Over the last few weeks, Mongoose Metrics has conducted a series of tests on the efficacy of Twitter’s Promoted Tweets. The marketing and analytics company has detailed the results of these tests in a blog post.
How Promoted Tweets work: advertisers can bid on multiple terms related to the content they’re promoting. Bidding begins at $0.10 per “engagement,” defined as a Retweet, a Click, a Reply or a Favorite. Before a tweet can be “Promoted,” it must be tweeted out organically first.
The firm experimented with a number of Promoted Tweets around terms related to its services, such as #CRM, #SEO and #Mobile, with a goal of generating white paper downloads.
The results:
For an investment of $2,067m the firm generated
- 961,000 Tweet Impressions
- 18,000 Clicks
- 220 Retweets
- 168 Replies
- 126 Conversions (= white paper downloads)
As detailed in an earlier blog post, the firm also saw a significant increase in followers, its web site traffic and in its Klout score.
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