尽管许多营销人员继续将广告预算的大部分投入到Google和Facebook上，但他们将继续忽略Twitter等其他平台是愚蠢的。
实际上，在第4季度2021年，Twitter从广告收入中赚了14.1亿美元。这是同比增长22％。
毕竟，如果企业看不到结果，广告平台不会增长太多。
在这篇文章中,我们将仔细看看一些Twitter ad best practices as well as some potential drawbacks to the platform.
Twitter广告在2022年有效吗？
是的，Twitter广告仍在2022年工作。就像任何PPC或付费社交广告平台一样，Twitter广告效果很好，前提是您知道您的理想客户个人资料（ICP）是谁，并花点时间了解您正在宣传的平台的细微差别。
总的来说，我们在Twitter广告中获得最大成功的受访者更有可能是正在开展品牌知名度活动的大型企业。这是因为Twitter特别适合创建病毒内容，提高参与度以及扩大整体影响力。
*笔记：对于增加的背景，我们调查了57名受访者。B2C为50.88％，代理商为33.33％，B2B为15.79％。
In particular, 42.11% of our respondents advertise on Twitter, while 45.67% of them used to advertise on this platform. 12.28% of them stated that they have never advertised on Twitter.
It is also interesting to note that almost 60% of those who have never advertised on Twitter work for agencies.
Of those who have experience with Twitter ads, around 30% are very satisfied with the ad platform. These respondents tended to be at larger brands running brand awareness campaigns.
Marketers at smaller companies or who were running strictly lead/conversion campaigns tended to be less satisfied with Twitter ads, compared to other platforms.
有关的：如何优化Twitter广告：使用以下17个技巧获得更好的结果
9 Biggest Cons of Using Twitter Ads and Tips for Overcoming Them
由于几乎40％的受访者对Twitter广告不太满意，因此我们想了解为什么是这种情况。事实证明，他们的推理很复杂。一些人抱怨次优的Twitter功能。但是对于许多其他人来说，这与不足够的听众了解或试图以与Twitter上的整体氛围相匹配的方式进行宣传有关。
- 低标准报告功能
- 利基观众
- Not intuitive to use
- 广告太干扰了
- Not great for BOFU campaigns
- 比其他广告平台更昂贵
- 缺乏广告管理控制
- Too many bot accounts
- 客户支持缓慢
1.低标准报告功能
许多营销人员和广告商对Twitter广告的最大抱怨是围绕其报告，归因和转换跟踪功能。
While they make a valid point, after recent iOS privacy changes, it is worth noting that attribution is getting worse across the board.
“与其他平台相比，Twitter广告很难通过不良的转换跟踪导航，” Haleema Rehman说Six & Flow。“尽管可以缩小目标，但它不是为B2B业务做广告的最佳平台。”
马克·托马斯（Marc Thomas）由搜索提供动力says, “It’s a low bar to create an amazing ad platform. And Twitter thinks it’s a limbo contest. Specifically: Bad attribution, Hard to make spend efficient, Unreliable creative tools, Poor collaboration”
Sean Nguyen of互联网顾问补充说：“作为一家基于互联网的公司，我们主要使用Google AdWords来满足我们的广告需求，尽管这对我们来说是一件好事，但在我们尝试在Twitter上做广告之前，它可能已经使我们的期望有所高档。当我们在Twitter上做广告时，界面不仅令人困惑，而且跟踪不是很好，而且我们非常注重数据。
当今的许多在线广告工具都很好且易于使用，因为公司已经意识到这些工具对企业的重要性。但是，当谈到Twitter时，我们发现很难跟踪广告的性能，因此很难像在Google上进行广告一样努力进行正确的调整。我们没有在Twitter上做广告，甚至最终关闭了我们的帐户，因为我们没有看到所希望的结果。当您习惯它时，它会变得更好，但是我们通过通过AdWords改善广告比试图在Twitter上进行改进的潜力更大。”
特别是，许多人认为缺乏精确的每日报告。
“转换跟踪准确性，”杰米·欧文（Jamie Irwin）解释说直接搜索，“我对此有疑问。我们需要准确的每日报告。我必须继续使用Google Ads和Google Analytics（分析）以获取完全准确的数据。”
Sam Speller ofKenko Matchaadds, “In my experience, the biggest con of using Twitter ads is that it can be hard to know how effective your campaigns are in real-time. For example, I know that one of my campaigns has been running for two days and has gotten a few thousand impressions, but I don’t know how many people clicked on the link at all or what their engagement rate was. It would be great if there were some way to see these metrics in real-time so that I could tweak my campaigns as they’re running.”
Ricky Lui ofYoyipet同意说：“ Twitter广告的转换跟踪差，并且不会引起每日报道。Twitter生成了我们生成的十个线索中的大约一个。因此，如果您花钱并且看不到预期的结果，请不要惊慌或阻止任何广告。您的广告很有可能比Twitter报告的更好。如果您不想失去潜在客户，请保留自己的日常报告将是您的最佳选择。例如，Google Analytics（分析），可以在第三方网站上设置跟踪。”
专家提示：准备将您的Twitter广告系列提升到一个新的水平吗？
To monitor and improve the performance of your Twitter Ads campaigns, you can spend hours running a variety of reports and compiling selected metrics manually into one dashboard. Or, you can pull all of your data automatically into one dashboard with Databox. You can instantly review all of your campaigns and drill down on important metrics, such as:
- 印象。View the total number of times your ad was shown/seen on Twitter daily, weekly, monthly, yearly, or within a specified date range.
- Spend by Campaign。Track the estimated amount of money you’ve spent on your campaigns and see if you’re staying within your budget and which campaigns are the most cost-effective.
- 竞选活动的印象。您的广告活动吸引了人们的关注吗？请参阅每天，每周，每月，每年或在指定日期范围内从Twitter广告活动中产生的印象数量。
- 通过广告系列点击。How many clicks do your ads receive? Do viewers find your ads compelling and want to take action?
Now you can benefit from the experience of our Twitter marketing experts, who have put together aplug-and-play Databox templateshowing all the key insights you need to optimize your Twitter ads for conversions. It’s simple to implement and start using as a standalone dashboard or in marketing reports, and best of all, it’s free!
You can easily set it up in just a few clicks – no coding required.
要设置仪表板，请按照以下3个简单步骤：
Step 1:获取模板
Step 2:将您的Twitter帐户与DataBox连接。beplay体育appios
步骤3：在几秒钟内观看仪表板。
2.利基观众
如果您习惯在Google和Facebook上做广告，那么您知道您可以找到一种几乎所有人的方法。在Twitter上不是这种情况。有很多观众不会挂在Twitter上，并试图向没有的观众投放广告，这对品牌知名度或销售都无济于事。
“ Twitter无效（对我来说）是无效的，可以扩大品牌的影响力。”主要是博客。“我研究社交媒体的增长，没有人推荐Twitter通过有机或付费手段来促进流量。尼尔·帕特尔（Neil Patel）在播客中指出，Twitter实际上对提升范围一文不值。如果您想购买广告，则需要在其他地方花钱。Twitter需要像Tiktok一样提高有机覆盖。然后，营销人员会对购买Twitter广告感到兴奋。”
John Frigo of最佳价格营养说：“我们将来停止使用和不会使用的两个平台是Twitter和Reddit，在驱动流量或转换方面，都不是有效的。人们不在Twitter上购物，无论出于何种原因，它都没有Instagram广告经常具有的高转化率和病毒性。另外，Twitter历史上对他们的用户数量撒谎，因此我个人并不真正信任他们。”
查尔斯·德马克尔斯（Charles Demarkles）数字化补充说：“使用Twitter广告最大的缺点之一是它们仅在Twitter的生态系统中起作用，这可能会损害客户的成功，具体取决于其产品或服务的利基市场。Twitter的平台是交换想法的绝佳媒介，一些个人利基市场具有非常活跃的社区基础，可以利用该平台。
However, there is limited reach using Twitter, compared to Google which can show you a variety of ad types in nearly any corner of the internet that you go to. Certain products & target consumers will not be compatible with Twitter, either because they don’t use the platform, or would rather be making their transactions in a place that they feel safer.
同样，鉴于推文如何即时分享简短的想法的性质，许多被登录到平台的人可能不会花时间在他们的饲料中审查您的广告，无论您如何定位它。尽管如此，重要的是，将其用作更广泛的数字意识构建策略的一部分，因为您想确保您的广告被向目标受众提供，而不管他们在哪里。”
3.不直观使用
如果您曾经使用过Facebook Business Manager，那么您就会知道平台可能会多么笨拙。不幸的是，Twitter的广告管理平台对于某些人来说也有很多不足之处。
“最大的骗局是广告平台本身的复杂性，”克里斯·格雷森（Chris Grayson）说影响力。“广告仪表板的结构和布局可能会令人困惑且难以导航，尤其是对于初学者而言。
In order to improve this aspect of Twitter ads, there should be better training available for users, as well as more user-friendly tools that can help to streamline the ad creation process.
Overall, with a few key improvements, Twitter ads could become an even more powerful marketing tool for businesses both small and large. Bottom Line: The ad dashboard on Twitter is confusing and difficult to navigate.”
有关的：24 Twitter Marketing Tips for Driving Engagement, Leads, & Sales
4.广告太干扰了
广告总是会分散用户的体验。尽管Twitter可以做出一些UX改进，以使广告源在人们的供稿中更好地体验，但广告商本身也需要确保其内容首先与他们针对的受众有关。
“以我的经验，Twitter广告的最大缺点是它们可能非常侵入性，”曾经的墙纸。“由于广告散布着常规推文，因此它们可能会破坏信息流，并使很难专注于所说的内容。
Additionally, because ads are often targeted at specific groups of users, they can come across as being tone-deaf or insensitive.
For example, I once saw an ad for a weight loss product that included the tagline “You’re worth it.” While this may be an effective slogan for some people, for others it could be triggers feelings of guilt or insecurity. If Twitter wants to improve its ad offerings, it needs to find a way to make them less disruptive and more relevant to users.”
琳达·汤普森（Linda Thompson）Notta.aiadds, “We tried using Twitter Ads to grow our following on Twitter for a period. After a while, we realized that the ROI from Twitter Ads was simply not it. For a start, Twitter’s targeting style is simply a mess. The ads may give your brand awesome reach, but that reach doesn’t really matter if your brand is being viewed by the wrong audience.
In a way, advertising on Twitter is more or less a gamble. The Twitter audience also rarely engages with promoted content. The chances of getting some real engagement on your promoted tweet is ridiculously low.”
When people do engage, this can lead to more negative comments on your Twitter ads than other platforms.
例如，史蒂夫·雅诺（Steve Yanor）天空字母社交媒体说：“使用Twitter广告的最大骗局是，人们可以在您的广告上发表负面评论。为了解决这个问题，请关闭评论，以便只有广告中提到的人才能发表评论。”
5.不太适合奶油运动
与上面的点相似，Twitter广告在驾驶新或重复购买方面的平均表现特别差。
“ Twitter算法在优化转换方面的效果不如Facebook的效果，” Claire Jarrett说Jarrett Digital。“它无法访问尽可能多的数据点，因此流量质量较低。结果，铅的价格要贵得多，其中铅的数量更少。
Even retargeting ads don’t work as effectively, with Click-Through Rates around a third of what you see on other platforms.
To improve the results from Twitter Ads, the system needs to do a better job at identifying those people who are likely to convert. Helping advertisers to increase conversion rates and dropping cost per lead will see a lot of advertisers choose to invest more in the platform.”
有关的：B2B的Twitter广告：如何在Twitter上实际生成潜在客户
6.比其他广告平台更昂贵
Twitter ads are also more expensive than Facebook ads.
“使用Twitter广告的最大弊端之一是它们可能非常昂贵，” Goodell David说木工清晰度。“根据您的预算以及您想接触多少人，您最终可能会在Twitter广告上花费很多钱。此外，Twitter广告并非总是能确保成功的。即使您创建了精心制作的广告，也无法保证人们会看到它或会导致转化。
There are a few ways to improve the issue of expensive Twitter ads. One way is to create a more targeted ads approach. This can be done by targeting ads to specific groups of users based on interests, demographics, or even location. Another way to improve the issue of expensive Twitter ads is to create more engaging and relevant ads. This can be done by making ads that are more likely to be clicked on, or by making ads that are more relevant to the user’s interests.”
7.缺乏广告管理控制
在这篇文章的早期，我们介绍了广告平台如何特别容易导航。一些广告商提到的相关UX缺陷是围绕广告优化控件。
“使用Twitter广告的最大骗局是，它们可能有点麻烦，”技能建筑培训。“You have to create a new ad campaign for each individual ad you want to run, and then keep track of all the different settings and targeting options for each campaign. And if you’re running multiple ads at the same time, it can quickly become a full-time job just to keep them all straight!
One potential solution to this problem is to seek more training and support for advertisers. This could include perusing detailed tutorials on how to use the various features of Twitter ads and seeking support in terms of understanding the data and analytics associated with them from Twitter.”
史蒂文·沃克（Steven Walker）Spylix补充说：“我认为，Twitter是您可以使用和信任来推广广告的最佳平台之一。如果您知道目标受众，并且它正在实现，则将此工具用于广告可缓解。但是有些事情确实使我感到困扰，而且很容易改进，但事实并非如此。
事情是：它花费太快。与任何其他促销平台相比，Twitter有时花费太快。如果您每次点击的费用过高，则如果您不仔细观察，您的500美元预算可能会在半小时内花费。他们需要仅通过使小规模企业的价格低下来降低支出率。
建立广告帐户需要很多时间。要在Twitter上制作广告帐户，您需要几件事和时间。借助良好的编程和软件，可以很容易地解决它，但仍然很长一段时间。”
8. Too many bot accounts
诚然，这个问题并非Twitter唯一。所有社交媒体平台都必须处理机器人和垃圾邮件帐户。而且，这可能会影响您的广告体验。
“ Twitter广告最大的骗局是，有很多机器人型帐户，以至于观众的目标有时会产生误导。”BlueTuskr。“For example, you can target as deep as running ads directly to a certain profile’s followers, but if most of their followers are fake accounts, it’s tough to get the results you want.”
Abhishek Joshi of博客的狗agrees, “I guess the issue that stares them hard is to account for ‘real users’ on the platform – trends, hashtags, etc. fail to have any meaningful impact if bots rule the roost. Twitter needs to open up on cleaning the userbase – getting rid of bots, the loopholes that allow blackhat operators/agencies to hijack conversations and seed hashtags, often politically motivated.”
9.缓慢的客户支持
Similar to bot accounts, customer support is another issue that plagues every ad platform from Google to Facebook and Twitter.
“如果您的广告有问题或其他使您需要与他们的支持团队联系的问题，那么Twitter确实不是最好的帮助，” Kristen Bolig说。Securitynerd。“他们可能很难与他们联系，即使您确实与之联系，有时您的问题也无法有效解决。
我们曾经在没有我们的知识的情况下取消了广告，当我们试图联系支持时，我们没有直接回答为什么它被删除。这是一个耗时的问题，使我们感到非常沮丧。Twitter肯定需要改善他们的支持。”
监视Databox中Twitter广告系列的性能beplay体育appios
根据我们的研究，要正确的最重要的事情是在内外了解您的客户，并确保他们实际上在Twitter上。完成此操作后，您在Twitter广告中的成功就是一致的监视和及时的广告优化。
This is where our tool can help.
In fact, you can even在Databox中设置警报beplay体育appios为了避免令人不快的惊喜，并在最重要的时候进行调整。
The best part—it is free to get started.Create your free Databox account.
