We absolutely love Twitter here at Devumi, but how do we feel about Twitter Ads? Do they actually add value to your Twitter marketing efforts, or is it just money blown into the wind? These are important question to ask as every marketing foray comes down to cost per acquisition.
A first point to consider, before we get too far into this, is that Twitter themselves found that 76.3% of their tweeters use mobile devices to get online. If your mobile strategy is at zero you may want to consider bumping it up a bit to help better appeal to the Twitter audience’s needs.
The good points about using Twitter Ads to increase sales
When it comes to using Twitter Ads to increase sales, your messages is going to appear right in the regular Twitter Timeline. They’re not pushed off to the side like on Facebook. Here’s an example from my own Twitter feed of a Twitter Ad in the form of a promoted tweet:
There’s @LarryKim, a search columnist of some renown (but let’s face it, not as talented as I *stands up for round of applause*) right in the middle of all my usual soccer tweets. I had to see the tweet, I couldn’t ignore it off to the side.
That’s a practical fact that anyone could see, but how about some data? Wordstream found out a few interesting things about Twitter in their study:
- Twitter has a much better Click through rate (CTR) in comparison to Facebook. On Twitter you can expect a CTR of around 3.6%. That may seem small, until you see the dismal 0.4% of Facebook.
- Advertisements can be highly targeted to specific user groups. This can lower your overall cost as you’re not paying to show your ad to people who aren’t related to your products or target market.
Twitter is the champ when it comes to engagement with your brand. If you’re looking to build a following of people that can be sent to your website, there’s no question that Twitter is the platform you want.
To look at some claims from Twitter, you can expect their Ads to:
- Provide an increase of 22% in brand conversions
- Increase positive mentions of your brand by 30%
- Get you 32% more retweets – vastly increasing your brand reach
These are all encouraging numbers, and are a big part of why people find so much success when they use our Twitter follower service to spur on further growth.
Drawbacks of using Twitter Ads to increase sales
As with all things, there’s some good and some bad here. To look at the first one that most consider, cost, Facebook may have the edge. Twitter will let you set your advertising budget, so nothing will go spiralling out of control. Once you reach your limit the advertising stops.
The usual recommended starting price is $1.50 for tweet, or $2.50 for follows. This rates can make it difficult for the owners of small business to really take off. In fact, in another post on this site I was told that an audience of 300,000 is a typical minimum to make the Twitter ad campaign worth your while.
You’ll typically only want to use Twitter Ads to increase sales when you have strong copy, or a great promotion going on. A $100 campaign could see you with 80-100 more views of the page being linked, you want to be sure there’s a strong compulsion to buy once you get people to the page.
A major drawback is for those who work within trendy or popular online subjects. Those who are, say, trying to promote a celebrity gossip magazine, or a new fashion website, will have to raise their price per tweet/follow up considerably. If this is where you’re at, you will be better off leaving Twitter Ads to the big players and finding other ways to get your tweets out there. Start with this Twitter marketing article for ideas.
How to get the right followers for your Twitter Ads to increase sales
For starters, try using a Twitter Remarketing campaign. This can target users who have already been to your website. This can push them to return and make that first purchase, or get them to make their second, third, etc purchase.
You won’t be growing your list of new prospects, but you will help convert those who are already interested in your site. This strategy can be even better with specific targeting, like only going after those who went to a page where the product in question is now at a discounted price. That could be just the thing that gets someone returning to your site to make that purchase.
Is it worth it to use Twitter Ads to increase sales?
It must be stressed that Twitter ads are not for everyone. You have to already have a bit of money to spend to get any significant returns on your investment. A blog that is just starting out will be better off investing their resources in other ways until they grow their following and capital.
For those with the money, Twitter Ads are a great way to further your brand recognition, get great CTRs, and reach specific users within your target market.
Feature image from Shutterstock user Creativa Images.