X (formerly Twitter) is an excellent channel to drive traffic to your website and generate leads for your business.
Especially now that you can do your own Twitter Ads Targeting by creating and uploading a Custom Audience with filters and tools to pick the best active and relevant accounts that have shown interest in topics related to your ads!
The following is the process to help you decide between the types of X ads based on your business goals and set up your X ad campaign.
Types of X Ads for Business
There are three different types of X ads: Promoted Posts, Promoted Accounts, and Promoted Trends.
Promoted Posts
Promoted posts are regular posts that advertisers purchase when they want to reach a wider group of users who aren’t already following them on X. Essentially, the advertiser pays to have posts displayed to people who are not already following them.
Promoted Accounts
Promoted Accounts get your account in front users to gain more followers; X uses an algorithm to determine the likelihood that a user will find the Promoted Account interesting enough to follow. Promoted Accounts are displayed across multiple locations including Home Timelines, Who To Follow, and search results.
Promoted Trends
Promoted Trends will boost the conversation around your brand by appearing within X user’s timelines for a specific period of time. They are trending topics, and with Promoted Trends, you can promote your hashtag to appear at the top of that list.
Types of X Ad Campaigns
X Ad Campaigns were designed to add business value and to help advertisers achieve business goals such as increasing website traffic or promoting brand awareness. X has a number of ad products helping you to meet your specific objectives. Following are the different types of X Ad Campaigns:
Increase Website Traffic
You can bring more people to your website from X by using an ad format called a Website Card that allows users to preview an image, related context, and a call-to-action. A Website Card will grow site traffic, increase online purchases, and drive specific actions.
Growth in Followers
You can accelerate follower growth by setting up a Followers campaign with X Ads that will promote your X account to both desktop and mobile users on the Who to Follow panel and their Home timelines.
Raise Brand Awareness
The objective of Awareness campaigns is geared towards reaching a large number of unique users. This method helps advertisers to better maximize campaign reach. Advertisers pay here for impressions (CPM).
Increased Engagement
Your goal with post engagement campaigns is to extend the reach of your content to an audience that is relevant and are targeted with the objective to initiate conversations surrounding your brand. Here you pay for the first engagement only. To be clear, you do not pay for impressions that did not result in engagement.
Advertising on X
Setting up a X campaign ad is fairly straightforward; X has a nice interface to do this. Regardless, here is the step-by-step process to creating your X ad campaign and running it:
1. Set Up Your Campaign
On the left side of the X Ads Manager page, you will find a list of campaign objectives. Choose the objective based on the business goal you wish to achieve. Clicking Create Campaign will take you to the X ad campaign screen where you choose the name, schedule, and other options.
2. Choose Your Audience
This is probably the most important step, as you essentially defining your target audience. You can opt to upload your own list. Fedica’s powerful analytics allows precise segmentation of your audience. You can segment your audience with a range of filters: location, gender, professions, your own customer list, or search for any keyword in their BIO. You can then export the data to Excel, categorize them in a list to be used for your X ad campaign. Of course you can augment the list with additional parameters provide by X.
3. Set Your Budget
To control your X ad campaign cost, set daily maximum and total campaign budget. You can pay by impression or engagement. X will also provide suggested bids.
4. Create Your Post
You can either create a new post for your campaign or choose from a list of your existing posts. If you prefer to create a new post, click on the eye icon to select delivery type – standard or promoted-only (which will promote it through your X ads campaign).
Remember that because your goal is to target people who are not yet following you, you should use an image or copy in your post that represents your brand well so that you may attract them to click, follow, or engage with you. Tweak the ads based on your different goals with specific offers, ideas, and creatives. Lastly, don’t forget to include a clear call to action; research has proven that simple asks make it much more likely that your audience will take an action.