Secrets to Promoted Tweets Success
Advertisers also don’t have total control over their campaigns. The paid Twitter model allows users to decide once they’ve seen an ad whether they want to continue to see it by choosing to engage it (e.g., retweeting, following, etc.) or not. Even if the message works for you, it might not work for Twitter; so that's one more thing to work around. The criterion for this is still being updated, so it’s worth keeping regular tabs on how it might change.
So, what’s a marketer to do? Follow the same rules you would for any other uncharted online marketing channel. Test, test, test — and track, track, track. As with anything else, it’s extremely important to try different things to see what works best. Then analyze results on a regular basis to determine how or even if you want to proceed. Here are some testing and tracking best practices around promoted tweets.
Start by testing different kinds of tweets to see what resonates. Check out what other advertisers are doing to engage users, then try them for yourself. It’s OK to take some risks here; if your tweet falls flat and users don’t engage, Twitter will switch to other tweets you’ve selected.
Track insert links where applicable. First use bit.ly or a similar tool to shorten URLs to fit Twitter’s 140-character limit. Then use the same analytics platform you’re already using for your paid search campaigns to track results. Track engagement, too, by watching retweets, direct messages, etc.
Tools like Sprinklr or ObjectiveMarketer can do some of the heavy lifting analysis for you. They follow who is responding and what content they're responding to. Track the trends, and see what your user base is reacting to. You might not be able to ascribe a specific value, but you’ll be able to see trends and the impact they have on your business.