By Kelly Rogan, on 21 April 2016
Twitter Ads are an increasingly popular way for businesses to increase brand awareness, application installs, website visits among other objectives that ultimately increase sales and company success. According to a study by Twitter and Datalogix, people who interact with promoted tweets drive a 12% increase in the in-store sales. In addition to this, when a company’s twitter follower sees a promoted tweet they buy 29% more than followers who only see the organic messages. If you’re interested in taking full advantage of all these benefits in Twitter it is crucial to obtain an ideal quality score.
The Twitter quality score is a hidden metric that you can’t see but every single advertiser on Twitter has one and it is used to determine how your ads are displayed and how much you pay if it receives engagement with users. Twitter is not the first social network to have this idea; both Facebook and Google have been rewarding their advertisers who create high quality engaging ads with lower cost per click and better ad placement as well as penalizing those with low quality. Twitter’s quality score has the same goals and has an algorithm that takes various aspects into account in order to come up with this score.
How to obtain a high Twitter Quality Score
1# There is no need to play the guessing game
When you’re making Twitter ad campaigns you should be sure that the image and text combination will be successful before you put money into promoting it. There is no need to lose money due to your bad choices of ad combinations. Twitter provides you with a plethora of analytical information on your tweets so you don’t have to invest money into an ad that you’re not absolutely positive will be a surefire success. Tweet all of the possible ad combinations to test them and review the results, especially the engagement data. Take the best preforming (try to pick the tweets with 15% engagement rate or higher) and promote them in order to lower your costs per engagement and increase your chances of obtaining organic traffic.
You can also use tools based on Artificial Intelligence to help you tell apart the successful ads from those not so successful.
2# Stop shooting blind
One of the biggest reasons why people end up with a terrible quality score (and results in general) is due to a massive over-targeting of users. If you think that sending your ad out to as many people as possible is the way to max your ROI then you better think again! That is precisely the way to land yourself a rotten Twitter quality score. You need to create microsegmentations that consist of the target audience that is most likely to find interest in your ad, information service or product. The best idea is to make your ad segmentation as specific as possible, defining the demographics, geographical locations, language preferences, interests, influencers, devices and any other information that would be considered relevant to your advertisement and content. This will create a segmentation that provides you with users who are most likely to have an interest in your product or service and therefore it will increase your engagement rate. If, on the other hand, you don’t have a highly segmented audience for your ads you will realize a very poor engagement rate, which will have a negative impact on you costs and quality score. Avoid this at all costs by microsegmenting your campaigns as much as possible.
3# Out with the old and in with the new
Twitter is one of the most popular social networks for a reason; it maintains a constant flow of new information. In fact, according to Twitter reports, there are 100 million daily active users on the social network, proving the importance of keeping your tweets and information fresh and new. Your ads will be shown along brand new Tweets and if you don’t update the ad with brand new images or text then it will stick out like an old sore thumb. It’s true, as mentioned above, that it is important to know which ads preform the best but there is a fine line between promoting a guaranteed successful ad and promoting an old and outdated ad. Make sure that your ads, even the always on ads, are regularly updated with brand new images and texts related to fresh information to keep your audience engaged and ultimately increase your quality score and ROI. By keeping your ads updated you will realize a high engagement rate and this will in turn increase your Twitter quality score.
4# Benefits of a high Quality Score
One of the main benefits of increasing your quality score is the amount of money you end up saving. To prove the importance of this, you can actually decrease the cost per engagement by 5% by just obtaining one point in engagement rates. As stated by Social Media Examiner the cost per engagement becomes as low as one cent if you bring your engagement rate to 60%. To really show you the effect of this, if you only manage to obtain an engagement rate of 36% then you will realize costs of two cents, double the cost of a 60% engagement rate. This cost difference adds up extremely quickly and as a marketer or business owner you need to do all you can to make to most out of every marketing dollar and by increasing this quality score you will be able to do just that.
Another benefit of the high quality score is the visibility that your advertisement will obtain. Twitter will allow your ads to have a much better visibility than those who have a lower quality score and it will therefore continue the virtuous circle of increasing the engagement rate, lowering the cost and ultimately maximizing your return on investment with Twitter Ads!