Twitter recently announced a powerful addition to its Promoted Accounts ad product. Advertisers now have the ability to show Promoted Accounts on Twitter’s search results page. Promoted Accounts were first introduced in 2010, enabling advertisers to promote their brands on a users’ homepages under the “Who to Follow” left hand navigation bar. In 2013, Twitter rolled out this capability to both desktop and mobile devices. Promoted Accounts in Search now give advertisers the capability to show their Promoted Account at the top of Twitter’s search results pages—by matching participants’ search queries to advertisers’ targeting choices. This key addition has important placement and targeting implications as the social network continues to evolve ways participants can engage with its content. PERFORMANCE IMPLICATIONS 5 Reasons to Leverage Promoted Accounts in Search
- Opportunity for brands to build brand loyalty. Users are 72% more likely to make a purchase if they engage or follow a brand on Twitter
- Ability to boost brand awareness in a contextually engaging way (in comparison to a Promoted Tweet that might not have the same reach capabilities)
- Opportunity to connect Twitter users to a product or service after they express interest in similar information
- Capability to coordinate Promoted Tweets to particular audience segments targeted through Promoted Accounts in Search for powerful brand reach and additional messaging opportunity
- Chance to GROW BRAND FOLLOWING
Test Promoted Accounts in Search to improve brand presence in a given category and grow followers. Then, keep in mind best practices for using Twitter: if your brand acquires followers and doesn’t nurture those relationships (e.g. the brand doesn’t tweet/participate regularly enough to keep the follower base engaged), those relationships will fade. Gain new followers with Promoted Accounts; then be sure to engage them!