What are X Ads, Types of Campaigns, and Success Stories
March 2024
X Ads are the advertising we see on the social network X (formerly Twitter) while browsing through its content. The platform offers advertisers a wide variety of possibilities and formats for advertising on X. Are you interested in exploring them? If you believe your target audience is on X and you are interested in developing a strategy for X Ads campaigns, you've come to the right place. In this article, we'll tell you everything you need to know to start advertising on X from scratch.
On the social network X, you can choose from three different types of campaigns as an advertiser:
Choosing the right type of campaign will be one of the first decisions you'll make when advertising on X, and your choice will depend on the objectives you want to achieve with the ads. Each campaign is designed to help advertisers achieve a specific purpose. To help you choose which one best fits your needs, let's take a closer look at each type below.
These campaigns are designed for advertisers looking to reach as many people as possible within a certain period. Specifically, they were created for brands aiming to:
As for the theme of the ads, X recommends using awareness campaigns when you want to promote the launch of a new product, deliver a new message to the audience, or gain relevance on a specific topic or event.
Here's a real example of an awareness campaign where the brand's goal was to introduce its new product line.
Lastly, the ad formats that the platform recommends implementing in this type of campaign are:
Later, we will discuss all the ad formats available so you can explore the multiple creative possibilities that X presents.
In this category, we find different types of sub-campaigns, each with a different objective:
Under the conversion-oriented category, we can also find sub-campaigns:
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To ensure your advertising on X is as successful as possible, here are some tips based on X's own recommendations:
Before you launch X Ads campaigns, put yourself in your target audience's mindset, and establish what you want users to think, do, or feel when they see your ad. This will help you craft a better ad and achieve your goals more quickly and effectively.
Your creative copy should not exceed 100 characters. Ideally, it should be between 50 and 100 characters, whether on its own or accompanying an image or video.
Videos should ideally not exceed a duration of 15 seconds.
Once you've launched your campaign, monitor its progress from the Ads Manager. From here, you will be able to make any necessary changes or optimizations no ensure ideal performance.
Using 3 to 5 different ad formats in a single campaign can increase purchase intention by 7% and campaign recognition by 20%, according to X.
All elements of your X Ads campaigns should convey your chosen message clearly and directly.
It's essential to include a clear and visible CTA (call to action) that encourages the user to perform the action you want. This will increase the chances of conversion.
It's advisable to include subtitles in video ads to keep them appealing to people with hearing disabilities or for users who use their devices without sound.
According to X, video ads that clearly display the brand logo generate 30% more brand recognition. We also recommend prominently displaying the logo in image ads.
X recommends starting X Ads campaigns with automatic bidding. This helps your bid be more competitive in the auction. Later, once you have more data about the campaign, you can adjust the bid to achieve the performance you want.
In terms of targeting, if you're planning your first campaign, the platform recommends starting with broad targeting. After an initial testing period, you'll be able to identify which audience groups perform best and base future campaigns on them.
This French supermarket brand launched a campaign in Spain using collection, carousel, and image ads with the goal of reaching as many people as possible and increasing participation in some of its online sale products. The collection ad format performed best, achieving a lower CPM and cost per interaction than the image ads, as well as a higher participation rate than the carousel ads.
Part of their success is most likely due to the collection ad format allowing them to showcase a wide variety of products in a single post, as well as link each image its respective landing page.
The goal of this high-fashion brand's advertising campaign on X was to introduce its new Fall collection and drive traffic to its website where sales were generated. In order to do so, they specifically chose traffic-oriented campaigns, using different ad formats. After a test period, they found that the collection ad format performed best, similar to Carrefour's case, generating a lower cost per click and greater relevance.
Additionally, Dior was able to showcase several of its designs in a single ad, thus increasing the chances of attracting more conversions with a single ad.
The main goal in this case was to drive traffic to the website so that users could interact with the existing travel content on the page. Web conversion campaigns best suited their needs and goals, as they generated better performance, lower cost per click, and lower costs per conversion. The format they used was single video ads.
Images Source: business.x.com
