Important, take some time and watch the video. Use it as a reference to copy/paste into your ads manager.

Lesson 1: Setting Up Conversion Events

1. Adding the Pixel to Your Site

• Access the Event Manager on your Twitter Ads account.
• Find and copy the Twitter pixel base code.
• Add the base code to the head area of your website or use Google Tag Manager.

Detailed Steps:

• Access the Event Manager: From your Twitter Ads account, go to the Event Manager.
• Find and Copy the Pixel Code: You will see your Twitter pixel. There might be a pop-up when you set up your new account, but either way, you need to get to that Twitter pixel and copy the base code.

Adding the Code to Your Website:

• If adding directly to your website, locate the head HTML section of your site. Paste the Twitter pixel code there

If using Google Tag Manager:

• Go to your Google Tag Manager account.
• Create a new tag.
• Name the tag for easy reference (e.g., Twitter Pixel).
• In the tag configuration, choose to add a custom HTML tag.
• Paste the Twitter pixel code into the custom HTML section.
• Set the trigger to fire on all pages.
• Save and publish the tag.

Important Note: If your website already uses multiple tracking codes, such as Google Analytics or Facebook pixels, it’s advisable to use Google Tag Manager to keep your website running smoothly and avoid slowing it down with too many scripts.

Optimizing for Conversions

Setting Up Events:

• Create Conversion Events: After adding the pixel code, set up conversion events based on the actions you want to track (e.g., leads, purchases, sign-ups).
• Example - Lead Event:
• Go to the Event Manager and create a new event.
• Name the event (e.g., Lead).
• Define the event by either specifying a thank-you page URL (if you use one) or letting Twitter automatically track the event.
• Save the event configuration.
• Example - Purchase Event:
• Similar steps as the lead event, but name it Purchase.
• Define the purchase event with detailed tracking parameters.
• Add the purchase code to the head section of your website or through Google Tag Manager.

Tracking and Verification:

• Verification: Ensure that the events are tracking correctly by testing the actions on your website and checking the Event Manager for recorded events.
• Monitoring: Regularly monitor the events to ensure they are firing correctly and capturing the desired actions.

Lesson 2: Follower Campaign

1. Choosing the Right Campaign

• Go to Campaigns and create a new campaign.
• Select "Reach" for the campaign objective.
• Importance of targeting follower lookalikes.
• Budget recommendations and settings.

Detailed Steps:

• Create a New Campaign:
• Go to your Twitter Ads account and navigate to the Campaigns section.
• Click on "Create Campaign" and select "Advanced" to avoid bringing in bots.
• Select Reach Objective:
• Choose "Reach" as your campaign objective to get the lowest cost per engagement.
• Budget Settings: Start with a daily budget, for example, $5 a day. In your case study, $500 for the month resulted in two large sales.
• Campaign Settings:
• Use the recommended settings provided by Twitter Ads.
• Define demographics, languages, and locations based on your target audience.
• Example Settings: Age range 21-54, targeting both men and women, primarily English-speaking users, and focusing on locations relevant to your business.

Reach Optimizing Campaign Settings:

• Reach Strategy:
• Define the goal of increasing your organic post reach and attracting new followers.
• Focus on follower lookalikes to target users similar to those already following your account.
• Demographic and Location Settings:
• Adjust settings based on your ideal audience, narrowing down the age range and locations to optimize engagement.
• Example: Choose 4-5 countries if targeting an international audience.
• Advanced Settings:
• Disable optimized targeting to avoid bot traffic.
• Ensure placements are selected as per Twitter's recommendations to maximize visibility.

Lesson 3: Choosing the Right Audience

1. Choosing the Right Audience

• Importance of selecting the right audience for your campaign.
• How to find and choose 4-5 accounts with your ideal audience.
• Examples of ideal accounts for different business types.

Detailed Steps:

• Finding Ideal Accounts:
• Identify 4-5 Twitter accounts that have a similar audience to yours.
• Examples for Entrepreneurs: Justin Welsh, Dan Co., Matt Gray, System Sunday.
• Setting Up Audience Targeting:
• In your Twitter Ads account, navigate to the audience section.
• Enter the Twitter handles of the identified accounts to target their followers.
• Ensure the handles are entered correctly to accurately target the desired audience.

1. Test 5-10 Audiences

Testing and Optimizing Audiences:

• Audience Testing:
• Create multiple audience segments to test.
• Example: Test 5-10 different audiences by varying the targeted accounts and demographics.
• Performance Analysis:
• Monitor the performance of each audience segment.
• Identify which audiences generate the most engagement and conversions.
• Optimize your targeting based on the results.

Lesson 4: Selecting and Promoting Organic Posts

1. Choosing the Right Post to Promote

• Criteria for selecting posts to promote.
• Importance of engaging content with no self-promotion.
• Examples of engaging posts (e.g., asking questions, encouraging comments).

Detailed Steps:

• Identifying Engaging Posts:
• Choose organic posts that have high engagement (likes, comments, shares).
• Avoid posts that are overly promotional. Instead, focus on content that sparks conversation.
• Example Post: "What’s your website URL? Leave it below so we can follow each other."
• Promoting Selected Posts:
• In your Twitter Ads account, select the posts you identified as engaging.
• Set up a promotion campaign targeting follower lookalikes and the audiences you tested.

Test 10-20 Organic Posts Promoting Multiple Posts:

• Creating Multiple Ads:
• Select 10-20 organic posts to promote.
• Set up separate campaigns for each post to track performance individually.
• Performance Monitoring:
• Regularly monitor the engagement and conversion rates of each promoted post.
• Adjust your strategy based on which posts perform the best.

Lesson 5: Setting Up a Retargeting Campaign

1. Choosing the Right Campaign

• Creating a retargeting campaign with the "Sales" objective.
• Importance of retargeting to build relationships and trust.
• Detailed steps for setting up retargeting ads.

Detailed Steps:

• Create a Retargeting Campaign:
• In your Twitter Ads account, go to Campaigns and create a new campaign.
• Select "Sales" as the campaign objective.
• Name the campaign (e.g., Retargeting Ad) for easy reference.
• Configuring Retargeting Settings:
• Choose to retarget users who have engaged with your organic posts and those who follow you.
• Ensure the campaign settings align with the objective of building relationships and trust.

Lesson 6: Selecting the Audience for Retargeting

1. Choosing the Right Audience

• Targeting people who have engaged with your posts.
• Importance of retargeting followers and engaged users.
• Steps to configure the audience in the Twitter Ads manager.

Detailed Steps:

• Defining the Retargeting Audience:
• In the audience section, select users who have engaged with your organic posts.
• Include followers of your Twitter page to ensure the retargeting ads reach the right audience.
• Optimizing Retargeting Settings:
• Disable optimized targeting to avoid irrelevant traffic.
• Focus on users who have shown interest in your content through engagement or following.

Followers Advanced Retargeting Strategies:

• Narrowing Down the Audience:
• Use engagement metrics to identify the most valuable followers and engaged users.
• Prioritize retargeting to users who have interacted frequently with your content.
• Testing and Adjusting:
• Continuously monitor the performance of your retargeting ads.
• Adjust audience settings based on the results to improve engagement and conversions.

Lesson 7: Testing Ad Creatives

1. Testing Different Creatives

• Importance of testing multiple ad creatives.
• Guidelines for creating effective ad visuals and copy.
• Examples of different ad types (carousel ads, single image ads).

Detailed Steps:

• Creating Ad Creatives:
• Develop a variety of ad creatives, including carousel ads and single image ads.
• Ensure each creative is designed to engage the target audience and drive conversions.
• Example: Create carousel ads with square images, each linking to a different aspect of your product or service.