Intro to campaign optimization

Optimizing your campaign means setting it up for success, and maximizing the chances it has of winning auctions, serving impressions, and receiving high engagement.  

Because of X's real-time pace, testing different posts and targeting criteria is the best way to find out what works best for your business and individual audience. This page offers tips and strategies for your campaigns to drive results.


Top tips

  • Replace under-performing posts and targeting with fresh alternatives
  • Pause or delete campaigns that are under-performing
  • Modify bids for campaigns that are doing well and merit a higher spend, or that are close to but not quite achieving as they should
  • Analyze your device-specific conversion data and adjust your bids accordingly



Creatives and posts

Ad quality is a major factor taken into account by our auction algorithm when determining which posts will serve. Follow these tips to ensure your posts are set up for success:

  • Have multiple posts in your campaigns. By adding multiple Promoted Ads and varying the creative (i.e. using a button, image + URL in post copy, just post copy + URL, etc), you allow the algorithm to have more ads to choose from when determining your best performing ad.
  • Refresh your creatives often. X is what’s happening, so staying up to date with new, relevant content increases your chances of successful serve. If your campaign isn’t serving as many impressions as you’d like, try swapping out your posts for fresh ones.
  • Be transparent and clear.  Being clear about you’re offering, what your product is, and what users can gain by engaging with your ad increases likelihood of user engagement.
  • Include rich, engaging media. Try using engaging images and videos for more compelling content.
  • Ask a question. X is a great place for starting conversations. Asking your followers a question in your post will help them feel part of a conversation and can compel them to engage with your ad.
  • Play to your objective. X has a variety of Standard and Branded ad features, that can and should be used within the relevant campaign objective. Learn more here.

Learn more about setting up your content strategy here.




X Ads offers diverse targeting options, meaning you can reach the market segments that matter to you. We advise running multiple campaigns at once to optimize your X Ads 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, behavior, and so on. This makes it much easier to track what works and optimize accordingly.

Other targeting tips to optimize your campaigns:

  • Target with focus. Creating campaigns with focused, relevant targeting means you have a higher chance to serve to audiences who are interested and likely to engage with your ad. Too large an audience will decrease the chances of the ad being relevant to users. That being said, targeting too small an audience will limit the users who are eligible to see your ad. Use the audience summary tool within the campaign setup form to see if your targeting parameters are focused but not limited.
  • Increase your reach. Target people who are similar to your followers, who are posting with specific keywords, and who have visited your website.
  • Vary your targeting between campaigns. If you have more than one campaign targeting very similar audiences, your performance can suffer since your campaigns are essentially competing between each other for serve.
  • Align post copy with targeting. For example, if you have one post 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, characterized by frequent quick sessions and spur-of-the-moment spikes in purchase intent. Because of this, we recommend running separate campaigns each targeting mobile and desktop separately. This lets you test and learn the nuanced behaviors for each.
  • Play around. 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 optimize your campaigns, given X's ever-changing, real-time nature. Remove low performing keywords, interests, and handles, and replace them with ones that are similar to the high performing ones.

Have more questions about targeting? Visit our detailed Q&As on: Device targeting | Geo, gender, and language targeting | Interest and follower targeting | Keyword targeting | Custom Audiences



Bid and budget

There is no minimum budget for X Ads, but setting competitive bids and budgets for your campaigns allows them to win auctions and serve well. Use these tips to help set a bid and budget that maximizes your campaign results within your price range:

  • Utilize the recommended bid type for your Campaign objective and Ad group goal. 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 strategy. This will ensure that your campaign is set up for success based on our platform-wide best practices.
  • Set your bid based on the value you place on each new engagement. Your bid factors into how well your campaign performs, so put thought into how much engagement means to your business. With a small budget, it’s easy to set a low bid, but remember, even if you set a high maximum bid, you’ll only pay slightly more than the second highest bidder.
  • 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 less people in that audience.

Find more information on bids and budgeting in our bidding and auctions FAQ.

Want more tips? You can find optimization tips specific to our unique campaign objectives here: Website traffic | App installs or app re-engagements | Followers



Frequently asked questions

Why did my campaign not spend its full daily budget?

When you set up your campaign, it competes in our auction system against other advertisers to serve. If the parameters you set in your campaign are not competitive, your campaign might struggle to serve through its entire daily budget. 

All of the above optimization tips will help you ensure you serve through your entire daily budget. 

Why is my campaign not serving?

Here are some common reasons why your campaign may not be serving

Why do some posts in my campaign serve more than others?

X Ads will automatically optimize which posts serve most often in your campaign, based on their chance of engagement. X uses "ad score" for each post to know how likely someone is to engage with your ad, and will serve higher-ranked posts more frequently in your campaign. This is why you may see higher impressions for one or two posts in your campaign results than others. 

We recommend having at least 3 posts per campaign, and no more than 7-10. 

How do I change or add posts in my campaign?

To remove or add posts to your campaigns, navigate to > Creatives > Posts. There you'll be able to select a post, and then click "Add to campaigns" to add or remove. 


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