Twitter Optimizes Promoted Tweets Platform to Meet SMB Ad Goals

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    After Twitter launched its improved Twitter Ads capabilities, the social media company found that though its innovations were well received, they still didn’t meet the needs of most small to midsize business (SMB) marketers. And so the company is now offering SMBs a new performance-based tool, which should allow its users to create marketing strategies, but pay for only those occurrences that meet objectives (i.e., bringing in new followers, producing clicks to the website, or driving followers to install an app).

    Twitter knows that SMBs have less of a marketing budget to throw at social media campaigns, so the new tool should be well received. Barry Collins, director of SMB, EMEA for Twitter, told The Drum:

    “You’ll get more of what you want. Because you’re only paying for a specific type of engagement we believe that you’ll get more for your investment.”

    The new tool was built directly into the Twitter Ad platform, and is currently available to SMB advertisers in beta form. Customers choose the main marketing objectives from a range provided, and the tool recommends which format would work best. To create custom ads, other tools are also available, including one that allows the customer to crop an image using drag-and-drop.

    The updated tools came about after Twitter announced a loss in its second quarter earnings report. And Anthony Mullens, Forrester analyst, recently also reported that the research firm found that “only 44 percent of marketers were satisfied with Twitter as a platform, and that 50 percent were not confident they can measure their marketing efforts on the site.”

    In response, Collins said that indeed, Twitter’s marketers have not completely grasped the various ways they can use the social media tool:

    “Yes, they still need a lot of guidance and education. We have a vast amount of capabilities on Twitter from marketers who are really advanced to those just starting out. We recognize that but we have a range of educational services for all of those people.”

    Kim Mays has been editing and writing about IT since 1999. She currently tackles the topics of small to midsize business technology and introducing new tools for IT. Follow Kim on Google+ at or Twitter @blumoonky.

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