X Ads Account Setup and Management Guide

Setting up and managing an X Ads account can be a bit overwhelming, but don't worry, I've got you covered. You can create an X Ads account by going to the X Ads website and clicking on the "Sign Up" button.

First, you'll need to provide some basic information such as your name, email address, and password. Make sure to choose a strong password that you won't forget, as you'll need it to log in to your account.

To manage your X Ads account, you'll need to navigate to the "Settings" page, where you can edit your account information, payment settings, and more. I recommend checking your account settings regularly to ensure everything is up to date.

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To set up your X Ads account, it's recommended to stick with the recommended selections to start with, and just start getting some data through. This will help you get a feel for how the system works and allow you to make informed decisions later on.

You can set a target cost, which will sometimes pay more and sometimes less, but over time it should roughly average out to the target cost you've specified.

To generate access tokens and secrets, go to the "Keys and tokens" tab in your app dashboard and generate your access token and secret. Make a note of the Access Token and Access Token Secret, as you'll need them to configure the system in Savant.

Here are some of the available tokens and their descriptions:

When creating your account, it's essential to start with the recommended selections. This will help you get some data through and set a solid foundation for your account.

Setting a target cost is a good option to consider. With this option, you'll pay more sometimes and less sometimes, but over time it should roughly average out to the target cost you've specified.

To get started, you'll want to focus on the basics. This includes setting up your account and making some initial selections.

To generate an access token and secret, you need to log in to your app dashboard and go to the "Keys and tokens" tab.

Make a note of the Access Token and Access Token Secret, as you'll need them to configure the system in Savant.

You can find the Authentication Tokens section in the "Keys and tokens" tab, where you'll generate your access token and secret.

In this section, you'll find several options for generating tokens, but you'll need the Access Token and Access Token Secret for Savant.

Here are the permissions associated with the access token:

You can create custom audiences based on user email addresses or the @handles of X users. This can be especially useful for reaching specific influencers or users who may have an interest in your product.

Custom audiences can be created by using X's website tag, which is a piece of code you add to your site to track visitors and their actions.

Follower look-alike audiences allow you to target people who are similar to followers of one or more accounts. This can be a great way to reach users who are interested in your competitors or similar businesses.

To use follower look-alike audiences, you can add around 30 @handles of accounts where followers are interested in specific topics relevant to your business.

X recommends adding at least 25 keywords to a campaign if using keyword-based interest targeting. This allows you to target users based on what they've searched for on the platform, along with keywords in their recent posts.

You can target users based on their interests, which are categorized into 25 different categories.

Here are some examples of targeting options on X:

To minimize the risks of click fraud, you can use targeting filters to exclude bot accounts. This can be done by targeting users with premium subscriptions who use specific devices and live in certain locations.

Follower lookalike audiences can also be used to target users who are similar to followers of your competitors or similar businesses. This can be an ideal target for your ad campaigns.

Here are some additional targeting options on X:

You can target users on X using various options, including custom audiences and targeting follower look-alike audiences.

X recommends adding at least 25 keywords to a campaign if using the targeting option based on keyword-based interests.

You can target users based on keywords, follower look-alikes, interests, movies and TV shows, events, conversation topics, and users who saw or engaged with your previous posts.

One of the targeting options is location, which allows you to target people in countries, regions, metro areas, cities, postal codes, or a radius around a location.

Another option is language, which enables you to target people who speak certain languages based on their post history and who they engage with.

You can also target users based on device, platform, and Wi-Fi, age and gender, conversations, events, post engagement, keyword, movies and TV, interests, followers, and custom audiences.

To filter out bot accounts, you can try targeting users with premium subscriptions who use specific devices and live in certain locations.

Here are some of the targeting options available on X:

You can also target users based on their age and gender, conversations, events, post engagement, and keyword.

To create and manage effective ads on X, it's essential to start with the basics. Enter your campaign details, including a campaign name, budget, and start date. Leave the total budget empty and don't set an end date, so your campaign can continue to run and build initial data.

When setting up your campaign, consider starting with a low daily budget of $5 to $10. This will help you get a feel for how the system works without breaking the bank. As you become more familiar with X, you can increase your budget as needed.

To maximize your ad's performance, focus on continually testing different creatives and campaigns. This will help you see what your audience responds to and what gives you the highest return on investment (ROI).

A line item is a crucial component of your ad campaign on X, and it's essential to understand what it is and how it works. A line item is a specific ad creative, such as an image or video, that is used to promote your product or service.

You can have multiple line items in a single ad group, each with its own unique settings and targeting options. For example, you can create a line item for a specific product, and another for a different product in the same ad group.

A line item can have various settings, including a bid amount, bid strategy, and placement options. You can also set a target cost per action, such as a click or a conversion.

Here are some key settings for line items:

When setting up a line item, make sure to choose the right objective, such as app installs, video views, or website clicks. You can also set a maximum bid amount, which is the highest amount you're willing to pay for each action.

For example, if you're running a campaign to promote your app, you might set a line item with the following settings:

By setting up line items correctly, you can ensure that your ads are being shown to the right people, at the right time, and with the right message.

Promoted Tweets are a game-changer for businesses looking to increase their online presence and engagement.

They allow you to pay to have your tweets shown to a larger audience, including people who don't follow you.

The cost of a Promoted Tweet can range from $0.50 to $2 per engagement, depending on your target audience and the level of competition.

You can set a daily budget for your Promoted Tweets, with a minimum of $5 and a maximum of $500 per day.

Promoted Tweets can be targeted to specific keywords, hashtags, and interests, allowing you to reach the people who are most likely to be interested in your content.

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To get the most out of your Promoted Tweets, it's essential to have a solid understanding of your target audience and their interests.

This will help you create tweets that resonate with them and drive engagement.

By incorporating Promoted Tweets into your ad strategy, you can increase your brand's visibility, drive website traffic, and boost sales.

Campaigns are the backbone of any ad management strategy, and understanding how they perform is crucial for optimization. You can track campaign delivery and performance based on specific metrics such as impressions, results, engagement rate, and cost per result (CPR).

A breakdown of your audience's shared characteristics can be viewed, including age, gender, location, and interests. This information can help you tailor your campaigns to better reach your target audience.

To monitor the success of your campaigns, you can track metrics such as campaign delivery and performance, viewability, and effectiveness in driving foot traffic to physical locations. Campaign objectives, such as app installs, purchases, and conversions, can also be tracked.

Here are some key metrics to track for your campaigns:

By tracking these metrics, you can identify which campaigns, creatives, targeting filters, and other factors drive the best results, and make data-driven decisions to optimize your campaigns for better performance.

Vertical video ads are a game-changer for reaching more users and driving traffic to your site or app. They can increase your reach by 10% compared to Home Timeline ads.

Users are 7x more likely to follow, repost, like, and click links in vertical video ads compared to the same ad on the Home Timeline.

Vertical video ads are super engaging, with full-screen viewability and sound on by default, making you and your products stand out.

Here are the specs you need to keep in mind when creating vertical video ads:

Vertical video ads can be more effective than standard promoted videos, with some case studies showing higher engagement rates.

Carousel ads are a great way to share a story in multiple visuals and direct users to your website or app with a single ad.

You can have up to 6 images or videos in a carousel ad, making it perfect for highlighting the key features of your products or services.

The image carousel size is 800 x 418 pixels for a 1.91:1 aspect ratio, or 800 x 800 pixels for a 1:1 aspect ratio.

Video carousels, on the other hand, have a size of 800 x 450 pixels for a 16:9 aspect ratio, or 800 x 800 pixels for a 1:1 aspect ratio.

Make sure to use consistent aspect ratios for all assets in your carousel ad, whether it's images or videos.

Here are the carousel ad specs in a nutshell:

You can link to one web or app destination for single-destination carousels, or up to six web destinations for multi-destination carousels.

Running multiple ad formats at the same time helps keep your campaigns fresh and allows you to find what people engage with the most.

Try different tones of voice, visuals, video lengths, CTAs, and other options to achieve optimal performance. This means experimenting with various creative approaches to see what works best for your audience.

You can test different ad formats simultaneously, which will help you understand what resonates with your target audience and what doesn't.

By continually testing different creatives, you'll be able to see what your audience best responds to and what tends to give you the highest ROI.

The main ad type relevant to small businesses on X is the Promoted Ad, which essentially involves promoting a post on the platform.

You can create a Promoted Ad directly from one of your previous posts if you've switched to a Professional Account.

Promoted Ads appear in the timeline like a normal post on X and can be liked, replied to, reposted, and so on.

They show a small bit of text to indicate it's an ad, but other than that, they behave just like any other post.

Promoted Ads can also appear on search results pages and on relevant user profiles.

You can use targeting options to extend the reach of your posts significantly.

Choose your country and time zone when setting up your Promoted Ad, and note that you can't change this later.

You should consistently monitor the results of your ad campaigns in X Ads Manager and compare them with your own data to ensure accuracy. This includes tracking clicks, time spent on your website, adds to cart, purchases, and other measurable user behavior.

To optimize your campaigns, continually test different creatives and campaigns, including different ad options. This will help you see what your audience best responds to and what tends to give you the highest ROI.

Here are some key metrics to track:

By tracking these metrics and making adjustments to your campaigns, you can improve their performance and achieve better results.

Continuous Improvement is key to successful advertising on X. You won't have a perfect campaign from day one, so be prepared to spend a few hundred dollars on simply learning the system.

It's normal to have a learning curve, but don't get discouraged. Continually test and rotate different creatives to keep your campaigns fresh and find what people engage with the most.

Running several ad formats at the same time will help you test multiple options and achieve optimal performance. Try different tones of voice, visuals, video lengths, CTAs, and so on.

As you test and improve, aim to continually improve how your campaigns perform over time. This means keeping a close watch on your ads and making adjustments as needed.

Over time, you'll be able to see what your audience best responds to and what tends to give you the highest ROI. This is how you create highly profitable campaigns you can then scale.

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You can track a wide range of metrics in X Ads Manager, including Ad Engagements, App Clicks, CPC, CPM, Clicks, Client CPC, Client CPM, Client Spend, and Cost per Result.

The data view details in X Ads Manager provide a breakdown of your campaigns, including Account ID, Account Name, Ad Group, Ad Group ID, Approval Status, Billed Engagements, and CPC.

Some of the key metrics to track include impressions, results (actions based on your campaign objectives), engagement rate, and cost per result (CPR). You can also track metrics for specific cases, such as different campaign objectives, specific campaigns, individual posts, and target audiences.

Here are some of the specific metrics you can track:

To ensure a smooth ad experience, it's essential to follow X's advertising policies. These policies are in place to maintain quality and safety on the platform.

Your account will undergo an approval process to check for compliance with these policies. This process ensures that your account meets the necessary criteria for running ads.

Even if X's policies are not as strict post-rebranding, it's still crucial to abide by them to avoid any unpleasant consequences. Make sure to check their policies and keep them in mind when working on your ad campaigns.

You'll need to comply with all relevant advertising laws and regulations, which is a crucial part of the approval process. This includes adhering to X's ad policies to avoid any issues with your account or content.

To get started with an X Ads account, you'll need to create an account on X. This involves choosing an objective, entering campaign details, setting up ad groups, and reviewing and launching your campaign.

First, make sure your Twitter account profile is complete. This includes adding a profile picture, background picture, bio with a functional URL to a website, and location.

To create a Twitter Ads account, log in to the Twitter Ads portal, enter a country and timezone, follow the steps to set up your first campaign and ad, and add billing information. You can immediately stop the campaign to prevent any charge.

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To add tax information to your Twitter Ads account, open the Twitter Ads portal, select the Tax information tab, select the appropriate tax status, fill in your contact information, and click Save tax information.

To set up Tweet permissions in your Twitter Ads account, open the Twitter Ads portal, click your account name and select Edit access to account, check the box for Can compose promotable tweets next to your account, and click Save changes.

Here's a quick checklist to ensure you've completed the necessary steps:

After completing these steps, your initial campaign should have the status of "Running", and the top banner of the ad manager should show more than just Analytics. This may take time as there is an automated review process by Twitter.