Testing Twitter Ads -I learned not to let Twitter be in charge
I wanted to test which audience has the best traction for me in order to help define target markets for my newsletter. So I set up 5 Ad Groups in Twitter Ads:
- MarTech
- Indie Makers
- Growth Marketers
- Marketing
- Apps used by MarTech people
I had a very small budget, but enough to be sure that the results were significant.
The problem I ran into was that these 5 Ad Groups were within the same campaign with one overall budget. The Twitter Ads algorithm decided very early from the first 2 or 3 clicks which audience Ad Group to serve the ad, leaving the others behind.
Even within an individual audience, it over-served to the first keyword that saw any action. My budget was maxed out before I realized what was happening.
Key takeaway - break up your audiences or creative or whatever you want to test with its own campaign & budget to ensure it gets its fair share & significant data.
Has anyone else had a similar experience? How did you manage it?
My recent foray with Twitter ads I did multiple ads within a campaign so I can split test them. I put a max budget on the campaign and then an individual budget on the individual ads in the campaigns.
I will keep doing this on small amounts until I find what resonates with my clients and then double down on that.
Would love to hear your thoughts on this as I'm still working this out too.
Smart . Are you finding that twitter is equally serving the ads when you meet it up that way? What are your results?
No, one of my ads didn't get nearly enough traffic as the other two. But in my case it might be the audience parameters than the ad itself.