Sponsored Tweets Case Study & Stats
This month I’ve reviewed Sponsored Tweets, and now it’s time to share some actual numbers. This month I ran two test campaigns, totaling almost $1400. Before going into the campaign breakdowns, I can say that advertising through Twitter can definitely send you a decent amount of traffic fast. The process of generating leads, finding the best deals and improving your ad copy is where it gets tough.
For my test campaigns, I decided to promote a blog post from ZacJohnson.com and RoyalTutorial.com. Since I had no idea how traffic would convert, I sent the users to two of my blogs in hopes of bringing in new leads, while possibly grabbing some new readers for each of the sites. The blog posts were targeted towards Twitter users.
Campaign #1 – ZacJohnson Blog Post
$735.50 Spent / 92 Tweeters to 1.9m Followers / 2773 clicks (.27 epc)
Campaign #2 – RoyalTutorial Blog Post
$612.58 Spent / 94 Tweeters to 619k followers / 1477 clicks (.42 epc)
It’s recommended that you leave the ad copy up to your tweeter to create. However, since this was a large test with two ad campaigns, I wanted to create the ad copy so I had a general idea how it do across the board. It might be best to have big “web celebs” create your ad copy, but I bought from many general accounts and thought I could write better copy.
Buying Tweets Based on CPM or Celebrity:
Before setting up your ad campaigns, you should try and get a general idea who you are marketing to. You can sort through available tweeters by keyword, but it may just be better to buy based on CPM numbers. The cpm cost on Sponsored Tweets is decided by the tweeter and ranges from $0.00 to $790.51. Do your research and you can advertise to accounts with a large following for a much cheaper price than other.
A few of the celebrities available through Sponsored Tweets are listed below. You have to call for most of the celeb account pricing, but Bob Villa has a cpm of $3.27. Thought he has 900k follers, at this rate it would most likely be way to expensive for any site or marketers to make a decent ROI, unless you had a targetted “homeÂ improvement” type of offer.
Quality of Traffic:
The only tracking available through Sponsored Tweets at the moment, is stats on the tweeter and how many clicks they’ve sent from their tweet. If you are looking for conversion tracking, this is something you will have to create on your end. With that said, I had over 100 signups come through from the test ad campaigns on Sponsored Tweets. It was a quick easy signup and there were over 4,000 clicks, so we are looking at a 2.5-4% conversion range. If you look at the campaign numbers again, you will see the first campaign was much cheaper on a eCPC basis. This may have been because of ad copy, but I also went with a different variation of tweeters among the two campaigns as well.
If you had the ability to do pixel tracking and see which tweeters actually delivered conversions, this could be a very valuable tool. There is also a huge click through rate on clicks when comparing different tweeters. Depending on the tweeter, some clicks ended up costing me over $1.00 per click, while others brought in traffic for just a few pennies. With the large variation of follower amounts and cpms, it’s tough to get an idea on where your conversions are coming from when buying on a mass scale.
How long do clicks keep coming in?
Before going live with my campaigns, I was very curious how long my tweets would keep getting traffic. You would think once the tweet goes out, you have roughly 24 hours to get the most traffic. This is true… most tweets are seen and either ignored or clicked. You will see most of your traffic come in right when the campaigns go live. I’m also seeing much better click results earlier in the week vs. later and on the weekends. I still refresh my stats and see clicks come in from tweets that went out over a week ago, so there is a long tail of clicks coming in… just very thin.
Does Sponsored Tweets Work?:
With a cost of roughly $1000 (+25% bonus offered this month), and over 4,000 clicks coming through, it was definitely worth the test to see what type of traffic and leads you can get from advertising directly on Twitter. The 100+ leads that came through are also good sign that people are acting on links. For anyone looking to send out straight CPA offers, it may take you some time to find what works, what ad copy to use and your max cpm price to pay… but once figured out, you can make money and bring in traffic.
I’ll probably setup a few more ad campaigns and be more precise on who I choose to send out tweets, tracking conversions better, and will keep you updated.
For anyone looking to give Sponsored Tweets a try, they are still offering a 25% bonus on any deposits you make into your account before the end of the month.
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