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Twitter is now testing a self-serve ad platform which will enable advertisers to purchase promoted accounts and tweets.

Twitter is now testing a self-serve ad platform which will enable advertisers to purchase promoted accounts and tweets.

Previously Twitter has allowed selected brands to take advantage of Twitter’s commercial opportunities. However now all brands can take advantage of these opportunities by using the self-service tool. They will be able to run campaigns targeted to keywords and interests.

Promoted Tweets

Promoted Tweets are used to strengthen an advertiser’s message whilst targeting the right people, in the right place at the right time. Targeting methods include:

  • Promoted Tweets in search: reach users when they are searching for their interests. For example when I search for ‘Samsung’ I am presented with:

  • Promoted Tweets in timelines: these appear near the top of a user’s timeline when they log in; they are used to target an advertiser’s followers or like their followers, for example:

  • Geographic Targeting: target an advertiser’s message to a particular geography.  Currently these can be targeted at the country level or at the U.S regional level.
  • Political Campaigns: promoted tweets can be used during the election season.

As Promoted Tweets are priced on a Cost-per-Engagement (CPE) basis you only pay when someone retweets, replies to, clicks or favourities your promoted tweet. The cost effectiveness of your campaign is increased by the free impressions on retweets extending the reach of your campaign. Promoted Tweets that engage users will appear more frequently.

Promoted Trends

In addition Promoted Trends can be used to capture a user’s attention by driving conversations and interest around an advertiser’s brand or product. Promoted Trends will appear in a prominent position at the top of a user’s timeline.

Promoted Accounts

Promoted accounts can be used to quickly build a strong base of followers and expand an advertiser’s presence. For example increasing the engagement of followers before a new product is released. Promoted Accounts are featured in the Who to Follow section; they appear on users pages that have been identified as having similar interests to an advertiser’s account. Every Promoted Account comes with a Dashboard that enables advertisers to gain insight into their campaign’s performance. This enables them to track impressions, retweets, clicks, replies, and follows. It also enables them to see timelines of the activity and followers’ interests, geography, gender and engagement. Will Twitter’s Self-Serve Ad Platform reach the scale of Google Adwords? Let me know your thoughts.