Brands can use Twitter ads to accelerate their account’s growth, launch a new product, run a campaign and drive traffic to their website. But crafting a compelling Twitter ad can be challenging. Here are five tips for getting the most from a Twitter ad campaign.

Tip #1: Short and direct CTAs

There are dozens of studies that affirm how effective calls-to-action (CTAs) are on social media. Outright asking an audience to take an action, when phrased properly, will almost always increase the likelihood that they will take the desired action.

Because brands have only 140 characters to work with, CTAs on Twitter are best kept short and direct. Using “Download now!” rather than “Click here to download the ebook now!” saves 26 characters and gets the same message across.

Some of the best performing CTAs on Twitter ads include a deadline or an end date for a promotion, or directly ask for a specific type of interaction such as a retweet or a reply.

Tip #2: Deep audience insights

Twitter ads can be targeted by keywords, interests, behaviors and more. In order to target effectively, however, brands must have a deep understanding of their audience.

An entry-level car brand could target a young female audience in the United States, but promoted tweets sent to this audience would likely not resonate, as the audience is too broad. However, a young female audience in the United States who enjoys reading, the outdoors and is hoping to make a first car purchase will be much more likely to engage.

Knowing the demographic and psychographic attributes of an audience will enable better targeting, as well as the ability to produce better content to match their core values.

Tip #3: Bright, engaging images

The creative associated with a tweet is equally as important as the tweet itself. In most cases, including an image is vital to the success of a Twitter ad.

Images will make a tweet appear larger in the Twitter timeline, which in turn will make it more likely that the audience will engage. And images that are bright, eye-catching and properly match the content are even more likely to appeal to a large number of users. In fact, a study by Twitter itself shows that images, more than videos, hashtags or any other factor, increase the number of retweets a tweet receives.

Note, however, that Twitter recommends that some ad formats, such as those targeting new followers, not include an image as it can distract from the desired action.

Tip #4: A matching landing page

The best Twitter ad campaigns are not one-off tweets – they are part of a larger digital strategy that takes into account the entire customer journey, from viewing the tweet to clicking the URL and beyond.

Creating a landing page that matches a Twitter ad campaign, or developing ads that match an existing landing page, will ensure that a brand’s audience has a consistent experience throughout their engagement with that brand’s content.

This holds true for any brand, but it is especially relevant for campaigns driving consumers to specific locations. Landing pages that can identify a consumer’s location and offer directions to the nearest store, for example, will capture and retain a significantly higher number of users than a link to the brand’s homepage.

Tip #5: Multiple tweets per campaign

There are small nuances within every promoted tweet that contribute to its success. Is the voice casual? Informative? Professional? Does the URL point to an ebook? Whitepaper? Webinar? Is the tweet too long? Too short? Does the image match the content? Is it too dull?

To be effective, a Twitter ad campaign must include multiple tweets with slight variations, in order to AB test which version is most successful. Each tweet should be exactly the same, except for a single change – a new image in one, a different CTA in another, short forms in the third, etc.

By AB testing its campaign, a brand can direct its budget towards the tweets that perform best and away from the underperformers.