 options:

  1. Tailored Audiences – you can upload your email list and target them
  2. Interests and Followers – targeting specific handles (10-20)
  3. Keywords – (something you can’t do on Facebook) Anyone who has used a specific word or phrase, you can show up in their Twitter feed
  4. Television – anything related to television that is on Twitter

Always checkmark Target Your Followers and Target Users Like Your Followers, it definitely gives you much more exposure and better results.

I suggest for Location you select Target Specific Locations if you do not want your ad going to literally everyone, you do not want to spread your campaign butter-thin.
When it comes to devices, it is up to you and your campaign’s needs. If you wish to specifically target Android or tablets, you can do that, otherwise, leave all the options checked for maximum impact.

At the bottom of the page, you can select whether you want to use a tweet you have already posted in the past or you can create a whole new tweet. With the tweets, make sure to catch their attention, get straight to the point and give them the benefit as to why they should click on the link and the call to action which tells them to click on the link.

Remember, you do not use Twitter ads to make money, they are a tactic, a marketing channel which brings the traffic to you!

 

Setting Your Twitter Ad Budget

As to budget, you can set a Total Budget or a Daily Budget. For Daily Budget, it is best to set it around $30 to give the tweet a chance to perform and see which tweet does best. Remember we’ve discussed running several tweets at the same time, 3-4 is a good number to start with. Best to set your maximum bid about $0.06 higher than the maximum suggested bid, that way you are guaranteed to win it but it doesn’t mean that you will actually pay that entire price, you will pay just the amount by which you’ve outbid your competition.

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