Friday, January 25, 2013

Twitter Ads & Analytics



Twitter is the 9th most popular website on the internet. And it’s only growing in popularity. Twitter users follow people, brands, and companies they like. Maybe they’re funny, maybe they’re famous, or maybe they have cool giveaways exclusive to their Twitter followers. There are countless reasons to follow someone.

Twitter Ads and promoted tweets are becoming more and more popular. And to be honest, as a regular Twitter user myself, they aren’t that annoying for being a type of advertising. Facebook is making its advertising more and more intrusive and annoying with no way of turning it off, now that’s annoying. But I’ll save that rant for another day. Here’s where you go to access Twitter Ads:



Because of the popularity of Twitter, thousands of people/companies want to promote their brand for those millions of eyes to see. The greatest thing about advertising on Twitter is how targeted you can get through segmentation. You can target users who follow a certain company, who use certain hashtags, or who have particular interests. This is great!

But how do we track these campaigns? How can we know if they’re successful? Well, Twitter has built its own analytics platform as well. With Twitter Ads becoming more and more popular, Twitter needs to prove they are bringing the right customers to the right companies.



As you can see, within its Analytics you can see your timeline activity, track followers, and analyze Promoted Tweets and Promoted Accounts activity. The Websites link is only used if you have multiple URLs. I have no experience with this so I’ll leave it alone. If anyone has experience with it, please enlighten us.

The timeline activity provides you with all mentions, follows, and unfollows numbers as well as users who have favorite, retweeted, or replied to any one of your tweets. The Promoted Tweets gives shows you tweet impressions, clicks, retweets, and replies which is all very good information to know because Twitter charges you based on these metrics. But what’s your primary KPI(s)? Well, it depends on how you want users to interact with you.

If you’re an eCommerce site looking for sales, you only want to be charged for clicks from your tweet to your website where a transaction can take place. Otherwise your ROAS is going to be quite poor. So only include a link to your site in the tweet.

If you’re looking to build your Twitter following you can promote your account. Again, you can be very specific in your audience targeting in order to reach the right people. This page reports impressions of your tweets, profile views, and follows. Essentially you’re paying to get followers here, which is sometimes worth it and sometimes probably not.

Overall, I think Twitter Analytics has come a long way. You can choose any timeframe to analyze and download it to excel to help make it more visual. My experience with Twitter Ads and Analytics has been mostly positive and I suggest it to anyone who has some extra marketing dollars to spend.

You may refer to the following link to learn more about Twitter Ads and Analytics: