Why would Twitter want to aggressively show content that’s over a week old? Keep in mind that ads on social are going to fatigue pretty quickly and you should plan different variations more often, rather than running the same ones for lengthy periods. Twitter wants to show users the freshest content, so as time goes on, they’re less and less likely to bother showing my promoted Tweet. Notice how the number of ad impressions per day declines over time. The above snapshot from Twitter Ads’ Engagement panel shows the number of Twitter impressions accrued by one of my Twitter ad campaigns.
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Ready? How to Hack the Twitter Ads Quality Score Algorithm in 3 Steps I’m going to show you how to do just that. That’s over 250 times more expensive than promoting a high engagement ad! Why overpay for your ads like that when you could just as easily boost your Twitter Quality Scores and get way better rates? If your engagement is really awful, like say 0.14%, you’re paying a whopping $2.50 per engagement, as shown here: Check this out:Īs your engagement rate and therefore your Quality Score continues to fall to 7%, you’re talking more like 8 cents, which is an 800% change. If you can get it to 36%, it’s two pennies. Well, if you can get engagement rates up to 60% or so, the cost per engagement becomes one penny. What does this mean for your Twitter Ads campaigns? In fact, on average, for every 1 point increase in the engagement rates of your Ads, you see a 5% decrease in cost per engagement. My research shows that, as with Google AdWords, increasing your Quality Score on your Twitter Ads actually earns you a huge “click discount”: Regardless, Twitter Quality Adjusted Bid isn’t some arbitrary metric you can ignore, believe me. Well for starters, you can’t actually see your “Quality Adjusted Bid” in your Twitter Ads Manager – it remains a hidden internal metric for now. So what does Twitter Ads Quality Score actually do and how do you find out if your Quality Scores are any good or not? Check this out – it’s buried in a new section in the Twitter Ads Help documentation:Ī few months ago, this section of the guide didn’t exist! Twitter Ads does indeed leverage a Quality Score of its own and although there was no formal announcement, Twitter has recently confirmed that they use it. What is Twitter Ads Quality Adjusted Bids & Why Does It Matter? Recently I discovered the existence of a Quality Score in Twitter Ads (or “Quality Adjusted Bids” as Twitter sometimes refers to it) and in my post today, I’m going to share with you several ways to maximize your ROI on Twitter Ads by hacking this algorithm that Twitter uses to decide if your ads should be displayed or not, and how much you pay if people engage with your ads.
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