Thread by @Adam_Ha_Yes

Have you ever thought about running ads on Twitter?

I've spent thousands of dollars on Twitter ads.

Twitter can be a breakthrough platform if you're looking for a new way to acquire customers.

Here are 12 best practices for running Twitter ads
👇🧵

#1 Campaign structure

Start with two campaigns.

One for cold targeting and one for retargeting.

#2 When setting bids

Use automatic in most cases.

If your ads aren't serving, then try target.

If it still isn’t serving then use maximum.

#3 Don't use TAP

Exclude TAP (Twitter Audience Platform) from your targeting.

Your cost per page view will be insane ($0.02)

But the traffic is 💩

#4 Target by location

Specify which countries you want to target or it will automatically go worldwide.

#5 Target narrow not broad

Unlike other platforms (Facebook), you want your targeting to be narrow.

As long as your audience size is in the green bar, you should be okay.

#6 Use LAL audiences

Upload your email list (this is better than using their pixel).

Their LAL capabilities are not as powerful as Facebook but they get the job done.

#7 Target people's followers

The best targeting feature is you can target peoples followers and even build LALs off their audiences.

This is awesome and is one of the biggest benefits of using Twitter Ads.

#8 Mix and match when building audiences

Do a mixture of interest, keywords, and follower lookalikes for your targeting instead of just one in each audience.

#9 Signs of Audience Fatigue

You will see a slope in your CPM so I recommend creating a view in Sheets to see CPM week over week.

#10 Retargeting

You have three options for retargeting.

1. Upload a CRM list to retarget.

2. The Twitter pixel also can generate that list (best).

3. There is a checkbox to target users who have engaged with previous Twitter campaigns.

Try all three.

#11 Creative best practices

Refresh every two weeks

Twitter strongly recommends video (that's a mixed bag).

If you go video, you will see a 3x increase in completion if you keep it around 0:15 seconds.

Add:
Visual cues
A "sound on" prompt
Captions

#12 Use Cards

You can create "cards" which are images/videos that link to your specified URL. Put your UTM parameters here.

Don't just post images and a bitly link!!! That will miss a lot of traffic.

#13 The real secret sauce of Twitter ads (bonus)

You can promote a tweet from a personal account. BUT, you need written (email) permission that has to be approved by a rep.

This is the way to go.

The ad seems more organic than from a brand account.

Twitter ads can be a great channel if you're looking to diversity your ad spend.

Follow @Adam_Ha_Yes for more marketing best practices (Facebook & Influencers are next).

Retweets are greatly appreciated 🙏

Thanks for reading!