A few months ago, the RingCentral social media team began “experimenting” with Twitter advertising, specifically the promoted tweets feature.

We’re happy to report that the program has met — even exceeded — our expectations. Our daily brand mentions have increased by 92%, and Twitter referrals to our blog have increased by 259%. We’re not the only ones excited by this growth: the folks at Twitter have featured RingCentral as an advertising success story on their website.

If you’re considering advertising on Twitter, be sure to check out their website for some best practices.

For our part, we found the following three tips to be effective for promoted tweets:

1. Post tweets that add value to your audience and position you as a thought leader. Traditionally, brands tend to advertise only their product or service. While we post a few promoted tweets about RingCentral’s cloud business communications solution, such tweets are limited to about 20% of our overall promoted tweets. The majority of our promoted tweets feature links to our blog articles about business best practices and trends in cloud computing. These articles are for the benefit of our customer demographic comprising enterprises of all sizes.

2. Promote tweets in search. Promoted tweets can be served to a targeted audience, as well as search results. We find that promoted tweets in search results yield very high engagement. Think about it: when a user searches for a specific term on Twitter and your promoted tweet surfaces, that’s like a direct response to the user’s question. Thus, the likelihood is high that the user will click /retweet/reply to your tweet. The key to promoted tweets in search is to keep it relevant. When you set up your promoted tweet for search, include relevant keywords, e.g., company name, competitors, industry, and service/product type.

3. Experiment, experiment, experiment. There is no one-size-fits-all solution — every brand and its audience are unique, so what works for some brands may not work for you. Therefore, create multiple tweets for each campaign (Twitter allows you to create promoted tweets without posting those tweets to your timeline, so you can avoid spamming your followers). Then, monitor the performance of individual tweets from within a campaign. If you discover that certain promoted tweets are performing better than others, you can pause the non-performing tweets. Note: experimenting and testing requires vigilance. Get obsessed with analytics; monitor advertising performance multiple times throughout the day.

Are you already advertising on Twitter? Please share your own experiences and best practice tips.