Every day, people send over 500 million tweets on Twitter. Even 0.0001 percent of these tweets mentioning your brand will qualify your marketing campaign as successful.
According to WordStream, people spend 26% more time viewing ads on Twitter as compared to any other social media platform.
The beauty of running a Twitter campaign lies in the ability of marketers to convey their message within the set character limit. A brand has a high chance of getting engagement when it comes up with something precise, relevant, and appealing. This can help you nudge people into following your brands' tweets.
75% of B2B businesses market their products and services on Twitter.
Twitter ads are one of the most popular ways for businesses to reach out to potential customers. As Twitter continues to grow and offer more and more ad options, companies need to stay on top of their game. By tracking Twitter ads KPIs and metrics, businesses can assess their ads' performance and make necessary changes to keep them effective. This blog post will outline key Twitter ad KPIs businesses should track to measure success. By monitoring these metrics, you can ensure that your ads reach their target audience and generate ROI.
So, without further ado, let's get started!
Twitter Ads KPIs
Twitter ads promote content to help brands, businesses, and marketers reach an accurate target audience. Analyzing Twitter Ads KPIs or Key Performance Indicators helps organizations determine how well their campaigns reach and engage with their target audience, just like with any other social media platform KPI. Creating compelling and meaningful KPIs is an essential part of any successful business. They can help you measure your progress, identify areas where you need to improve and track the impact of your changes.
There are several types of KPIs, but the most common ones are financial, operational, customer service-related, marketing/sales-related, or technical. Once you have decided on the type(s) of metrics that will best reflect your success in achieving your goals, it's time to create some baseline numbers. These should represent where you started (or, ideally, where you would like to be) and should constantly be updated.
Once you have established some baseline stats, it's time to start measuring your performance relative to those benchmarks!
How to choose the proper KPI for your campaign
Now that we've understood the importance of tracking Twitter Ads KPIs, let's discuss choosing the proper KPI for your campaign. There are several factors to consider, including the size of your audience, the type of content you produce, and the frequency and nature of your tweets. Ultimately, it's up to you to decide what metrics matter most for your brand.
There are a few things to remember when creating or using key performance indicators (KPIs).
- Make sure your KPIs are relevant and essential to your business or project. They should help you measure how well you're doing so that you can continue to improve.
- Be realistic in setting your expectations for where your KPI will take the organization or individual. Only aim a little; don't expect a single number to tell the whole story. A good guideline is setting challenging goals that aren't impossible to achieve.
- Communicate all results from each KPI back up into decision-making within the organization or individual involved so that progress can be monitored and improved as needed.
Top Twitter Ads KPIs
There are multiple KPIs that you can track to understand the performance of Twitter ads but primarily focus on these lead indicators.
- Performance
- Engagement
- Growth
- ROAS
- Reach and Impressions (Performance)
If you want to measure the performance of your promoted tweets, start by tracking reach and impressions. There is a small but significant difference between 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.
- The Average Rate of Engagement
This measures how many people have interacted with your ads ( engagements include likes, retweets, and replies). The higher the engagement rate, the more effective your Twitter Ads campaign may be. The level of engagement shows your tweet sparked opinions and conversations. People stopped at your tweet and interacted with it because they found it interesting. Tracking engagement helps you measure the success of your tweets. They help identify which tweets or ad formats are producing the best results.
Consider using graphical images or making your tweets informative and relevant to your target audience to increase engagement.
- 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 achieved 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 can end up as your customers.
- 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 performs regarding impressions, engagement rate, growth of followers, and so on.
Merely spending money on Twitter ads would only help a little. The success of a Twitter campaign depends on the quality of content you push out as tweets. The right strategy, analysis, and action can help bring a higher return on investment.
Here are five things that should be considered before running a Campaign
- 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 irrelevant 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 trends
- Brand message and relevancy
- Your target audience
- The right time for each publication
Also Read | YouTube KPIs: Learn How To Measure The Success Of Your YouTube Videos.
- Usage of popular hashtags
The birth of hashtags can be traced back to Twitter, and using popular hashtags relevant to your promoted tweets can bring about greater discoverability to your profile. Always look for Twitter trends and use hashtags pertinent to your business to increase footfall.
- Complete your Twitter profile.
Ensure your profile is as complete and detailed as possible to make it look legitimate. To help you stand out from the competition, add attractive cover and profile images, a short bio, location, and URL of your businesses to complete your profile. A well-written and compelling profile will help you to attract more customers and leads.
- Engage with your followers.
If you want to succeed on Twitter, you need to be able to communicate effectively with your followers. When someone pauses to interact with your Tweet, it is because they found something that caught their attention. Try to interact with them through polls, humorous tweeting sequences, etc., to keep them engaged with your profile.
- Brownie points for graphical tweets.
Visual communication can help improve user engagement by providing a clear message without using a single word. The use of visuals in communication can create a positive user experience. Try using more pictures and GIFs to keep your target audience engaged! According to Twitter, GIFs improve user engagement to a post by 55%.
Bottom Line:
Twitter is a great way to get immediate interaction with your followers. Plus, since everything is transparent on Twitter, you can always be sure that people know what's happening with your business or project. However, there are a few things to keep in mind when using Twitter for marketing purposes:
- – Make sure all the information you share is accurate and current. People will quickly lose faith in any brand or product they perceive as dishonest or unreliable.
- – Be prepared for backlash! Not everyone will like what you post, and some may even attack your business online (or offline). But remember – social media isn't about winning every argument; it's about building relationships and connecting with your audience. Twitter remains a user-friendly and competitive platform for businesses of any size. Remember, people spend 26% more time viewing ads on Twitter than on any other social media platform. 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?
Track your Twitter Ads KPIs with INSIA
While Twitter Ads gives you a general picture of your data through KPIs such as impressions, reach, and engagement metrics, it is limited in what it can do for you. Optimize your Twitter Ads marketing strategy by integrating it with INSIA's advanced AI-powered, self-serve analytics software. Create and customize unlimited dashboards that are suited to your needs. A robust business intelligence tool like INSIA can help your small business grow to its full potential. INSIA is designed for non-technical business users. It integrates your data from multiple sources (like Twitter, Facebook, Instagram, LinkedIn, Excel, MySQL, and many more) and lets you create visually appealing reports through a Google-like search bar. Connect to INSIA in a couple of clicks and monitor your business performance & the ROI on your marketing decisions with pre-built plug-n-play KPIs and automated dashboards. Click Here for a free trial!
