Optimizing your Twitter PPC Campaign
Many of us use Twitter, but how many of us use the pay-per-click program? It is a different animal. You have to be careful not to overspend, but also be careful about how your structure your adgroups. Twitter PPC has adgroups. You might put a bunch of different tweets in the same adgroup, or you could divide them. You can bid a different amount of cents for each adgroup. You can also bid for getting new followers. It is complicated.
My recommendations
(1) Keep separate adgroups for each tweet.
This might take more time. But, you need to see which tweets are getting clicked on, and at what price. If they are all bunched together, your google analytics will tell you which one is getting traffic — that is all you will know. If you raise the bid, then maybe the other ones will get traffic. It is complicated. If you keep your campaigns separate, then you can see the price breakdown for each tweet and see if it is worth it. You might get very cheap clicks on certain tweets which might do miracles for whatever those tweets link to. If a particular tweet doesn’t get many clicks, you can abandon promoting that particular tweet. My experience is that you should choose your tweets carefully before submitting them. Of the ones you think might do well, only 20% will actually do well. But, 20% is enough. As time goes on you can continue testing new tweets to see how they do.
(2) Paying for followers
It is hard to know what a follower is really worth. For each 1000-4000 followers, you might get a single click for each link you put in a tweet. That is not a good average. This is why you need huge volume to do well on Twitter. You also need really interesting content. Most Twitter followers are extremely dormant and are following so many people that they are not paying attention to any of them! You can start bidding low for followers and see how many you get. If you don’t get too many, then experiment bidding higher. Keep records of how you did at various levels. Stay at each price break for a week before going to the next level and keep very careful records with dates and times of price changes. Once you find your ideal price range that gives you good output without destroying your bank account, then stay there for a while.
A good PPC campaign on Twitter can give you a huge account in a year or two. Niche accounts might get 10,000 followers in that time while more general interest accounts could get a million. To get ahead in business, networking on Twitter is a powerful source of SEO power. The actual new visits to your site you get from Twitter is only the tip of the iceberg of what it is worth. The SEO value of having a big Twitter account tweeting links to critical pages on your site and blog is huge! Whether it is price effective or not is up to you to find out, but don’t underestimate the power of Twitter.
You might also like:
Active vs. Dormant followers on Twitter
http://bpo.123outsource.net/2013/09/27/active-vs-dormant-followers-on-twitter/
Types of tweets that win the game!
http://bpo.123outsource.net/2013/08/15/types-of-tweets-that-win-the-game/