Create an engagements campaign

Engagements campaigns attract more people to engage with your posts. You can promote posts that are published organically, or choose to create posts that are only promoted to the audiences you target. You only pay when people you target engage with your content. Impressions that don’t generate an engagement are free.


Setting up your engagements campaign

  1. Log into your X Ads account
  2. Click "Create campaign" in the top right corner of your Ads Manager
  3. Choose "Engagements" from the list of campaign objectives
  4. You'll be brought to the "Details" tab the campaign setup form. Here you will name your campaign, choose your funding source, and set campaign dates and budget
  5. Next, you'll setup your first ad group. You can also set ad group start and end time
  6. For Engagement campaigns, your Ad group goal will default to optimizing towards driving Engagement.
  7. Select the bid type you'd like to use in your Ad group: 
    • Automatic bid (recommended): your bid will auto-optimize to get the best results at the lowest price (within your budget). Automatic bid is the easiest way to quickly get your campaigns live and serving impressions on the platform
    • Maximum bid: this type allows greater control over how much you pay per billable action. In this bid type, you choose exactly how much you are willing to pay for an engagement (your maximum bid), and your results will not be charged over this price. This bid type is helpful for experienced advertisers who know exactly how much they’re looking to pay per engagement at scale.
  8. For Engagement campaigns, your ‘Pay by’ metric will default to “Engagement”.
  9. Select the audience you'd like your ads to serve to in the "Targeting" tab. Learn more about our targeting options
  10. Choose the posts you'd like in your campaign. You can also customize the X locations you'd like your posts to serve on this step
  11. Review your final campaign setup on the "Review & Complete" tab. If you'd like to add additional ad groups to your campaign, you can do so here
  12. Launch your engagements campaign!



Serving your engagements campaign

Engagements campaign impressions are served in multiple locations: 

  • Home timelines. Engagement campaigns may be visible within someone's timeline if an advertiser has promoted a post that is relevant to that person.
  • At the top of relevant search results pages on Engagement campaigns from our advertising partners are called out at the top of some search results pages on and through select ecosystem partners.
  • Profiles and post detail pages. When someone you targeted visits a X profile or post detail pages, they may be eligible to be served your impression.
  • Official X clients. Engagement campaigns from our advertising partners may also be displayed through X’s official desktop and mobile clients, including XPro, X for iPhone, and X for Android, among others.
  • Third-party X clients. We currently syndicate our X Ads suite to some third-party X client.

During campaign setup on the "Creatives" tab, you can customize where you'd like your posts to appear. You will not be able to unselect "Home timelines" as this is a required serving location.


Viewing your results

Navigate to your Ads Manager to see your results. Filter the date range in the top right corner to see key metrics such as total spendresults (engagements), cost per result (cost per engagement), and result rate.

An engagement includes all clicks on your posts, including reposts, replies, likes, poll votes, and hashtag clicks. 


Frequently asked questions

Why should I use an engagements campaign?

Engagement campaigns allow you to extend the reach of your content to a relevant audience on X. You can promote posts that are published organically or choose to create posts that are only promoted to the audiences you target. You only pay when users you target engage with your content. Impressions that don’t generate engagement are free.

Below are a few simple questions to ask yourself as you set up your first campaign.

  • What results do I want to see from the campaign? If you want to drive brand equity, offline sales, or engagements, include interesting content along with a call-to-action. If you want reposts and to start a conversation, include interesting content to inspire them to share with their followers.
  • Do I want people to engage with my content? Use interest and @name to target X users based off what you know about your customers. Use keyword targeting to find users that search for or post about a specific term. Research shows that engagement is correlated with brand lift and offline sales.
  • How much should I budget for each campaign? Your targeting and bid will determine your budget. Use the campaign estimator tool in the ads dashboard to estimate reach. Make sure you allocate enough budget to allow for the number of engagements you want to see from your campaign.
  • How much am I willing to pay for each engagement? Think about your goals when you decide how much you want to spend on each engagement. Determine how much value you place on each of these behaviors and set your bid accordingly. Use campaign analytics to determine what’s working best and build on that. 
When should I use an engagements campaign?

Ads promoted through engagement campaigns, also known as Promoted Ads, are just like regular posts - with the added bonus that they can reach more people who are interested in your business. They should be used to place your best content in front of the audience that matters to you at the right time.

Engagement campaigns are a great place to promote engaging content. Using engagement campaigns, you can:

  • Feature new product launches or product benefits
  • Associate your brand with events happening in the world around you
  • Foster dialogue between you and your customers

If your goal is to drive awareness for your business, engagement campaigns can do this in a variety of ways:

  • Expand the reach of your content like blog posts, white papers, and more
  • Connect with influencers and brand advocates by ensuring they see your content
  • Promote awareness around events and product launches
  • Ask for reposts to gain an even broader audience for your messages 
How much do engagements campaigns cost?

X’s cost-per-action pricing ensures you only pay for the specific actions you are looking to drive. 

When you run a engagements campaign, you'll only be charged for the engagements you acquire from that campaign. Impressions that don't result in an engagement are free.

The cost you pay per engagement depends on your budget and bid, as well as the targeting you select. You'll receive real-time bid guidance based on your targeting in your campaign setup. More on X Ads pricing.


When setting up your engagements campaign, you can select between automatic or maximum bidding as your bid type. We suggest selecting the automatic bid option since this automatically bids on your behalf, maximizing your campaign's chance to serve. If you choose maximum bid when you set up your campaign and input your bid, think of your max bid as how much you're willing to pay per engagement. Remember, an engagement counts as all clicks on your post, including reposts, replies, likes, poll votes, and hashtag clicks.

It's important to think carefully about the value each engagement brings to your business. The recommended bid is a good indicator of the amount you will need to bid for your campaign to reach its goal. You will never be charged more than your bid and advertisers are often charged less. However, if your bid is not competitive relative to other advertisers, your campaign may not serve.

In addition to controlling the amount you pay per action, you also have complete control over the amount you spend overall. After setting your bid, you are prompted to enter a total budget for the campaign and, optionally, a daily budget as well. When your overall budget is reached, your campaign will stop serving until you increase the budget. When your daily budget is reached, your campaign will stop serving until the next day. 

What types of posts can I use in my engagements campaign?

There are no technical limitations on the post types you can use in the engagements objective. Check out our specs page to see all available post types. 

Remember, no matter what type of post you use, you'll always be billed on engagements, or all clicks on your post, including reposts, replies, likes, poll votes, and hashtag clicks. 

All advertisers and their Promoted Ads content must comply with our X Ads policies


Additional reading

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