A Quick Guide to Optimising Twitter Ads for Businesses: - www.deekpay.com

Twitter is one of the most relevant social media channels to help businesses generate leads and reach potential audiences. It offers you the opportunity to promote your product brand to over 313 million active users. We've shown you how to run a Twitter ad campaign, next, let's focus on Twitter ad optimisation.

Optimisation is critical to the success of an advertising campaign. Optimising Twitter ads can help you control your advertising budget. Keep trying multiple existing campaigns to get a feel for targeting and creative types.

There are a number of terms and processes you need to be familiar with before you start optimising your Twitter ads. The following are included:

- Number of Shows: refers to the total number of times your advert has been shown.

- Charts: Twitter charts show all the important statistics of the advertising campaigns.

- Date Range: provides a view of the detailed hourly breakdown.

- Tweets interaction: the number of times a user interacts with your advert.

- Twitter Cards: Using this feature, you can add beautiful images, videos or other media to your tweets to help direct traffic to your website.

- Conversions: actions taken by users on your website. Actions can be sales or leads.

Here are some best practices to help you optimise your Twitter ad campaigns in the best possible way:

Optimise positioning

Targeting allows your online business to connect with only targeted users. We recommend that you run multiple campaigns for better optimisation. Each campaign uses one targeting option. You can target campaigns and create ads based on user interests, behaviours, followers, keywords and location. Each targeting option helps you identify the relevant matrices that work for your online business.

Choose 20 keywords and identify user interactions for each. This will help you narrow down the keywords that are most important to your business and help you gain free Twitter followers. If broad areas aren't generating a target audience, optimise the location by narrowing down to specific areas to identify geolocation patterns.

Refining Bids and Twitter Ads

Twitter ads offer an "auto-bid" option that automatically optimises your bids while keeping your budget constant. Auto-bidding is cost-effective because you only pay for the links that users click on.

You can also use the Positioning Bid option. It allows you to set a budget based on a defined targeting matrix. Although it costs more, you can reach the most targeted group of users. If you want to get maximum exposure, try the "Maximum Bid".

A/B testing

In the overview section, you can quickly analyse which Twitter campaign is reaching users more effectively. When defining benchmarks for your Twitter adverts, always aim for an interaction rate of more than 1%. If you achieve an interaction rate of less than 1%, revise your copy and ad creative.

Ad Interactive helps you identify which creative performs better when multiple ads are positioned the same way. Quickly access "Edit Campaigns" to edit copy or ad creatives when needed.

Using Conversion Tracking

Make sure you have added "conversion tags" to your website. Double check and assign a key conversion tag to each campaign. This will help you capture data in the most relevant way. Website tags allow you to choose whether to optimise Twitter ads for link clicks or website conversions.

For example, for a "Free Payment Gateway" promotion, PayU's Payment Gateway tag might be designated as the key conversion tag.

Equipment and platform positioning

Make sure to test your Twitter ad campaign on mobile devices and tablets. Check the interaction rates on different devices, which will help you determine the best performing device for your campaign. Make your adverts more adaptable to mobile devices as users now interact in real time on their smartphones.

Twitter optimisation is an ongoing process and the key to achieving maximum engagement is experimentation. Continue to use Twitter targeting options to filter your campaigns. In the meantime, read our blog post on How to Optimise Your Google Ads Account.