Launched last year, Twitter’s self-serve advertising platform has been used by thousands of businesses with “encouraging” results. Based on feedback received from those businesses, advertisers can now target consumers in two specific ways: by interest and device.
First, you can target individuals with the same interests as followers of @username. For example, if a golf pro shop were promoting itself, it might target members who are similar to those who follow @GolfDigestMag or current and former professional golfers.
In addition to interests, you can also specify the exact devices and platforms you want Promoted Tweets to display on. This is a good way to make sure that people on certain devices are seeing the right pages. For example, a game developer can target Android devices with campaigns to download Android-specific apps, and Apple devices to drive consumers to the App Store.
Twitter also announced the ability to limit targeting by gender. Using public user signals, you can now target any gender, male only, or female only — an important option for businesses with a predominately male or female audience. Depending on your demographic, any of the three new criteria should help you to target your Twitter ads more effectively.
And finally, the company has also opened its advanced campaign tools to all U.S. advertisers. Here, you’ll have access to detailed reporting and analytics, deeper campaign controls, and multi-campaign optimization. As an existing advertiser, you’ll find a “Switch to Advanced” link at the top of your dashboard once logged in.
New advertisers can switch to the advanced interface by signing in to ads.twitter.com, setting up your first campaign, entering your billing information, and selecting the option to switch.
[Image credit: JD Hancock]
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.