Use Promoted Tweets to optimize your Twitter marketing campaign
How do I know what I’m paying for?
The efficiency of the Promoted Tweets method lies in the bidding system. You choose to bid a given amount that you are willing to pay per engagement, and the bid helps decide where and when the Tweet shows up on users’ timelines. Twitter will only charge you for the engagements that your Tweet generates. For example, organic impressions gained from the Tweet (the post showing up on a Twitter user’s timeline) will not count as engagements. Depending on your bid, engagement costs range from $0.20-$4.00 per engagement. Engagement costs are assessed only when the Tweet is replied to, retweeted, favorited, or if the link inside the Tweet is accessed.
The budget: You will decide on a daily budget to assist with proper allocation of funds for your campaign and to ensure maximum efficiency. There is an option for setting a total budget if you need to put a cap on the cost of the total campaign. The owner of the promoted Tweet can even specify how the budget will be spent; spread the budget evenly over the day (Standard), or spend the daily amount as quickly as possible (Accelerated). The daily budget, total budget and bid amount can be modified at any point from the Campaign Dashboard.
What’s the process?
After you decide on a daily and total budget, you will choose a start and end point for your campaign to ensure your Tweet runs at the optimal time. Promoted Tweets use customizable systems that allow you to target the types of users your brand needs to drive awareness. The Tweet can be engineered to reach users based on location, gender, keyword targeting, interests, or even their specific device being used to read the Tweet.
Measure the success of the campaign
Twitter’s Campaign Dashboard provides a comprehensive view of the engagements your Tweet is generating, the amount of free impressions created, and how the budget is being applied. A useful tool within the Campaign Dashboard, the Tweet Activity Dashboard, allows you to see which Tweets work best with your target audience, and what times of the day or week your Tweet is receiving the most attention. The Campaign Dashboard also focuses on the analysis of the brand activity by measuring the organic earned media on Twitter, consisting of engagements, clicks, and free impressions that resulted from your Tweet’s engagements.
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