Advertising on X (Twitter) can now be done through Google

If you have wanted to advertise on X but didn't want to learn how to use their advertising platform, now you can do it through Google Ads.

However there is a challenge.

Everyone who has run large campaigns on ad platforms that are 10 years or older, know they have become very sophisticated.

They have so much inventory that advertisers who are new to the platform, often get sucked into the Watermelon Phenomenon.

The watermelon phenomenon is all about seeing green outside due to the simplicity of the platform but seeing red inside due to the complexity of getting actual sales or genuine leads.

So, for new advertisers (meaning advertisers who have not spent more that $1M on large platforms) it's better to go with ad platforms that are less than 10 years old.

Also, picking up lessons about programmatic advertising would be a good idea.

Programmatic advertising is an automated method of buying and optimizing digital advertising in real time.

It can be a powerful tool to generate more business when used effectively. Here are some steps and best practices to follow for successful programmatic advertising:

1. Understand Your Audience:

• Data Analysis: Utilize data analysis tools to understand your target audience's behavior, preferences, and demographics. This data will help you create more targeted and effective ad campaigns.
• Create Buyer Personas: Develop detailed buyer personas to tailor your ads specifically to the needs and interests of your potential customers.

2. Choose the Right Platform:

• Research Platforms: There are various programmatic advertising platforms available. Research and choose the one that aligns with your business goals and target audience.
• Mobile Optimization: Ensure your ads are optimized for mobile devices as a significant portion of internet traffic comes from mobile users.

3. Set Clear Goals:

• SMART Objectives: Define Specific, Measurable, Achievable, Relevant, and Time-bound goals. Whether it's brand awareness, lead generation, or sales, having clear goals will guide your advertising strategy.

4. Create Compelling Creatives:

• Eye-Catching Designs: Invest in visually appealing and professional creatives. Use high-quality images and compelling ad copy to grab the audience's attention.
• A/B Testing: Test different ad creatives to identify what resonates best with your audience. Use A/B testing to refine your ads continuously.

5. Utilize Retargeting:

• Retargeting Campaigns: Implement retargeting strategies to reach users who have previously interacted with your website or ads. This can significantly improve conversion rates.

6. Optimize in Real Time:

• Real-Time Optimization: Leverage the real-time nature of programmatic advertising. Continuously monitor the performance of your ads and adjust your strategy based on the data.
• Data Analysis: Use analytics tools to analyze the performance data. Identify patterns and adjust your targeting, creatives, and bidding strategies accordingly.

7. Ensure Brand Safety:

• Brand Safety Measures: Implement brand safety measures to avoid ad placements on inappropriate or harmful websites. Ad fraud prevention and brand safety tools are essential for programmatic advertising.

8. Compliance and Privacy:

• Adhere to Regulations: Ensure that your advertising practices comply with relevant regulations, such as GDPR or CCPA, to protect user privacy and avoid legal issues.

9. Budget Management:

• Effective Budgeting: Allocate your budget wisely. Monitor the ROI of your campaigns and adjust your budget allocation based on the performance of different ad placements and audience segments.

10. Continuous Learning and Adaptation:

• Stay Updated: Programmatic advertising is a dynamic field. Stay updated with the latest trends, technologies, and best practices. Continuous learning is key to adapting your strategies for better results.

11. Monitor and Analyze:

• Regular Monitoring: Regularly monitor your campaigns. Look for what's working and what's not. Be prepared to tweak your strategy based on the insights you gather.

Remember, programmatic advertising is not a one-size-fits-all solution. It requires constant monitoring, analysis, and adaptation to be truly effective in generating more business for your company.