We recently gave Twitter ads (their new DIY platform) a whirl for the first time and so far I’m not thrilled with the lack of transparency or the results. We’ve tried both Promoted Account advertising (where they suggest folks follow your account under “Who to follow”) and Promoted Tweets advertising (where they display a Tweet of your choosing in other people’s feeds).
I was pretty excited about Promoted Accounts because in our B2B sales cycle things typically take 3-6 months before the possibility of a sale exists. So interacting with someone regularly on Twitter, by being included in their Tweet stream (after they followed our Promoted Account) would seem to be a good way to stay top of mind. But to be honest, we have yet to woo any new followers from Promoted Accounts. Currently Twitter is suggesting a $1.88 minimum bid and I’m not sure a Twitter follower is worth that to us. For the fairly short amount of time that we’ve been tracking, we’ve only had 2 very qualified leads register on our site as a result of hundreds of tweets. And just because someone follows you doesn’t mean they’ll even see all of your tweets, because their stream could be going by too fast or they might not even be on Twitter at the time you send it out.
That minimum bid also seems high particularly because I can’t see the type of companies or people that our account is being promoted to. Are they showing it to our followers’ followers or to tech companies or what? I’d love to be able to narrow my targets according to interests, or keywords in profiles, or types of company’s they work for or follow- anything really would help. Of course because I’ve set my bid so low, our account has been promoted to only a couple of people, none of whom have decided to follow us, so we haven’t been charged anything either- meaning at least we’re getting a bit of branding exposure for free. Though maybe not even to the correct target market.