X (Twitter) Ads.
A platform built on the news cycle and conversation. Strong for awareness, launches and live moments; a supporting role in e-commerce conversion. Offers keyword and follower-lookalike targeting.
X Ads ManagerCampaign management
Promoted posts, video and carousel; reach, engagement, site traffic and conversion objectives. A way into the conversation with keyword and follower-lookalike targeting.
- Reach during launches and events
- Keyword/conversation targeting
- Video-view audiences
X Pixel · Conversion APIMeasurement
Site events and conversion tracking; remarketing audiences.
- Setup and event mapping
- Site-visitor audiences
When it is the right channel
X is not an always-on performance channel; it is a moment-bound one. Launches, events, a live topic, a tech or media audience — it works where the conversation is. Conversion volume usually isn't enough for automated bidding to learn, and that has to be accepted upfront.
How I set it up
I start with narrow interests and account-lookalike targeting, and run during the hours the conversation peaks. Because volume is small I don't hand it to automated bidding; manual control gives more predictable results.
What I don't do
I don't leave it running in the background on an always-on budget. The campaign ends, the channel closes, and it waits for the next moment.
Want to talk about a topic?
I'll walk you through how the approaches in these posts work on real accounts.