Social Media Advertising and Initial Limitations

Advertising on social media has been a dominant force for several years now. Search advertising has even taken a hit in recent years due to the amount of time people spend browsing social networking sites.

Google isn’t exactly trembling in their Adwords boots right now, but the issue has probably been on their radar.

That said, social network advertising had been at a disadvantage from being relatively uncertain for a time, due to the platforms and tools not having as much time to evolve like the ones that support more traditional online advertising.

Twitter’s Response to Overcome Ad Limitations (“ads editor”)

Twitter, long the number two social media network in the English-speaking world, is looking to rectify this by rolling out a feature they call “ads editor” – yes, all lower case – which allows advertisers to bulk edit the parameters and copy of their twitter ads using excel spreadsheet uploads. The use of such techniques is far from new, but it could certainly be a blessing for those

  • Who had not contemplated or had been discouraged from advertising on social media or specifically on Twitter;
  • Who manage hundreds or thousands of different twitter advertisements for their own or their clients’ campaigns.

The Spreadsheet Tool and the Keyword Testing

Things like end dates, budgets, and targeting criteria can be changed en masse by simply downloading a spreadsheet of your campaign, making the appropriate edits, and re-uploading it, explains Twitter’s project manager Deepak Rao. Once uploaded, a single click will apply the changes you’ve specified to all affected campaigns; it’s that easy.

The tool will be especially useful to large-volume advertisers, who have the budget to bankroll massive trial and error campaigns based around hashtags and keywords much in the same way Adwords giants work.

The advertisers will  begin with ads based around thousand of keywords, sometimes with multiple variants of copy.  This means that an advertiser will start with one piece of copy or text (let’s call it a master copy) and then duplicate it a number of times. However, each of the duplicates will have one phrase, one sentence, or maybe even one paragraph different from that of the master copy.

Like in a scientific experiment, the advertisers hold certain factors constant while isolating one variable at a time and monitoring which variable gets them the best results  throughout their campaign.   They may then slowly trim the fat, removing copy that performs poorly. They then  focus on split-testing frontrunners.

In theory, Twitter’s new ads editor will allow advertisers to conduct these types of changes with relative ease compared to the manual editing required before.

The Roll Out, the Skeptics, and the Verdict

Your own intuitive (or learned) marketing savvy will be your best tool. Twitter will have rolled out the tool  to select advertising partners before making it available to  the general public. These individuals and firms will get the first chance to test the new product, before Twitter fully rolls out the platform for everyone. If you’re keen on seeing if this strategic tool of  tiered testing is for you, keep your eyes peeled for a notification from ads.twitter.com

Early skeptics of the tool have already emerged, arguing that the use of such a primitive tool as Excel might mean limiting the capabilities of users on ads editor. For example, finding a simple way to factor potential reach and suggested bid into spreadsheets will be difficult, as a spreadsheet will exist as a static, offline document once you edit it on your computer. If the tool worked in a browser-based office variant, however, it might be able to make
suggestions in real time in accordance with your edits.

Only time will tell how well the tool actually catches on but plenty of people are hoping for the best.

Retargeting Ads and the Traffic Black Book 

And one thing you want to make sure you do is add some retargeting pixels on your landing page that people go to after clicking your Twitter ad so you can follow up with them on Facebook or through Google. For a complete guide on how to get hundreds of visitors a day to your website using Facebook, Google, Twitter, check out ‘Traffic Black Book’ by clicking HERE.

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Roberto Ragone

Business, Nonprofit, Arts Consultant
Actor, Writer, Producer

Ragone Enterprises and Productions
Ragone Strategies and Initiatives

Transforming Vision to Value

Roberto Ragone has over 25 years experience in government, nonprofits, and business, working with them on strategic planning, marketing and public relations, fundraising, and outreach. He has also worked on literary, film, and theatre projects.

One of his guiding principles is a determination to help you attract popularity, prosperity, and prestige — fans, friends, funds, and fame. He helps define and disseminate the uniquely compelling story about you, transforming your vision to value so you “REaP” the benefits of your hard work.