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How Much Do Twitter (X) Ads Cost
Having undergone a hard rebrand, X (formally known as the platform Twitter) has been a platform where brands, businesses and everyday users can engage with their audience in real-time. While it continues to adapt, Twitter’s (X) importance as an advertising platform has become more prominent.
One of the first questions businesses looking to use Twitter (X) ask is, “How much are these ads going to cost?” The answer to this isn’t so straightforward. Several factors need consideration, such as bidding, ad format, and audience targeting. In this blog, we’ll dive into the different elements that come together and influence the cost of Twitter (X) advertising.
What Influences the Costs of Twitter (X) Ads?
On Twitter’s (X) platform, advertisers use an auction system to place bids on ad placement. So, depending on competition, targeting options and campaign objectives, the costs can vary significantly based on a few deciding factors.
Ad Formats
Although Twitter (X) provides a variety of ad formats with varying costs, the most popular format is Promoted Tweets, which are regular tweets that businesses can use to promote their product/service to a larger demographic.
With a focus on boosting follower count, another popular format is Promoted Accounts. Then we have Promoted Trends, which tend to be more expensive than the other formats due to their reach potential.
The Three Bidding Models
By using an auction-based bidding system, Twitter (X) allows users to specify the amount that they’re willing to pay per engagement or impression. Users can choose between three unique bidding models:
- Cost-per-engagement (CPE): You only pay when your ad has been interacted with. These include retweets, likes and replies.
- Cost-per-click (CPC): You pay when a user clicks on your ad, leading to your website or app download.
- Cost-per-thousand impressions (CPM): You pay based on how many users your ad is shown to.
Each bidding model comes with its own pros and cons, influencing the overall cost depending on a business’ advertising goals and model preference.
Targeting Options
Similar to other platforms like Meta, Twitter (X) allows for the targeting of determined demographics, interests, and behaviours. The more niche your audience is, the higher the costs will likely be due to competing for a smaller pool of users. On the other hand, targeting a broader audience may lead to lower costs, but lower costs may equate to your ad suffering from less engagement.
You Vs The Competition
The stakes can be high. Twitter (X) advertising is competitive by nature due to its integrated auctioning system. During busy periods like Black Friday, Christmas or other seasonal events, the cost of ad space significantly hikes. When many advertisers are targeting the same audience or running similar campaigns, the cost of ads will increase.
Creating a Budget For Your Twitter (X) Ads
Twitter (X) Ads offer wiggle room and flexibility in terms of budgeting. Businesses, brands, and independent advertisers can set daily or total campaign budgets, allowing them to respect their budget/spending. Ads can be run for as little as £0.30 to £2.20 per engagement (CPE), but to broaden your reach and get the most out of your campaign, the budget will have to be higher (or at least that’s the recommendation).
Setting up a campaign includes deciding whether to focus on engagement or impressions. For example, driving footfall to your website would benefit from using a bidding strategy that utilises CPC, and if you’re planning on building brand awareness, implementing an impressions-based bidding strategy would serve you better.
Return On Investment
Return on investment (ROI) is the single most important thing to consider when paying for ads. To maximise your Twitter (X) ads, it’s essential to tailor content to your audience, ensuring your message is advertised creatively and correctly. Creative ads with visual appeal that highlight products and services are more likely to be engaged with by users, leading to far better results.
Another way to increase ROI is by making data-driven decisions to optimise campaigns. In the long run, you can reduce costs while improving your ad’s overall performance. Twitter (X) provides advertisers with useful analytics, allowing for insightful overviews of key performance indicators. Over time, adjustments can be made using the data provided to enhance bidding strategies, creative assets, audience targeting, etc.
To Wrap Things UP
Advertising on Twitter (X) can vary quite a bit depending on factors like the ad format you choose, who you’re targeting, and how competitive the space is. If you’re considering Promoted Trends for maximum exposure, be prepared for a significant investment—these can cost hundreds of thousands of pounds.
That being said, Twitter (X) offers flexible budgeting options, making it accessible for small and medium-sized businesses. With a well-planned campaign, smart bidding strategies, and creative content, you can make the most of your ad budget and see strong returns. But it’s not just about the cost—what matters is how well your ads connect with your audience and help achieve your marketing goals.
With over 300 million active users and 5,000 tweets every second, your business can reach the right audience at the right time. Partner with The Good Marketer today, and let’s begin growing your SME!