Twitter Ads for Performance Marketing
September 06, 2017
Twitter Ads for Performance Marketing
Score 7 out of 10
Vetted Review
Verified User
Overall Satisfaction with Twitter Ads
The upper funnel Paid Social team uses Twitter ads for brand awareness campaigns, but I, in Performance Marketing use Twitter Ads for retargeting users. We were targeting users who abandoned our site without booking a hotel to bring them back and complete their booking.
- Target specific audiences - site visitors, specific countries, and demographics
- Reach users within the right frequency - not over expose our ads, but just the right amount to result in a conversion
- Twitter is able to show a tweet with an image, and now they can show carousel images, videos ect.
- Ads cannot be dynamic based on information the pixel is capturing on our audiences from our site - example: showing real-time pricing in the ad copy, or as an overlay on the image.
- Twitter cannot target by language, only by country. This means certain foreign speakers in countries may not find our ad to be relevant since it's not being shown in their preferred language.
- Twitter has very limited capabilities to show you cross-device attribution. They can see when a user engaged on mobile and converted on desktop, and vice-versa, but this audience is limited to only a fraction of people logged into Twitter on multiple devices, not all of them.
- Twitter's overall performance proved to be successful according to Twitter Ads Manager reporting.
- Twitter was not successful from a last-click perspective - even though this was for a large global retargeting campaign, users were still in the consideration phase when seeing our ads and converted on a last-click basis from a different marketing channel funded by our company.
We selected Twitter Ads because our paid social marketing team runs various upper funnel tactics that perform very well on this platform.
Using Twitter Ads
Pros | Cons |
---|---|
Easy to use Technical support not required Quick to learn Convenient Feel confident using Familiar | Not well integrated |
- Using filters in the reporting UI
- Downloading the reporting in Excel to analyze on my own
- Knowing how to calculate cross-device attribution without making up our own formulas
- Not every metric exists, just the basic ones. Twitter is not as robust as Facebook.