Wordstream, the eponymous offering from the company in Boston, MA, provides a free tool for analyzing performance "grading" an Adwords campaign, beyond which, Wordstream Advisor provides (for a fee, though a free trial is available) recommendations to optimize a paid advertising campaign on Google, Bing, and Yahoo! search engines, and place ads. Beyond the platform, Wordstream also offers full account management services, for outsourcing one's campaign, and white labeling for…
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X Ads
Score 5.7 out of 10
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Formerly Twitter Ads, X Ads is a search engine marketing tool built around features such as objective-based campaigns, promoted trends, and in-depth analytics.
WordStream is so beneficial to a green digital marketing team. If your team is new to paid ads, this will help immensely. It might not be as beneficial for a company that does not use AdWords and is strictly in social ads.
Twitter is well suited for brands seeking to effectively manage and tweak their advertising campaign, while also interacting in real-time with people who stumble on their ads, thus maximizing optimal result. It is also my suggested ad platform for brands who want to target the younger generation, especially millennials and those born in the 1990s.
Remove duplicates: The platform has a tool that enables marketers to easily identify duplicate keywords across campaigns, ad groups, and the account; from there duplicates can be paused in an effort to improve quality scores and account performance.
Bid management: WordStream reveals which current keywords can improve campaign performance by increasing and decreasing their bids - updates can be made on the spot.
Ad optimizations: WordStream scans paid search accounts to ensure each ad group is using high performing ads. Marketers can quickly create new ads, and pause ads based on the tool's recommendations.
This is definitely not for a beginner and require knowledge on how PPC/SEM campaigns are run unless you purchase the premium support package that includes a dedicated representative to which they are very helpful.
We had some serious tracking issues and were unable to effectively track the clicks to our website. Because of this, I had to start from scratch and decided not to use WordStream.
While the targeting of Twitter is relevant most of the time, it is not always right and there are some ads that are completely unrelated to the search terms entered.
The tool is ok to use, and ads are becoming more skippable on Twitter, so we are unsure as a company if it's still a good channel for direct response messaging. It does not perform as efficiently as other social platforms for lower funnel marketing. It does well for awareness campaigns that are set and forget, but optimizing for DR is not as efficient when you are trying to manage the ads on the client side.
I have not had any experience with the customer support team for platform issues, but the account representative checks in with us often and is always available to answer questions. We will usually get on quarterly review calls so that she can share any new updates to the platform and answer questions.
I've never used a system to help with my Google AdWords. This was the first system I had used. WordStream definitely takes the cake though, I have a hard time believing there could be a better system out there. I wouldn't even consider going to look for a new system. I am confident WordStream has owned the Google AdWords space.
Compared to Facebook Ads or Instagram Ads, Twitter Ads was more expensive. However, when we only look at the conversions rate of Twitter Ads, it always had way higher numbers, mainly because it is conversation driven and allows for the customer to speak directly to you as a business owner in a 2 way conversation.
One Positive Impact has been that having ads running has increased the number of followers we have on Twitter.
Another positive impact is that due to having more followers, we now have more visits to our site.
A mixed impact would be that positively, since we have Adwords implemented as well, we can track back the source of our website traffic to being from a social source like Twitter. The negative of it is that Twitter ads does not have the tracking capability and we still need Google Adwords to do so.
