I want you to figure out how to make money with X (Twitter) in 3 days by 2025!
In the past few years of the rise of the social media industry, most advertisers have been busy "gaining ground" on big platforms such as Google, Facebook, Twitter, and TikTok, among which Twitter, although similar to Facebook, is rarely mentioned.
Can Facebook fully cover Twitter's business? The answer is of course not. In terms of cost alone, X (Twitter) has an advantage that other platforms cannot match.
Recently, I have read many articles, forums, and blogs online, but I cannot find a comprehensive and in-depth article discussing the issue of X (Twitter) fees. So, I am preparing to publish an issue to explain the content clearly to everyone. The article is quite long, please read it patiently.
01
What is the average cost of X advertising?
On the X (Twitter) advertising platform, the payment model for advertisers is based on actual operations rather than the number of impressions, that is, charged based on "cost per action" rather than "cost per thousand impressions". Advertisers only need to pay users for specific actions.
A data shows that over half of advertisers spend no more than $500 per month on Twitter advertising. This cost result makes the Twitter platform an affordable choice for many marketers.
In addition, I found that the first action to promote a post is generally between 0.26-1.50 US dollars in most advertisers' ads, while the cost per follow for a promotion account ranges from 1-4 US dollars.
In addition, X (Twitter) also provides additional incentives for advertisers: investing $250 in advertising campaigns can earn $500 in advertising credits. This adds more motivation for advertisers to advertise on the platform. But this requires compliance with relevant terms to enjoy this discount. You can click on the following link to view:
https://business.x.com/en/campaign/x-ad-incentive-terms
02
Key factors affecting X advertising costs
Each advertising platform has established unique charging rules to define the way advertisers are charged, and advertising fees are not determined by these platform rules, but are influenced by multiple external factors simultaneously. Next, I will talk to you about the factors that affect the advertising cost of X (Twitter):
1. Billing operations and advertising pricing
The cost of X (Twitter) ads will be determined based on the advertising campaign and ad group goals you have set, and each ad has its specific billing operations. You can decide how much you want to pay for these operations.
Meanwhile, because advertising is displayed through bidding, the cost is not fixed. But as long as you choose the right type of operation, you can ensure that you only pay for the actual results achieved. For example, if your goal is to increase website traffic, you only need to pay for users who click and visit the website.
Based on your goals, the bidding options include: CPM、CPC、 Different bidding strategies and budgets can be used for different goals and intentions, such as video views, pre patch ad views, app installations or clicks, engagement, and app re engagement clicks, to ensure that the selected goals match the advertising strategy and budget.
2. Bid amount and type
The price you offer is the amount you are willing to pay for each billing operation, which will directly affect the advertising bidding and final cost. When creating an advertisement, X (Twitter) will develop a bidding proposal based on your positioning and audience size to help you maintain competitiveness in the bidding process.
After the audience performs the required payment operation, X will charge the second highest price, which is slightly higher than the second highest bid. When setting the bid, you can refer to the average cost of each operation on X.
Also, the more the advertisement matches the audience, the higher the bid may be, but the chance of achieving results will also be greater. How can we ensure that the bid matches the quality of the advertisement? X advertising offers three types of bidding:
Automatic bidding: Automatically adjust bids to achieve the best results at the lowest price, suitable for beginners.
Highest bid: Control the cost of each key operation, not exceeding the set maximum amount, suitable for experienced advertisers.
Target bid: applicable to specific advertising campaigns, select the amount to be paid for each valid operation, and the system adjusts the bid to meet the daily target expenditure.
3. Positioning options and competition
Positioning selection is another key factor that affects the cost of X advertising. There are many ways to target audiences on the X platform, but the cost of each positioning method may vary due to various factors.
Fine positioning may increase advertising costs, but it can generally also increase engagement and conversion rates. If you target users based on their multiple interests or behaviors, advertisements can reach more potential interested users. However, this also means that competing with other advertisers for these popular audiences may require increasing bids to win.
In addition, audience size can also affect costs. The larger the audience, the higher the bid usually, but the advertising effect may also be better because the coverage is wider and new profit opportunities may be discovered. So, when choosing positioning, you need to find a balance between advertising effectiveness and cost.
4. Advertising rating and engagement
On the X platform, relying solely on high bids is not enough to create highly competitive advertisements. The quality of advertisements is equally crucial. X will rate each advertisement, and this score, together with the bid, determines the auction result of the advertisement. The evaluation factors mainly include three aspects: resonance, relevance, and freshness.
The combination of high-quality scores and competitive bids is known as the 'advertising score', which directly determines the success of advertising bidding. The more attractive, relevant, and fresh an advertisement is, the less it costs in competition. Of course, if other advertisers also score high, X platform will be more inclined to prioritize displaying your ads.
High quality scores can lead to better bidding results, including good locations and lower costs, which are key to achieving cost-effective advertising campaigns.
5. Budget
The advantage of X advertising is that it can flexibly adapt to your budget needs regardless of the size of the business. There is no minimum spending threshold, and you can freely decide the amount of funds allocated for your advertising campaign. When setting up an advertising campaign, there are two budget management methods to choose from:
Default structure: At the ad group level, you can set your own daily budget and placement dates. At the level of advertising campaigns, you can also set spending limits to control overall expenses.
Advertising campaign budget optimization: If you don't want to manually manage your budget, X Advertising provides automatic optimization services. You only need to set a daily budget at the campaign level, and X will automatically optimize the allocation among all ad groups. But please note that at this point, you cannot adjust the budget separately at the advertising group level.
X advertising adopts a daily budget system, and the platform algorithm ensures that it will not exceed the budget limit you set. In addition, you can also set the total budget for the advertising campaign to further control expenses. The following are the impacts of different budget management methods on advertising expenses:
Daily budget at the advertising group level: helps to control expenses and predict daily costs, but may limit coverage during intense competition.
Advertising campaign spending cap: Ensure no overspending, but setting it too low may limit advertising coverage.
Optimization of advertising campaign budget: Through X's automatic optimization, the overall advertising cost can be reduced, but the expenditure of certain advertising groups may increase.
Note *: When selecting a budget type, please pay attention to the potential drawbacks of each option to avoid unexpected situations that exceed the budget.
6. Placement time
The placement time is like the schedule of X advertisement, you can decide the start and end time of the advertisement placement. This setting is implemented at the ad group level, and the ad campaign will start with the start of the first ad group and end with the end of the last ad group.
There are two options for advertising time:
Start immediately and continue to advertise: The ad group will run continuously until the budget is exhausted or you choose to stop. This can keep advertising costs stable, but you need to check regularly to avoid exceeding your budget.
Select a specific time period for advertising: The ad group will only appear during the time you have chosen. Because demand may change, this may affect the cost of advertising. For example, advertising during holidays or special events may increase costs.
Simply put, the first option is suitable for ongoing advertising campaigns, while the second option is more suitable for specific activities such as limited time offers or seasonal promotions. You can adjust the ad group date according to the advertising target at any time.
7. Launch rhythm
In addition to the advertising time, it is also necessary to consider the advertising rhythm, that is, how to allocate advertising groups based on daily budget expenditures. There are two options for advertising rhythm:
Standard delivery: The daily budget is evenly distributed throughout the day (default option). This helps to avoid premature budget depletion and ensure continuous advertising. But certain active periods may cost more.
Accelerated delivery: The daily budget will be used up as soon as possible. Suitable for time sensitive promotional activities, but may result in increased costs due to intense competition and rapid budget depletion.
It is recommended to use standard delivery when conducting routine ongoing advertising campaigns; In time sensitive advertising campaigns, it is more suitable to accelerate delivery.
03
Strategies to reduce advertising costs for X
To improve advertising efficiency, "reducing X advertising costs" has always been a focus of attention for many overseas advertisers. Below, I have compiled several effective strategies that can help you achieve cost optimization and improve the overall return on advertising investment on the X platform.
1. Choose a suitable budget and bidding strategy
If you are a novice in X (Twitter) advertising, you may find it difficult to choose a budget and bid for chargeable operations. At this point, using automatic bidding and selecting advertising campaign budget optimization, and letting X's algorithm help you handle it, is a good choice.
After the advertisement starts running, you need to keep an eye on the bidding and performance of the advertisement in the X ad manager. This way, you can find the option that suits you, and if the solution recommended by X doesn't work, you can also adjust your bid or budget.
In addition, although bidding low can save money, it is important to ensure that the bid is high enough for the advertisement to be seen. On the other hand, if the bid is high, there will be more opportunities for advertising display, but the cost is also high. You need to find a balance between two extremes to make your budget both reasonable and advantageous.
2. Choose the right advertising placement and budget utilization method
When planning the start and end times of an advertisement, it is necessary to consider the specific needs of the advertising campaign. If you frequently promote, placing ads throughout the day can help maintain cost stability; It is more appropriate to set clear start and end dates for specific time periods of activities, such as promotions or holiday celebrations.
At the same time, the speed of budget utilization cannot be ignored. If you want the budget to last for a whole day, the standard option is the ideal choice; But if you are in a hurry to see results and quickly consume your budget, the acceleration option may be more suitable.
3. Adjust your positioning strategy
To make X advertising more cost-effective and effective, it is necessary to attract the "right" customers. Never blindly cover all groups of people. You can start with a broader audience and gradually narrow down the scope based on data feedback.
If running multiple advertising campaigns simultaneously, please ensure that they each cover different audiences to avoid internal competition. In addition, using a repositioning strategy to reach users who are already interested in your brand is also an effective way to improve advertising effectiveness.
4. Try the video format
The effect of video advertising is generally better than that of static images, and the cost of each interaction is also relatively low.
When using video advertising, it is important to ensure accurate communication of brand information within the first few seconds to enhance brand memory. This not only helps to enhance brand awareness, but also attracts more natural traffic and interaction without the need for additional advertising expenses. In addition, video advertisements within 60 seconds will automatically loop, allowing information to repeatedly reach users without additional fees.
5. Optimize advertising spending with automatic rules
Automatic rules can effectively manage your X advertising budget, intelligently adjust budgets and bids based on advertising performance benchmarks, and automatically pause high cost but ineffective advertising campaigns. This mechanism can optimize budget allocation, reduce investment in inefficient advertising groups, and redirect more funds towards high-performance advertising groups.
04
Should advertisers choose X ads?
When considering the best platform for advertising placement, X platform has attracted much attention due to its relatively low cost. But does this mean that X platform is the ideal choice for advertising placement? Let's analyze it in depth.
1. Significant cost-effectiveness: X platform provides advertisers with highly cost-effective options. The advertising cost is decreasing, and according to data, the average return on investment of X advertising is relatively high, and both CPM and cost per interaction are lower than other platforms. This means that advertisers can obtain higher returns at lower costs on the X platform.
2. Increased advertising engagement: X platform performs well in attracting user attention. In recent years, its advertising engagement has achieved significant growth, especially against the backdrop of some major advertisers withdrawing. The X platform is still able to maintain or even increase its advertising engagement (22%), providing advertisers with more exposure opportunities and space for interaction with users.
3. Fewer competitors: Compared to popular advertising platforms such as Meta, X platform has relatively fewer competitors. This provides advertisers with more display opportunities and attention, helping them stand out in a fiercely competitive market and achieve higher conversion rates and brand exposure.
4. Facing certain challenges: Although the X platform has many advantages, there are also some challenges. For example, compared to last year, the click through rate of X platform has decreased, which may indicate that users' interest in advertising is weakening. In addition, brand safety has also become a concern, and advertisers need to carefully consider their advertising strategies on the X platform.
Successful advertising placement is not just about choosing a platform, but also requires precise targeting of the target audience, clever design of creative content, accurate timing of placement, and continuous data analysis and optimization. However, in the face of a complex and ever-changing advertising environment, it is difficult to cover all aspects on one's own.
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