David Gilmour is Lead Media Buyer for divbrands and he’s responsible for growing revenue via performance marketing campaigns. divbrands’ goal for Twitter Ads was cold prospecting, driving high-intent traffic to their store pages, and understanding which of their products performed well on Twitter.
David and his team develop all their creatives in-house and run like an internal performance marketing agency. They built their ad strategy around broad search, keyword targeting, and people who follow relevant Twitter accounts. David says, “We felt broader targeting would work the best on Twitter Ads. We also did some specific keyword targeting and in general fiddled with budgets, bids, and audiences to improve CTR and profitability. As we run a lot of campaigns, centralized data is essential and we use Supermetrics to help aggregate our performance marketing data for analysis and reporting.”