Twitter Advertising Fraud

oh online advertising how I hate you so..  If you’re reading this post most likely you have been duped too, or it’s soon to come if you feel ike give your hard earned money to any social media platforms to advertise on, specifically in this case Twitter.com.

 

We launched an Outdoor Gear Guide this year and wanted to get extra eyeballs on this series of post.  So we turned to Twitter for advertising.

Twitter Advertising

The campaign (which is now paused) is shown above.  If you look at the numbers they are great.  Thousands of impressions, hundreds of clicks and all at around $0.07 cents a click. WOW.  This is huge.  OR NOT.

Turns out those numbers are basically made up.

Twitter Advertising Fraud

According to GA we have received 25 sessions (visitors) in the past 7 days.

Twitter Ads

Above shows the TOTAL views to the Gift Guide in the last 7 days.  (Hmm) this number should be way higher?  Clearly I need to work on the marketing if I plan to sell anything.  That’s where I thought Twitter could become a nice partner to work with?

Best of luck with holiday bidding this season.  So far I am 0-2 with Advertising Fraud.  First was Google, now Twitter..

Audit, Audit, and audit so more


One thought on “Twitter Advertising Fraud

  • Mike Hardaker Post author

    Reply from Twitter:

    Hello,

    Thanks for writing in. According to your dashboard, two campaigns have been working in your account @mountainweekly during the last week generating impressions and spend:

    To understand why there may be discrepancies between link clicks and site visits with GA, it’s important to understand the difference between these two metrics:

    Link click = a click on a Twitter website card or tweet link. This action is logged in the Twitter campaign dashboard as soon as the click action happens.

    Site visit = a visit to your webpage. This conversion is logged through 3rd party analytics platforms when a unique user lands on your webpage and stays long enough for the page to load completely (triggering tracking).

    We’ve found that the two leading causes for large differences between these numbers are:
    Load Time – for example, on slow cell networks, it may take longer for the link to request and page to load, so users may exit out before loading the website.

    Intent – users may click on an image but exit out when they realize a website is loading.
    To help decrease the number of link clicks that do not translate to site visits, we recommend testing different creative formats, including:

    Picture + Link in Tweet Copy – try adding an image + a link in the tweet copy, instead of the Website Card. This has increased link click intent in certain cases.

    Only a link in Tweet Copy – try using just a link in a tweet copy. This too has resulted in more intentional link clicking behavior from users.

    Twitter has always had safeguards and technology in place to screen for low-intent clicks. As we have continued to develop our platform, we have gotten better at identifying signals for low-intent clicks, and included those signals in this new form of prediction and optimization. We plan to continue enhancing our platform to maximize the proportion of high-intent clicks.
    If you have any further questions, please let us know.

    Thanks,
    Twitter Ads Support

    – UPDATE #2
    Twitter will NOT allow phone support?

    http://digitalmarketingsnow.com/wp-content/uploads/2017/11/Twitter.jpg

    Reply

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