PPC Twitter (X Ads) has become an essential tool for marketers looking to engage with audiences on the rebranded platform – X, formerly known as Twitter. Understanding the nuances of X Ads can significantly impact the success of advertising campaigns. This article delves into the definition, best practices, and real-world examples of Twitter (X) pay-per-click advertising, providing insights into how businesses can leverage this powerful platform to achieve their marketing objectives.
According to Clutch statistics, 49% of users click on text ads, 31% interact with shopping ads, and 16% engage with video ads. This underscores the PPC meaning for all-size businesses and shows that pay-per-click advertising is quite effective in reaching target audiences. Leveraging Twitter (X), one of the most popular social media platforms, to run ad campaigns can bring significant results in building brand awareness, generating leads, and driving sales.
Read this article and learn everything about Twitter (X) Ads, discover how to leverage various ad formats to maximize ROI, and meet the best PPC marketing tool for landing pages – Landingi, thanks to which you can achieve your PPC goals more efficiently. Whether you’re a seasoned marketer or new to social media advertising, this guide will equip you with the knowledge and strategies needed to maximize your ad performance on Twitter (X). At the beginning, check a 4 tips on how to drive a successful Twitter (X) PPC campaign:
- Define your goals and audiences to fully leverage Twitter’s (X’s) advanced targeting options.
- Craft ads with concise copy and immersive visuals to align the Twitter (X) platform’s characteristics.
- Always link to a dedicated, ad-relevant landing page with a strong CTA.
- Test various ad formats to find the one that resonates best with your target audience.
What Is PPC on Twitter (X)?
PPC on Twitter, now known as X, is a digital marketing strategy where advertisers pay a specific each time their ad on the Twitter platform is clicked. Businesses leverage Twitter ads to promote their content to a broader audience, thereby increasing visibility and engagement. The goal of PPC on Twitter is to drive traffic, generate leads, or boost brand awareness by leveraging the platform’s vast user base and targeting capabilities.
Twitter PPC campaigns are highly customizable, allowing advertisers to define their target audience based on various criteria such as location, interests, demographics, and behaviors. Advertisers can create engaging ad content in the form of website ads, app ads, vertical video ads, carousel ads, or collection ads. These ads appear in users’ timelines, search results, and other relevant areas on Twitter, seamlessly integrating with organic content to capture user attention.
One of the key benefits of PPC on Twitter is its real-time engagement and interaction with users. Advertisers can track the performance of their ads through Twitter’s analytics, gaining insights into metrics such as impressions, clicks, and conversions, which helps in optimizing campaigns for better results and ensuring a higher return on investment (ROI). Overall, PPC on Twitter is an effective tool for businesses looking to enhance their social media presence and reach a targeted audience efficiently.
How Does Twitter (X) PPC Advertising Work?
Twitter (X) PPC advertising operates on a cost-per-engagement (CPE) model, meaning you only pay when a user interacts with your ad. This interaction can be a like, retweet, reply, click, or follow. Creating and managing Twitter PPC campaigns can be done through the X Ads platform, which provides advanced analytics and performance tracking. This enables advertisers to monitor key metrics of their ad campaigns, including click-through rate (CTR), cost per click (CPC), and conversion rates. With a data-driven approach, companies can refine their campaigns, making informed adjustments to increase efficiency and maximize return on investment (ROI).
Advertising on X (Twitter) involves the 5 essential steps as follows:
- Setting up a new campaign – creating a new ad on X (Twitter) starts with the selection of a campaign goal. The platform suggests the 3 paths: awareness (reach), consideration (website traffic, app install, engagement, etc.), and conversions (taking action in the app or website).
- Setting the budget and ad schedule – at this stage, advertisers must add credit card details and choose the daily ad group budget or, optionally, the total campaign budget. In the same phase, advertisers set up ad scheduling, choosing starting and ending dates, with an option for indefinite campaign duration. X (Twitter) PPC operates on a bidding system where advertisers bid the amount they are willing to pay for each click, engagement, or impression, depending on previously chosen campaign objectives. They can choose from automatic bidding, where Twitter optimizes their bid to achieve the best results, or manual bidding, where they control the bid amount.
- Selecting the ad placement and delivery – advertisers choose from 4 available ad placement options, including home timelines, profiles, search results, and replies. Ads are designed to blend seamlessly with organic content to increase visibility and engagement. Targeting options allow advertisers to set the target audience’s demographics, such as age, gender, language, and location. They can choose the device type and specific audiences for displaying their ads. Then, it switches to targeting features, which involve keyword selection, follower look-alike choosing, and other factors that impact ad delivery.
- Ad creation – then advertisers are directed to the Ad details tab, where they can create ad copy and select multimedia for their campaign. Ads should be concise, engaging, and aligned with the campaign goals. Advertisers can select from two multimedia formats: a single picture or video and a carousel with multiple images.
- Monitoring and optimization – X (Twitter) provides analytics tools to monitor campaign performance, offering insights into impressions, clicks, engagement rates, conversions, and cost per result. Based on the performance data, advertisers continuously refine their targeting, adjust bids, tweak ad content, and test different strategies to improve results and ROI.
Running ad campaigns on X (Twitter) is an effective way to enhance brand visibility, drive traffic, and engage with a targeted audience in a dynamic social media environment. Advertising on X provides businesses with the following advantages:
- Real-time engagement – this platform is ideal for real-time conversations and interactions, making it suitable for campaigns that benefit from immediate user engagement.
- Precise targeting – with its robust targeting options, advertisers can reach a highly specific audience, increasing the likelihood of conversion.
- Scalability – X (Twitter) PPC allows businesses to scale their campaigns based on budget and goals.
6 Twitter (X) PPC Best Practices
Check out the 6 Twitter PPC best practices and learn how to run professional, effective campaigns that deliver exceptional results, boost brand awareness, and drive significant ROI. These proven methods will help you achieve your campaign goals, but remember that a successful PPC advertisement starts with understanding the platform’s features. Discover how incorporating the following tips can help you achieve the best results from your Twitter PPC campaign.
#1 Define clear goals and understand your audiences
The first X (Twitter) PPC best practice is to define clear goals and understand your audiences. Start by setting specific goals for your Twitter PPC campaign, such as increasing brand awareness, driving website traffic, or generating leads. Clearly defined objectives will guide your strategy and establish a roadmap for campaign development and measurement. Concurrently, a deep-dive analysis of target audience demographics, interests, behaviors, and pain points is essential for creating highly relevant and engaging ad copy that resonates with the desired audience.
#2 Consider your strategy
The second Twitter ads’ best practice is to consider your strategy. When planning your campaigns, it’s crucial to align your strategy with current events and trends to maximize engagement and impact. X (Twitter) is a dynamic platform where users engage in real-time conversations about the latest news, trends, and cultural moments. You should plan strategic campaign launches – timing your launch to coincide with relevant trends or events can amplify your message. Use Twitter’s promotional tools to boost visibility during critical launch periods. You can leverage Twitter’s event targeting feature to reach users interested in specific events, such as sports games, award shows, or holidays. This allows you to tailor your messaging to match the audience’s interests by actively engaging with those events.
#3 Create engaging ad content
The third best practice for running an effective PPC campaign on X is to create engaging ad content. To capture the attention of a rapidly scrolling audience, you must develop concise, impactful, and visually appealing creative assets. Incorporating strong calls to action, leveraging relevant visuals, and aligning the ad copy with the target audience’s desires are essential for driving high click-through rates and maximizing campaign performance. A/B testing different ad variations can help determine which elements resonate best with your audience.
#4 Use hashtags
The fourth X PPC best practice is to use hashtags. The strategic incorporation of relevant hashtags is a critical component of optimizing X (Twitter) PPC campaigns. By meticulously selecting and utilizing trending or industry-specific hashtags, you can significantly expand your ad’s reach and visibility. Hashtags are powerful discovery tools, enabling users to find content aligned with their interests easily. Consequently, employing hashtags can increase the likelihood of organic impressions and engagement, ultimately driving higher click-through rates and campaign performance.
#5 Focus on bidding
The fifth best practice to conduct a successful Twitter PPC campaign is to focus on bidding. Select the appropriate bidding strategy to align with your campaign goals. Start with automatic bidding to let Twitter (X) optimize for the best results and monitor your campaign performance. Once you gain first learnings, switch to manual bidding to have more control over your bids and increase the budget on well-performing campaigns. Always set a realistic budget that allows for adequate reach while monitoring and adjusting spending based on performance data.
#6 Monitor and analyze performance
The last yet most important best practice for Twitter (X) ads is to monitor and analyze performance continuously. Regularly track and analyze the performance of your PPC campaigns using Twitter Ads (X Ads) Manager. Focus on key metrics such as impressions, CTR, CPC, and conversion rates to evaluate effectiveness. Use these insights to make data-driven adjustments, such as refining targeting, adjusting bids, or tweaking ad content, to improve overall campaign performance and ROI.
How to Start a PPC Campaign on Twitter (X)?
To start a PPC campaign on Twitter (X), set up an X Ads account, and then, after considering what your goal is and what audiences you want to reach, create your advertising campaign following the platform‘s instructions. Launching the campaign is just beginning – you should test its variations to find the best-performing ad version and continuously monitor its performance to make data-based adjustments.
To ensure you reach your target audience effectively and achieve your marketing objectives, follow the 10-step guide on starting a new PPC campaign on Twitter (X):
1. Set up a Twitter Ads (X Ads) Account
Firstly, set up an X Ads account. If you don’t already have an X account for your business, create one. Then, log in and select the Ads tab on the side menu bar. Once you access your X Ads account, click the CTA button “Get started” to start creating your new PPC campaign.
2. Define your campaign objectives
Secondly, define your campaign objectives in the X Ads platform. It’s the first thing you are asked to do when starting a new campaign, and it’s logically justified – your goals create the entire campaign strategy. On the X Ads platform, you can choose one of the three paths:
- Awareness
- Consideration
- Conversions
Each of them includes a list of specific objectives, from which you can choose the one that aligns with your business strategy. For example, if you want to drive traffic to your website or landing page, you should choose the “Website traffic” objective from the list of consideration goals, or when you aim to boost your brand awareness, you should choose the “Reach” objective from the list of awareness goals.
3. Set your budget and bidding strategy
Thirdly, set your budget and bidding strategy. It’s the next step in the ad creation process on the X Ads platform. Budget settings allow you to choose a daily budget (the maximum amount you’re willing to spend per day) or a total budget (the maximum you’ll spend over the campaign’s duration). Then, you can decide between automatic bidding, where Twitter optimizes your bid to achieve the best results, or manual bidding, where you control how much you’re willing to pay per click, engagement, or action.
As recommended, especially for advertisers without previous experience, at the beginning, you should choose the automatic bidding option, which can provide you with basic performance data. Then, you can leverage gathered insights and switch to manual bidding to optimize your campaign for better results.
4. Schedule your campaign
Fourthly, schedule your campaign. By manually selecting precise start and end dates, you gain granular control over campaign duration and expenditure. Moreover, aligning ad delivery with peak audience activity periods can significantly enhance engagement and ROI. While this level of control is invaluable for time-bound promotions or seasonal campaigns, you can also optionally choose an indefinite campaign duration. This option offers flexibility for sustained brand awareness efforts or ongoing lead generation initiatives.
5. Choose your target audience
Fifthly, choose your target audience. Use Twitter’s (X’s) options to target your audiences based on demographics (age, gender, language, and location), interests, behaviors, and specific events they engage with. Use its advanced features to target look-alike followers. Decide on ad placements and select from home timelines, profiles, search results, and replies – your choice will determine during which activities on Twitter (X) users will see your ads.
6. Create your ads
Sixthly, create your ads. After formalities, it’s time to focus on providing engaging content that will encourage users to click your ad. Write engaging copy, keep it concise, and remember to include a strong call to action. Choose the ad format – the most popular Twitter (X) ads are multimedia ones, which can include a single picture, video, or many pictures in the form of a carousel. Ensure the visuals you include are high-quality and consistent with your ad messages. Use popular and relevant hashtags to increase the discoverability of your ads and tap into ongoing conversations.
7. Link a relevant landing page
Seventhly, link a relevant landing page. Remember that to run a successful campaign and achieve high ROI, your ad must direct users to a dedicated landing page. This page is a digital space where users attracted to your ad content turn into leads or customers. It has to be focused on a single goal, guiding users through engaging, ad-related content, to a strong CTA encouraging them to take a desired action. Keep your PPC landing page clear, create a compelling headline, highlight UVP, use immersive visuals, and incorporate social proof to boost your page’s efficiency and increase conversion rates.
8. Launch your campaign
Eighthly, launch your campaign. Double-check all your settings, including targeting, budget, and ad creatives, to ensure everything is correct. Once you’re satisfied, click “Launch Campaign” to start running your ads. It will take a while before the platform verifies your campaign, but once it’s live, you can access performance metrics and measure your success.
9. Monitor and optimize
Ninthly, monitor and optimize your campaign regularly to achieve the best results. Use Twitter Ads Manager to monitor your campaign’s performance. Pay attention to key metrics like impressions, CTR, CPC, and conversions. Based on performance data, adjust your targeting, ad creatives, or budget to optimize results. A/B testing different ad variations can help identify what works best. You can use EventTracker from Landingi to measure your ad-related landing page effectiveness. Thanks to the gathered information, you can easily optimize your page to increase conversions, which, ultimately, will positively impact the overall campaign ROI.
10. Analyze and report
Lastly, analyze and report your campaign achievements. Make an in-depth analysis at the end of your campaign. This process should include analyzing the results against your initial objectives and identifying successful elements and areas for improvement. Generate reports to share insights with your team and use the findings to inform future campaigns.
What Is the Cost of a PPC Twitter (X) Campaign?
The cost of a PPC Twitter (X) campaign typically ranges between $0.26-$0.5 per first action (average CPC) and goes up to $2.00 per follow (average CPE). The campaign costs can vary depending on your industry, goals, ad formats, targeting options, and other factors. The average costs of Twitter (X) PPC campaigns, based on WebFX statistics, are the following:
- Avg. CPC (cost per click): from $0.26 to $0.5
- Avg. CPE (cost per engagement): from $1.01 to $2.00
Twitter (X) advertising operates on a bidding system, where you set the maximum amount you are willing to pay for each click or engagement. The cost per click (CPC) or cost per engagement (CPE) varies depending on the competition and target audience. Narrowing down your audience by location, interests, and demographics can increase costs due to higher competition for specific audience segments. However, precise targeting can also lead to better engagement and conversion rates. Highly competitive industries may have higher PPC costs on Twitter (X) due to increased demand for ad placements among similar target audiences.
53% of companies spend an average of $101–$500 monthly on Twitter (X) ads, but 10% of businesses spend over $10,000 monthly, according to a WebFX survey. To manage Twitter (X) campaigns, businesses often decide to hire professionals. These are not necessarily in-house teams but freelancers or agencies. The costs of hiring a freelancer range between $15–$120+ per hour. For large agencies that specialize in social media advertising, businesses usually spend $4,000–$7,000.
4 Examples of PPC Twitter (X) Advertising
Meet the 4 examples of PPC Twitter (X) advertising campaigns and check out what makes them successful. Each of these ads showcases a different format with specific characteristics, chosen to effectively reach target audiences and encourage users to click and explore offers.
1. Promoted Tweet
The first example showcases the classic promoted tweet. This ad includes a short copy with a compelling product description, encouraging CTA, a link to a related landing page, and a high-quality product picture. This concise ad form is typical for the Twitter (X) platform, catching users’ attention with just one well-written sentence and an attractive image.
Once the user clicks the ad, it directs them to the product landing page, where they can find more offer details. The page is clear and focuses on presenting the product. It includes a straightforward headline with descriptive elements, visible price information, and high-quality product pictures, allowing visitors to see all the details. This landing page includes a strong CTA button with clear messaging, encouraging users to add the product to their cart, and an alternative yet visible PayPal button, leading to immediate purchase.
The core strength of this campaign lies in the seamless integration between the Twitter (X) ad and its corresponding landing page. This consistency in messaging, design, and overall user experience creates a cohesive and compelling customer journey, significantly enhancing the likelihood of conversions, and, at the same, increasing overall ROI.
2. Ad in Replies
The second example showcases a Twitter ad strategically placed within the replies section of a relevant conversation. This innovative approach leverages the platform’s social dynamics, allowing advertisers to integrate their message into ongoing discussions seamlessly. By participating in conversations related to their target audience’s interests, businesses can enhance brand visibility, build trust, and increase the likelihood of engagement with their ad.
This type of ad differs from traditional promoted tweets in that it uses more conversational copy, encouraging actively scrolling users to engage with the offer. Yet, these ads can also include immersive pictures or videos to catch users’ attention. The link in such ads should always direct to a dedicated landing page, allowing users to discover more details about the offer and encouraging them to take the desired action, such as purchasing, signing up for a free trial, or signing up for a newsletter subscription.
3. Video Ad
The third example illustrates the power of video advertising on Twitter (X). By leveraging the platform’s emphasis on visual content, businesses can create engaging and informative video ads that capture audience attention and convey their message effectively. Twitter’s diverse video formats, including short-form and longer-form options, offer advertisers flexibility in tailoring their content to specific campaign objectives. This example is a short-form video ad that promotes a new application.
This ad format leverages a high-quality explainer video to showcase the app’s features. It also includes a short, persuasive copy that encourages users to click the CTA button “Install”. Near the CTA, Twitter (X) users can find ratings from current app users, which is a powerful social proof element impacting potential customers’ decision-making. This Twitter (X) ad owes its success to an effective combination of these key elements.
4. Carousel Ad
The fourth example showcases the versatility of Twitter (X) carousel ads. This dynamic format allows advertisers to display multiple images or videos within a single ad, providing an engaging and interactive experience for users. By showcasing various products, services, or storytelling elements, carousel ads offer an opportunity to maximize ad real estate and deliver a comprehensive brand message. In this case, the carousel ad shows a SaaS product and describes its features.
The ad includes a short copy introducing the product to the target audience and 4 tiles with high-quality images, each describing this digital product’s features and encouraging users to click the ad. In this exemplary ad, each tile has the same ad-related landing page link, but carousel ad options allow the inclusion of separate links, leading, for example, to various product landing pages relevant to each ad tile. Industries such as e-commerce, fashion, travel, and real estate can greatly benefit from the ability to highlight multiple options within a single ad, driving higher engagement and conversions.
Can PPC Be Used on Twitter (X)?
Yes, PPC can be used on Twitter (X) through its advertising platform X Ads. You can create PPC campaigns using various ad formats (such as carousel, image, or video ads) to increase engagement, drive website traffic, or build brand awareness. You set bids based on the desired outcome, paying for each click, engagement, or impression – depending on the ad format and chosen goals. Twitter’s PPC model allows you to reach specific audiences and optimize your budget by focusing on targeted goals and measurable results. Overall costs can vary depending on targeting, competition, and campaign objectives.
What Is the Difference Between Twitter (X) Ads and PPC?
The main difference between Twitter (X) Ads and PPC is that X Ads is a specific platform offering PPC advertising on Twitter (X) platform, while PPC is a broader digital advertising model used across various platforms. Twitter (X) Ads provides tools for creating targeted campaigns using various ad formats, e.g., promoted tweets, to engage users within the Twitter ecosystem. In contrast, PPC encompasses many online advertising strategies on platforms like Google Ads, Meta Ads, LinkedIn Ads, etc. While Twitter (X) Ads focuses on engaging users through Twitter’s unique social network, PPC as a whole includes a variety of formats and strategies tailored to different platforms and objectives.
Which Is Better, PPC or Twitter (X) Ads?
Deciding whether PPC or Twitter Ads is better depends on your specific marketing goals, target audience, and advertising strategy. While PPC is a widely adopted advertising model across various platforms, Twitter (X) Ads offer distinct advantages. For instance, unlike other platforms, Twitter allows advertisers to tap into the pulse of current events and trends, fostering authentic connections with consumers. Additionally, Twitter’s advanced targeting capabilities, including interest-based and audience-based targeting, enable highly precise audience segmentation, ensuring that ad messages reach the most relevant users.
Consider the following 4 factors when choosing between the two:
1. Audience and platform suitability
- Twitter (X) Ads – if your target audience is active on Twitter (X) and your brand thrives on real-time engagement, discussions, and trending topics, Twitter Ads can be very effective. It’s particularly useful for brands looking to engage with a younger, socially active audience or those in industries like tech, entertainment, and media.
- PPC (General) – PPC is broader and includes platforms like Google, Facebook, LinkedIn, and others. If you need to reach a diverse audience across multiple channels, a general PPC strategy might be more suitable. Google Ads, for example, is ideal for capturing intent-based searches, while Facebook is excellent for demographic targeting.
2. Advertising objectives
- Twitter (X) Ads – if your goal is to participate in conversations, build brand personality, or capitalize on trending topics, Twitter (X) Ads can be advantageous. It’s the best choice for campaigns focused on engagement, brand awareness, and real-time interaction.
- PPC (General) – platforms like Google Ads are great for direct response campaigns where the goal is to drive immediate action. General PPC offers a variety of objectives, including lead generation, sales conversion, website traffic, and more.
3. Budget and costs
- Twitter (X) Ads – can be cost-effective for campaigns tightly focused on engagement and reach within the Twitter platform. However, costs can vary based on targeting and competition.
- PPC (General) – budgets can be more flexible, with a wide range of options depending on the platform. Google Ads, for instance, can be more expensive due to competition in search results, but it also offers precise targeting and tracking capabilities.
4. Analytics and optimization
- Twitter (X) Ads – offers insights into tweet performance, engagement rates, and audience interaction, which can help refine social media strategies.
- PPC (General) – provides robust analytics and tracking tools, especially on platforms like Google Ads, where you can measure conversions, click-through rates, and ROI in detail.
Ultimately, the choice between Twitter Ads and a general PPC strategy depends on your specific marketing needs, audience behavior, and the type of engagement you seek. For some businesses, a combination of both might be the best approach to achieve diverse marketing goals.
What Is the Best PPC Twitter (X) Tool for Landing Pages?
The best PPC Twitter (X) tool for landing pages is Landingi– a multifunctional digital marketing platform that provides advanced tools for creating, testing, and optimizing landing pages. Landingi specializes in creating high-conversion landing pages perfectly aligned with Twitter (X) advertising’s unique requirements. By seamlessly integrating these optimized landing pages with your Twitter (X) campaigns, you can significantly boost conversion rates and overall campaign ROI.
With Landingi, creating a well-performing landing page for PPC purposes is easier than you may think. You can easily craft your PPC page for Twitter (X) advertising purposes by choosing one of over 400 available templates and customizing it in a user-friendly editor. You can leverage AI landing page features that allow for generating high-quality, ad-relevant content for the entire landing page. This option ensures consistency between your ads and landing pages. It helps engage visitors with your offer and direct them to take the desired action. Landingi enables effortless translations – you can craft multi-language pages, thanks to which you can easily reach your target audiences worldwide.
Beyond its core landing page-building capabilities, the platform includes a robust Form Builder and popup creator to enhance user engagement and help you achieve the best lead-generation results. To ensure optimal user experience across all devices, Landingi automatically optimizes each page for mobile, dynamically adjusting layout and dimensions for seamless viewing on any screen size.
Landingi enables you not only to craft but also effortlessly optimize landing pages for PPC. The platform provides an A/B testing tool, which can be used to create ad-related page variations and test various headlines, CTA buttons, or forms to find the best-performing ones. The EventTracker tool allows you to track and measure landing page performance without external, complex tools. It tracks events and user behavior, giving you real-time data that you can use for further optimization efforts.
If you’re seeking PPC tools to create high-converting landing pages for Twitter (X) campaigns, look no further. Landingi provides all the necessary tools for managing ad-related landing pages and offers over 180 integrations, thanks to which it can be easily connected with your existing digital marketing toolkit. With Landingi, you can boost your Twitter (X) campaign efficiency, turning casual ad-related pages into powerful lead-generation machines providing high ROI.
Run Effective PPC campaigns on Twitter (X) with Landingi
PPC Twitter (X Ads) offers businesses a dynamic and powerful way to engage with a diverse audience on one of the world’s most active social media platforms. By understanding the unique features and capabilities of X Ads, you can create campaigns that not only boost brand awareness but also drive meaningful interactions and conversions. Implementing best practices, such as precise targeting, creative ad formats, and ongoing optimization, is crucial for maximizing the effectiveness of these campaigns.
The examples highlighted in this article demonstrate the versatility and potential of PPC Twitter campaigns when executed thoughtfully. From leveraging trending topics to crafting compelling calls to action, successful advertisers on Twitter (X) are those who understand the importance of aligning their strategies with the platform’s fast-paced environment.
Yet, the most important factor impacting higher ROI in Twitter (X) PPC campaigns is using ad-related landing pages, where the conversion occurs. Try Landingi now and boost your Twitter (X) campaign efficiency thanks to well-performing pages focused on a single goal.
