Twitter Account Optimization

Optimizing your twitter account means optimizing it with respect to marketing effectiveness. let us start with registering your username. If you were not an early starter with twitter your favourite user name may not be available now. so, you would need to create something innovative. Here, what should not be done is more important than what should be done. Your twitter handle should not be:

• Containing a number, - or any other special character. Like @dolly21, @dolly_21..
• Too long. Like, @dollythesweetdoll
• Look like impersonator of some other personality or brand. like @dell,
• Giving a hater x message. like @Xkiller, @ihateX, ....
• Too far too away from your personality.
• contain an adjective, unless they invoke humour. like @best
• Focus on a specific trait/feature.
• Displaying your greed.
• Disparaging yourself, like @idiotintown

After that comes the page theme and bio. You may use from an array of themes available in your account or just upload a custom theme. The theme should be reflective of your true self. Professional users should avoid clutters as much as possible. Care should be taken to make it engaging. write few details there,about you which is compelling enough to make visitors come to your user page as often as possible. Drop a few comment, details, testimonials etc., in your theme or even write some mind blowing link/details there. Make good use of the entire real estate.

Bio should be honest but add few words of humour too. A good piece of humour, honestly written makes you an interesting guy. on Internet it spreads like fire. Don't leave anything and you should not fill anything which you genuinely are not. People on Internet gets detected very easily when they behave dishonestly!

After completing these steps comes to tweeting and following. It is advisable not to start following aggressively till you have 10-15 quality tweets in your account. Add some of your friends but try to follow some reputed twitterers of your field. Re tweet them comment about them and after that follow people who are mentioned in their tweets.

Since, you have no control over who follows you, you should only manage who you should follow. Following your own followers alone is a bad strategy and you actually grow stronger by following good tweeterers, does not matter whether they follow you or not.

Managing following list is a never ending process and you must follow informative and interesting twitterer. According to the Media Guru Robert Scoble, real secret of twitter lies in following!

Twitter is all about tweeting and following. Before, you have started tweeting, make a policy of what to tweet? and when to tweet? Don't start spewing anything that comes to your mind. It is better to have a strategy on frequency and kind of tweets. Tweeting too much causes dissent among your followers, who has certain expectations from you. Try a mix of tweeting about yourself and tweeting on the subject you have chosen.

Be generous in recommending your followers and someone you admire in #followfriday, #followreader or similar twitter events. Some, of the bad tweeting strategies which you should not be following are:

• Copying others tweets and behaving as if it were your own.
• Repeated rants on same thing again and again.
• Tweeting at a very high frequency, about same thing just to grab the attention of followers.
• Ignoring questions/queries/concerns marked @yourusername.
• Repeatedly sending messages to someone, who does not want to hear from you.
• Sending tweets which are actually ads.
• Tweeting about an article which you yourself haven't read.
• Tweeting about office culture, your boss or organization, which you are not supposed to do.

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Ads on Twitter - Would Twitter Always Serve Third Party Ad Tweets?

Twitter till now have no revenue model. However, there are third party applications available, which are promising, advertisements on twitter platform. There are three kind of models available for marketers to advertise on twitter.

• 
  
  CPM model of advertisement, through Be A Magpie. In this auction only the highest bidders ad gets triggered at the rate decided by the second highest bidder, for the same category. So, if you are bidding through this model, you need to bid very high for your ad tweets to appear. You have to prepay and there is no guarantee your ads would show up till you continuously try to bid more and more. Once you pay for it, keep checking the bids.
  
  
  
• 
  
  New CPC model of advertisement offered through twivert, cashfortweet and perhaps many others. In this case you pay per click, and there is fairly higher chance of your tweet ads being displayed. You need to sign up through twitter ID and they have O auth too!
  
  
  
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  Directly contact few Highly influential twitter account holders and ask them to tweet about your product. Recently Jeremy Shoemaker of shoemoney fame reported having been approached by an advertiser. Best for marketers if they can do it, however, twitter account holders, Beware, your reputation might be at stake if followers detect it.
  
  
  

Twitter's TOS prohibits automated tweeting which are intended to spam the system, and perhaps the first two are in violation of it. Third one is a difficult one and if you can do it, you are plain lucky. Great Twitterers, have great followings because of their integrity and if they start serving deceptive ad tweets, followers may not take it kindly. Advocacy may be an option, the silent the better.

All the models above compromises the quality of tweets. Won't it be better, for twitter and twitterers that twitter opens up the system for advertising, may be even through Google adsense's link units in tweets to end all these Not so Ethical looking practices.

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How to Interpret View through Conversion Metric

View through conversion metric which has recently been added to your adwords account, needs some analysis before you consider it a success or failure. Important questions are:

1. What this says

2. What are the ads it take into account

3. Should you add them to conversion through clicks or not

Before you puzzle yourself with these questions, you should read this helpful resource from Google. Important interpretations are:

• This metric says how many people, who saw your ad, didn’t click and got converted

• It takes into account only ads triggered through adsense network.

• For adwords advertisers it will only show conversions on content network.

• It would only show conversion of display ads.

• It won’t work on search network.

• It won’t work for Text Ads.

It is pretty clear, this metric is only for tracking the success of display ads on content network. As the article makes it clear, the cookie in this case is set by adsense code on the page. It means if the page displaying adsense ads is displayed on your system, tracking cookie would get installed. It really does not matter whether your ad was above fold, second fold or blind fold. It would record the conversion if the **Page** carrying the ad is opened and some action has been completed on the site of the advertiser which advertiser has chosen to call a conversion.

If you are an advertiser who is targeting same site through different ad channels then, view through conversion would overlap. It means you won’t be able to know which ad/channel really worked. If you are targeting only through one channel say adwords then you can easily trust the figure what it says, however, it is not clear, whether the system takes into account only the conversion where people haven’t click on the display ads or do they include figures where, although visitor didn’t click on the display ads, he clicked on some text ad and got converted. Whether or not the two columns, conversion after click and view through conversion, has overlap and to what degree. Google or some researcher may reveal it in coming days. Till then just keep an eye on this figure and apply your common sense to arrive at conclusions.

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View through conversion Reveals the magic of Impressions

The new column that appears at the extreme right of your account's dashboard has some magical information to reveal about your ads. Just have a look into the snapshot in the left. It has a view through conversion column, which reports those conversions where people visited the page displaying your ads, didn't click on it and got converted! The figure also reveals View through Conversion is greater than conversion through click!! Of course the account has many Display Ads. Had you ever in your imagination could think of such a situation where impressions are of greater value than clicks. A question strikes our mind, do serious buyers hate clicking on ad and passively and involuntarily reacts to the message? Thanks Google for revealing this.

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