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Pros and Cons of Social Ad Formats: Where you should invest a limited ad budget on Twitter

This is a guest post by Jana Fung, Marketing Manager of

Previously,  we looked at the pros and cons of social ad formats for Facebook. Today, we continue with Twitter.

Promoted Tweet


  • Pro: Your tweet will reach tens of thousands of Twitter users in days, rather than just the few hundreds or thousands of followers you currently have.  Additionally, you only pay per engagement (re-tweet, favorite, click, or replies, rather than paying by impression.
  • Con: Twitter Advertising is only viewable on Twitter properties.  So you’re missing out on reaching the hundreds of thousands of people who use other vendors like Visible to monitor and post tweets.
  • Recommendation: You’ll have to evaluate if the Twitter audience is your target market. Have you had previous success from acquiring new customers with the tweets you’ve been publishing? If not, then this may not be the best ad format for you. And since there is no option to only pay per click on a Promoted Tweet, you’re automatically opted in to paying for replies, re-tweets and favorites, and those actions are not directly correlated to ROI, but rather a branding campaign.

Promoted Twitter Account


  • Pro: With more followers, you’ll get more eyes seeing your tweets.
  • Con: As mentioned before, Twitter Advertising will only be promoted to Twitter properties. Additionally, this campaign can only be measured back to the # of followers you can acquire, rather than directly back to ROI.
  • Recommendation: Hold off on Promoted Accounts for performance advertising, as this is more of a top of the funnel type of brand advertising and will be fairly complex to measure ROI from.

Have you tried any of these ad formats with your ad budget? What were your experiences with them and how did you optimize the campaigns?  Tell us about that in the comments section below.

About the Author

Jana Fung, guest author of this post, is the Marketing Manager of MixRank. She has managed successful marketing programs for over 6 years. She is optimistic about the growth of online advertising and has a passion for helping online marketers with their campaigns. If you’re a MixRank fan or just want to say hi, she’s interested in connecting with you! Follow her on Twitter @jana_fung

About MixRank is a spy tool for online ads. With MixRank you can see exactly where your competitors are buying traffic and which ad copy is performing best for them across over 100,000 sites. You can use MixRank to watch your competitors spend money testing different ads and traffic sources, see which ones worked best, and use that data to build and improve your own campaign.

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