Grow Your Audience With Twitter’s New Promoted Accounts in Search
March 11, 2014
Recently, Twitter announced an interesting expansion of their Promoted Accounts timeline feature. Now when users search within Twitter, relevant promoted accounts appear in the search results and give the user the option to follow the Promoted Account.
Previously your Promoted Accounts were displayed only in the Who to Follow section and timelines.
“When an advertiser promotes an account, Twitter’s algorithm looks at that account’s followers and determines other accounts that those users tend to follow. If a user follows some of those accounts, but not the advertiser’s account, then Twitter may recommend the advertiser’s Promoted Account to that user.”
Promoted Accounts in Search
With this new feature, Twitter automatically selects search terms that are relevant to your Promoted Account based on your existing targeting settings. This means that if you already have a promoted account, you don’t have to do anything else to have your ads appear in the search results.
Why It’s Useful
Although you don’t have the option to specify which terms are deemed as “relevant” to your account, this seems to be a good way to target users who may be interested in your brand. Because the user was already searching something related to your brand, they’re a bit more qualified (in theory).
According to Twitter, “people are 72% more likely to make a purchase from a brand that they follow or engage with on Twitter.” This change isn’t a dramatic one for Twitter users, as they are already accustomed to seeing promoted tweets in the search results.
It’s not clear if this feature will make a huge impact on Twitter advertising, but it’s definitely an interesting change and I’ll be curious to see what the results are. This could be a useful way to increase user engagement with your brand, connecting advertisers and users at the right moment (when the user is actively looking for something). I’m a little skeptical of what Twitter assumes is a relevant search query; maybe sometime in the future you’ll be able to specify which terms you would like to advertise on.
What are your thoughts on Twitter advertising?
[New Webinar!] How Brands Can Effectively Use Display Advertising
In this new live webinar, Hanapin Account Manager Kristin Vick will dive into the meat of Display advertising, revealing tips to use the strategy to its full potential and more specifically target your audiences.
5 Ways To Improve Display Network Performance By Using Layered Targeting
Display campaigns can be difficult when it comes to targeting the right audience. In this post, you will learn 5 ways to improve your Display strategy with multi-layered targeting.
Expanded Text Ads And Other Bing Ads Editor Updates
Pilot access for Expanded Text Ads is now available to Bing Ads users. Get access to the link and learn about other new features in the latest Bing Ads Editor update.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
Keynotes from Bing & Google + the Hero Conf Advanced Track
Where do you go to get the most relevant information in PPC, plus the opportunity to network with the best and brightest the industry has to offer? Why Hero Conf, of course.
3 Questions You Need To Answer Before Beginning Paid Advertising
So you’ve you decided you want to start PPC advertising, but now you are asking, “Where do I start?” We've listed and answered 3 questions you should be asking.
Road Trip - 5 Tips For Creating International Campaigns
International markets can add complexity to any account, but here are a few settings and opportunities to make your global ad strategy stand out in non-US markets.
Discover 3 Levels Of Geo Targeting For Beginners, Intermediates, & Experts
Setting geographic targets is day one. Whether it’s to exclude places you cannot sell or serve or to specifically target your primary customer base, the implementation of geo-targets is on the must-do list.
[New Webinar!] What You Need To Know About New AdWords Features
In this new live webinar, Hanapin Associate Director of Services Jeff Baum and Optmyzr’s CEO Frederick Vallaeys will walk you through the new AdWords tools and show how you can use them to optimize your accounts.
The Social Strategies You Need To Know For App Promotion
Create social strategies to promote app awareness and leverage geographic and demographic data reported by these platforms to refine audiences.
Guide the Industry and Take the 2016 State of PPC Survey!
Each year, Hanapin Marketing manages extensive research into the State of PPC Report, which provides a statistical breakdown of the digital ad industry and guides expectations.
What's In A Name? Building Powerful Product Titles For Ecommerce
Over the years, we've tested a variety of different product title alterations in hopes of finding the perfect title. Did we? Yes, and no. The fact of the matter is, it depends.
What Upgraded Bing URLs Mean For You
Bing is continuing its effort to catch up with Adwords. Upgraded URLs, which isolate tracking parameters from final URLs, are now available to Bing advertisers.