How to Place an Advertisement on Twitter/X, Step by Step
With over 586 million monthly active users as of 2025, X (formerly Twitter) remains a powerful platform for businesses looking to expand their reach and connect with highly engaged audiences. Whether you’re a small business owner or managing a large brand, advertising on X offers flexible options that can fit various budgets and marketing objectives. This comprehensive guide will walk you through the entire process of creating your first advertisement on X.
Step 1: Set Up Your X Ads Account
Before you can launch any advertising campaigns, you need to create an X Ads account. Log in to your account at X.com, then navigate to ads.x.com. If you’re new to X advertising, you’ll be prompted to enter your country details and time zone during the initial setup. Make sure you’re logged into your business account rather than a personal one, as this provides access to additional features and analytics tools that are essential for tracking campaign performance.
Ensure your account complies with X ads policies before proceeding. The platform has specific guidelines about acceptable content, and violations can result in rejected ads or account suspension. Take time to review these policies to avoid any issues down the line.
Step 2: Choose Your Campaign Objective
X offers nine campaign objectives organized into goal groups. Your objective determines how your campaign will be optimized and what you’ll pay for. Common objectives include:
- Reach: Get your message in front of as many people as possible
- Engagement: Encourage likes, retweets, and replies
- Followers: Grow your X following
- Website Traffic: Drive visitors to your website
- App Installs: Promote mobile app downloads
- Video Views: Maximize views on video content
When selecting your objective, ask yourself what action you want users to take after seeing your ad. This decision impacts everything from targeting options to how you’ll be charged, so choose the objective that best aligns with your marketing goals.
Step 3: Name and Configure Your Campaign
After selecting your objective, name your campaign, then click Next. Choose a descriptive name that helps you identify the campaign later, especially if you plan to run multiple ads simultaneously.
At this stage, you’ll have the option to click “Show advanced settings” for full control over bidding, targeting, and other technical aspects. For most users, especially beginners, the simplified mode delivers better performance. Advanced mode is best suited for experienced advertisers who want granular control over every campaign element.
Step 4: Set Your Budget and Bidding Strategy
X offers two budgeting strategies: Manual spending limits where you set daily, campaign, and ad group budgets, or Automated Campaign Budget Optimization where you only specify a daily budget and campaign duration.
In 2025, the average cost per click ranges from approximately $0.74, while cost per 1,000 impressions averages around $2.09. Your actual costs will vary based on factors like targeting specificity, competition in your industry, and seasonal trends. Most businesses allocate between $100 and $500 per month on X ads, though smaller advertisers may spend less while larger brands invest significantly more.
X uses a second-price auction model, meaning you’ll only pay $0.01 more than the next highest bidder, not your maximum bid amount. This helps optimize your advertising spend.
Step 5: Define Your Target Audience
Effective targeting is crucial for campaign success. X provides robust options including demographics (age, gender, location, language, device), interests and behaviors, keywords, and custom audiences based on prior interactions with your business.
Tailored Audiences lets you target users based on prior interactions without needing personal information, while lookalike audiences help you expand reach to users with similar characteristics to your existing customers. The platform’s AI-powered features have been shown to increase conversions by an average of 16% through intelligent audience expansion.
Start with a relatively broad audience, then refine based on performance data. You can always narrow your targeting in subsequent campaigns once you understand which segments respond best to your ads.
Step 6: Create Your Ad Creative
Now comes the creative part. Choose a media file from your library or upload new content. For carousel ads, select multiple files. You’ll need to provide a headline and link to your desired destination in the appropriate fields.
While X allows up to 280 characters, ads with fewer than 100 characters perform best. Keep your message clear, focused, and concise. Pair short text with engaging videos, images, or GIFs to capture attention as users scroll through their feeds.
Be clear and direct about what you want users to do with strong calls-to-action like “Follow us,” “Click to read more,” or “Reply with your favorite”. The preview window on the left side of your screen shows how your ad will appear in users’ timelines, allowing you to make adjustments before launching.
Step 7: Add Payment Information and Launch
You need to add a credit or debit card to launch a Twitter ads campaign. Advertisers spending over $5,000 USD monthly can request an insertion order to streamline billing. Once payment information is added, review all campaign settings one final time.
Double-check your targeting parameters, budget limits, ad creative, and destination URL. When everything looks good, click the button to launch your campaign. Your ads will typically begin running within a few hours after approval.
Step 8: Monitor and Optimize Performance
Creating your ad is just the beginning. Successful advertising on X requires ongoing monitoring and optimization. Use X Ads Manager to track key metrics like impressions, engagement rate, click-through rate, and conversions. Compare performance against your objectives and industry benchmarks.
Don’t be afraid to pause underperforming ads and reallocate budget to better-performing ones. Test different ad creatives, targeting options, and messaging to discover what resonates most with your audience. Small adjustments can lead to significant improvements in campaign results.
Best Practices for X Advertising Success
Keep these tips in mind for maximum impact. Visual elements are crucial, as 97% of X users pay more attention to the visual components of ads. Use high-quality images or videos that immediately grab attention.
Video ads that include a brand logo within the first three seconds see 30% higher brand recall, and vertical ads show engagement rates that are seven times higher than traditional ads. Format your content accordingly for optimal performance.
Engage with users who comment on or share your ads. Real-time interaction helps build trust and makes your brand appear more authentic and approachable. Monitor trending topics and conversations relevant to your industry, and consider timing your ads to align with these moments for increased visibility.
Advertising on X provides businesses with powerful tools to reach engaged audiences in real-time. By following these step-by-step instructions—from setting up your account and choosing objectives to creating compelling ads and optimizing performance—you can launch effective campaigns that drive meaningful results. Start with a modest budget, test different approaches, and scale up what works. With X’s advanced targeting capabilities and diverse ad formats, you have everything needed to connect with your ideal customers and achieve your marketing goals.
