Module 4:

Optimise your campaign


Optimising your campaign means setting it up for success and maximising the chances it has of winning auctions, serving impressions, and receiving user engagement.

Because of Twitter’s real-time nature, testing different ads and targeting criteria is the best way to find out what works best for your business and individual audience.

This module includes best practices for basic campaign optimisation. We’ll explore the three main optimisation levers including:

  • Creatives
  • Targeting 
  • Bids and Budget

Learning Objectives

You should be able to:

Navigate levers for optimising performance including, bids, audiences, creatives for campaign objectives.

Use optimisation levers to raise awareness or drive traffic based on campaign objectives.


Lesson 1

Optimisation 101

The best optimisations are the ones that help you answer specific questions about your campaign performance. 

Keep the questions below in mind as you approach optimisations and create optimisation strategies around the three key levers of 

  • Creatives
  • Targeting
  • Bid and Budget

In this module, we’ll touch upon each of the below. Our goal is to help empower you to drive successful outcomes for your advertiser and their video advertising campaigns.

Bid and Budget

Before diving into these levers, we’ll take a look at the importance of creating a set of baseline measurements  for campaign performance. We’ll also look at a few key steps you can take at campaign set-up and within the first 24 hours of launching a campaign.


Lesson 2

Pre-launch optimisations: Determine a baseline

Establish a baseline: The most effective campaign optimisations start even before launching a campaign.

Every campaign will have different KPIs and success metrics.

Consider keeping an eye on some of the following metrics as you build out your campaigns and reports.

Getting a sense of these metrics, organised broadly by campaign objective, will help establish performance baselines at the launch of a campaign and give you a sense of where and how to optimise for ideal campaign performance.






Cost per MRC Video View
Cost per Completion
[Cost per User Reached]
Cost per 1k Impressions




Video View Rate
Video Start
MRC Views (2-sec, 50%in view)
Completion Rate
25%, 50%, 75%, 95%. 100% view rates


Direct Response


Cost per Click
Cost per Website Visit
Cost per Acquisition/Conversion
Cost per Install
Cost per download


Media Marketing Mix




Lesson 3

At launch optimisations: Campaign setup

As you set up your campaign, consider the following best practices to help your campaign get off to a successful start:

  1. Separate Desktop and Mobile in initial launch, keep audiences as broad as possible.
  2. 24 hours after launch, evaluate whether there are differences in performance for iOS and Android or gender.
  3. Identify top performing pockets (platform, gender, audience) and continuously add budget to these areas. Increase bids as necessary to scale top performance.

Lesson 4

A primer on creative optimisation

It’s not always easy or possible to influence the creative process from the media buying and planning position.

Optimising creatives effectively and passing along these best practices to your creative or production teams can help increase your campaign effectiveness on Twitter. Ultimately, it will help you become a more strategic player in the process.

For additional information on creative optimisation options, contact your Twitter Client Partner.

Less is More:


of consumers expect In-Stream Ads to be shorter (less than :15)

Source: Kantar Millward Brown, Twitter Pre-Roll Research with PMX, January 2017, US


Lesson 5

How do you make an impact in six seconds?

While it may not be possible to accomplish every best practice in one ad, focus on a few of these best practices to improve key brand metrics for your campaign.

  1. Be laser focused. 
    1. Whether it’s a product benefit or a funny joke, decide on the singular purpose for your ad and nail it. 
  2. Go big on branding. 
    1. Include clear and persistent branding throughout the entirety of the ad for maximum recall. 
  3. Include captions. 
    1. In-Stream Video Ads with captions see higher attention and spontaneous recall. 
  4. Seek contextual alignment. 
    1. The more your ad naturally blends into consumers’ interests, the more impactful your ad will be. 
  5. Think beyond the cut down. 
    1. Consider leveraging outside assets such as TV bumpers, digital banners, product videos, and still photography.
Short-Form, High Impact

For pre-roll, we found that six-second video ads led to the highest brand affinity on Twitter.

Source: Kantar Millward Brown, Twitter Pre-Roll Research with PMX, January 2017, US Significantly greater at the 90% confidence level; * based on one brand which had both a :06s and :15s adShort-Form, High Impact


Lesson 6

Targeting optimisations

We advise running multiple campaigns and ad groups at once to optimise performance.

While it’s always smart to target by location and device, we advise using only one type of audience targeting with each campaign. In other words, choose whether to target by keyword, interest, followers, behaviour, and so on. This makes it much easier to track what works and optimise accordingly.

Consider these additional tips for optimising your campaign targeting:

  • Target with focus. Creating campaigns with focused, relevant targeting means you have a higher chance of serving audiences who are interested and likely to engage with your ad. Too large of an audience will decrease the chances of the ad being relevant to them. That said, targeting too small of an audience will limit the users who are eligible to see your ad.
  • Increase your reach. Target users who are similar to your followers, who are Tweeting with specific keywords, and who have visited your website (Tailored Audiences).
  • Vary your targeting between campaigns. If you have more than one campaign targeting very similar users, campaign performance can suffer. Your campaigns are essentially competing between each other for serve.
  • Align Tweet copy with targeting. For example, if you have one Tweet copy targeting males and one targeting females, make sure the copy you use aligns with the different targeting parameters.
  • Break out mobile vs. desktop targeting. Mobile is a fundamentally different medium than desktop, characterised by frequent quick sessions and spur-of-the-moment spikes in purchase intent. Because of this, we recommend running separate campaigns targeting mobile and desktop separately. This will let you test and understand nuanced user behaviours for each.
  • Experiment. One of the most important things you can do to drive continued campaign performance is to test what works for you and your campaigns. While it makes sense to run always-on campaigns, you’ll want to continually refresh and optimise your campaigns. Remove low-performing keywords, interests, and usernames, and replace them with ones that are similar to the high-performing ones.

Have more questions about targeting?

Visit our detailed Q&As on:


Lesson 7

Bid and budget optimisations

For biddable video ad campaigns (Promoted Video, Conversational Video Ads, and Promoted Tweet Carousel), there is no minimum budget. Setting competitive bids and budgets within your campaigns allows them to win auctions and serve to users.

Using these tips will help you set a bid and budget that maximises your campaign results within your price range:

  • Utilise auto bid. Your bid is one of the factors that determines how frequently your ad is displayed. For new advertisers, we suggest you start with the recommended bid or our automatic bidding function (auto bid). This will ensure your bid is competitive within the auction and gain serve, and will auto-fit to your campaign budget.
  • Set your bid based on the value you place on each new engagement. Your bid factors into how well your campaign performs. Put some thought into how much a user’s engagement means to your advertiser. Remember: With a small budget, it’s easy to set a low bid, but even if you set a high maximum bid, you’ll only pay slightly more than the second highest bidder. When thinking about bids, consider that bid is a setting that levers/throttles auction delivery. It's not a direct proxy for cost per metrics. So if you want more traffic, don't be afraid to bid up, even if your bid is higher than your desired cost per view/MRC view.
  • Match bid to targeting size. If your campaigns are targeting very specific audiences, you may have to increase your bid in order to serve. For example, advertisers targeting specific geographic regions may need to bid more to win the same number of auctions as advertisers targeting less specific audiences, as there are fewer users in that audience.

Have more questions about bids & budget?

Find more information in our Bidding and Auctions FAQ.

Want even more tips?

You can find optimisation tips specific to our unique campaign objectives here:

Website Clicks and Conversions App Install or Re-Engagement Followers