Twitter recently announced the ability to expand its ad network’s capabilities to 350 interest categories and lowered the minimum bid to 1 cent. The change allows advertisers to promote tweets outside of their existing Twitter followers, and their followers. I know that sounds redundant, but read it again. It makes sense. Twitter’s explanation:
“Today we’re taking an important next step by allowing you to target your Promoted Tweets and Promoted Accounts campaigns to a set of interests that you explicitly choose. By targeting people’s topical interests, you will be able to connect with a greater number of users and deliver tailored messages to people who are more likely to engage with your Tweets. When people discover offers and messages about the things they care about on Twitter, it’s good for both marketers and users.”
So, what does this mean for your business?
If you haven’t tried Twitter advertising, it means this is a good time to get in. The bids are still relatively cheap, the targeting just got better, and the potential audience just leapfrogged from finite to enormous. If you’re already running campaigns, this means you have better targeting, which should increase your return and the pool of people to display to. These updates also mean the competition for ad space will quickly start heating up and ultimately result in higher overall CPC. Which, of course, Twitter wants. Granted, there’s still the $10K barrier, but one-cent bids will get many more organizations interested.
Better targeting is good. Lower CPC’s are good. But increased demand for clicks and ever-expanding options mean an increased amount of time required to manage the campaigns and ensure a positive return.
If you need help maximizing Twitter spend, agencies like Fathom are here to take the stress out of online advertising.