Goal

To explore key performance indicators (KPIs) through Twitter advertising and measure how they change over time when engaging in promoted account advertising while also looking to increase the number of followers.

 

The Criteria

To measure the effectiveness of Twitter Ads, we conducted a short-term test. There was $137 budgeted for the effort. The ads ran for a total of 18 days. Bid levels were between $2.05 and $2.75. There were daily reporting, regular maintenance around bid levels, and some interaction with new followers. Only one teaser tweet was used during the effort. This was an isolated test and no other advertising on other social platforms existed, though regular social activity was at play.

 

Twitter Ad Targeting

Top interests of current followers were explored using Twitter analytics. This was used to help select the type of handles used within the filter. It’s important to remember that this was not a campaign to maximize budget and to try and obtain as many followers as possible. Instead, we were targeting the B2B crowd and those potentially interested in a long-term relationship with the brand. A few filters were set up to try and target the right audience. This included males and females living in the U.S. who are considered similar to and/or following eight different handles in line with the client’s brand, as well as our own, for a total of nine handles.

There were a total of 133,000 Twitter handles originally targeted through our ad filters. Bid levels were between $2.05-$2.75 with our maximum advertising spend of $100. The ad budget and bid then narrowed the pool down to roughly 62,000 unique handles that we would be reaching.

 

The Tweet

There were no promoted tweets during this campaign, since we opted to promote the handle instead. However, Twitter ads allows advertisers to include a “teaser tweet.” This tweet described the handle in a brief abstract and suggested why a Twitter user would want to follow the brand. It was formatted differently for mobile vs desktop.

 

Results

Impressions: 59,047

The number of people who saw our ads.

 

Direct Follows: 156

The number of people who followed us directly from our ads, as reported by Twitter Ads.

 

CPF: $0.88

The average cost per follow based on direct follows.

 

Total Follows: 238

The total number of people who followed us during the test time period. This was manually tracked and takes into consideration the residual effect that might take place when running Twitter ads. A person could be impressed by an ad but not follow until several days later.

 

CPF: $0.58

The average cost per follow based on total follows

 

Impressions by day

Chart-1

 

Follows by day

 Chart-2

 

Follower Statistics

Throughout the course of the two and a half week test, every new follower was documented, researched and categorized – based on their biographical information on Twitter. The followers were grouped into categories. These groups were specifically selected based on the client’s buyer persona study as well as the company’s key selling points:

 

Category

Total Follows

Daily Average

Category #1

137

7.6

Category #2

42

2.3

Category #3

34

1.9

Category #4

15

0.8

Category #5

10

0.6

Total

238

13.2

 

Device

Impressions

Top Interests

Impressions

iOS

38,708

Movies

6,106

Desktop

12,603

Business

5,735

Android

7,601

Comedy

5,535

Other

97

Pop

5,412

Blackberry

36

Hip hop

4,914

 

Comparisons

It is important to measure how Twitter analytics and overall performance changed from prior activity (only exercising organic efforts) versus activity during Twitter advertising. Below, find age, demographic, gender, and engagement changes comparing before (18 days) and during the test (18 days).

 

Before

Chart-3


During

Chart-4

 

Before

Before

During

During

 

Follower Growth

Overall-Follower-Growth1

Conclusions

Overall, this test helped to draw a number of conclusions. First, we’ve solidified that the target audience for the brand, at least on Twitter, is men between ages 35 and 44. Many belong to a few different categories, while a heavy majority like to discuss business, comedy and pop culture on Twitter.

Naturally, we saw a rise in Twitter followers through the advertising at a much more rapid rate than we would pick up organically. Moreover, many of these were in our target audience made up of our buyer personas and key demographics. Handles within our key industries will be more inclined to recognize our brand name and potentially do business with us down the road – or further the reach of our messaging through RTs and @s and help get us in front of potential buyers/partners.

Mobile Apple products (iPad, iPhone, iPod Touch) are, by far, the most popular devices among our target audience. Ads have a significant effect on the number of clicks on our material. From the previous time period to the time period with ads, we saw a rise in clicks on our tweets from 54 to 409, an 87% increase.

 

Key Takeaways

  • Twitter advertising helped us achieve a sizable rise in followers, at a much more rapid rate than organic activity
  • By strategically using the filters, we can easily segment our audience to target the right audience and the right handles
  • At $0.58 per follow, this avenue is on-par or less costly than other social ad platforms like Facebook and LinkedIn
  • Managing a similar campaign on an ongoing basis would allow for a steady stream of followers and help to obtain more clicks on our material