Mastering Advertising on X: Comprehensive Guide to Effective Campaigns in 2024

Growth Strategy
0 min read
July 3, 2024

Marketing Side Quest: Advertising on X

X, formerly Twitter, is many things but one thing it is not is discussed by the DTC Twitter community.

This is partially X's fault. Unlike every other ad platform they do zero paid marketing to attract SMBs to their platform.

In 2024, I've spent a lot of time with top level sales teams and engineers at X understanding the intricacies of this platform.

If X won't market their marketing, then maybe I can help.


This guide will be broken into three sections: Start with Signal, Supercharge with Strategy, Accelerate with Creative.

When tackling advertising on any digital platform, it is paramount to go through these sections in sequence. A great strategy can be ruined by bad signal. Great creative can be ruined by bad strategy or signal.

Don’t just pass go. You need to go through each step purposefully.

Start with Signal: Unlock the Power of X's Ads

Unlike Meta, X's prediction algorithm isn't strong. (More on this later.)

To succeed on X, improving signal fidelity is key.

Let's dive into how to optimize it!

Enable First Party Cookies

Head over to Events Manager > Settings and turn on First Party Cookies. This simple step ensures X can track and use user interactions effectively.

Implement Conversion API

For serious advertisers, X offers a server-to-server integration called Conversion API. It’s a game-changer for scaling, but note: it requires a developer to implement.

Why Conversion API?
  • Provides a direct line of data from your server to X.
  • Ensures high-fidelity signals, crucial for optimizing your campaigns.
  • While X doesn’t popularize it, it’s mandatory for large-scale success. #ProTip
Leverage Custom Conversions

With a limited signal pool on X, custom conversions can be as effective as standard events for optimization. My preference? Standard events. But custom conversions can be a flexible alternative.

Custom vs. Standard Conversions: Which to Choose? ‍
  • Standard events are generally more straightforward.
  • Custom conversions offer more tailored optimization.
  • Evaluate your specific needs and choose accordingly.

Supercharge with Strategy: Optimize Your X Ads

Objectives: Soft Focus for Better Results

DTC advertisers often lean towards the Sales objective, which is great! But don’t ignore others. For driving leads, "Website Traffic" outperforms "Sales" tied to a lead event. Keep a soft focus and test different objectives.

Autobid: Make It Work for You

X’s cost control settings aren’t as effective as Meta’s. The key is making Autobid hit your targets. X's algorithm isn’t as strong, so this is crucial for cost control. #ProTip

Things to Turn Off: Optimize Placements

Unlike Meta & Google, on X, it’s best to turn off certain placements. Turn off profiles, search results, and replies. Keep the home timeline on for the best performance.

Follower Lookalike Audiences (LAL): Hyper-targeting

While Meta focuses on broad targeting, X excels with specific audiences. Build a follower LAL with no more than 6 hyper-related profiles. Use optimized targeting, but also test with it turned off to see what works best.

Campaign & Ad Set Structure: Keep It Organized

Use CBO (Campaign Budget Optimization) and limit ad sets in any campaign. Organize campaigns by creative theme and audience. Each ad set should relate to the theme but vary in creative type (e.g., statics vs. video). Ensure creative in each ad set is similar in tone and messaging.

Accelerate with Creative: Maximize Your X Ads Impact

Now that Signal and Strategy are covered, it's time to Accelerate all this hard work with Creative. 🎨 For X, think 1990s infomercial: BIG, LOUD, BOLD. Subtlety doesn't work here. Check out these examples in the linked post.

Be Bold, Be Loud

Use BIG, LOUD, BOLD typeface on either statics or videos. Stand out in the feed with eye-catching creative. #CreativeTips

Manage Toxicity

Communities on X can be toxic. Read your comments and consider turning off replies if they are highly negative. Protect your brand!

Best Practices Checklist
  • You’ve got 6 seconds: Persuasion on X happens fast. Most message recall is between 3-5 seconds. Use 1:1 or 16:9 to dominate the feed.
  • Reading on X doesn't have to be boring: Use artful captions and visual cues. These can make posts 11% more likely to be viewed and viewed 28% longer.
  • Brand your assets from 00:00: In eye-tracking data, the left-hand side of posts had 40% higher visibility and 30% quicker time to focus.
  • Keep it simple: A concise message in the first 3 seconds drives a 14% higher message recall. 🧠

Nate Lorenzen
Jenner Kearns
Chief Delivery Officer
Jenner Kearns
Chief Delivery Officer
Jenner Kearns
Chief Delivery Officer
Kenneth Shen
Chief Executive Officer
Kenneth Shen
Chief Executive Officer
Kenneth Shen
Chief Executive Officer
Kenneth Shen
Chief Executive Officer
Jenner Kearns
Chief Delivery Officer
Kenneth Shen
Chief Executive Officer
Jenner Kearns
Chief Delivery Officer
Jenner Kearns
Chief Delivery Officer
Jenner Kearns
Chief Delivery Officer
Jenner Kearns
Chief Delivery Officer
Kenneth Shen
Chief Executive Officer
Jenner Kearns
Chief Delivery Officer
Kenneth Shen
Chief Executive Officer
Kenneth Shen
Chief Executive Officer
Isla Bruce
Head of Content
Isla Bruce
Head of Content
Isla Bruce
Head of Content
Jenner Kearns
Chief Delivery Officer
Isla Bruce
Head of Content
Kenneth Shen
Chief Executive Officer
Isla Bruce
Head of Content
Isla Bruce
Head of Content
Isla Bruce
Head of Content

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Effective landing pages often utilize well-designed templates, clean layouts, and concise messaging. These elements help maintain visitor attention and reduce the likelihood of them leaving the page. Additionally, personalizing the content to resonate with the target audience can significantly enhance engagement.

Conversion rates can be improved by incorporating elements such as testimonials, relevant images, and strategic use of whitespace. These elements build trust and highlight the value proposition of the offer, making the visitor more likely to take action. Utilizing best practices and continuously optimizing the landing page will ensure it remains effective over time.

Essentials of Effective Landing Pages

Creating an effective landing page involves focusing on design and layout, as well as crafting compelling content. These elements work together to capture visitor attention and drive conversions.

Design and Layout Considerations

A clean and organized design is crucial. An effective landing page for ads should have a simple structure that guides the visitor's eye to the CTA. Avoid clutter. Remove extra navigation to keep the visitor focused on the main action you want them to take.

Visual elements like high-quality images or videos can capture attention. Use colors that align with your brand but also create contrast to make the CTA stand out. Consistent font styles and sizes help maintain readability, while white space enhances content focus.

Content Is King: Crafting Compelling Copy

The headline should quickly communicate the main benefit or message of the page. It needs to be clear and persuasive. Compelling copy is crucial. Use a value proposition to explain what the visitor gains by completing the desired action.

  • Bullet points* can break down benefits or features in an easy-to-read format. Avoid long paragraphs – be direct and concise. Testimonials or case studies can add credibility and encourage trust. Ensure that all text supports the main goal without overwhelming the reader. Keep it straightforward and focused.

Optimization Strategies for Google Ads

Effective optimization of Google Ads involves enhancing keyword relevance, leveraging analytics, and conducting A/B tests to improve ad performance and user experience. Focusing on these strategies can lead to higher ad efficiency and better return on investment.

Keyword Relevance and Ad Copy

Keywords are the backbone of any Google Ads campaign. Ensuring keyword relevance means that the keywords used in ads must match what potential customers are searching for. This involves extensive keyword research to find terms that align with user intent.

Ad copy plays a crucial role in optimization. The text should be clear and compelling, directly addressing the needs highlighted by the keywords. Including keyword-rich anchor text, such as phrases that link directly to landing page best practices, can improve ad quality scores and relevance.

Here are some tips:

  • Use exact match keywords for highly relevant searches.
  • Write ad copy that reflects the keyword intent.
  • Highlight unique selling propositions (USPs) to stand out.

Utilizing Analytics for Improvement

Analytics is essential for measuring and improving the performance of Google Ads. Google offers tools like Google Analytics and Google Ads reports that provide insights into user behavior. Key metrics like click-through rate (CTR), conversion rate, and bounce rate help in understanding how well ads are performing.

By analyzing this data, advertisers can make informed decisions about where to allocate budget and which landing pages need improvement. For instance, a high bounce rate might indicate that a landing page does not match user expectations. Optimization efforts should focus on making the landing page closely match the promises made in the ad, which can be guided by Google’s guidelines.

A/B Testing for Performance Tweaks

A/B testing is a method where two versions of an ad or landing page are compared to see which performs better. This involves changing variables like headlines, images, and calls-to-action to see what resonates the most with users.

Running A/B tests can lead to significant insights. For example, one version of an ad might have a higher CTR because of a more compelling headline. Tools like Google Optimize can be used for this purpose. When tweaking landing pages, it's important to implement changes like strategic CTA placements and messaging.

By systematically testing different aspects of an ad campaign, advertisers can fine-tune their strategies to maximize performance and conversion rates.

Conversion Rate Optimization

Conversion Rate Optimization (CRO) focuses on improving the number of visitors who take the desired action on your landing page. This can be achieved through effective CTA elements and trust signals like testimonials.

Call-to-Action Elements

The call-to-action elements are crucial for encouraging visitors to act. These elements should be clear, concise, and placed prominently.

Use action-oriented language like "Sign Up Now" or "Get Started Today." The button or link for the CTA should stand out with contrasting colors to grab attention. It's essential to perform A/B testing to see which CTA versions drive higher conversions. Split testing different offers or placements can significantly improve landing page performance.

Trust Signals and Testimonials

Trust signals and testimonials help build credibility and reassure visitors about your service or product.

Displaying testimonials from satisfied customers can increase the conversion rate by proving that others have benefited from your offering. Trust badges, like security seals or endorsements, add a layer of trust. Positive reviews and ratings should be easy to find on the page, boosting visitor confidence and leading to more conversions. Aim to include images of real people with their testimonials for added authenticity.

Meta’s Advantage+ Shopping Campaigns (ASC) are transforming how advertisers run their marketing efforts on Facebook. These campaigns automate up to 150 creative combinations at once, helping advertisers save time while optimizing ad performance. By leveraging machine learning, ASC identifies the best audiences, driving more efficient and effective results.

ASC campaigns focus on smarter and faster ad conversions. Unlike manual setups, Advantage+ campaigns have preset settings that streamline the creation process. This results in higher performance and less time spent on configuration, making it ideal for businesses looking to maximize their advertising efforts with minimum hassle.

For those interested in taking advantage of this automated solution, Meta’s Advantage+ simplifies the setup and management of ad campaigns. By using advanced algorithms, it ensures that campaigns reach the right audience, improving the cost per acquisition and overall return on investment.

Understanding Advantage+ Shopping Campaigns

Advantage+ Shopping Campaigns streamline the ad creation process by using automated systems to target the best audiences. This method improves efficiency and reduces the need for manual adjustments.

The Role of Meta’s ASC in Digital Marketing

Meta’s Advantage+ Shopping Campaigns play a crucial role in digital marketing. These campaigns use machine learning to identify and reach the most relevant audiences. This automated process helps businesses save time and resources while improving ad performance.

Instead of manually selecting audiences, the system dynamically adjusts settings to optimize results. Advertisers only need to choose a country, and the platform handles audience targeting. This leads to higher efficiency and potentially better return on ad spend (ROAS).

Components of ASC Campaigns

Components of ASC campaigns include automated targeting, dynamic creative testing, and centralized budget management. Automated targeting eliminates the need for manual audience adjustments, allowing the system to find the best placements.

Dynamic creative testing is another key feature, enabling advertisers to upload various creative assets such as static images and videos. The system then rapidly tests these assets to determine the best-performing ones. This approach saves time and optimizes ad delivery.

Budget management in ASC campaigns is more flexible. Unlike traditional campaigns, where budgets are set manually, the ASC system adjusts spending based on performance. This ensures that the best-performing ads receive the most budget, maximizing efficiency and effectiveness. These features make ASC campaigns a valuable tool for digital marketers seeking to optimize their advertising strategies.

Launching an ASC Campaign

Creating and launching Meta Advantage+ Shopping Campaigns involves setting up ads and targeting the right audience to optimize performance.

Creating Your ASC Ads

To start, navigate to Ads Manager and select Create. Choose Sales as your campaign objective. Then, opt for the Advantage+ shopping campaign.

Click Continue. Many settings are preset for ASC campaigns. You can review these by selecting See all preset settings.

Meta's ASC uses machine learning to create up to 150 ad combinations. This helps in finding the best-performing ads. Customize your ads by uploading product images, writing ad copies, and setting a budget.

Ensure your ads are visually appealing. High-quality images and clear, engaging text result in better performance.

Targeting and Optimization

ASC targets both new and existing customers. To set up targeting, first define your audience's demographics, interests, and behaviors. ASC leverages machine learning for optimizing ad delivery, finding the most likely buyers.

Utilize custom audiences to target people who have interacted with your business before. Lookalike audiences can help reach users similar to your best customers.

Monitor campaign performance regularly. Use the data to refine targeting and improve ad effectiveness. Adjust budgets based on what works best, ensuring optimal performance and better return on investment.

By following these steps, you can effectively launch and optimize your ASC campaigns, reaching the most relevant audience efficiently.

Measuring Campaign Success

Measuring the success of Advantage+ Shopping campaigns involves tracking specific performance metrics and analyzing data to ensure your advertising goals are met. This includes monitoring key performance indicators (KPIs) and interpreting data within the Meta Ads Manager.

Key Performance Indicators

To evaluate the effectiveness of ASC campaigns, it is essential to focus on several KPIs. Click-through rate (CTR) measures the proportion of people who clicked on the ad after seeing it. A higher CTR often indicates a more engaging ad.

Conversion rate indicates the number of visitors who completed a desired action, such as making a purchase. This helps assess how well the ad translates interest into actions.

Return on ad spend (ROAS) calculates the revenue generated for every dollar spent on the campaign. A higher ROAS means better efficiency in ad spending.

Cost per acquisition (CPA) measures the cost to acquire one customer. Keeping a low CPA while maintaining or improving conversion rates indicates a cost-effective campaign.

Analyzing ASC Data

Analyzing data from ASC campaigns requires understanding patterns and making informed decisions based on them. Segmentation of data by audience demographics or behaviors helps identify which groups are responding best to ads.

A/B testing different ad elements, such as headlines or images, helps find the most effective combination for attracting customers.

Visualizing trends with tools like graphs or charts in Meta Ads Manager allows easy comparison over time. This aids in identifying periods of better performance and understanding possible reasons behind them.

Using these methods, advertisers can continually optimize their campaigns by adjusting their strategies based on the insights gained from data analysis. For more details on ASC performance, refer to the insights available on Meta’s Advantage+ performance.