Following reports that Twitter was testing a new format for Promoted Tweets, the company has started rolling out Targeted Tweets.

Previously, you had to send a tweet to all of your followers before it could be considered as an advertising option. Now, you can choose to send a brand new tweet, which can be turned into an advertising unit on the spot.

And although geographic and mobile targeting were already available to advertisers, this allows you to get specific while also minimizing exposure to people who wouldn’t normally engage with the tweet.

Targeting is extra critical right now, what with reports that Twitter’s clickthrough rate is one-fourth that of Facebook’s. Providing relevant information to the ideal audience could help boost the company’s CTR.

You can start using Targeted Tweets now through the new “compose tweet” box in Twitter’s ad portal. Similar to Promoted Tweets, you’ll only pay when people engage with your tweets.

[Via: The Next Web, Image credit: Coletivo Mambembe]