Promoted tweets are a great advertising resource offered by Twitter for an opportunity to increase visibility and engagement on the platform. Promoted tweets are 140 characters of content that are targeted using keywords or interests, and are available on a CPE (cost-per-engagement) basis. CPE is a cost for any time that a link is clicked, the tweet is RTd, mentioned or include a hashtag. The @handle can place a bid for the engagement, with higher bids receiving greater placement and ultimately more impressions. Bids can be anywhere from 1 cent to really any dollar amount. It’s important to note that you’re not paying for impressions, so a $150 daily budget ($4,500 per month) with $1.50 bid per engagement can result in up to 315 clicks per day but also almost 30k in daily impressions.
Twitter engagement with promoted tweets is estimated at 1%-4%, so it is essential that the right keywords and interests are targeted. This engagement rate is similar to the PPC rates of Google Ads or similar service. Also, with Twitter, the higher the amount of engagement and visibility during a paid cycle, the higher the likelihood of additional visibility once you’ve taken it off the paid effort and changed it back to organic. It’s like a snowball effect — once you get to that developed foundation of engagement, it continues to build on itself.
Promoted tweets are seen by anyone who searches for a keyword or has the interest that you’re targeting — these users do not have to already be following your account.
