Twitter ads and landing pages
by Harry LucasSo I've started running twitter ads to drive some beta users for Rella (https://rella.so) and decided to start with Twitter as the source (and now expanding into Google Ads).
Running Twitter ads is....interesting to say the least. The platform is quite poor overall but DOES have some good targeting capabilities compared to other platforms (mainly being able to target follower-look a likes), as a well as a seemingly low CPC (see below).
Current Stats:
- Spend ~$70
- Impressions: 13k
- CPC: $0.25 (but best performing add has a CPC of $0.11 and a click through of ~4%)
Now the bad part...:
- Clicks: 280
- Waitlist emails: 4
- Conversion: 1.42%
- Cost per email $17
I've only just gotten the product to MVP state so I have changed it from waitlist to product signups so will see if that makes a difference but at the end of the day that is pretty bad conversion rate.
So what have I done to improve that?
Well the first thing I needed to do is figure out why it isn't converting. The ads are appealing to people, but the landing page isn't. What's the difference between the two?
Firstly I did the obvious - if you come from a particular ad the hero text will change to match the value prop from ad.
E.g. if the ad talks about catching or noticing bugs before users do, then the landing page should also be focused towards that. Hopefully this shouldn't have them seeing A on twitter and then seeing B on the landing page = higher conversion rate.
I've also as a last ditched effort just added in an annoying exit modal that literally asks them if they go to leave the page "Why didn't this appeal to you?". I only put this on there last night but so far have one response which is promising.
I've also adjusted the ads and turned off the worst performing ones to hopefully increase engagement and keep that CPC low. If I can get people in the funnel, and converting, I think it's going to have a really nice ROI. But for now I'm going to let it simmer and see if all the changes have any impact.
Also if you want someone elses (more experienced) opinion on ads and particular Twitter ads, I saw this thread this morning which goes into it all in more detail.
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Wow, spending thousands of $$s to drive users to an MVP is a bold move!
Can you share the URL of the tweet ad, please? Looks like it's performing pretty well, there will be a lot to learn from you.
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Haha not quite thousands of $$ so far spend has been < $200 but will keep updating
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Oops, I saw the tweet below the post and assumed it was yours...
Still, can we see your ad, please?
I'm asking because I also tried Twitter ads once, and the CTR was ~0.1%.
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Oh sorry completely missed that question, sorry no problem 👇
This one is probably doing the best:
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Thanks, I think I get the idea -- make it look like a regular tweet with a personal story.
The opposite of what you would do in a regular ad, like, "be the first to know when something's gone wrong" with a nice vector illustration and a big CTA button.
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exactly - I think the personalisation lands well on twitter. Not sure who I got that off - but someone else definitely deserves the credit for it
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I think another reason why you might not be converting too well is because of customer targeting and the platform you're using.
I've tried twitter ads in the past before, and they pale in comparison in terms of conversion compared to Google and facebook ads.
You've already stated you got rid of some poorer performing ads, so you'll probably see it improve in the future even if nothing changes on your website. Overall, all ad campaigns need time to run and accumulate data, and usually don't convert too well to start.
Also, I've noticed your exit modal is more annoying than needed.
It activates every time I move my mouse even close to closing the app.
I think something like that should activate once, and once exited, should not activate again either for that individual customer or until the page is reloaded.
With how persistent the exist modal is, I would not be surprised if its existence becomes one of the reasons your customers aren't converting.
Btw, I noticed you said you used AI in your app. So since I'm currently developing a web API for various AI, I'd be happy to hear your feedback once I release.
You can follow my progress here: https://www.indiehackers.com/product/evoke
For the record, we'll offer a web API for Bloom (GPT-3 alternative) once we release.
You can also follow me on twitter where I post a lot about the product too: https://twitter.com/therealetch
Good luck with your twitter ads! I rarely see them used.
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Hey thanks for the feedback! I added in that change re the exit modal so should only show the once now.
Will definitely keep an eye on evoke - keen to see when it launches
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Thanks for the support!
I tried your site again, and the popup can't be closed once it opens; I can only get rid of it by reloading.
Don't know if this is intentional, but wanted to let you know.
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