Twitter Lead Generation cards are used for generating leads, as the name suggests, and after a bit of tweaking they have been working great for us.
The cards work best when linked to your CRM software, so you can set and forget (There are instructions on the Twitter Ads page about how to link this).
1. The Plan
With a standard Tweet, you only have a small amount of space to communicate your message. The advantage with using a Twitter Card is you have 4 points of communication. Each point is important, and the card will be more effective if you can link them together to create a cohesive message.
1. The initial tweet that you will later attach the card to (140 characters)
2. The title of the Twitter Card (50 characters, and bold)
3. The image (4:1 ratio). This is quite small so keep it simple.
4. Call to action (20 characters)
2. The Targeting
When setting up the promoted tweet, you want high quality leads for as little cost as possible. Promoting with specific keywords tends to turn better results for us. This keeps the numbers and cost lower, while also returning higher quality leads.
We have also found that targeting ‘desktop only’ improves the engagement rate drastically.
Your overall campaign budget can be as much as you like, but we have found that capping the daily budget at $25 seems to be the sweet spot for us. This gives the card enough of a chance to start propelling for free (from retweets).
3. The Results
We are always testing and adjusting for the best results, and you should too. But these are some of the numbers we are getting from our last Twitter Lead Generation Campaign.
New Followers: 8
Card Engagements: 44
Engagement Rate: 4.26%