5 Really Good Reasons NOT TO Use Twitter Ads
I just used Trend Pie to help launch my company’s new app called Velapp and it reduced my potential cost per click (via Twitter) by over 500%
Is Twitter advertising best when you go through their self-serve ad dashboard?
I have used Twitter ads in the past, but I found it costly and very time consuming. Luckily, I was introduced to the founder of Trend Pie. In fact, I interviewed him for an episode of my show called The App Guy Podcast. They have some very clever Twitter growth hacking strategies which (in my opinion) beats using Twitter’s own self-serve ad platform.
My company Velapp launched our app successfully because of these Twitter growth hacks.
Here is my experience using this new influencer service from Trend Pie and…
my top 5 reasons to stay away from Twitter’s own ad platform.
1. Twitter Charges Too Much for Performance
On average, a thousand views on Twitter costs anywhere from $9 to $11. As I say, you pay too much using Twitter’s own ad platform.
As it happens, I just paid an average of $0.26 per 1,000 impressions using Trend Pie
I achieved 3,610,173 impressions and this cost $1,000. In fact, here is the full report showing:
Engagement Rate 2.03%
Media Views 59,710
Seeing the Twitter activity on launch day filled me with great excitement.
This is just one example of Retweets from a single tweet:
My click performance was high because of the massive number of followers from accounts who retweeted.
2. Target Trending Keywords
Trend Pie started my campaign around the spring break. This meant they targeted the keyword ‘Spring Break’ in a few tweets. For example….
A good strategy is to start a campaign around a relevant big event so you can jump on the band wagon of a trending keyword.
3. Twitter Engagement Targeting
Everyone knows its not just about a follower count or number of impressions. A better metric is number of engagements. In my campaign for Velapp, I achieved
Engagement Rate 2.03%
I used a tracking link because I wanted to share my experience with my community. This cost me in a lower engagement rate. If I never used a tracking link, I could’ve achieved a higher engagement rate of about 2.3% (which is 82,938 total engagements)
4. Twitter Has A High Cost per Click
Now remember, not all of my tracked clicks would’ve registered. However, in launching Velapp and working with Trend Pie, I achieved 1,903 clicks; almost all of these UNIQUE CLICKS.
This compares to using Twitters own ad platform at a potential cost around $2.75 per click.
So, conducting the equivalent Velapp campaign, but using the Twitter self-serve ad network instead of Trend Pie would’ve cost me a massive $5,233
5. Quality Of Clicks
In our live campaign, every 2.4 clicks from Trend Pie resulted in a download. This meant a very low cost per install of $1.26.
This compares to an average of say $6.50 per download, but then this is all over the place when you run your own campaign on Twitter
Note: It’s challenging to attribute each download because I had other stuff happening around the Trend Pie campaign (for example being hunted on Product Hunt and emailing my own newsletter)
Here is an infographic to sum up my growth hacking experience with my new friends at Trend Pie
Author: Paul Kemp, host of The App Guy Podcast: Inspiring Founder Stories, Growth Hacking, Funding, Getting Beta Testers, Big Data, Lifestyle, Startups