Date post: | 08-Jul-2015 |
Category: |
Education |
Upload: | limerick-school-of-art-and-design |
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MAKING TWITTER ADS WORK
Supporting #HouseForRudolph
and @FocusIreland
TWENTY DAY CASE STUDY
This short case study was self-funded by LIT.ie staff.
Involves college students, primary school students and
staff.
Expert advice from Irish Twitter community in targeting
16 keywords.
Produced by @topgold #LSADmedia
2
TARGET AUDIENCE
People in Ireland who read Polish or English.
And who watch Vincent Browne or RTE Prime Time.
And who search for homeless or charity.
Produced by @topgold #LSADmedia
3
FINDING:
YOU CAN TARGET YOUR FOLLOWERS OR THE PUBLIC.
And the ad will arrive on the top
of relevant users’ timelines.
Produced by @topgold #LSADmedia
4
AFTER 10,000 IMPRESSIONS
AND 325 ENGAGEMENTS
Images affect engagement.
Engagement across three days remains below 5%.
iPhone owners click more than Android owners.
Men use Twitter more than women.
We need fresh images for #HouseForRudolph.
Produced by @topgold #LSADmedia
5
FINDING:
AVERAGE ENGAGEMENT RATE IS 3%.
If your ad falls below 3%
engagement you should
change its text or image.
Produced by @topgold #LSADmedia
6
ULTIMATE GOALS
Improve awareness of @FocusIreland.
Maintain positive sentiment of FocusIreland.ie
Encourage people in Ireland to text the word Homeless to 50300.
Develop case study for Web Analytics module.
Spend $5 a day and $100 total during 20 days.
Get 1000 engagements by spending no more than $100.
Produced by @topgold #LSADmedia
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GREATEST NUMBER ENGAGED
Produced by @topgold #LSADmedia
8
Tweet in Polish.
STRONG WEEKEND REACTION TO POLISH
Produced by @topgold #LSADmedia
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ORIGINAL ADVERTISEMENT
Produced by @topgold #LSADmedia
10
GREATEST PERCENTAGE ENGAGED
Produced by @topgold #LSADmedia
11
FINDING:
PLAYFUL IMAGES WITH CALLS TO ACTION WORK BEST.
We discovered #LSADmedia students are online
between 2AM – 3AM on weekdays.
Produced by @topgold #LSADmedia
12
TESTING BRIGHT YELLOW
Produced by @topgold #LSADmedia
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AFTER 10,000 IMPRESSIONS
Produced by @topgold #LSADmedia
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FINDING: YOU PAY WHEN HITTING TARGET.
Twitter charges only when delivering tweets to your
selected audience. And Twitter caps your campaign to
your specified spending limits.
Produced by @topgold #LSADmedia
15
ENGAGED BETWEEN 6-8AM
Produced by @topgold #LSADmedia
16
FINDING: THE EARLY MORNING ACTIVITY
We discovered #LSADmedia students are online
between 2AM – 3AM on weekdays.
Produced by @topgold #LSADmedia
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MEN ARE MORE ENGAGED
Produced by @topgold #LSADmedia
18
FINDING: GENDERS DIFFERENTIATED BY INTERESTS
The higher percentage of men could reflect who is
searching for the campaign’s targeted keywords.
Produced by @topgold #LSADmedia
19
FINDING: IPHONE OWNERS MORE ENGAGED
Produced by @topgold #LSADmedia
20
TRYING TO IMPROVE ENGAGEMENT
Produced by @topgold #LSADmedia
21
FINDING:
PROMOTED TWEETS REACH WIDER AUDIENCES.
A well-run campaign will decrease Cost Per Engagement
while reaching an audience beyond normal followers.
Produced by @topgold #LSADmedia
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INTERESTED IN HELPING?
SHARE YOUR IMAGE ON ONEDRIVE
First save 50 kb JPG into OneDrive.
Then share your image with [email protected]
Do this before 16 December 2014.
Text Homeless to 50300 and help #HouseForRudolph.
Produced by @topgold #LSADmedia
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