Twitter Ads has made some big advances and big changes in the past few years, and their ad quality score is a great example of one of those newer changes we’ve seen that has a positive affect for marketers—when they know how to use it.
Plenty of sites are using quality scores for their ads to prioritize, rank, and evaluate ads that marketers and businesses are creating and running through their ads system. Twitter’s Ad Quality Score is most directly influenced by user engagement on specific ads, and will heavily affect ad placement in ranking and priority, and—perhaps most importantly—cost.
What Is Twitter’s Ad Quality Score?
We’re already familiar with Facebook’s relevance score (which is a quality score Facebook uses to evaluate and give priority to certain ads, ranking all ads between 1 and 10) and Google Adwords’ Quality Score, and Twitter’s version of this quality score takes up a similar approach.
Twitter’s quality score utilizes a similar algorithm to Facebook’s relevance scores, rewarding the most relevant or engaged-with ads, and penalizing those on the opposite end of the spectrum.
Twitter’s Ad Quality Score helped Twitter to determine how your ads are displayed and how much you’ll pay when users engage with your ads. The higher the quality score, the less you’ll pay for engagement and/or conversions.
Unlike Facebook’s relevance score, however, the ad quality score is an internal statistic that is currently hidden from advertisers for the time being (though I’d be surprised if this didn’t change at some point in the future). That can make it difficult to judge where exactly your ad stands on the quality score scale.
What we do know is that engagement seems to be the biggest key factor when it comes to increasing your quality ad score, and it ties in directly with cost. According to several case studies, when you gain a single point in your engagement rates on your ad, you’ll see a 5% decrease on average in your cost per engagement for that ad. That’s obviously a huge difference, and with many marketers avoiding Twitter due to the higher costs, that could be a game changer for types of campaigns or industries that have relevant, interested audiences on Twitter.
How This Affects Marketers
How your ad is placed and how much it costs per conversion or engagement is a huge deal for marketers who advertise using Twitter Ads, or are interested in doing so. Knowing how to use the Quality Score to your advantage (while making sure you aren’t suffering because of it) will actually help marketers in the long run if they’re able to successfully increase engagement enough to drive down costs.
Ultimately, you’ll want to focus the targeting on your campaigns to boost engagement, as it will raise your quality score and lower your costs. You can do this several ways, including:
- Promote particularly popular Tweets. If you already have a good start on engagement, that’s a good sign that it will do well with a larger audience, too. Promoting your most popular Tweets will allow you to promote already-tested content that you know your target audience is engaging with, saving you trial and error in both ads money and in your quality scores.
- Use laser-sharp targeting. You can do this in several ways, but one of most effective methods for good targeting involves focusing on niches within your target audience (even using Tailored Audiences) and sending them specific, highly targeted messages that will be relevant to them.
- Create new, interesting content frequently. You’ll want to make sure your campaigns are new, interesting, and relevant—you don’t want to run the same content with a different image, for example. Split testing is good, but you want to continue to provide interesting, unique, fresh content that users will continue to engage with on each and every new ad. This will also help keep impressions high, as Twitter is less likely to show your ad the older it gets.
- Use Twitter cards. Twitter limits your Tweets to only a few characters (140 isn’t much), but adding a Twitter Card expands the amount of information you can share with your audience. You can add videos, images, additional text, and more– and all of these factors, when used correctly, can drastically increase engagement.
Any other way you can think of to increase engagement on Twitter will make a big difference on your quality score, and thus, what you’re paying, so all “increase engagement” strategies for Twitter Ads will apply well here.
Hidden metric or not, raising your Twitter Ads quality score will enable you to have a higher ad priority while simultaneously lowering your ad costs, maximizing your ROI on Twitter Ads. With cost being a major negative factor for many when it comes to Twitter Ads, knowing how to increase your quality score through engagement and significantly lower the cost of conversions could make the platform more affordable while providing better results at the same time. Paying less and getting better results? That sounds like a win-win.
What do you think of Twitter Ad’s Quality Score? Do you think it’s good they’re keeping it hidden, or do you wish they’d share it like Facebook’s Relevance Scores? Will this change how (or if) you run Twitter Ad campaigns? Leave us a comment and let us know!