The fee runs from the date the project is opened until the first of each month, or until you pause. The first-month reports track progress and name what to do next. The month-end report is the analytics of how the advertising performed.
X Advertising
X AdvertisingAds on X, formerly Twitter, around a conversation.
Paid campaigns on X, under your agency's name. The summary describes the platform as a place to start conversations, widen a client base, and raise conversion, using trends that can be specific to the brand or broadly current. Ad spend is billed separately.
What the summary says X is for
Backlinko (04/2024) is cited for more than 500 million monthly active users, and the summary calls X a top-of-funnel channel. That figure is not a result for one account.
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Engagement the summary calls affordable
Direct engagement with the audience, a brand voice that sounds like the client, more traffic from that engagement, and campaign costs the summary describes as low because there is less inventory to compete for. Bids are set so the ads can be shown. Being shown is the aim, not a promise to win every auction.
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Trends, specific or broad
Campaigns can follow the client’s interests, industry, and brand, or widely discussed topics. The summary’s point is to meet the right people while a topic is current, and to ask for an action.
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What a campaign can be asked to do
Widen reach. Raise video views. Improve app downloads and installs. Build a community that keeps engaging. Bring people back to the profile, the app, or the site.
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An account, if there isn’t one
If the client has no X advertising account, setup is part of the support: the account, then the campaigns. Posts are text and graphics, sent for approval, then scheduled on the timetable you agreed.
Features
Jobs the ads are built for
The brief picks the job. These are the ones the summary names.
Reach
A wider set of segments in the audience, around a trend that fits the brand or a topic people are already discussing.
Video views
Video on X, when viewership is the objective.
App installs
Downloads and installs, and a return visit to the app, when that is the action.
Community
A community around the profile, and a reason to come back to the profile or the site.
How it runs
A brief in the first month, then a report each month
Weekly reports run through the first month. After that, the picture of performance is the month-end report.
How the fee and the budget work
Ad spend is billed separately. Gather the client information before you open the project, so the work is not waiting. A change in X’s algorithms or ad policy can limit targeting. That is a platform limit, not something the fee removes.
What we do, and what we need from you
The line stays open after a post goes live. Changes to targeting or creative wait for the same partnership as the launch.
| Task | Your agency |  |
|---|---|---|
| Research on the goals, the audience, and the objectives, including working sessions with your team. | ||
| Campaign setup, and ads aimed at traffic, conversion, and sales. | ||
| Updates and progress reports while the campaign is running. | ||
| Monitoring after launch: targeting and creative, adjusted so the objectives in the brief stay the measure. | ||
| A month-end analytics report. | ||
| A clear brief: goals, audience, and objectives, and a note when those change. | ||
| Approval of creatives and targeting, in time to launch and to adjust. | ||
| Access to the X advertising account. | ||
| Agreement on goals, indicators, and what success means, across your agency and your client. | ||
| Staying in the conversation when a result needs a decision. |
Ad fatigue, and dependence on the platform
Repeated exposure can tire the audience and weaken the ads over time. The summary’s response is a wider set of creatives, still aimed at a positive return. That return is not a promised ratio.
X advertising sits inside the platform’s algorithms and policies. A change there can restrict targeting, hurt the ad sets, and weaken the campaign. The planning names that limit up front.
When the X goals are met
The summary’s next horizon is the wider marketing plan: a larger presence on X, work on the website and the experience of using it, or more lead generation. Those are separate services.
Analytics of how the audience behaved on X is used to refine the strategy. Because the platform moves quickly, monitoring and the recommendations in the report continue while the fee is active.
How agencies usually sell it
The summary’s four points: the audience segments can be named, so the budget is spent on the right people at the right time; the cost is lower than many traditional channels because there is less inventory competing; the same service can serve traffic, awareness, or sales, at the budget in the brief; the reporting is frequent enough to change ad sets while the campaign is live.
Agencies often add these
Frequently asked questions
Agencies selling advertising on X, formerly Twitter, under their own name.
Shall we start X Advertising under your name?
You keep the client. We plan, write, and manage the campaigns, and the month-end report is the analytics. Ad spend stays separate from the management fee.