Making Twitter Ads Work
Download as PPTX, PDF1 like962 views
This case study focuses on a Twitter advertising campaign for the #houseforrudolph initiative to support Focus Ireland, involving a $100 budget over 20 days. Key findings indicate that visuals significantly impact engagement rates, with average engagement hovering around 3%, and that targeting specific demographics can enhance reach. The campaign aims to boost awareness, maintain a positive sentiment for Focus Ireland, and encourage donations via text.
More Related Content
Similar to Making Twitter Ads Work (20)
More from Limerick School of Art and Design (14)
Making Twitter Ads Work
- 1. MAKING TWITTER ADS WORK Supporting #HouseForRudolph and @FocusIreland
- 2. TWENTY DAY CASE STUDY This short case study was self-funded by LIT.ie staff. Involves college students, primary school students and staff. Expert advice from Irish Twitter community in targeting 16 keywords. Produced by @topgold #LSADmedia 2
- 3. TARGET AUDIENCE People in Ireland who read Polish or English. And who watch Vincent Browne or RTE Prime Time. And who search for homeless or charity. Produced by @topgold #LSADmedia 3
- 4. FINDING: YOU CAN TARGET YOUR FOLLOWERS OR THE PUBLIC. And the ad will arrive on the top of relevant users’ timelines. Produced by @topgold #LSADmedia 4
- 5. AFTER 10,000 IMPRESSIONS AND 325 ENGAGEMENTS Images affect engagement. Engagement across three days remains below 5%. iPhone owners click more than Android owners. Men use Twitter more than women. We need fresh images for #HouseForRudolph. Produced by @topgold #LSADmedia 5
- 6. FINDING: AVERAGE ENGAGEMENT RATE IS 3%. If your ad falls below 3% engagement you should change its text or image. Produced by @topgold #LSADmedia 6
- 7. ULTIMATE GOALS Improve awareness of @FocusIreland. Maintain positive sentiment of FocusIreland.ie Encourage people in Ireland to text the word Homeless to 50300. Develop case study for Web Analytics module. Spend $5 a day and $100 total during 20 days. Get 1000 engagements by spending no more than $100. Produced by @topgold #LSADmedia 7
- 8. GREATEST NUMBER ENGAGED Produced by @topgold #LSADmedia 8 Tweet in Polish.
- 9. STRONG WEEKEND REACTION TO POLISH Produced by @topgold #LSADmedia 9
- 10. ORIGINAL ADVERTISEMENT Produced by @topgold #LSADmedia 10
- 11. GREATEST PERCENTAGE ENGAGED Produced by @topgold #LSADmedia 11
- 12. FINDING: PLAYFUL IMAGES WITH CALLS TO ACTION WORK BEST. We discovered #LSADmedia students are online between 2AM – 3AM on weekdays. Produced by @topgold #LSADmedia 12
- 13. TESTING BRIGHT YELLOW Produced by @topgold #LSADmedia 13
- 14. AFTER 10,000 IMPRESSIONS Produced by @topgold #LSADmedia 14
- 15. FINDING: YOU PAY WHEN HITTING TARGET. Twitter charges only when delivering tweets to your selected audience. And Twitter caps your campaign to your specified spending limits. Produced by @topgold #LSADmedia 15
- 16. ENGAGED BETWEEN 6-8AM Produced by @topgold #LSADmedia 16
- 17. FINDING: THE EARLY MORNING ACTIVITY We discovered #LSADmedia students are online between 2AM – 3AM on weekdays. Produced by @topgold #LSADmedia 17
- 18. MEN ARE MORE ENGAGED Produced by @topgold #LSADmedia 18
- 19. FINDING: GENDERS DIFFERENTIATED BY INTERESTS The higher percentage of men could reflect who is searching for the campaign’s targeted keywords. Produced by @topgold #LSADmedia 19
- 20. FINDING: IPHONE OWNERS MORE ENGAGED Produced by @topgold #LSADmedia 20
- 21. TRYING TO IMPROVE ENGAGEMENT Produced by @topgold #LSADmedia 21
- 22. FINDING: PROMOTED TWEETS REACH WIDER AUDIENCES. A well-run campaign will decrease Cost Per Engagement while reaching an audience beyond normal followers. Produced by @topgold #LSADmedia 22
- 23. INTERESTED IN HELPING? SHARE YOUR IMAGE ON ONEDRIVE First save 50 kb JPG into OneDrive. Then share your image with [email protected] Do this before 16 December 2014. Text Homeless to 50300 and help #HouseForRudolph. Produced by @topgold #LSADmedia 23
Editor's Notes
- #2: This slide deck complements an active learning session in the Web Analytics module taught by Bernard @topgold Goldbach at the Limerick School of Art & Design. Please attribute to source when citing this work.
- #3: Business intelligence for this initiative came from people following #HouseForRudolph.
- #6: Focus Ireland is one of the most reputable charities in western Europe.
- #7: Text written by Mateusz @docentkowalik Kowalik. This advertisement earned five retweets, one follower and one reply.
- #8: Text written by Mateusz @docentkowalik Kowalik. This advertisement earned five retweets, one follower and one reply on a Saturday.
- #9: Original image liberated from Dermot @dermotcasey Casey.
- #10: Image by Attila @Airgidfaolchu Farkas.
- #11: Image by Keith @KeithRyan28 Ryan set to run two days.
- #13: First engagements start to spike after 2AM.
- #14: Early morning students supported the programme with favorites and retweets.
- #15: This suggests more men watch the two TV shows in the target audience.
- #16: Web Analytics students are studying this prospect.
- #18: The initial evidence suggests each advertisement should run for only two days.
- #19: This Slideshare deck will update as the #HouseForRudolph campaign concludes in December 2014.