What Do the Latest SEO Stats Reveal? 25 Surprising Trends You Need

SEO is in a state of constant flux, fueled by rapid digital advancements, shifting consumer expectations, Google’s ever-changing algorithms, and shifting content guidelines. 

As AI continues to influence search behavior and content creation, the pressure is on for digital marketers to stay ahead of the curve. But even with AI shaking up the space, the fundamentals like E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) remain as critical as ever. 

Knowing these key SEO statistics will help you understand the impact of these changes, optimize your strategies, and create content that ranks and resonates. In a world where the rules can change overnight, these insights are your roadmap to staying visible and relevant.

Table of Contents

• General SEO stats
• Voice search SEO stats
• Video SEO statistics
• Local SEO stats
• Mobile SEO stats
• SEO Backlinks statistics
• SEO Keywords statistics
• Content SEO stats
• AI SEO statistics
• eCommerce SEO stats
• Final thoughts

General SEO stats

Ready to dive into some juicy SEO stats? From market share to ROI figures, this section covers it all. 

1. Google dominates search engine market share

Statista

Google’s grip on the search engine world is hard to beat. With 95.32% of mobile users and 81.95% of desktop users relying on it, the competition is left eating its dust. For content creators and marketers, this stat is a wake-up call. 

It underscores the importance of tailoring content to meet Google’s standards. Focusing on mobile optimization is particularly vital, given the overwhelming share of mobile users. Ignore these guidelines, and your content could be missing out on a massive chunk of potential traffic.

2. Click-through rates drop sharply after the top spot

Landing the top spot on Google’s search results pays off big time, with a click-through rate (CTR) of 9.28%. But drop down just one position, and that rate falls to 5.82%. By the third spot, it’s only 3.11%. 

It’s not just about being on the first page but about being as close to the top as possible. High-quality content, effective SEO practices, and keeping up with Google’s algorithm changes can make all the difference between getting noticed and getting ignored.

3. Google updates are boosting SEO for many

According to Search Engine Journal, nearly 59.4% of in-house SEO experts say that Google’s updates and algorithm changes have actually helped their SEO efforts. While algorithm updates can be stressful for some, this stat shows that many professionals are adapting and even benefiting from these changes. It indicates that staying current with best practices and focusing on quality content can turn potential disruptions into opportunities.

4. SEO campaigns deliver impressive returns

FirstPageSage

A high-quality SEO campaign can yield an average return on investment (ROI) of 748%. This staggering figure highlights the potential of effective SEO to drive significant value and revenue for businesses.  While SEO requires time and consistent effort, the long-term benefits far outweigh the initial investment. With the right approach, businesses can achieve exponential growth, making SEO not just an option but a critical component of a successful digital marketing strategy.

Voice search SEO stats

Voice search is shaking up the SEO world, and these stats prove it. With more people chatting with their devices than ever before, optimizing for voice search isn’t just a trend—it’s a must. We’ll dive into the numbers that show how voice search is growing and why it’s changing the way we think about SEO. 

5. Voice search is becoming a global trend

Out of 4.3 billion smartphone users worldwide, more than 1.16 billion use voice technology at least once a week. That’s a sizable chunk of the population ditching the keyboard in favor of talking to their devices. Voice search is no longer a niche—it’s becoming a regular habit for many users around the globe.

Focus on natural, conversational language and long-tail keywords that match how people talk rather than type. 

Video SEO statistics

As video content takes center stage, the numbers are showing just how much it impacts search rankings and user engagement. Whether it’s boosting visibility or driving traffic, video is becoming a star player in the SEO game. So, if you’re not rolling out the cameras yet, these stats might just convince you to hit record.

6. Video content investment is on the rise

Nearly 57% of companies are gearing up to increase their investment in video content for 2024. This growing commitment reflects the undeniable impact that video has on audience engagement, brand storytelling, and overall marketing effectiveness.

If you’re not already leveraging video, now’s the time to start. From product demos and tutorials to live streams and storytelling, video can help you connect with your audience on a deeper level. 

7. Video marketing drives sales and cuts down support calls

A whopping 87% of marketers say video marketing has boosted their sales, according to Wyzowl. And it’s not just about selling more; 53% of marketers report that videos have also reduced the number of support queries they receive. Videos are pulling double duty—engaging audiences and providing helpful information.

Local SEO stats

From dominating the Google Maps Pack to nailing those “near me” searches, local SEO is all about being the top pick in your neighborhood. If you want your business to shine in the local spotlight, these stats will show you why local optimization is a game-changer. 

8. Complete business profiles boost credibility

Having a full, detailed Business Profile on Google Search and Maps makes customers 2.7 times more likely to view your business as reputable. This is a clear sign that you should invest time in optimizing your Google Business Profile. Include accurate details like your address, hours, photos, and reviews. A well-maintained profile not only builds trust but also improves your chances of attracting local customers searching for your products or services. 

9. Local searches drive clicks to the Google Maps Pack

When it comes to local searches, 42% of users click on results within the Google Maps Pack. This bundle of local business listings, complete with maps, reviews, and contact information, is becoming a hotspot for user engagement.

Accurate information, good reviews, and relevant photos can make your listing stand out in the Maps Pack, attracting more clicks and foot traffic. 

Mobile SEO stats

With more people using their phones to search, shop, and browse, your website needs to be ready for the small screen. These stats show how mobile-first strategies are reshaping SEO and why keeping things smooth and speedy on mobile is crucial for staying ahead.

10. Mobile search is leading the way

Mobile devices, including smartphones and tablets, now account for over 55% of the global search engine market share. With smartphones alone making up 53.59%, it’s clear that most people are reaching for their phones when they need answers. Tablets, while a smaller slice at 1.82%, still contribute to the overall dominance of mobile.

Responsive design, fast loading speeds, and mobile-friendly content are no longer optional—they’re essential. If your content isn’t tailored for mobile users, you could be missing out on more than half of the potential traffic.

SEO Backlinks statistics

Backlinks are the backbone of any solid SEO strategy, and the stats show why they’re worth the hustle. From boosting your ranking power to building authority, these numbers highlight how a strong backlink profile can skyrocket your site’s visibility. 

11. Backlinks boost rankings big time

Pages with a solid backlink profile dominate Google’s search results. The top-ranked result typically boasts 3.8 times more backlinks than the pages sitting in positions two through ten. This shows how much Google values backlinks as a sign of authority and trustworthiness.

12. Top-ranking sites have strong backlink profiles

To break into Google’s top 10, having a robust backlink profile is almost a prerequisite. A staggering 96% of these top-performing sites boast over 1,000 links from unique domains. This reinforces the importance of diverse, high-quality backlinks in establishing a site’s authority and relevance.

13. Most link builders are opening their wallets

A striking 74.3% of link builders admit to paying for backlinks. This highlights just how competitive the SEO landscape has become, with many opting to spend money to boost their rankings. The demand for high-quality backlinks is pushing more marketers to cut through the noise by paying for these valuable SEO assets. Balancing paid and organic approaches can help ensure long-term success without relying solely on your wallet.

14. The average cost of paid links 

On average, marketers are shelling out $83 for each paid link. While this may not seem like a huge expense, it can quickly add up, especially if you’re trying to scale your backlink profile. It’s a reflection of how much people value that extra boost in their search rankings without the legwork of earning links organically.

Search engines frown upon buying links, and penalties can be severe. So, use paid links cautiously, and make sure to invest in creating link-worthy content that can attract backlinks naturally as well.

15. Backlinks take time to show results

A backlink’s influence on search engine rankings doesn’t happen overnight. On average, it takes about 3.1 months before a new link starts to impact your site’s position in the search results. 

This is a reminder to think long-term with your SEO strategies. Building quality backlinks is a gradual process, and their benefits unfold over time. Keep at it, monitor your progress, and avoid the temptation to look for quick wins. 

SEO Keywords statistics

Keywords guide search engines and users to your content. These stats reveal the real impact of using the right terms, whether it’s the surprising power of long-tail keywords or the benefits of optimizing your URLs. Nail your keyword game, and you’re well on your way to climbing the search rankings. 

16. Long-tail keywords lead to more clicks

Long-tail queries—those specific, multi-word search phrases—have a click-through rate that’s 3-6% higher than their shorter, more general counterparts. This makes sense because these queries often match user intent more precisely, leading to more relevant and engaging search results.

Not only can they help you rank higher, but they also attract a more targeted audience. Tailor your content to answer these specific queries, and you’re more likely to capture users who are closer to taking action.

17. Keyword-rich URLs boost click-through rates

URLs that include terms similar to the target keyword see a 45% higher click-through rate (CTR) compared to those without. This suggests that users are more likely to click on links that appear relevant and directly connected to their search query. A well-optimized URL can signal to both users and search engines that your page has exactly what they’re looking for.

Content SEO stats

Great content isn’t just about storytelling; it’s a powerhouse for SEO too. These stats highlight how quality content can boost rankings, drive traffic, and keep your audience hooked. 

18. Interactive content is gaining traction fast

Audience interest in interactive, high-quality content is surging, with 62.3% of companies now investing in it. This is a big jump from the 36.1% who reported doing so in 2023. It’s clear that businesses are recognizing the power of engaging formats like quizzes, interactive infographics, and augmented reality experiences to capture and retain audience attention.

19. Longer content ranks higher on Google

If you want to land in Google’s top 10 results, aim for around 1,447 words per piece. This average word count suggests that Google favors in-depth, comprehensive content over shorter, more superficial articles. Don’t just scrape the surface; dig deep, provide value, and keep your readers engaged. The payoff? A better chance of landing those coveted top spots and reaping the traffic rewards.

AI SEO statistics

AI is rewriting the rules of SEO, and the data backs it up. With AI tools driving everything from advanced keyword analysis to automated content optimization, the impact on search strategies is undeniable. These stats showcase how AI is not just a buzzword but a transformative force, making SEO more efficient and effective. 

20. AI is enhancing content quality

A solid 79% of companies report that artificial intelligence has helped them elevate their content quality. From generating ideas to optimizing content for SEO, AI tools are becoming essential to the content creation process. 

Whether it’s using AI for keyword research, content generation, or even predicting trends, these tools can help you craft better content faster. 

21. Small businesses are embracing AI for content and SEO

A surprising 67% of small businesses have already adopted AI for their content and SEO efforts. This indicates that AI isn’t just for the big players anymore—smaller companies are recognizing its potential to level the playing field. With AI, they’re able to produce optimized content, conduct keyword research, and streamline their SEO strategies with greater efficiency.

22. AI-generated content can rank in just a couple of months

About 39% of marketers say it takes around 1-2 months for AI-generated content to start ranking in search engines. This quick turnaround time shows that AI can produce content that not only meets quality standards but also aligns with SEO best practices right out of the gate.

However, it’s important to ensure that AI-generated content is unique, relevant, and informative. Combining AI’s efficiency with a human touch can help you create content that ranks faster and resonates with readers.

23. Consumers are warming up to AI-generated content

73% of consumers now trust content generated by artificial intelligence. The key is to use AI to enhance your content while maintaining transparency and quality. When done right, AI can help you create engaging, trustworthy content that meets consumer expectations.

eCommerce SEO stats

In the competitive world of eCommerce, SEO is the secret weapon that drives sales and visibility. Whether it’s boosting organic traffic or increasing conversion rates, these stats reveal how powerful a well-optimized eCommerce site can be.

24. Organic traffic drives nearly a quarter of e-commerce orders

Organic traffic is responsible for 23.6% of all e-commerce orders, proving its vital role in driving sales. This stat highlights the power of search engine optimization in attracting customers who are ready to make a purchase. Unlike paid traffic, these are users who find your products naturally through search engines, often because they’re actively looking for what you offer.

25. eCommerce SEO offers high returns but requires patience

According to FirstPageSage, eCommerce SEO boasts an impressive Return on Ad Spend (ROAS) of 3.65 and an ROI of 317%. These numbers highlight how effective SEO can be in generating substantial returns over time. However, it’s not a quick win—on average, it takes about 16 months to break even. 

Final thoughts

SEO has come a long way, evolving from a set of basic rules into a dynamic, ever-changing landscape that keeps us all on our toes. With the rise of AI, voice search, and mobile optimization, the game has changed, but the goal remains the same: creating valuable, findable content. 

It’s no longer just about sprinkling in some keywords and hoping for the best. Today, it’s about leveraging data, staying agile with new trends, and embracing technology that can give you the edge.

Think of these numbers as your roadmap, highlighting where the opportunities lie and where to pivot. SEO is a powerful tool in your digital toolkit. Use these insights to stay ahead and make some noise in the search results.

The post What Do the Latest SEO Stats Reveal? 25 Surprising Trends You Need appeared first on jeffbullas.com.

* This article was originally published here

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The Secret Frameworks (Mental Models) Behind the Success of 10 Famous Entrepreneurs

If we put all the data we have collected in the past year from our expanding digital universe into books, we would have created 80 quadrillion books. If we stacked them (assuming a thickness of 2.5 cm), it would reach the sun 13,333 times.

Or 211 light years into space. 

But the irony is that with all that information, we are still struggling to find wisdom.  

Isaac Asimov said this about the mountains of data collected by technology:
“The saddest aspect of life right now is that science gathers knowledge faster than society gathers wisdom.”

The conundrum. More information and data does not lead to better decisions. 

So we need to pose questions that matter:

• How do we find wisdom amongst the noise? 
• How do we distill all that raw information into frameworks that help us live better lives? 
• How do we make wise decisions? 

One answer is applying “mental models.”

What is a mental model?

A mental model is a simplified, conceptual framework that helps us understand and interpret the world, make decisions, and solve problems. It represents how certain things work, allowing us to predict outcomes based on past experiences, knowledge, or logic. 

One example of a mental model is applying the compounding effect. This can be used to accumulate wealth and knowledge over a lifetime. 

Example 1: Compounding effect of a long term approach to investing to build “wealth“—by investing in high-quality businesses or the stock market index that consistently grow earnings, reinvesting profits over decades to create exponential wealth. This was the mental model used by Warren Buffet to make his company the 8th most valuable business in the world at $982 billion. 

Example 2: Compounding effect of life term learning and “knowledge.” Learning something new every day adds to your knowledge and over a lifetime it can produce enormous benefits to life and business. This is one of Bill Gates key mental models and in an information world, knowledge is wealth. Microsoft is now valued at over $3 Trillion.

Why mental models matter

Mental models help us cut through complexity and distill that into simplicity. They help us make sense of all the noise that overwhelms us and allow us to focus on the key principles that govern situations.

And the proof of the “mental model” approach can be found in many successful people that have used that approach—these include Richard Branson, Elon Musk and Jeff Bezos. 

If you want to see what their mental models are you can jump to the bottom of this post.

Going deeper

Mental models can be applied to every aspect of life. 

The biggest decisions in life often shape our personal happiness, relationships, and long-term fulfillment. These include choosing a life partner, who you hang out with and where you have your home and how you invest your money.

On the “who you hang out with,” I have a simple piece of advice:“If you want to fly like an eagle don’t hang out with turkeys.”

I have told my children this many times. I hope they are listening. 

Here are some key decisions that we all face in life and some mental models that can help guide your thinking around them:

1. Choosing a life partner

Mental models

• First Principles Thinking: Strip down the decision to the core—what values, interests, and characteristics are non-negotiable? Start from there instead of societal or cultural expectations.
  
• Opportunity Cost: By choosing one person, you’re potentially excluding many other options. Weigh this carefully—make sure the decision aligns with long-term goals and values.
  
• Inversion: Consider the things you don’t want in a partner, and work backward to ensure you’re avoiding those qualities.

2. Career choices

Mental models

• Ikigai: Align your career with passion (what you love), mission (what the world needs), vocation (what you can be paid for), and profession (what you’re good at).
  
• Regret Minimization Framework (Jeff Bezos’s Model): When making a career decision, imagine yourself at 80 years old. Which choice would you regret less?
  
• Second-order Thinking: Consider the downstream effects of your career choices. Will this job lead to better future opportunities, or will it limit growth?

3. Where to live

Mental models:

• Cost-benefit Analysis: Compare financial, emotional, and opportunity costs of living in different places.
  
• Decision Matrix: Evaluate different locations based on factors such as job opportunities, social environment, cost of living, proximity to family, and climate.
  
• Circle of Competence: Consider where you have networks and resources that enhance your chances of success and happiness.

4. Financial investments

Mental models:

• Kelly Criterion: Helps calculate the optimal amount to invest, balancing risk and reward based on your current financial situation and probability of success.
  
• Margin of Safety: Only invest in opportunities that offer a wide margin between the price you pay and the value you estimate to reduce downside risk.
  
• Lindy Effect: Prioritize investments in things that have stood the test of time, such as real estate or blue-chip stocks.

6. Health and wellness choices

Mental models:

• Compounding: Small, consistent habits (diet, exercise, sleep) compound over time, yielding exponential benefits or detriments.
  
• Inversion: Think about what would negatively impact your health and avoid those choices (e.g., poor diet, lack of exercise).
  
• Sunk Cost Fallacy: Avoid continuing unhealthy habits just because you’ve invested time or energy in them. Focus on the future, not past investment.

7. Friendship and social networks

Mental models:

• Network Effects: Relationships multiply their value through connection. Invest in relationships that introduce you to new opportunities, ideas, and support systems.
  
• Reciprocity: Foster mutually beneficial relationships that grow through giving, helping, and sharing, which compounds over time.

8. Time management and prioritization

Mental models:

• Pareto Principle (80/20 Rule): Focus on the 20% of tasks that will yield 80% of the results.
  
• Eisenhower Matrix: Separate urgent tasks from important ones to focus on what truly matters in the long term.
  
• Parkinson’s Law: Time spent on a task expands to fill the time available. Set strict deadlines to force efficiency.

Does age or experience bring wisdom?

Charlie Munger lived to the age of 99 and died in 2023. He, with Warren Buffet built the Berkshire Hathaway company to a valuation of $982 Billion and is the 8th most valuable company in the world after starting in 1965.  

He published a book titled “Poor Charlie’s Almanac” that was a distillation of all the information he had gathered over his lifetime that was instrumental in building a trillion dollar business. 

In it he revealed one of his secrets about how he did that. He distilled that information into wisdom using over 90 mental models, some he revealed in that book and others are still to be unearthed. 

In looking at his life, his mental models and his success it would suggest a strong correlation between age and experience producing wisdom. But he is not alone and there are many famous people that have developed wisdom and mental models from their life experiences to find success. 

10 famous people and their mental models we can learn from

Many top entrepreneurs and famous individuals utilize mental models as key tools for decision-making, problem-solving, and life optimization. Here are a few prominent figures who are known for applying mental models and the specific frameworks they employ in business and life:

1. Sheryl Sandberg 

Sheryl Sandberg is an influential business executive, philanthropist, and as of 2023, her net worth is estimated to be around $1.6 billion, primarily derived from her stock holdings and compensation from her time at Meta, as well as her investments in other ventures.

She is best known for her role as the Chief Operating Officer (COO) of Facebook (now Meta), where she helped grow the platform into one of the largest social media companies in the world. Sandberg is also the author of the bestselling book Lean In, which advocates for women’s empowerment and leadership in the workplace, and founded the Lean In Foundation to support gender equality initiatives. Here are 3 of her mental models and frameworks.

Lean in (Ownership mentality)

• Description: This model encourages women and individuals to take initiative, step up to leadership roles, and fully participate in their careers and opportunities.
• Example: Sandberg advocates for individuals, particularly women, to “lean in” and take charge of their careers instead of waiting for opportunities to come to them.

Power of social proof

• Description: Social proof refers to the tendency of people to follow the actions of others, assuming that if many are doing something, it must be right.
• Example: Sandberg has leveraged social proof to promote gender equality in the workplace, using data and examples of successful women to influence corporate culture globally.

The Flywheel effect

• Description: Small, consistent actions over time build momentum, resulting in larger and more impactful results.
• Example: Sandberg focuses on incremental progress in advocating for women’s empowerment, knowing that small changes compound over time to create significant shifts in societal and workplace norms.

My top takeaway:

The most powerful mental model here for me is the framework of “taking charge” and owning your future rather than one of victimhood. That is expanded on in her best selling book “Lean In.”

2. Warren Buffett

Warren Buffet built the Berkshire Hathaway company to a valuation of $982 Billion that is now the 8th most valuable company in the world after starting in 1965.  

Key mental models

• Circle of competence: Buffett famously stays within his “circle of competence” by only investing in businesses he thoroughly understands. He avoids investing in industries or technologies he is unfamiliar with.
  
• Margin of safety: Inspired by Benjamin Graham, Buffett always looks for investments that have a sufficient margin of safety—buying undervalued assets that minimize downside risk.
  
• Compounding: Buffett leverages the power of compounding returns by investing in high-quality businesses that consistently grow earnings, reinvesting profits over decades to create exponential wealth.
  
• Opportunity cost: Buffett considers the opportunity cost of every decision, knowing that choosing one investment means giving up the potential returns of another.

My top takeaway

Invest as early as possible and let compounding make you rich over time. $10,000 invested in the USA sharemarket when you were 30 becomes $237,000 when you’re 60. 

Going deeper

In a recent AFR publication there was a chart that revealed the power of compounding returns using an example of investing in stock markets. It compared the different stock markets total return if you invested $10,000 30 years ago. 

It displays the power of compounding and how a small change in return can produce a much bigger result from the power of compounding.

Livewiremarkets.com

This powerful visual comparison shows that $30,000 invested in the Australian Stock market 30 years ago vs the same $30,000 invested in the USA stock over the same period.

Result

Total value of $10,000 over 30 years with all dividends reinvested and no withdrawals. To put that in perspective a relatively small investment of $10,000 in the USA markets when you were 30 became $237,318 at the age of 60 but only worth $135,165 in Australia. That is a $100,000+ difference

• Australian stocks – $135,165
• USA stocks – $237,318

The other revelation was what a difference it made when there was only a 2% difference. Australia had a 9.1% return and the USA was 11.1%.   

3. Ray Dalio

Ray Dalio is a financial success as the founder of Bridgewater which is one of the worlds largest hedge funds. And his biggest mental model is “radical transparency” within his organization. It is a model that works for him and his business. It may not work for you. But it may. 

A good mental model will be what makes sense to you and your experience in life. It will be the intersection of your skills, life journey and curiosity. You need to own it.  Make it yours. Sometimes I find road testing different ideas is a good first step. Here are some of Ray’s mental models to reflect on.

Key mental models

• Radical transparency: Dalio, founder of Bridgewater Associates, applies this mental model by encouraging complete openness and honesty in decision-making within his organization.
  
• Principled decision-making: Dalio emphasizes the use of clear principles for decision-making, especially when facing difficult choices. His book “Principles” outlines a structured framework for approaching life and business challenges.
  
• Probabilistic thinking: In investing, Dalio uses probabilistic thinking to assess risk and make decisions based on the likelihood of various outcomes, not just certainties.
  
• Feedback loops: Dalio relies on constant feedback to improve personal and organizational performance, iterating based on lessons learned.
  

My key takeaway

Feedback loops make a lot of sense to me.They can be seen as using information and data to find what works and what doesn’t as quickly as possible. It can be very data driven and objective or more nuanced and subjective. 

4. Jeff Bezos

Jeff saw a vision of an online bookstore in 1995. 30 years later he has grown Amazon into a trillion dollar company and with a personal wealth of $211 billion dollars is the second wealthiest person in the world. He plays the long game and one of his prioritized models is long-term thinking. 

Key mental models

• Customer obsession: Bezos applies this model by constantly focusing on what’s best for the customer, believing that business success follows when you put the customer first.
• Long-term thinking: Bezos is known for his “Day 1” philosophy, which encourages Amazon to think like a startup, focusing on long-term growth rather than short-term profits.
• Regret minimization framework: Bezos uses this model to evaluate major life decisions by asking whether he would regret not taking an action in the future.
• Network effects: Amazon Web Services (AWS) and Amazon’s marketplace benefit from network effects, where the value of the service increases as more people and businesses use it.

Key takeaway 

The regret minimization model is something worth looking deeper at. This starts to become more obvious and apparent when you’re older. And many of us live with regret.

It is a great question to keep asking yourself. Maybe try putting yourself a bit further into the future and take the time to reflect on your current situation and ask better questions. 

5. Charlie Munger

Charlie Munger was Warren Buffets sidekick at Berkshire Hathaway. The reality was that he was much more than that and it was a synergistic partnership that lasted 58 years.

But they both had their own mental models and agreed on others.  Charlie died in 2023 and had used 90 plus mental models to help him make wise decisions. 

Key mental models

• Inversion: Munger often advises solving problems by thinking in reverse: instead of asking how to succeed, he asks how to avoid failure, then avoids those pitfalls.
• Lollapalooza Effect: This model describes how multiple factors combine to produce outsized results, like in the case of a successful business or investment.
• Mental Latticework: Munger famously advocates for creating a “latticework of mental models” by drawing on knowledge from various disciplines (e.g., economics, psychology, biology) to make better decisions.
• The Psychology of Human Misjudgment: Munger deeply understands human biases like confirmation bias, anchoring, and the availability heuristic, and actively works to avoid these traps in decision-making.

Key takeaway

The inversion mental model is counterintuitive as it makes you look at the consequences of the opposite of what you want to achieve. Instead of focusing on what would make a project successful, you think about what could cause it to fail, and then work to avoid those pitfalls. 

Example: Suppose you want to improve customer satisfaction in your business. Instead of asking, “What can we do to make our customers happier?”, you ask, “What are we doing that could be making our customers unhappy?” then take specific actions to eliminate these issues, thereby indirectly improving overall customer satisfaction. 

6. Steve Jobs

I don’t need to introduce Steve Jobs except to say that his birthday on February 24 was on the same date of the year as mine. So we are both Pisces. Let’s leave the comparison there. 

Key mental models

• Simplicity (Occam’s Razor): Jobs believed in stripping away complexity in product design and focused on simplicity to create intuitive and elegant products.
  
• First Principles Thinking: Like Elon Musk, Jobs broke down problems to their most fundamental truths, particularly when it came to product design and innovation.
  
• The Power of Focus: Jobs applied this model by focusing intensely on a few key products or projects and discarding everything else. He famously reduced Apple’s product lineup to focus on the core that would have the most impact.
  
• Reality Distortion Field: While this model is more controversial, Jobs applied it by creating a mindset in which seemingly impossible goals became achievable, motivating others to meet high expectations.

Key takeaway

Finding or creating “Simplicity” in the middle of all the noise and complexity takes time and effort. So…simplicity takes hard work. Winston Churchill said it well. “I would have written you a shorter letter but I didn’t have the time.” 

To go back to comparisons between Steve and me. I love finding the simplicity in complexity. Let me say: Less is more.

7. Mark Zuckerberg

The founder of Facebook (now known as Meta) has maybe created the most information in the world by getting people to sign up to his social media platform and making it easy for the world to share their information without creating any of his own. That is “scaling economics” at its smartest.

Key mental models

• Network effects: Facebook’s growth relies heavily on network effects—where the more users the platform has, the more valuable it becomes. This model helped Facebook become dominant in social media.
  
• Scale economies: Zuckerberg understands the importance of scaling technology infrastructure efficiently to keep costs down as user numbers rise, enabling rapid global expansion.
  
• The Innovator’s dilemma: Zuckerberg avoids falling into the trap of incumbents by investing in new platforms and features (e.g., Instagram and WhatsApp) before competitors can disrupt Facebook’s core business.
  
• Feedback loops: Zuckerberg emphasizes quick iterations and feedback loops, allowing Facebook to adapt and improve its platform in response to user behavior and data.

Key takeaway

As competitors entered the market Mark quickly realized that he didn’t have to innovate all the time but buy or copy. Instagram and WhatsApp threatened to steal traffic, users and attention from Facebook so he bought them.

And to show the middle finger to Elon Musk at Twitter (Now known as X) he  copied Twitter and started “Threads”. In just a few months Threads had acquired 100 million users. 

Innovator’s dilemma solved.

8. Elon Musk

Elon is currently the world’s richest person. And Tesla and SpaceX are his biggest contributors to that wealth. And he didn’t get there without some clever thinking and using some powerful mental models that helped him.  

Key mental models:

• First Principles Thinking: Musk deconstructs problems to their fundamental principles and rebuilds solutions from the ground up, as seen in his approach to electric vehicles (Tesla) and space travel (SpaceX).
• Probabilistic Thinking: Musk uses probabilistic thinking when assessing the risks and rewards of ventures like space exploration, knowing that while success may have low odds, persistence can shift the probabilities in his favor.
• Long-Term Vision: Musk’s companies are built around long-term goals, from sustainable energy (Tesla) to space colonization (SpaceX), focusing on creating long-term value over short-term profits.
• Optimization and Iteration: Musk optimizes every part of the production process for efficiency, constantly iterating and improving (e.g., the rapid prototype testing at SpaceX).

Key takeaway

Long-term vision is one of his superpowers and one of his mental models. Going to colonize Mars is as long term as it gets! It’s not in my vision as I quite like the beach and I have heard that there are no beaches and sand there. 

But what is interesting is that this mental model is also one of the key mental models of Warren Buffet and Jeff Bezos. No more needs to be said. 

9. Bill Gates

Bill along with Charlie Munger and Warren Buffet spends a lot of time reading. I am not talking about superficial reading (also known as doom scrolling) on Instagram, Facebook or TikTok. 

As the founder of Microsoft that he started in the 1980’s (that is now worth $3.22 trillion) he has certainly earned the right to give himself the permission to read, and gain knowledge. 

Key mental models

• Learning and Compound Knowledge: Gates focuses on learning across disciplines and compounding knowledge. He reads extensively to improve his understanding of a wide variety of topics, which informs his decisions.
  
• Opportunity Cost (again): Gates applies this model by focusing only on the opportunities with the greatest potential return, both in his business ventures and his philanthropic work.
  
• The Flywheel Effect: Gates believes in creating momentum through small, consistent improvements that eventually lead to massive business or social impact.
  
• Systems Thinking: Gates applies systems thinking to solve global problems, such as healthcare and education, understanding that complex systems require understanding interdependencies.

Key takeaway

“Compounding” is not just something reserved for financial wealth. It also applies to knowledge wealth. Taking a long term approach to gaining knowledge and hopefully wisdom is one of Bill Gates approaches and frameworks for life. Take the time to keep feeding your mind with deep knowledge and the compound effect of that will surprise you.   

10. Richard Branson

Richard Branson had trouble reading as he was dyslexic. But that didn’t stop him succeeding as he had the ability to choose the right people to hire and partner with. 

Key mental models:

• Calculated Risk-Taking: Branson’s career is built on taking bold risks, but he ensures they are calculated by limiting downside while maximizing upside potential.
• Brand as an Asset: Branson treats the Virgin brand as a central asset, expanding it across industries by applying the same principles of customer focus, fun, and innovation.
• Decentralization: Branson applies this model by running Virgin as a series of small companies, rather than one massive conglomerate, allowing for nimble decision-making and entrepreneurship within each subsidiary.
• People Over Processes: Branson focuses heavily on people as the core of his businesses, believing that hiring the right talent and culture is more important than rigid processes.

Key takeaway

I surround myself with people that do the things I hate and I am bad at. That includes cleaners, accountants and tax advisers.

So realizing that you are not good at something and choosing people to help you is leaning into the mental model of “People over process”

The bottom line

Many of these models can be adapted to our big decisions in our personal life. They can also be applied to business and investing. 

The challenge is that there are many mental models and that alone will produce complexity and anxiety. 

Your next task is to create a mental model list and distill them into which ones are relevant for you and make a shorter list. And then start applying them and testing them. 

Ideas without action are just noise. 

The post The Secret Frameworks (Mental Models) Behind the Success of 10 Famous Entrepreneurs appeared first on jeffbullas.com.

* This article was originally published here

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The Twitter Ads Playbook for 2024: What’s Everyone Missing?

Twitter is all about real-time engagement and dynamic interaction, keeping conversations flowing. For businesses and marketers, this means a playground of potential. 

Twitter Ads allow brands to insert themselves directly into conversations, reaching active, engaged, and ready-to-interact audiences. Plus, Twitter has fine-tuned its ad offerings to help brands connect in creative ways. This makes it easier than ever to craft compelling stories that drive conversions.

In this article, we’ll guide you on how you can use Twitter advertising to get your brand buzzing and connect with people worldwide.

Table of Contents

• What are Twitter ads?
• Why advertise on Twitter in 2024?
• Navigating Twitter ads manager
• Targeting and audience segmentation on Twitter
• Best practices for creating Twitter ads
• Twitter ads statistics you need to know in 2024
• Managing and analyzing your Twitter ad campaigns
• Twitter advertising costs: Budgeting and ROI
• Common challenges and how to overcome them
• Future trends in Twitter advertising for 2024 and beyond
• Wrapping up
• FAQs

What are Twitter ads?

Twitter Ads are paid promotional content that you can use to amplify your presence on the platform. These ads are designed to help you reach a larger audience, drive engagement, and achieve specific marketing goals—whether that’s increasing Twitter followers, boosting website traffic, or generating leads. In short, Twitter Ads let you break through the noise and connect with the right people at the right time.

Types of Twitter ads

Promoted ads

Promoted ads on Twitter are paid posts designed to boost visibility and engagement. They blend seamlessly into users’ feeds, appearing just like regular posts but with more reach. Promoted ads can be:

• Image ads: Highlight your product or service with a single eye-catching photo. Ideal for quick and clear messaging.
  
• Video ads: Use videos to tell a story, showcase your product in action, or drive users to your website or app. Great for catching attention and sparking engagement.
  
• Carousel ads: Want to showcase more? Carousel ads let you include up to six swipeable images or videos. Perfect for multiple products or promotions in one ad.
  
• Text ads: These are simple, native ads that look like any other post on X. They’re a fantastic way to extend your regular posts’ reach beyond your followers to a wider audience.

Vertical video ads

Twitter

Vertical video ads are full-screen, mobile-friendly videos that take up the entire screen when viewed on X. They play with sound on by default, making your brand’s message impossible to miss. According to X, users are 7x more likely to interact with these ads—whether that’s following, liking, reposting, or clicking a link—compared to traditional ads.

X Amplify

X Amplify lets Twitter advertisers pair their ads with high-quality video content from top publishers, ensuring their message reaches the right audience. It comes in two flavors:

• Amplify Pre-roll: Choose from over 15 content categories to match your ad with relevant video content. In select markets, you can also access special Curated Categories for even more targeted placement.
  
• Amplify Sponsorships: This option provides a 1:1 partnership with a specific publisher during a key moment of your choice. You get post-level control throughout the campaign. 

X Takeovers

Twitter

X Takeovers are premium ad placements that give your brand maximum visibility across the platform. They help you reach a massive audience on both desktop and mobile. Here’s what’s available:

• Timeline Takeover: Be the first ad users see when they open X for the day. It’s the top spot to kick off conversations.
• Trend Takeover: Place your ad alongside trending topics on the Explore tab. Perfect for joining the buzz where discussions begin.

X Live

X Live lets you share your biggest moments with the world in real-time. Whether it’s a product launch, conference, watch party, or fashion show. To use X Live, brands or Premium subscribers need to be verified and can access live video features through X’s Media Studio dashboard. 

You can also use Media Studio to create clips from past live streams for organic posts or future ads. 

Dynamic product ads 

Dynamic Product Ads on X automatically show users the products they’re most likely to buy from you. Here’s how they work:

• DPA Retargeting: Remind users of items they’ve already checked out—like those left in their shopping cart—but haven’t bought yet.
  
• DPA Prospecting: Attract new customers by showcasing products from your catalog that fit their interests.

To use Dynamic Product Ads, you’ll need to upload your product catalog to X Shopping Manager. 

Collection ads

Twitter

Collection ads let you showcase multiple products in a single, engaging view. You can display up to six items in a carousel, or spotlight one product with a large hero image and different angles. Unlike carousel ads, all product features are visible at once—no swiping needed. Plus, each product can link to its own landing page, giving you more flexibility to drive traffic where you want.

Organic vs. paid content

Organic tweets are content you post without paying. They are visible to your followers and anyone who visits your profile. Their reach and engagement depend solely on your current followers and their interaction with the tweet.

On the other hand, promoted or paid tweets are targeted ads that appear in the timelines of users beyond your followers. Paid content ensures you reach specific audiences based on demographics, interests, or behaviors, giving your message more visibility and a better chance to go viral.

Why advertise on Twitter in 2024?

According to a report from July 2024, Twitter (now X) has 611 million active monthly users. Despite all its changes, Twitter continues to evolve, attracting diverse audiences and driving global conversations. 

Just like before, X’s users are actively participating in real-time discussions, making it ideal for brands to join trending conversations and capture attention quickly. Advertising on X means your brand can be part of the conversations people care about—right as they’re happening. So, if you want to stay relevant and reach a global audience that’s constantly talking, Twitter Ads are a no-brainer.

Twitter ads success stories

Thursday Boot Co. 

Thursday Boot Co. is a direct-to-consumer footwear brand known for its high-quality, versatile boots and shoes that transition seamlessly from work to play. They wanted to increase brand awareness and highlight the craftsmanship of their footwear to boost sales in Q4 2023.

X Business

Thursday Boot Co. used X’s Vertical Video Ads to showcase their production process and product quality in a visually compelling format. They paired this with IAS Pre-Bid Optimization to ensure their ads appeared in brand-safe environments. The results:

• 29% Video View Rate
• $0.01 Cost per View
• 100% Brand Safety Rate

Navigating Twitter ads manager

Ready to make a splash with your Twitter Ads? Let’s walk through how to use Twitter Ads Manager—a powerful tool that helps you create, manage, and optimize your ad campaigns with ease.

How to use Twitter ads manager

Step 1: Set up your Twitter (X) ads account

Ready to kick off your ad campaign? First things first, you’ll need an X account. Don’t have one? No worries, just sign up. Already got one? Awesome, log in using the handle you’ll be using to manage your ads.

Head over to ads.x.com. You’ll be asked to log in, set your time zone, and choose your country. Once you’ve done all that, hit the “Let’s Go” button, and you’re ready to roll!

Step 2: Pick your campaign objective

Now that you’re in, it’s time to choose what you want your ads to accomplish. Your campaign objective determines the actions you’ll be charged for when folks start interacting with your ad. So, choose wisely!

Simple mode:

Advanced mode:

Here are your options:

• Reach: Get your ad in front of as many eyeballs as possible.
• Video Views: Boost those play counts on your video content.
• Pre-Roll Views: Get your ad seen before other videos.
• App Installs: Drive downloads for your mobile app.
• Website Traffic: Send more visitors to your site.
• Engagement: Increase likes, retweets, and replies.
• App Re-engagements: Get people back into your app.
• Website Conversions: Nudge users toward actions on your site, like signing up or making a purchase.
• Keywords (Beta): Target people based on what they’re searching for.

Once you’ve made your pick, click “Next” to dive into your Campaign Details.

Step 3: Fill in your campaign details

With your ad objective set, it’s time to dive into the nitty-gritty of your campaign details. Here’s what you need to cover:

• Campaign name: Give your campaign a snazzy name. Make it something you’ll recognize later.
• Start and end dates: Choose when your campaign kicks off and when it wraps up. Set those dates wisely!
• Daily & total budget: Set your daily spending limit and, if you like, an overall budget cap. Keep it within your comfort zone.

Depending on your chosen objective, you might have to add a bit more info. For example, if you’re going for app installs, you’ll need to link your app to your X Ads account.

Once you’ve got all the details squared away, click “Next” to move forward.

Step 4: Select your ad group 

Ad groups are like mini-campaigns within your main campaign. They let you set separate budgets, audiences, and schedules for individual ads, all under one campaign roof. If you’re new to X ads, it’s smart to start with just one ad group for now. Once you get the hang of things, you can add more groups to boost your campaign’s reach and effectiveness.

Step 5: Choose your bid type

With your ad group ready, it’s time to decide how much you’re willing to pay for those precious interactions. Here are your options:

• Automatic bid: Perfect for beginners. This option automatically adjusts your bids to get the most impressions while keeping costs low.
• Maximum bid: Want more control? Set the maximum amount you’re willing to pay for each engagement.
• Target bid: This option lets you pay the average cost of all your ad clicks in a day. Bid costs may fluctuate based on how well your ad is performing.

Choose your bidding strategy wisely, as it can impact how often and where your ads appear. Once you’ve set your bids, you’re ready to move on!

Step 6: Specify your target audience

Time to figure out who gets to see your ads. This is where you can zero in on your ideal audience by setting up targeting criteria like:

• Gender: Choose who your ads are for—male, female, or all genders.
• Age: Specify the age range that fits your campaign.
• Location: Target by country, city, or even postal code.
• Language: Make sure your ads speak the right language.
• Device type: Pick between mobile, desktop, or both.

Want to get even more precise? You can also fine-tune your audience using:

• Keywords: Reach people based on the terms they search or tweet about.
• Conversation topics: Target those chatting about specific topics relevant to your brand.
• Interests: Connect with users who have related interests.

Feel free to be as detailed as you want, but remember: the more specific you get, the smaller your audience becomes. Once you’re happy with your selection, click “Next” to keep the ball rolling!

Step 7: Add your Twitter ad creatives

Now comes the fun part—creating your ad! You’ve got all the details set, so let’s bring your vision to life.

Choose whether you want to promote an existing post or craft something fresh. Then, select your ad type and start building. Here’s what you’ll need to do:

• Ad name: Give your ad a unique name. This helps you keep track of it later.
  
• Destination: Decide where you want your ad to send people—your website, a landing page, or even your app.

As you fill in the details, keep an eye on the preview panel on the right. It updates in real-time, so you can see exactly how your ad will look once it’s live. Tweak things until it’s just right.

When you’re happy with your ad, click “Review Your Campaign” to take one last look before going live.

Step 8: Review and launch your campaign

You’re almost there! Before you unleash your ad on the world, take a moment to review everything. Double-check your:

• Objective: Make sure it aligns with your campaign goals.
• Bidding: Verify your bid strategy is set the way you want it.
• Targeting: Ensure you’re reaching the right audience.

If you want to add more ad groups, now’s your chance. Once you’re satisfied with how everything looks, take a deep breath and click “Launch Campaign!”

And that’s it—you’re live! Get ready to watch your campaign work its magic.

Tips for optimizing your campaigns in Twitter ads manager

Getting your Twitter ads out there is one thing, but making them really shine is another. Here are some detailed tips to help you get the best bang for your buck:

A/B test creatives

Test different images, videos, or GIFs. Compare bright, eye-catching visuals with simpler designs to see what drives more engagement. You can also experiment with tweet copy. Try one version with a question and another with a bold statement. See which gets more clicks.

Lastly, test different calls-to-action like “Learn More” vs. “Shop Now” to find what best aligns with your goals.

Optimize bidding strategies

Let Twitter set the best bid for your goals, ideal for beginners. You can also go the manual route by setting specific bids to control costs. However, monitor closely for competitiveness. Increase bids if impressions are low or lower them if CPC is too high.

Schedule your ads wisely

Run ads during peak times like lunch breaks or evenings when your audience is most active. Another option is dayparting in which you only run ads during specific hours or days to reach your audience at optimal times.

Targeting and audience segmentation on Twitter

Twitter’s targeting capabilities lets you pinpoint your ideal audience based on what they talk about, who they follow, and what they care about. Let’s break it down.

• Keyword targeting: Reach users tweeting about specific words or phrases. Perfect for jumping into relevant conversations, like targeting “morning coffee” for a coffee brand.
• Hashtag targeting: Engage users interacting with trending hashtags. Great for joining buzz around events or popular discussions.
• Follower lookalikes: Target people similar to the followers of specific accounts, like your competitors or influencers. Expand your audience with users likely to be interested in your brand.
• Interest targeting: Connect with users based on their passions, like sports, fashion, or tech. Use Twitter’s categories to find your ideal audience.
• Behavioral targeting: Reach users based on behaviors and purchase intent, such as frequent travelers or tech enthusiasts.
• Tailored audiences: Use your own customer lists or website visitor data to create custom audiences. Find new users with lookalike audiences based on these groups.

Refining your audience for better ad performance

• Combine targeting: Mix options like keyword and interest targeting to reach users who tweet about “fitness” and are into “healthy eating.”
  
• Use exclusions: Exclude irrelevant audiences, like existing customers in a new customer promo, to save budget.
  
• Geo and language targeting: Target specific locations and languages, ideal for local businesses or niche audiences.
  
• Layer strategies: Combine interests, behaviors, and demographics to create a highly specific audience profile.

Best practices for reaching the right users

• Start broad, then refine: Begin with broad targeting and adjust based on performance data. It’s like casting a wide net and then narrowing in.
  
• Leverage analytics: Use X Analytics to see who’s interacting with your content. Adjust targeting to focus on these key segments.
  
• Avoid over-targeting: Don’t get too specific—keep a balance to ensure your ads reach enough people without inflating costs.
  
• Retarget engaged users: Re-engage users who’ve interacted with your brand to keep your message top-of-mind and drive conversions.
  
• Refresh audiences regularly: Update your targeting to avoid ad fatigue and stay aligned with changing trends and behaviors.

Best practices for creating Twitter ads

Crafting Twitter ads that grab attention and drive action requires a blend of creativity and strategy. Given the platform’s fast-paced, scrolling nature, your ads need to be punchy, visually appealing, and straight to the point. Here’s how to nail it:

Copywriting

When writing copy for Twitter, keep it short and clear. Aim for 50-100 characters, focusing on one main idea or benefit. Use conversational language, addressing your audience directly with “you” and “your.” Include powerful, action-oriented words like “Discover now” or “Don’t miss out” to encourage engagement. Adding urgency with words like “Today” or “Limited time” can prompt immediate action.

Visuals

According to X, 97% of users focus on visuals. Use eye-catching visuals with high-quality images or videos to grab attention. Keep your branding consistent with subtle logos and brand colors. Limit text on visuals to less than 20% to maintain clarity. Short GIFs or videos (15 seconds or shorter) can convey your message quickly and creatively.

Call-to-Actions (CTAs)

For call-to-actions (CTAs), be clear and direct with phrases like “Shop Now” or “Learn More.” Place CTAs where they’re easy to notice, especially at the end of your ad. Combine your CTA with a benefit, such as “Sign Up for Free Tips,” to make it more compelling.

Why concise messaging matters on Twitter

Twitter is a rapid-fire platform where users skim through a flood of content. You have just a few seconds to make an impression. Lead with your key message or hook right away. Avoid fluff or overly complex language.

Moreover, don’t try to say everything in one ad. Choose a single, strong message and stick to it. Whether it’s a new product launch, a discount, or brand awareness, be clear and focused.

Examples of high-converting Twitter ads

Spotify’s X ads convert well because they use bold visuals, clear messaging, and strong CTAs. The eye-catching graphics grab attention, while concise messages focus on benefits like personalized music or exclusive content. A direct CTA like “Listen Now” or “Try Premium for $ 0.99” makes it easy for users to take action.

K6 Agency

Twitter ads statistics you need to know in 2024

Twitter, now known as X, offers unique opportunities for businesses to connect with a highly engaged audience. However, to truly make an impact, it’s important to understand the platform’s current landscape and advertising potential. Here are some key stats to consider:

• Declining revenue: X’s global advertising revenue is projected to fall to $2.7 billion by 2027.
• Large user base: X boasts over 237 million monetizable daily active users, providing a significant reach for advertisers.
• Growing engagement: X saw a 22% increase in ad engagement over the past year.
• Visual impact: 97% of X users pay more attention to the visual elements of ads, making creative visuals essential.
• Video ad effectiveness: Video ads that include a brand logo within the first three seconds see a 30% higher brand recall.
• Vertical ad advantage: Vertical ads on X show engagement rates that are 7 times higher than traditional ads on users’ Home timelines.

Advertising on Twitter remains cost-effective compared to other platforms. Twitter’s cost per click (CPC) is between $0.26 and $0.50, much cheaper than LinkedIn’s $2 to $3 per click. For promoted accounts, businesses typically pay $1.01 to $2 per follow. This makes Twitter a budget-friendly choice for brands aiming to get more value from their ad spend.

Managing and analyzing your Twitter ad campaigns

Once your Twitter ads are up and running, the real work begins: monitoring and making data-driven adjustments. With Twitter’s analytics tools, you can see exactly how your ads are performing and refine your strategy to maximize impact. 

Social Media Today

Head over to x.ads.com to access your campaign dashboard. The dashboard shows you a summary of your overall account activity, including impressions, engagements, and follower growth.

For each campaign, you can view specific performance metrics like clicks, conversions, and cost per result. Use this data to identify trends and patterns in user behavior.

Twitter Ad Metrics to track

Here are the key metrics to track for evaluating your ad performance on X:

• Impressions: The total number of times your ads have been displayed to users on X.
• Results: The specific actions taken by users that align with your campaign goals. For instance, if your objective is to drive website traffic, results will be tracked as link clicks. 
• Engagement Rate: The ratio of user interactions (results) to the total impressions of your ads.
• Cost-per-Result (CPR): The average amount you spend for each desired action users take as a result of your ads.

Optimizing Twitter ad campaigns using data

Here’s how you can optimize your campaigns based on your analytics:

• Identify top-performing ads: Focus on ads with high engagement and low cost per result. Analyze what’s working, such as the message, visuals, or targeting, and apply these elements to other campaigns. Duplicate successful ads and make small changes like adjusting the CTA, headline, or targeting to optimize performance.
• Adjust targeting settings: Refine your audience based on performance. If one group responds better, allocate more budget there. Use Twitter’s insights to discover new interests and behaviors to target relevant audiences.
• Refresh ad creatives: Low engagement might mean it’s time for a change. Try new visuals, tweak copy, or test formats like videos or GIFs. Use A/B testing to compare different versions and apply successful elements to future campaigns.
• Monitor budget and bidding: Keep track of your spending to avoid wasting money on underperforming ads. Adjust bids if necessary or use automatic bidding to optimize based on your campaign goals.
• Optimize timing and frequency: Schedule ads when your audience is most active. Avoid ad fatigue by rotating ads regularly to keep your audience engaged.

Twitter advertising costs: Budgeting and ROI

Advertising on Twitter can be incredibly effective, but understanding the costs and budgeting correctly is key to maximizing your return on investment (ROI). 

Overview of Twitter ad costs

There’s no set amount to pay for advertising on Twitter. It depends on your bid amount, ad type, and competition. The average cost of Twitter (X) campaigns are as follows:

• Cost-per-click (CPC): $0.26 to $0.5
• Cost-per-engagement (CPE): $1.01 to $2.00
• Cost-per-follow (CPF): $0- $4 per follow
• Cost-per-thousand-impressions: $1.73

How to set an effective Twitter ad budget

To get the best results from your Twitter ads, it’s important to set a budget that matches your campaign goals and priorities.

1. Define Your Goals: Identify if you want brand awareness, traffic, app installs, or followers. Align your budget with these goals. For awareness, focus on CPM; for clicks or conversions, focus on CPC or CPE.
2. Start Small: Begin with $10-$50 per day to test your ads. Adjust based on performance, increasing the budget for high-performing ads.
3. Set Budgets: Use daily budgets for ongoing control and lifetime budgets for short-term campaigns, allowing Twitter to optimize ad delivery.
4. Adjust Bids: Increase bids for more impressions and engagement. Lower them if costs are too high while maintaining performance.
5. Allocate by Objective: Distribute your budget based on campaign priorities. Focus more on follower growth or traffic, depending on your main goal.

Calculating ROI for your Twitter ads

Here’s a step-by-step guide to help you calculate ROI and optimize your Twitter ad campaigns.

1. Track conversions with Twitter’s website tag

Use Twitter’s conversion tracking tool to monitor what users do after clicking on your ad. This includes actions like purchases, sign-ups, or downloads.

2. Calculate cost per acquisition (CPA)

CPA tells you how much it costs to acquire one customer. You find this by dividing your total ad spend by the number of conversions. For example, if you spend $500 and get 50 conversions, your CPA is $10. If your CPA is much lower than your CLV, your ads are generating good ROI.

3. Use UTM parameters for deeper analysis

Add UTM parameters to your ad links to track user behavior in Google Analytics. This lets you see which ads drive traffic and conversions beyond what Twitter’s analytics show. Monitor metrics like bounce rates and session duration. This helps you understand the quality of traffic from your Twitter ads.

4. Reinvest profits for scaling

If your campaigns are profitable, reinvest some of the profits to scale up gradually. This helps test performance impact without drastically increasing costs. Experiment with new ad formats or audience segments. Expand your reach while keeping it relevant to your target market.

Common challenges and how to overcome them

Twitter ads can be a powerful tool, but like any marketing channel, they come with their own set of challenges that can hinder campaign success. Here’s a rundown of common issues and strategies to tackle them head-on, along with tips to ensure you stay on Twitter’s good side.

Issues advertisers face with Twitter ads

1. Low engagement rates: Your ad is getting impressions but not enough clicks, likes, or retweets. This can be frustrating and is often a sign that your content isn’t resonating with the audience or your targeting is off.
   
2. Ad fatigue: Over time, users get tired of seeing the same ad repeatedly, leading to a drop in engagement and an increase in cost per result. This is especially common if you’re running the same creative for an extended period.
   
3. Budget inefficiencies: You’re spending money but not seeing a return. High costs per click or conversion might indicate that your ad spend isn’t optimized and you’re not reaching the right audience.
   
4. Targeting issues: Sometimes, your audience might be too broad or too narrow, leading to irrelevant clicks or missed opportunities. 
   
5. Compliance problems: Getting your ads rejected or your account flagged can be a headache. This usually happens due to violations of Twitter’s advertising policies, like inappropriate content or misleading claims.

Tips to boost your Twitter ad performance

1. Update your creatives
   Refresh visuals and copy. Try videos, GIFs, or carousel ads to see what works best. Use A/B testing to fine-tune headlines, images, and CTAs.
   
2. Refine targeting
   Use Twitter Analytics to find out who engages with your ads. Focus on these segments or exclude irrelevant ones. Test different keywords and hashtags to connect better with your audience.
   
3. Rotate ads regularly
   Create multiple ad versions and rotate them to keep content fresh. Use frequency capping to avoid overexposing users to the same ad.
   
4. Optimize bids and budget
   Lower your bid or use automated bidding to control costs. Check your budget: too low, and you miss visibility; too high, and you waste money on poor-performing ads.
   
5. Leverage data insights
   Analyze top-performing ads to replicate successful elements. Schedule ads during peak engagement times for maximum impact.

How to stay compliant with Twitter’s advertising policies

1. Review Twitter’s policies regularly
   Stay updated on Twitter’s Advertising Policies to ensure your ads meet guidelines, including those on prohibited content and restricted industries.
   
2. Avoid prohibited content
   Don’t use ads with sensitive or controversial content like hate speech or adult themes. Also, avoid promoting illegal products or services.
   
3. Be honest and transparent
   Make sure your ads are truthful and clear. If promoting discounts or partnerships, disclose terms and sponsorships accurately.
   
4. Target appropriately
   Avoid targeting sensitive audiences, like minors for age-restricted products. Use tailored audiences responsibly and comply with privacy laws.
   
5. Monitor your ads for compliance
   Regularly check ads for policy violations. If disapproved, make adjustments and resubmit. Address any account issues quickly through Twitter’s appeal process.

Future trends in Twitter advertising for 2024 and beyond

Future trends in Twitter advertising for 2024 and beyond

Twitter’s advertising landscape is set to evolve with new technologies and changing user behaviors. To stay competitive, advertisers should keep an eye on the following trends:

• Enhanced AI and machine learning
  Expect more sophisticated AI-driven ad targeting and optimization, leading to smarter campaign management and reduced costs. AI could also offer personalized creative suggestions for ad copy and visuals based on industry trends.
  
• Expansion of video and interactive ads
  Video content will continue to grow, with more interactive formats like augmented reality (AR) and shoppable video ads, allowing users to buy directly from ads without leaving the platform.
  
• Increased focus on social commerce
  Look for more integrated shopping experiences in tweets, such as in-tweet product catalogs and seamless checkout options to streamline the purchase journey.
  
• Advanced audience segmentation
  Expect new tools for precise audience targeting based on user behavior, content preferences, and engagement patterns, enhancing the ability to reach the right audience.
  
• Improved analytics and automation
  Twitter may introduce deeper analytics with predictive insights and automated ad creation features, simplifying campaign management and enabling data-driven decisions.
  
• Voice and audio ads
  With the rise of audio content, Twitter might launch new ad formats like voice tweets and audio spaces, offering a fresh way to engage users in hands-free environments.

How to stay ahead of your competition

• Adopt new formats early: Experiment with beta features like interactive ads and shoppable tags before competitors do.
• Leverage AI and automation: Use AI tools for bidding and creative optimization to enhance efficiency.
• Stay agile: Monitor performance closely and be ready to adjust based on real-time data and predictive analytics.
• Focus on authentic storytelling: Share genuine brand stories and collaborate with influencers to build credibility and engagement.

Wrapping up

Twitter, now X, may have undergone many changes—some for better, some for worse—but it still stands as a powerhouse for social media advertising in 2024. Its massive user base, evolving ad formats, and cost-effective options make it an essential platform for businesses looking to expand their reach and engage with a diverse audience.

Now is the perfect time to dive in and experiment with X ads to see how they can drive growth for your business. Whether you’re a seasoned advertiser or just starting, the potential to connect with your audience in creative and impactful ways is greater than ever. Give it a try, and don’t forget to share your experiences or success stories—you might just inspire someone else to do the same!

FAQs

Does Twitter have display ads?

Twitter offers various ad formats, but traditional display ads aren’t one of them. Instead, you can use promoted tweets, videos, and images that appear in users’ timelines.

How long are Twitter ads?

The duration of a Twitter video ad depends on the format. Video ads can be up to 2 minutes and 20 seconds long, but shorter videos are generally more effective.

Why choose Twitter ads?

Twitter ads are great for reaching a large, engaged audience, offering real-time engagement and targeting options at a lower cost compared to some other platforms.

Are Twitter ads better than Facebook ads?

It depends on your goals. Twitter is ideal for real-time engagement and trending topics, while Facebook ads offer broader audience targeting and various ad formats. Both have their strengths.

What is the difference between Twitter Promote and Twitter Ads?

Twitter Promote is an automated service that promotes your best tweets to a wider audience. Twitter Ads, on the other hand, offer more customization, targeting options, and campaign objectives.

The post The Twitter Ads Playbook for 2024: What’s Everyone Missing? appeared first on jeffbullas.com.

* This article was originally published here

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