Twitter has launched interest-based ad targeting for Promoted Tweets and Promoted Accounts campaigns letting brands target micro-bloggers based on like-minded groups of followers and their friends. The new service now lets advertisers explicitly identify the interests that they want to reach. Twitter looks at several signals, including geographic location and keywords in tweets to understand interests. Twitter considers interests to determine the type of content to serve up in “Discover” or recommends in the “Who to Follow” feature.Advertisers can create custom segments by specifying certain @usernames relevant to the product, the event or the initiative. Twitter has also lowered the minimum bid to one cent for all of auctions. The minimum bid in those auctions has been reduced from 50 cents to 1 cent. Lowering the cost could make these programs more accessible to small businesses and allow existing advertisers to run more campaigns.
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