Question 1

Ad formats

Accepted Answer

For engagement campaigns, we recommend these top-performing ad formats:
Text Ads
Image Ads
Image Ads with Website Buttons
Video Ads
Video Ads with Website Buttons
Carousel Ads
Moment Ads
We recommend using 3+ ad formats when possible to drive greater results. In X Ads Manager, include two or more ads in an ad group so X can test creatives and serve the best performer. You can attach a website, app, or lead form destination to the post.
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Question 2

Creative and copy

Accepted Answer

Keep your post copy short, simple, and focused on serving one purpose. Brevity is key and the sweet spot is generally 50-100 characters.
For engagement campaigns, it's also important to put out engaging copy — this means questions, polls, and strong CTAs to tell people exactly what you want them to do.
Your creative should feature strong eye-catching visuals, be brief (15 seconds or less for videos), include persistent branding, and include a sound-off strategy. You can promote existing posts or create new, specialized ones specifically for the campaign. Compose the post in X Ads Manager or use an existing post.
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Question 3

Bidding strategy

Accepted Answer

In an engagement campaign, you pay by engagements (CPE). You’re only charged per post engagement. Reposts, replies, likes, profile visits, and more count as engagement.
We recommend Auto bid, which automatically maximizes your results at the lowest price. Maximum bid is also available if you want to set the most you’re willing to bid. Once your budget is reached, your campaign will automatically stop serving. X also provides real-time recommended bid guidance during campaign setup.

Question 4

Targeting recommendations

Accepted Answer

X Ads Manager targeting includes Keywords, Interests, follower look-alikes, custom audiences, and retargeting people who saw or engaged with your past posts. Pair Engagement campaigns with Keywords and Interests for the strongest results. Keep Optimize targeting on so X’s AI can refine audience selection.
We recommend automatically optimizing frequency (X will optimize how often people see your ad). Custom frequency caps per ad group are available if you need more control. Optimize delivery across all placements, and use Standard pacing unless the campaign is time-constrained.
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Question 5

Measuring results

Accepted Answer

Once your campaign is live, you can track real-time results in X Ads Manager.
Important metrics to track include CPE, engagement rate, total impressions, total engagements, total spend, and total audience reach.
You can also run measurement studies depending on the goals you want to achieve including audience verification, brand surveys, and offline or online sales studies.
More on Analytics, More on Measurement
For more information and best practices, download our engagement objective playbook.

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