This is a guest post by Jana Fung, Marketing Manager of MixRank.com
Previously, we looked at the pros and cons of social ad formats for Facebook. Today, we continue with Twitter.
- Pro: Your tweet will reach tens of thousands of Twitter users in days, rather than just the few hundreds or thousands of followers you currently have. Additionally, you only pay per engagement (re-tweet, favorite, click, or replies, rather than paying by impression.
- Con: Twitter Advertising is only viewable on Twitter properties. So you’re missing out on reaching the hundreds of thousands of people who use other vendors like Visible to monitor and post tweets.
- Recommendation: You’ll have to evaluate if the Twitter audience is your target market. Have you had previous success from acquiring new customers with the tweets you’ve been publishing? If not, then this may not be the best ad format for you. And since there is no option to only pay per click on a Promoted Tweet, you’re automatically opted in to paying for replies, re-tweets and favorites, and those actions are not directly correlated to ROI, but rather a branding campaign. Read more…