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

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandate,We currently have Available FOB Rotterdam/Houston for JP54,D2, D6,JetA1 with good and w...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family

Sanwataram

Predictions: 14 digital marketing predictions for 2021

Read more

Nice!https://www.live-radio-onli...

OmiljeniRadio RadioStanice Uzi

Google+ and Blogger cozy up with new comment system

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in