Making Twitter Ads Work

MAKING TWITTER ADS WORK

Supporting #HouseForRudolph

and @FocusIreland

TWENTY DAY CASE STUDY

This short case study was self-funded by LIT.ie staff.

Involves college students, primary school students and

staff.

Expert advice from Irish Twitter community in targeting

16 keywords.

Produced by @topgold #LSADmedia

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TARGET AUDIENCE

People in Ireland who read Polish or English.

And who watch Vincent Browne or RTE Prime Time.

And who search for homeless or charity.


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FINDING:

YOU CAN TARGET YOUR FOLLOWERS OR THE PUBLIC.

And the ad will arrive on the top

of relevant users’ timelines.


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AFTER 10,000 IMPRESSIONS

AND 325 ENGAGEMENTS

Images affect engagement.

Engagement across three days remains below 5%.

iPhone owners click more than Android owners.

Men use Twitter more than women.

We need fresh images for #HouseForRudolph.


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FINDING:

AVERAGE ENGAGEMENT RATE IS 3%.

If your ad falls below 3%

engagement you should

change its text or image.


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ULTIMATE GOALS

Improve awareness of @FocusIreland.

Maintain positive sentiment of FocusIreland.ie

Encourage people in Ireland to text the word Homeless to 50300.

Develop case study for Web Analytics module.

Spend $5 a day and $100 total during 20 days.

Get 1000 engagements by spending no more than $100.


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GREATEST NUMBER ENGAGED


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Tweet in Polish.

STRONG WEEKEND REACTION TO POLISH


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ORIGINAL ADVERTISEMENT


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GREATEST PERCENTAGE ENGAGED


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FINDING:

PLAYFUL IMAGES WITH CALLS TO ACTION WORK BEST.

We discovered #LSADmedia students are online

between 2AM – 3AM on weekdays.


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TESTING BRIGHT YELLOW


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AFTER 10,000 IMPRESSIONS


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FINDING: YOU PAY WHEN HITTING TARGET.

Twitter charges only when delivering tweets to your

selected audience. And Twitter caps your campaign to

your specified spending limits.


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ENGAGED BETWEEN 6-8AM


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FINDING: THE EARLY MORNING ACTIVITY

We discovered #LSADmedia students are online

between 2AM – 3AM on weekdays.


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MEN ARE MORE ENGAGED


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FINDING: GENDERS DIFFERENTIATED BY INTERESTS

The higher percentage of men could reflect who is

searching for the campaign’s targeted keywords.


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FINDING: IPHONE OWNERS MORE ENGAGED


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TRYING TO IMPROVE ENGAGEMENT


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FINDING:

PROMOTED TWEETS REACH WIDER AUDIENCES.

A well-run campaign will decrease Cost Per Engagement

while reaching an audience beyond normal followers.


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INTERESTED IN HELPING?

SHARE YOUR IMAGE ON ONEDRIVE

First save 50 kb JPG into OneDrive.

Then share your image with [email protected]

Do this before 16 December 2014.

Text Homeless to 50300 and help #HouseForRudolph.


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mailto:[email protected]

Education

Making Twitter Ads Work