I’m boosting 174 tweets right now.
Across 20 campaigns, spending about a dollar a day for each campaign, so $20 a day total.
Each dollar lets me reach about 300 people.
I get more for my dollar when I am going for conversion (150 people), less for engagement (900 people).
I’m averaging 4.5% engagement and a 7 cent cost per engagement.
Conversions are trickier to track for 3 reasons:
- We can’t optimize to conversions– the optimizer can do engagement or clicks.
- Many conversions don’t show up in Twitter analytics or Google analytics — because paid drives a ton of organic, which often drops our tracking, even with UTM parameters.
- Twitter is notorious for being weak on referral (website) traffic– so often we drive conversations that turn into sales in the DMs. And those conversations often carry into other channels like Facebook messenger, webinars, and so forth.
That said, the Dollar a Day Strategy works as well on Twitter as it does on Facebook, since the lower quality of traffic is offset by the lower traffic.
Have you tried the Dollar a Day Strategy?
Gone are the days of complex tuning and targeting.
Now we let the algorithms do the adjusting for us, while we dump in batches of content.
That content is short snippets of text and video– organized into WHY (top of the funnel), HOW (middle of the funnel), and WHAT (bottom of the funnel) pieces.
Are you still doing it the old way with complex targeting and sales-only ads or are you taking advantage of the machine’s power?
The Dollar a Day Strategy lets you test at $1 a day and scale up to the limit of the available demand you can profitably sell to.
And it does wonders.
Here’s what HubSpot Academy has to say about this strategy:
About the Author
Dennis Yu is the Chief Executive Officer of BlitzMetrics, a digital marketing company that partners with schools to train young adults. Dennis’s program centers around mentorship, helping students grow their expertise to manage social campaigns for enterprise clients like the Golden State Warriors, Nike, and Rosetta Stone.
He’s an internationally recognized lecturer in Facebook Marketing and has spoken in 17 countries, spanning 5 continents, including keynotes at L2E, Gultaggen, and Marketo Summit. Dennis has been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, CNN, Fox News, and CBS Evening News.
He’s a regular contributor for Adweek’s SocialTimes column and has published in Social Media Examiner, Social Media Club, Tweak Your Biz, B2C, Social Fresh, and Heyo. He held leadership positions at Yahoo! and American Airlines and studied Finance and Economics at Southern Methodist University as well as the London School of Economics. He ran collegiate cross-country at SMU and has competed in over 20 marathons including a 70-mile ultramarathon.
Besides being a Facebook data and ad geek, you can find him eating chicken wings or playing Ultimate Frisbee in a city near you.
You can contact him at email@example.com