Mae Clair recently did a post listing the pros and cons of the social media platform, Twitter.
If you missed her post, here it is. https://storyempirecom.wordpress.com/2021/08/13/twitter-the-good-the-bad-and-the-ugly-2/
Not only did she cover some of the wonderful aspects of using Twitter, but also the downsides and then the downright ugliest aspects. So, what I want to focus on today is specifically using Twitter ads to promote your books.
According to marketing guru, Jordan Steen, there are over 383 million monthly users on Twitter. Sounds like a viable advertising platform to me. There are over 500 million tweets per day. 54% of people prefer brands that are on Twitter, and the age demographics are a younger audience than Facebook.
Hashtags are a key component to giving your Tweet a little longevity, as the average lifespan of a Tweet is only 18 minutes. It took me a while to understand how hashtags work and the importance of using them. Here’s a simple explanation. For example, my latest book is a paranormal romance and it has a ghost in it. So, to make my Tweets show up in places where others might have an interest in these things, I use #paranormalromance, #romance, and #ghost. If you want to target readers, use the hashtag #readerscommunity. Following the same trend, the #writingcommunity is a very active hashtag. Whatever your books represent, hashtags are the best way to get the most mileage from each Tweet.
If you want to check out how a hashtag is trending before you add it to a Tweet, put it in the search box and see what comes up. Trending hashtags are always listed on the righthand side of the Twitter site, but if a trending hashtag has nothing in common with you or your books, don’t use them. For instance, if your story has absolutely nothing to do with one of the latest hashtag trends #BoycottTexas, don’t use it.
Images are super important on Twitter. When you are scanning a Twitter feed, you are much more likely to pause on a post with an image than a post that is only text. Something to keep in mind with Twitter images is that they are formatted to be horizontal. So if you post a vertical image, only a small part of it will show up. I see this all the time with book covers. It pays to head over to Canva and create a horizontal graphic.
Here are 4 reasons to use Twitter Ads:
- Pay for Performance — Only pay when you achieve your marketing goals. Its objective-based pricing ensures that you only pay for the results that impart your marketing goals. Most likely, you are wanting to sell more books. So you only pay when someone actually clicks on the link that takes them to Amazon or your website or wherever you are trying to direct the traffic.
- Keyword Targeting — You can target people who have used a specific word or hashtag in their Tweets within the last seven days. This is much more specific targeting than what Facebook offers.
- Tweet Engager Targeting — Essentially, you are able to remarket to people who recently saw or engaged with one of your Tweets. This is also very specific targeting.
- Low Cost Per Click — The price for most social media advertising platforms is based on an auction. It has everythiing to do with what people are willing to pay for.
I have to admit the process of setting up a Twitter ad is cumbersome. Because I wanted to have some firsthand experience to share in this post, I created an ad for my latest book award for Ghostly Interference.
Because it is not an easy process, I had to refer to the help section several times. But in a nutshell, I set a budget at $40 with the cost per click at $0.17. As of the writing of this post, I have spent a total of $10.71 and received over 10,000 impressions with 130 link clicks. I also saw a significant jump in the ratings on Amazon.
Do Twitter ads work? It’s all a crapshoot. Finding what works for you is your best answer. I’m experimenting with a lot of different avenues to help bring you some viable information. Perhaps at the end of this marketing expedition, I’ll do a recap to show what worked and didn’t work for me.
Speaking of what didn’t work, I am pulling down my Facebook Passion Page. I found that I simply do not have the time to devote to building it up and promoting it, so that was a failed experiment for me. That’s not to say it wouldn’t work for you and if you attempt it, let us all know so we can help support it!
Meanwhile, I’d love to hear from you about today’s post. Have you ever set up a Twitter ad?