How to Use 4 Twitter Analytics Tools to Improve Twitter Ad Performance
Looking for tools to improve Twitter ad targeting?
In this article, you’ll discover four tools to help you research and build better-targeted Twitter ad campaigns.
#1: Run Keyword Searches to Export New Prospect Lists
Followerwonk is a service from the SEO masterminds at Moz. This helpful analytics tool can save you plenty of time with tasks such as finding key influencers or exploring the demographics of your followers. The tool is free to use but limited for those who don’t subscribe for $29 per month.
Followerwonk stands out for its high-quality insights. It can identify an account’s followers by region and their browsing patterns, which helps you maximize the potential for engagement. You can also find influencers based on their field, which helps you interact and network with big industry figures.
Followerwonk’s algorithm also assesses an account’s social authority. This feature is important when you’re trying to identify influencers, keep an eye on your competition, and monitor your own progress on the site.
Yet Followerwonk’s greatest feature is the bio keyword search function. If you input a set of keywords into the search field, you can find the most authoritative tweeters on a subject and compare strategies seamlessly. You can also use this amazing feature to micro-target users who are likely to be interested in your products or services.
For instance, say you’ve developed a new social media tool that helps people schedule and cross-post content. Now you’re looking to reach people who are likely to check out your tool and eventually sign up for a paid plan. To find the right people, enter a set of keywords that will help you find people who work in social media into Followerwonk’s Search Bios function.
For example, your keywords might include the following: social media specialist, social media consultant, social media manager, social media professional, etc. To match an exact keyword, wrap your key phrase in quotes (that is, type “social media specialist”). Searching for “social media specialist” reveals just over 5,100 people. You can narrow your results by clicking More Options.
Now it’s time to export the list to a CSV file to use as your tailored audience. Click the export icon and download the list. Edit the downloaded list and leave a single column with usernames.
When you create a Twitter Ads campaign, click Tools and then choose Audience Manager.
Then select Create New Audience and upload your list. When creating an ad, simply choose your custom audience list in tailored audience tab.
#2: Reveal Engaged Follower Preferences to Inform Ad Messaging
Twitter has its own free platform for analytics. The data and metrics give you deep insights into social media performance, interactions, mentions, and how often people share your website’s content.
You receive regular summaries of impressions, followers, profile visits, and mentions along with an accompanying percentage to indicate the increase or decrease on the month prior. Twitter Analytics also highlights the key tweets, mentions, and followers gained over the course of the month along with fine print explaining why.
The Audiences section is arguably the most useful for looking to learn more about your audience and how to better interact with them. Here, open the Demographics tab to get insights about who your followers are, their age, and location.
You can use this data to target people who are more likely to engage with your ads. In this case, it’s English-speaking people who are 25-44 or 55-64 years old and based in Pakistan, India, U.S., and U.K.
#3: Identify and Target Topical Influencers
Klear specializes in influencer targeting and claims to be the most sophisticated influencer search engine on the internet. With 500 million profiles, 60,000 categories in which to search, and 5 years of historical data, this claim is somewhat justified. Indeed, its simple interface allows you to find key figures in any niche in just a matter of seconds. The tool is free to use in a limited version, and you can schedule a demo for more information on the advanced version.
The detailed search results from this seemingly omnipotent engine are similarly impressive. Influencers are scored out of 100. Those with the furthest reach command the highest marks. Algorithms also calculate True Reach, which focuses on the brands that an influencer references on their account as well as their key demographics for gender, age, and region.
For instance, if you’re looking to reach people who would be interested in your social media scheduling tool, you might want to target audiences based on influencers such as Jeff Bullas and Joel Gascoigne of Buffer, who are known for being advocates of online marketing and social media. Hence, people who follow these individuals are likely to work in digital marketing and respond to your ad.
You can target an audience based on specific influencers when you edit a Twitter Ads campaign. Simply select Additional Audience Features and choose the option to Add Followers.
There you can input the influencers of your choice.
#4: Refine Campaign Targeting Based on Geographic Density of Followers
When you want to find out more about your followers and target followers who are likely to respond to an ad, Tweepsmap is an excellent visualization tool. The free service is simple and easy to use. Twitter users are presented with a world map that’s broken down into percentages that illustrate the density of followers from specific nations and cities.
The map-based insights let you see where your mentions and unfollows come from. This information helps you understand your audience and avoid targeting those who are likely to ignore your offer.
Beyond personal performance analytics, Tweepsmap provides some invaluable insights into keyword performance from around the world. You can search and track hashtags based on their performance in specific nations and regions, along with similar words. Also, you can find references to your brand or see where in the world your tweet has been retweeted.
You can use the excellent publishing options based on data that’s mined from your followers and the times they’re most likely to engage as projected by Tweepsmap. To schedule tweets for publication at the optimal time, use the Tweets Calendar.
Other housekeeping-style features are available. A chart of inactive accounts lets you see all of your followers who haven’t appeared for a prolonged amount of time. These details can help you know when you need to try finding a more vibrant audience. If you like Tweepsmap, premium options are available starting at $9 per month.
For businesses, Twitter offers an immense opportunity to reach your targeted audience with paid ads. However, as with any other advertising platform, be it Google AdWords, Facebook Ads, or Twitter Ads, the right targeting options are vital to reach the right people, at the right time, and at the right place and make your ads highly effective.
To help you get the most out of your Twitter ads, you can use third-party tools as well as tools within Twitter Ads to create highly targeted ads your prospects can’t resist.
What do you think? Have you used any of these tools to refine your Twitter ad targeting? How have the tools worked for you? Please share your thoughts in the comments.