Honest question - who here has done Twitter ads and got positive ROI? AdWords/Bing/Facebook all seem to "work", but I've never found Twitter to be fruitful..at all.
I think the problem is, as an advertiser, treating it like I do the other social channels. I don't feel like it's similar to Facebook at all and has become even more different over time. Pinterest has similarly fragmented.
I see using content as remarketing ads to be effective there. But that's the hardest ad-use-case to prove ROI on, in my experience.
Facebook to actually advertise to my customer base.