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On Twitter, people send over 500 million tweets every day. Even 0.0001 percent of these tweets mentioning your brand will qualify your marketing campaign as a success.

According to WordStream, compared to other social platforms, people spend 26% more time viewing ads on Twitter.

The beauty of running a Twitter campaign lies in the ability of marketers to convey their message within the character limit. A brand has a high chance of getting engagement when they come up with something clear, relevant, and appealing. This can help you nudge people into following your brands’ tweets. 

According to Oberlo, 75% of B2B businesses market their products and/or services on Twitter.

What makes Twitter ads or promoted tweets effective is the precision. It instills faster responses and does not confuse users with a lot of information.

In this blog, we will primarily focus on the utility of Twitter ads by covering:

  • What are Twitter ads?
  • What Twitter Ad KPIs need to be tracked to understand campaign effectiveness?
  • How can you improve them? 

So let’s get started.

 Twitter ads promote content to help brands, businesses, and marketers reach an accurate target audience.

There are multiple KPIs that you can track to understand the performance of Twitter ads, but primarily focus on these four lead indicators.

  • Performance
  • Engagement
  • Growth
  • ROI

Here is the list of most important KPIs that can help you determine the success of your Twitter ads:

1. Reach and Impressions (Performance)

If you are looking to measure the performance of your promoted tweet, start by tracking reach and impressions. There is a thin line of difference between the reach and impressions. Impressions are the total number of views on your promoted tweet, whereas reach is the unique number of views on your promoted tweet. 

Tracking these KPIs can help you understand how popular your tweet can become. It can tell you what type of content works best for you. Tracking these KPIs can help you measure your brand’s awareness. High reach or impressions have the potential to increase engagement. 

2. The Average Rate of Engagement

Engagement measures the number of reactions made to your tweet. The type of engagement users perform on the ad tweet can be likes, @replies, retweets, media expands, profile clicks, link clicks, Hashtags clicks, etc. The level of engagement shows your tweet sparked opinions and conversations. It means people stopped at your tweet and interacted with it because they found it interesting. Tracking engagement helps you measure the success of your tweets.

To increase engagement, consider using graphical images or making your tweets informative and relevant to your target audience.

3. Followers’ Growth

One of the primary agendas of using Twitter ads is to gain followers and increase brand recognition. This Twitter KPI offers a complete overview of the number of followers gained or lost at any point. If you have quality content pushed out as promoted tweets, there are higher chances of increasing follower growth. Tracking followers’ growth says a lot about your content because these numbers are the loyal users who find your content interesting. Focus on getting quality followers who have a chance of ending up as your customer.

4. ROAS (Return of Ad Spend)

Return on advertising spent or ROAS provides a complete overview of the total investment made into your ad campaign on Twitter. Know the ROI of your Twitter ad by tracking this KPI. Besides ROI, it provides a detailed overview of how well your ad campaign is performing in terms of impressions, engagement rate, growth of followers, and so on.

Merely spending money on Twitter ads wouldn’t help much. The success of a Twitter campaign depends on the quality content you push out as tweets. The right strategy, analysis, and action can help bring a higher return on investment. 

Here are 5 things that can help you improve on the KPIs.

1. Content calendar

It’s always better to plan your promoted tweets well in advance. Make sure your promoted tweet applies to your brand’s USP. If your content is not relevant to your brand’s USP, you might not get the required impressions and engagement. For example, you can organize your tweets based on: 

  • The need for your social media marketing strategy 
  • Ongoing trend 
  • Brand message and relevancy
  • Correct audience to whom you want to convey your brand’s message
  • The right time for each publication

2. Usage of popular hashtags

The birthplace of hashtags took place on Twitter, and using popular hashtags relevant to your promoted tweets can bring about greater discoverability to your profile. So always try to keep up with Twitter trends and create unique hashtags that apply to your business to increase footfall.


3. Complete your Twitter profile

Complete your profile as detailed as possible to make it look legitimate. For example, add attractive cover and profile images, a short bio, location, and URL of your businesses to complete the profile. It will make your profile convey the correct information about your business to the audience.

4. Engage with your followers

Twitter is exceptionally verbal. To crack that, check how well you chat with your followers. Try to interact with them through polls, humorous tweeting sequences, etc., to keep them engaged with your profile. Don’t make your promoted tweets look sincere, relevant, and original.

5. Brownie points for graphical tweets

Visual communication can help improve user engagement because it gives a direct message without using a single word. Other than pictures, use GIFs to improvise the engagement factor significantly. 

According to Twitter, GIFs improve user engagement to a post by 55%. 

Bottom Line:

With Twitter, things are transparent, and we can avail immediate interaction. Twitter remains a user-friendly and competitive platform for businesses of any size. 

On Twitter, 53% of people are most likely to be the first to buy new products, thereby improving your chances of conversions. This platform promotes your content by enhancing your brand and helping you generate more leads than any other social media network. With all these benefits, why would anyone not opt-in?

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