Simplicity is not always a good thing; Our first major concern with Twitter ads is that they are too simple. It only took us a few minutes, realistically a minute or less, to setup the entire campaign. Seems great right? Unfortunately it is so simple it leaves us to wonder, how well can these campaigns possibly perform?
There’s no target in sight; One of the main reasons we always encourage our clients to take advantage of Facebook ads is because of how targeted you are able to get. You can pick everything from location, to gender, to relationship status, to specific interests and so much more. This allows you to really tone in and market ONLY to your target market. Twitter’s only option for us while setting up the ad was location.
This leaves us to assume that Twitter is going to be showing our profile to users that are Tweeting about similar things as us. If this is the case we’re going to be attracting fellow social media professionals, since those are going to be the users that are Tweeting similar content as us. Our target audience is not going to be Tweeting about the same things as us, that’s why we’re sharing it, because they are looking for that content. Facebook is extremely targeted while Twitter doesn’t seem to have a target in sight.
How much is a Follower really worth; The next area of concern for us is the cost per follower. When using Facebook ads we’re typically seeing local small business owners paying about $0.50 to $1.00 per click, however with each click your page shows in that users Friend’s News Feed, so in reality you’re usually paying less than that. For campaigns that are targeting larger audiences like nationwide businesses we’re seeing clicks as low as $0.20. When setting up our Twitter account Twitter recommended that we start our bid at $1.25 per Follower. Our campaign is setup for Colorado users only, so out of curiosity we adjusted the campaign to nationwide users to see what the recommend bid would go down too. Much to our surprise, it stayed the exact same, $1.25 per Follower.
I understand that having a quality Follower is valuable and we’re willing to pay for this campaign, however without us knowing anything about who our campaign is going to show up to other than location we can’t justify a $1.25 per Follower. We’re hoping that much like Facebook this is just going to be the maximum bid and that actual bid is no where near it. (Also, we placed our maximum bid at $1.00.)
Twitter ads have a lot of proving themselves to do before we really start pushing them on any of our clients and for us to continue putting our marketing dollars towards them. We’ve put a $50 budget on this initial ad, once we’ve used up those funds we’ll share our after thoughts and opinion on Twitter ads, hopefully it is more positive and encouraging than our initial reaction to Twitter ads.
Have you used Twitter ads before? Share your thoughts and if you’d use them again in the comments field!