Black Friday Sale - Up To 57% Off
Use the RACE Growth System to develop your digital strategies, improve process
efficiency and stay relevant with the latest digital marketing techniques including AI
See what's includedValue/Importance: [rating=4]
Recommended link: Twitter blog announcement
Twitter has offered interest-based advertising for some time, but we’re notifying this is a big deal since from today it offers targeting based on intent shown by keywords in a similar way to Google AdWords.
The way this works is that when someone tweets and it contains a targeted keyword, a promoted tweet can be delivered as this example of a request for a coffee coupon shows!
BrandRepublic reports that several companies looking to drive awareness and transactions have used the approach including Everything Everywhere (@EE), MicrosoftJapan(@SurfaceJP), Walgreens (@Walgreens) and GoPro (@GoPro).
For GoPro, which offers wearable and gear-mountable cameras, engagement rates as high as 11% were seen and more than two million impressions after testing keyword targeting in timelines across four marketing campaigns.
This advertising is not Google-like in that it is still for larger advertisers since a minimum spend of $5000 is required and it’s currently only available through the API. It's unlikely Twitter will grow significant ad revenue without offering the platform for smaller advertisers like all the other social platforms and search engines. It's understandable it wants to prevent Spam so advertising is only through account managed relationships which add to the cost for advertisers.
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
Turbocharge your results with this toolkit containing 12 resources
The Social Media Marketing toolkit contains:
Start your Digital Marketing Plan today with our Free membership.
Recommended Blog Posts
To make sure your social media campaign is as successful as possible, follow our 7 steps to plan and structure your campaign strategy If you have an upcoming marketing campaign for a new product feature, or a holiday promotion that …..
Our compilation of the latest social media statistics of consumer adoption and usage of social networking platforms Social networks have transformed marketing and, as this post shows, their popularity is still growing in our latest global social media statistics research …..
What do marketers need to know and do? Exciting times for marketers who enjoy following how digital platforms evolve… It feels like 2008, as I said in my first post on Threads… Since I’ll be talking about it, amongst other …..
