Step - 1
Define Your X Ads goal - Begin with Reach or Engagement to build top‐of‐funnel awareness, then for second campaign go for Website Traffic, App Installs, and finally Sales conversion.
Step - 2
Budget Allocation - Set a daily and total campaign budget (the more you spend more engagement you get)
Creative Selection - Select your AD copy and content based on goal - Text Only, Image, Carousel, and Video ads
Step - 3
Initial Campaign data collection(2 weeks) - Launch and monitor campaign for 2 weeks to collect data
Objective: Reach or Engagement
Creative: Mix of Image and text ads
Audience: Both lookalike and custom
KPI: Engagement rate, click‐through rate (CTR), Cost per click
Step - 4
Two-Week Review & Optimization - Optimize campaign based on ADs targeting (demographics, user behavior) and ADs content (AD creative type)
Optimization based on ADs Targeting
Location - Remove countries at lower end consuming 90 percentile of budget with low engagement rate (<1%); test low‐spend regions next week . Limit location removals to one/two countries per week.
Age Group - Focus on 24–40 age bracket; exclude underperforming cohorts.
Gender - Compare male vs. female engagement; allocate more budget to top‐performing.
Device - Optimize for iOS vs. Android vs. Desktop based on conversion rates.
Targeted keyword - Pause keywords with low engagement; double down on top 20% performing keywords.
Retargeting - Re-engage audiences who previously interacted with your ads by showing tailored follow-up ads to increase conversion
Optimization based on ADs Content
Text and Image Ads: Use concise, engaging text with questions, test tailored CTAs, and pair with mobile-optimized images, testing overlays for 20-32% lower CPC and 20-47% more clicks.
Carousel Ads: Leverage carousels with storytelling, mixed formats, optimized first cards, and up to 10 CTA variations for different segments, using a 1:1 ratio.
Video Ads: Create 15-second videos with captions, vertical format, instant hooks, interactive elements, and varied formats/CTAs for distinct ad groups.
Blaze's X ADs Insights
Baseline engagement rate is 0.8%–1% without optimization, which should grow to 3% within 1 month post-optimization.
X does not equally divide campaign budget across countries. Action: Remove countries in the top 90 percentile of budget spend that have engagement rate <1% to optimize overall campaign performance.
Targeting the 24–44 age group delivers 2× better engagement rate compared to other age brackets.
Running the ad only for males reduces weekly spend by 25% while delivering a 1.3× increase in engagement.
Desktop/laptop devices yield 2× engagement compared to Android/iOS, with accounting for only 2% of total weekly spend.
Tweets with video generate 10x more engagement and save over 30% on cost-per-click.
Keep AD content length under 200 and use max 2 hashtags to get 1.2x engagement.
For detailed Twitter ADs campaign guide refer - [Blaze's X ads playbook]