My experience with Twitter Ads

twitterAt the end of 2015 I had the idea to experiment with Twitter’s advertisement machine. It’s easy to find: You sign in with your twitter account and there’s where you start.

You can set up all kinds of campaigns. I wanted one that got more traffic to my website so I went for that. (You can go into the ads site and look around without spending a penny if you’re curious.)

I set up a campaign from Dec. 30th 2015 until 9th of Jan. 2016, spending €3 per day (currently about $3.50 I think). You can also spend more, or set up a fixed amount for the total run of the campaign. Up to you.

focussed on the world, English speaking, mainly geared towards Science Fiction, Fantasy and Steampunk. The ads site will show you the probable reach per keyword like this:


You probably shouldn’t bother with keywords that bring nothing unless these are important to you.

After this it gets interesting: you either compose a number of tweets to be used for the campaign (I made 4 different ones). You add an image (good to do, images draw attention) and you enter your website address with each tweet so people go to your site when they click the link or the image. You can of course do this for a specific book too, up to you.

Then you get your campaign going. If you want to have it run, you need to set up a credit card so Twitter can actually get your money. They’re clever like that.

After the campaign I ended up with this:


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147.000 impressions. This means that in total my tweets were served to this many people over the days the campaign ran. The more you spend per day, the more impressions are served up. You can hit millions but that will cost you appropriately of course. Note that the first day made the biggest bang. After that it’s dropping.

Next to see:


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2.54K engagements. Of the 147.000 tweets sent out, 2.540 people engaged. They either liked the tweet or retweeted it. That looks like not very much, does it?

Onwards, to the final results that I see on the campaign site:


Click if you want. There is no larger image.

Of the almost 147.000 tweets sent out, 1.110 people actually clicked the link to my website. This means that 0.76% of all tweets were actually clicked. This also shows that each click I ‘bought’ this way cost 3 cents. This of course shows in the number of visits to my site:

Site visits

Click if you want. There is no larger image.

As you see that’s a dramatic increase in visits. The interesting detail you don’t see but I do, is that I have not seen an impressive increase in sales. Not in any way. Looking at that I think that this campaign sold 1 book.

So much for my foray into the wonderful world of advertising through Twitter. If you have questions or so, you can find me on Twitter.

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    1 Response

    1. Thanks for posting this. Exposure is great, but it doesn’t pay the bills. It’s all about sales in the end. I also noticed that your engagement to exposure ratio was quite a bit higher than the benchmark of 1%, which means your ad was better than average. Something broke down in-between the ad engagement and the purchase transaction. Would you do this campaign again using a different strategy, such as directing users straight to the buy link?