Is there too much advertising on Twitter? Elon Musk seems to think not, given that his social network should offer even more. The company has launched a new campaign option to allow advertisers to rank in specific search results. This type of targeting is similar to Google’s method of working with keywords.
Air of déjà vu
On his Twitter Business account, specializing in advertising modifications on the social network, the company noticed that ” keyword ads offer the opportunity for marketers to target specific searches. When a user searches for the words pizza on Twitter, for example, advertisers may see ads for a specialty restaurant. According to L’Oiseau Bleu, this option will encourage Internet users to get more in touch with what they are looking for.
Millions of people on Twitter are looking for what happens every day.
Advertisers can now bid to place Promoted Tweets exclusively within specific search results, reaching people with high intention in real time and improving ad relevance.
— Twitter Business (@TwitterBusiness) January 25, 2023
This new setting, which is being tested, somewhat resembles that of keyword targeting in the news feed. The difference is that a user who often talks about manga will have related ads on his homepage. While a user searches for ” manga will have specialized shops in the dedicated menu. Twitter clarifies”Search keyword ads differ from other keyword campaigns in that they only reach people who search for targeted terms when searching. »
Image: Twitter.
Behind this announcement, Twitter is trying to improve its conversion offer. Since November, brands have the option to use new campaigns to encourage users to engage with advertising. Several options are available: add to cart, view a product, buy, save contact information or subscribe.
Twitter needs to get brands back as soon as possible
Beyond the options of this new addition, it’s mostly about attracting advertisers again. Since its takeover by Elon Musk last October for $44 billion, Twitter has seen brands jump ship. More than 75 of the social network’s top 100 advertisers are gone. The controversial statements and decisions of the billionaire who, for example, brought Donald Trump back, are being questioned.
This massive departure is very worrying for the platform, whose revenues were 90% dependent on brands in 2021. Elon Musk wants to reduce his financial dependence on ads, but the billionaire must first make his platform profitable and then convince advertisers.
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