Optimizing your campaign is the key to success. With the real-time nature of Twitter and the online marketplace, you’ll need to test different Tweets, targeting, etc. to find out what works best for your business and audience. Testing is the critical key to success. A good plan is to experiment with several campaigns for each marketing initiative, so you can learn more about which targeting and creative types perform best.
We advise running always-on campaigns as they require less hands-on management, but it’s important to refresh them continually.