I recently got a question on Twitter asking why I was using Twitter Ads when Outbrain offers better engagement for a cheaper price. I think the short answer is that a channel is only as good as the person working it. And I wasn’t able to crack Outbrain to get it working for me. On the other hand, Twitter Ads are working really well for me.
Twitter offers the benefit of potentially having a Tweet go viral. It’s particularly good for GrowthHackers.com since our audience overwhelmingly shares on Twitter rather than Facebook (see these survey results: http://kiss.ly/1gyhXgt ). The first time I used Twitter for ads, my ad did go a bit viral. Unfortunately I had a high daily budget so paid for every click.
Lesson 1: So my first lesson was to have a low daily budget. $25 seems to be a good budget because it gives the sponsored Tweet enough opportunity to be seeded for the day but the spend is relatively low.
My second lesson came because I unselfishly shared this little hack on GrowthHackers in this discussion: (http://growthhackers.com/twitter-vs-facebook-how-top-social-networks-rank-on-ad-performance-wordstream/#comments ). In the spirit of reciprocal giving, someone shared a little hack back with me.
Lesson 2: They suggested that I include an image with my sponsored Tweet. I did this and saw the engagement rate go up quite a bit on my sponsored Tweets. So lesson #2 is to include an image with your sponsored tweets.
Lesson 3: My final lesson was to include the link in the middle of the tweet rather than at the end. I learned it from this post on the Hubspot blog (see point 21): http://blog.hubspot.com/marketing/create-perfect-social-media-posts-slideshare .
Here’s my sponsored Tweet that generated 1049 clicks today for $25: http://pic.twitter.com/BBNfo8Eskv . While today was particularly good at 2 cents per click, the overall campaign has still averaged less than 4 cents per click.