How to Advertise on X (Twitter) via Google Ads

Why Advertise on X Through Google Ads?

Advertising on social media platforms like X can significantly boost your brand's visibility and engagement (if done correctly!). However, creating and managing ads on a new platform can be daunting, and sometimes, not worth the time. You can actually create advertisements for X (Twitter) directly through Google Ads.

Setting Up Your Advertisement Campaign in Google Ads

Step 1: Create a Display Campaign

To begin advertising on X using Google Ads, you need to set up a display campaign. If this is your first time setting one up, consider watching a tutorial or following basic setup steps for a display campaign.

1. Select Your Location:

   • Navigate to the campaign settings.

   • Choose your specific location (e.g., United States).

2. Tip: Select 'Presence' over 'Presence or Interest' to tightly target audiences physically located in your chosen area.

Step 2: Decide Your Budget

Select a daily budget that's comfortable for you. 

• Budget Considerations: Since you're targeting a specific placement, automated bidding strategies may not yield the best results. Instead, focus on maximizing clicks for broader reach.

Step 3: Choose Your Bidding Strategy

• Maximize Clicks: Initially, avoid setting a max cost per click bid limit to avoid throttling impressions.

• Avoid Conversion-Based Strategies: Due to limited volume from this placement, opt for manual management to see what works best.

Targeting Your Audience on X

Step 4: Select Your Placements

Here’s what you need to know about targeting placements on X:

1. Search for "Twitter" instead of "X" since the system still recognizes the older name.

2. Add Placements:

   • Apps: Select both "X on the Apple App Store" and "X on Google Play Store".

   • Website: Add x.com for web browser users.

Step 5: Define Audience Segments

Without audience segmentation, your ads could show to every X user. To ensure effective targeting, follow these steps:

• Audience Segmentation: Define specific groups such as detailed demographics, affinity groups, or in-market segments.

• Example: Targeting users interested in "Food and Dining" can be a good start for a restaurant ad.

Step 6: Optimize Targeting

Before finalizing your settings, make sure to:

• Turn off "Optimized Targeting": Especially if you aim to keep your ads strictly on X, leave this option unchecked to prevent reaching beyond specified placements (this is one of the most incorrectly used settings in Google Ads!).

Create and Launch Your Ad

Step 7: Create Your Advertisement

After setting the audience and budget, it's time to create your ad. Focus on compelling visuals and strong calls to action, making sure your messaging aligns with the preferences of your targeted segment.

1. Review Your Ad: Ensure all settings are as intended.

2. Publish: Once you're satisfied, click 'Publish' to launch your campaign.

Well done! You've successfully created an advertisement, targeting X/Twitter as the sole placement.