Twitter opens self-service ads to everyone

Previously only available on an invite basis, the site is letting any US business sign up for its ads platform

Twitter is expanding its self-service advertising platform so that any business in the US can pay the site to promote its accounts and tweets.

Twitter first opened its self-service platform in March 2012 to American Express card members and merchants. Now, with the quality of feedback the site has received from thousands of small businesses and people who have used the tool, "we're ending our invite-only period and opening signups for our self-service ad platform to all users in the United States," Ravi Narasimhan, revenue product manager at Twitter, said Tuesday in a blog post.

Promoted Tweets and Promoted Accounts comprise the core of the platform, which are designed to help businesses amplify their tweets and gain new followers, respectively. Promoted Tweets are priced on a "cost-per-engagement" basis, so that companies only pay when a user retweets, replies to, clicks or favorites the tweet. Twitter uses similar engagement signals to place the tweet only in certain people's feeds.

With Promoted Accounts, Twitter looks at the company's current followers and searches for people with similar interests, and recommends matches in that person's "who to follow" section. Companies then pay Twitter when someone follows their account using the tool. The tools let users target specific countries, regions or metropolitan areas.

Some enhancements have also been built into Twitter's Promoted Products, such as better ad targeting and reporting, Twitter said. In March for instance, the site rolled out more granular breakdowns in campaign reporting, so advertisers can see how different audience segments engage with their tweets and accounts by device, location, gender and interest.

Also, less than two weeks ago Twitter announced a new feature to let advertisers place Promoted Tweets in users' timelines based on specific keywords within tweets, rather than just engagement signals.

The site has gradually been beefing up its advertising features over the years. The most recent expansion comes as Twitter faces rising pressure to further monetize its services as rumors grow surrounding an eventual IPO for the site.

Twitter originally launched Promoted Tweets in 2010. "Over the years, we've resisted introducing a traditional Web advertising model because we wanted to optimise for value before profit," Twitter co-founder Biz Stone said at the time.

Nothing changes under Tuesday's expansion for businesses who already use the site's self-service tools, Twitter said. New users can sign up for the platform at business.twitter.com by answering a set of questions about how they want to target their accounts.

"Whether you're just building your presence on Twitter, or you've already received access to our self-service ad platform, we've got the right tools," the company said.

For larger brands, Twitter offers a full-service platform, which features more advanced targeting and personalised one-on-one support for planning campaigns.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australiaโ€™s cricketers captured the nationโ€™s attention during their recent run to the semi-final of the ICC Menโ€™s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

AI ethics: Designing for trust

As artificial intelligence (AI) becomes much more prevalent and increasingly a way of life, more questions are being asked than answered about the ethical implications of its adoption.

Katja Forbes

Founder and chief, sfyte

I didn't know about that. Thanks!

Jamison Herrmann

Twitter 'recap' helps you catch up with missed tweets

Read more

๐Ÿ˜‚๐Ÿ˜‚๐Ÿ˜‚๐Ÿ˜‚๐Ÿ˜‚๐Ÿ˜‚๐Ÿ˜‚๐Ÿ˜‚

Max Polding

What it takes to turnaround an iconic Australian brand

Read more

I spend a lot of time in my professional life as a provider of marketing solutions trying to persuade customers that CX, UX, UI and Custo...

sketharaman

Gartner VP: Why CMOs and CIOs must band together to make CX a discipline

Read more

I live the best deals at LA Police Gear.

Tyrus Rechs

6 Ways to ramp up Social Media to Your Web Design

Read more

Its absolute over priced acquisition. The CEO, must be fired for this all cash transaction. Absolutely no justification for prospective P...

about_face

Analysts question long-term play of SAP's acquisition of Qualtrics

Read more

Latest Podcast

More podcasts

Sign in