Post on 25-May-2015
description
SELLING (AND LEARNING) THROUGH TWITTER ADS
A presentation by Matt Soczywko:
@CopybyMatt @Makeshift
@HiremyFriend
Paid gets a bad rep. Why?
‘It doesn’t work.’
‘It’s too expensive.’
‘It’s spammy.’
If your ad isn’t being clicked: It’s doesn’t work.
It’s expensive. It’s spammy.
You can avoid these pitfalls by being ‘scientific’.
WARNING: ALWAYS KNOW WHAT YOU ARE TESTING!
This is how I got a 16% CTR on Twitter Ads and positively pivoted a start-up.
This is how I got a 16% CTR on Twitter Ads and positively pivoted a start-up.
(without breaking the bank!)
Some background on putting together Twitter ad campaigns…
What is the aim of your campaign?
What is the aim of your campaign? !
Selling! AKA sending people to a landing page and turning them into customers.
!
What is the aim of your campaign? !
Selling! AKA sending people to a landing page and turning them into customers.
!
Selling! AKA sending people to a landing page where they click a CTA.
!
!
!
What is the aim of your campaign? !
Selling! AKA sending people to a landing page and turning them into customers.
!
Selling! AKA sending people to a landing page where they click a CTA.
We don’t want: !
More followers !
Replies !
Favourites/RTs !
!
Who?
‘Relevant people’
‘Relevant people’ !
This is meaningless. Let’s test!
You have to test: !
Test different @handles - target brands your customers follow, target your competitors!
!
!
You have to test: !
Test different @handles - target brands your customers follow, target your competitors!
!
Test different locations - where are you selling; where do you want to start selling.
!
You have to test: !
Test different @handles - target brands your customers follow, target your competitors!
!
Test different locations - where are you selling; where do you want to start selling.
!
Keywords and interests are tricky as they aren’t very precise.
Start narrow until you get a win, then widen the net.
!
Twitter can suggest similar @handles.
What are you going to say?
What are you going to say?
On Twitter, language is everything.
Break down your proposition.
What are the potential features & benefits? Test them in separate tweets.
!
Don’t be afraid to be direct.
THIS IS THE MOST IMPORTANT SLIDE!
Nail the @handles that are relevant to your niche. !
Nail the exact wording of your proposition. !
Test one thing at a time and know what you are testing.
I started by targetting @handles followed by developers and programmers:
People are unlikely to retweet, reply or otherwise engage with the tweet other than by clicking.
After separating out the different benefits and features, I create 3 tweets to bring me closer:
Here’s what is resonating: No recruiters.
Amazing startups. Get headhunted [directly].
But wait, here’s the pivot!
I hadn’t mentioned ‘hiring’ or ‘friends’, but instead my 3 new propositions.
!
We had on our hands something really powerful, but something quite different to our original proposition.
But wait, here’s the pivot!
We were no longer ‘My Single Friend for jobs’ !
But something more like ‘headhunted.io’
From my ad I sent them to a a landing page where I tested the language with Optimizely.
!
This way I could effectively double-up the test on language.
By this point I had spent $250. !
I knew what I had to say, but who exactly should I say it to?
Who?
@railsberry has 6.9% engagement.
I continue to target people similar to @railsberry…
Another $100 down, I duplicate this campaign, by now only targeting the top 50% best performing.
!
NB. These aren’t handles I’ve identified myself, I’m only targeting handles Twitter has suggested.
Left for a couple more days, the engagement for just the handle
@newrelic peaks at 17.14%, or a click-through rate of 16.1%!
$250 spend = pivoted my company
Hire my Friend now: >1000 companies have requested access
>12000 active candidates
I am: @CopybyMatt I tweet for: @Makeshift
This was about:@HiremyFriend !
I will tweet in the next few days where these slides are.