Twitter is the 9th most popular website on the
internet. And it’s only growing in popularity. Twitter users follow people,
brands, and companies they like. Maybe they’re funny, maybe they’re famous, or
maybe they have cool giveaways exclusive to their Twitter followers. There are
countless reasons to follow someone.
Twitter Ads and promoted tweets are becoming more and
more popular. And to be honest, as a regular Twitter user myself, they aren’t
that annoying for being a type of advertising. Facebook is making its
advertising more and more intrusive and annoying with no way of turning it off,
now that’s annoying. But I’ll save that rant for another day. Here’s where you
go to access Twitter Ads:
Because of the popularity of Twitter, thousands of people/companies
want to promote their brand for those millions of eyes to see. The greatest
thing about advertising on Twitter is how targeted you can get through
segmentation. You can target users who follow a certain company, who use
certain hashtags, or who have particular interests. This is great!
But how do we track these campaigns? How can we know if
they’re successful? Well, Twitter has built its own analytics platform as well.
With Twitter Ads becoming more and more popular, Twitter needs to prove they
are bringing the right customers to the right companies.
As you can see, within its Analytics you can see your
timeline activity, track followers, and analyze Promoted Tweets and Promoted Accounts activity. The Websites link is only used if you have multiple
URLs. I have no experience with this so I’ll leave it alone. If anyone has
experience with it, please enlighten us.
The timeline activity provides you with all mentions,
follows, and unfollows numbers as well as users who have favorite, retweeted,
or replied to any one of your tweets. The Promoted Tweets gives shows you tweet
impressions, clicks, retweets, and replies which is all very good information
to know because Twitter charges you based on these metrics. But what’s your
primary KPI(s)? Well, it depends on how you want users to interact with you.
If you’re an eCommerce site looking for sales, you only want
to be charged for clicks from your tweet to your website where a transaction
can take place. Otherwise your ROAS is going to be quite poor. So only include
a link to your site in the tweet.
If you’re looking to build your Twitter following you can
promote your account. Again, you can be very specific in your audience
targeting in order to reach the right people. This page reports impressions of
your tweets, profile views, and follows. Essentially you’re paying to get
followers here, which is sometimes worth it and sometimes probably not.
Overall, I think Twitter Analytics has come a long way.
You can choose any timeframe to analyze and download it to excel to help make
it more visual. My experience with Twitter Ads and Analytics has been mostly
positive and I suggest it to anyone who has some extra marketing dollars to
spend.
You may refer to the following link to learn more about
Twitter Ads and Analytics:
Twitter analytic's have always confused me, thanks for the tips.
ReplyDeleteDo you have any suggestions on building a twitter following?
ReplyDelete