November 15, 2013
Twitter has now extended its self-service ad platform to include small- and medium-sized businesses in Canada, the U.K. and Ireland.
“Since we made the Twitter ad platform available to SMBs in the U.S in April, thousands of businesses have connected with people in their local communities and beyond,” Twitter product manager Ravi Narasimhan said in a blog post. “Additionally, these businesses have seen first hand how Twitter can help build new relationships with customers which positively impact their bottom line.”
Until this spring, Twitter advertising was available only to companies with large budgets and all orders were made through a salesperson. The new self-serve platform enables firms to purchase advertising on their own according to what they can afford.
Starting this week, businesses in the three countries have two options: they can either buy promoted advertisements to target particular Twitter users or groups or promoted tweets to publicize a particular offer.
Either way, a marketer only pays when a member of the micro-blogging site follows his/her account after viewing a promoted ad or when a promoted tweet is retweeted, favorited or has inspired a reply or click through.
“It takes a just few minutes to get started with Twitter Ads. If you can Tweet, you can advertise on Twitter — all you need is a Twitter account and a credit card,” Narasimhan said. “You’re in control of your ads, the audience you want to reach, and of course your budget… You are never charged for your organic Twitter activity.”
Twitter’s move to expand its advertising reach outside the U.S. is not a surprising one. After all, three-quarters of its users reside abroad, yet the social network receives very little revenue outside the U.S. Twitter is working to change that and is expected to take its self-service ad platform to additional countries in the future.
Twitter earlier this week launched a new set of tools enabling marketers to better target ads at mobile Twitter users. The idea behind the change is that marketers will achieve more conversions if they can target ads that are more likely to appeal to users based on their device of choice.
“Now, all advertisers can segment audiences on iOS and Android by operating system version, specific device, and Wi-Fi connectivity,” ads product manager Kelton Lynn said in a blog post earlier this week.
“And we’re also introducing granular reporting analytics for these targeting types across all campaigns.”
Advertisers can access both platforms at ads.twitter.com.
Jennifer Cowan is the Managing Editor for SiteProNews.