Elizabeth Marsten // Nov 28 2012
In our endless quest to find the “next big thing” in PPC, we tried a small test at Portent on Portent products and services with Twitter ads.
I noticed there were many “how to get started” posts but few data-supported case studies with results. Armed with PPC intern Tim, a $100 head start from a promo code and some curiosity, we put Twitter ads to the test. Below are our results, observations and speculations.
But as always, remember that your mileage may vary.
This part was easy. Use a $100 code if you can and give yourself a head start. The trick is deciding what to promote, when and for how long. In our case we determined that it was unlikely that people would want to “buy” PPC or SEO services from us via Twitter, so we settled on:
As we went along, we found that Twitter ads “burn out” even faster than Facebook ads, so the testing period for each of these tweets lasted no more than 5 days.
This was our most fiscally “aggressive” effort, spending the $100 code and another $100 just to see how many sign-ups we could get. We promoted a total of 3 tweets over 8 days, turning all ads off the morning of the webinar:
As you can see, the first tweet (where we spent the most cash), yielded the most impressions, the third tweet landed the best CTR and the second tweet resulted in the most sign ups. We used the same two hashtags each time: #smallbiz and #portentu, and mentioned the Twitter handle of the presenter as well. (The “X” for conversions on the first tweet is where intern Tim learned about tagging destination URLs for GA.)
We ran each tweet at $150 budget per day within the suggested bid range of $1.50 and made no changes to the bids until we decided to turn off that particular tweet. The majority of impressions came in the first 12 hours; that number slowly declined over the next day or two until we either turned the ad off or promoted a different tweet of the same content. None of the ads reached their daily budget. Not even close.
On a whim, we decided to promote our email holiday series on internet marketing strategy.
And how did the promotion turn out? The answer: not great. No sign ups. This ad also ran at $150 per day with $1.50 bid.
So what happens if you try to sell something directly? We chose my ad copy eBook because it is our newest offering in the Portent Store, has a friendly price point and well, it’s awesome. Unfortunately, we learned that yes, no one wants to buy anything on Twitter unless it’s the shirt off Robert Pattinson’s back:
We increased the CPC bid on this one to $2 to see if that would garner more clicks. It seems to have worked, since out of all the tweets this one racked up the most impressions and clicks over 3-4 days when compared to our second place tweet (re: the webinar).
At this point, we decided to see if we might gain a few more followers by paying for a promoted account. I have to say I was surprised when we picked up 47 for $106. Not bad at $2.26 per follower. Depending on what your grand plans are, this could be a nice way to build your follower list.
Yes. We found Twitter ads to be more effective for garnering sign-ups on the webinar than Facebook ads or AdWords, and cheaper and easier to manage as well. If we feel like picking up a few more followers later on, or have a big thing happen in the world of PR (like our CEO Ian Lurie gets to be a contestant on The Price is Right), we’ll pick the promoted account back up again.
And no. For the eBooks, email series and anything we “sell,” Twitter ads just aren’t worth it… unless there is a sparkly vampire’s shirt attached.
Elizabeth supervises the overall search division at Portent, which includes PPC, SEO and Social Media. Check out her modest brag link bundle if you really want to know more: http://bitly.com/bundles/ebkendo/5 She has also written ebooks, is a regular on the Portent blog and speaks on PPC across the USA at various conferences. Read More