Last month Twitter introduced Keyword Targeting in Timeline, which allows advertisers to target users based on the keywords within their Tweets or Tweets that they have recently engaged with. Advertisers can easily select the keywords that they would like to target and then layer in targeting for location, device and gender.
This new option allows advertisers to reach users at the right time and in the right contexts based on keywords to increase reach, drive user engagement and leverage a person’s real-time intent.
Previously, advertisers had to commit to an expensive and lengthy media buy to be able to reach Twitter users via Timeline keyword targeting. Now advertisers can easily create campaigns on a cost-per-engagement model — so they are only paying if someone re-tweets or replies to the Promoted Tweet. In addition, Promoted Tweets are on an auction-based model so you can set bids as to how much you’d prefer to pay for a user’s engagement.
Below is an example of a Promoted Tweet within a user’s Timeline on Twitter.com:
Twitter recently announced that it is taking its advertising to a new level – it will allow advertisers to target Promoted Tweets and Promoted Accounts to a set of interests that advertisers can specifically choose. Twitter says that by targeting people’s topical interests, advertisers will be able to connect with a greater number of users and deliver tailored messages to people who are more likely to engage with advertisers’ Tweets.
There are two methods of using Interest Targeting on Twitter. There first method, a broader reach, allows advertisers to target more than 350 interest categories, from movies and television to style and fashion. Below is a sample of the Interest Targeting categories available on Twitter.
The second method allows advertisers to get more specific in targeting the Twitter universe, by allowing advertisers to create custom segments by including certain @usernames that are relevant to the product. Twitter says that custom segments let you reach users with similar interests to that @username’s followers, but do not let you specifically target the followers of that @username. This second method allows advertisers to find users who are not followers of your brand but have similar interests.
In addition, the social platform will be lowering the minimum bid to one penny for all of their Promoted auctions. It will be interesting to see how Interest Targeting compliments Promoted Tweets and Promoted Accounts.
If you use Twitter regularly, you may have noticed a small yellow-orange icon of an arrow pointing toward the top right corner of your screen. This little icon indicated that the tweet, hashtag, or username it appears near is a promoted – read “paid” – Tweet, trend, or account.
An example of a Promoted Tweet is the following from @generalelectric:
This Tweet does not show up in the regular stream of Tweets from @generalelectric. It is displayed in the home streams of Twitter users who have conducted a relevant search or are one of the advertiser’s followers. The Tweet can be replied to, retweeted, or marked as favorite, the same as a regular (non-promoted) Tweet.
Promoted Tweets helped move Twitter from a micro-blogging platform into a paid advertising platform. Today, hundreds of advertisiers have tested the waters of Promoted Tweets and eMarketer, Twitter, and ClickZ have compiled some data as to the level of engagement to be expected.
Because Promoted Tweets allow your business to get in front of a large number of people with varying interests that are using Twitter but who are not necessarily currently following your account, by adding Promoted Tweets into your marketing mix you can extend the reach of your brand.