optimising twitter ads with piq audience targeting
DESCRIPTION
Using PiQ influence and audience analytics and data to optimise Twitter Ad targeting. 3x Engagement Rate 3x Click-through Rate 8.5x Retweet Rate 12.8x Average Reach per RetweetTRANSCRIPT
PeerIndex Twi,er Ads Tes/ng
Using PiQ data and audiences to op/mise Twi,er campaigns
Brief
• PeerIndex were asked by to provide audiences for a promoted tweet campaign targe/ng Africans interested in filmmaking.
• Main objec/ves were: – Increase site visits from campaigns – Increase sign-‐ups – Increase engagement on Twi,er aGer campaigns have reached ini/al audience
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Results Overview • The targe/ng was run alongside campaigns using the same crea/ves using Twi,er’s built-‐in topic and user targe/ng.
• Ads using PiQ custom audiences showed an increase in all key metrics:
– 3x click-‐through rate – 3x engagement rate – 8.5x retweet rate – 13x average poten/al reach of people retwee/ng
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Results Overview Metric PiQ Audiences Overall
Performance Twi8er Ads Overall
Performance Improvement
Click Rate 1.33% 0.44% 3.05x
Engagement Rate 3.82% 1.29% 2.96x
Retweet Rate 0.44% 0.05% 8.5x
Retweet Reach (avg) 5380 418 12.8x
Impressions 24543 128679
Clicks 327 563 Interactions (clicks
on tweet) 742 1518
Retweets 108 67
Replies 4 10
Followers 84 64
Cost per Click 0.92 0.74 4
PiQ Audiences • Peerindex created 5 custom audiences to target Africans between 18-‐30 working or interested in the film industry:
• 5 were chosen to test the effec/veness of PeerIndex’ various methods for genera/ng audiences.
• A – Core PiQ Search • B – Followers/Influencees of Key Accounts • C – Top 1000 lookalikes of Core Search • D – Next 5000 lookalikes of Core Search • E – Outside Influencers of Core Search
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PiQ Audiences
• A – Core PiQ Search -‐ Size: 1,500 – Using PiQ’s built-‐in search feature only. – Used keywords such as ‘filmmaker’, ‘cinematographer’, ‘producer’, ‘director’ to find relevant individuals
– Limited results to countries in Africa • B – Followers and Influencees Size: 3,240
– Took 25 key Twi,er accounts of film magazines, organisa/ons and schools in Africa
– Created a list of users who follow at least 3 of these – Added people who men/oned or retweeted two or more of the accounts from Audience A
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PiQ Audiences • C – Lookalikes Top 1000
– Using the Core PiQ Search Audience, created a list of handles with similar keywords in their Bios, ranked by similarity.
– The top 1000 were added to this audience • D – Lookalikes Next 5000
– As above, taking the next 5000 • E – Outsiders – Size: 1000
– The users most influencing (but not in) Audience A, measured from men/ons and retweets using PeerIndex influence algorithm
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PiQ Audience Performance (Round 1)
Metric Overall A B C D E
Click Rate 1.28% 1.54% 1.34% 2.15% 1.30% 0.94%
Eng Rate 3.98% 4.62% 4.04% 6.09% 3.96% 2.59%
Impressions 16,057 3,575 10,059 2,840 10,649 4,671
Clicks 205 55 135 61 138 44
Interac/ons 496 130 321 145 325 96
Retweets 75 21 49 13 50 19
Replies 3 1 2 2 2 1
Followers 65 13 34 13 45 5
Cost Per Click
0.76 1.05 0.83 1.05 0.86 0.89
PiQ Audiences (see slide 5 for more info)
Best Worst 8
PiQ Audience Performance (Round 2)
Metric Overall A B C D E
Click Rate 1.44% 1.87% 1.50% 1.63% 1.35% 0.76%
Eng Rate 3.52% 4.68% 3.68% 4.71% 3.39% 2.18%
Impressions 8,486 3,267 4,672 2,081 6,880 1,192
Clicks 122 55 135 61 138 44
Interac/ons 246 126 141 81 189 22
Retweets 33 18 23 11 25 3
Replies 1 0 0 0 1 0
Followers 19 9 8 6 18 1
Cost Per Click
1.18 1.03 0.92 0.83 1.12 1.81
Best Worst
PiQ Audiences (see slide 5 for more info)
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Twi,er Ads Targe/ng Control campaigns were set up using Twi,er’s regular built-‐in topic targe/ng and user/follower targe/ng.
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8 Topics: Independent Film Business and News Documentary Movie News Ac/on and Adventure Drama SciFi Anima/on
23 Users (targets their followers): @Nollywood @FilmAfrica @AfriWomenCinema @IFCAfrica @ScreenAfrica @MTVBaseAfrica @JumiaNigeria and other similar users…
Control (Twi,er Targe/ng) 1 Metric Best click rate Best engagement rate
Click Rate 0.19% Independent Film 0.40% Independent Film 1.43% Engagement
Rate 0.97% Drama 0.23% Documentary 1.08%
Impressions 61,352 Documentary 0.21% Drama 1.03%
Clicks 118 Action / Adventure 0.21% SciFi 1.01% Interactions
(clicks) 541 Business and News 0.20% Animation 0.99%
Retweets 21
Replies 1
Followers 32
Cost per click 1.02
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Control (Twi,er Targe/ng) 2 Metric Best click rate Best engagement rate
Click Rate 0.66% Independent 1.12% Independent 2.33% Engagement
Rate 1.58% Business and News 0.72% Documentary 1.70%
Impressions 67,327 Documentary 0.71% Business and News 1.66%
Clicks 445 Movie News 0.66% Movie News 1.58% Interactions
(clicks) 977 Action and Adventure 0.61% Action and Adventure 1.53%
Retweets 46
Replies 9
Followers 32
Cost per click 0.67
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Post-‐ad engagement • The con/nued engagement with tweets aGer the ads have reached their
targets can spread messaging further afield. • The higher rate of retweets per impression suggests that the PiQ targe/ng
reached more relevant people who felt the messaging would be interes/ng to their followers.
• Ads using PiQ targe/ng were retweeted by more influen/al users with a further secondary reach.
4.5 0.5
Retweets per thousand impressions:
PiQ
Control
5,384 418
Followers per retweeter:
PiQ
Control 13
Crea/ng Advocates
@HlubiMboya PI Score: 73 Followers: 70,900
@mandyldewaal PI Score: 68 Followers: 21,800
@Moni_R PI Score: 48 Followers: 3,538
Important users based in Africa retweeted the ads, extending the reach of the campaigns. The adver/sing brand also collected several relevant new followers from Africa. This will give all their future organic ac/vity added focus and reach as well.
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PeerIndex Audiences for your next campaign
• We’re currently looking for people using Twi,er ads (min £1,000 / $2000 budget) to test PeerIndex Audience targe/ng FOR FREE!
• If you’d like to learn more about what we’re up to get in touch today:
Nick Taylor – [email protected]
