Connect with us

SOCIAL

Twitter Launches Test of Ad Targeting Based Specifically on Search Queries in the App

Published

on

Twitter Launches Test of Ad Targeting Based Specifically on Search Queries in the App

Twitter has launched a new ad option that will enable advertisers to place Promoted Tweets within specific search results, enabling more specific targeting based on user intent.

As noted by Twitter, ‘Search Keyword Ads’ will enable marketers to hone in on specific keyword searches. So if a user in a certain region searches for ‘pizza’, for example, you’d be able to get ads for your restaurant within that search result listing, helping to connect with people based on what they’re seeking.

Which is pretty much the same as Twitter’s existing Keyword Targeting option, though Keyword Targeting can’t be focused on Search results in isolation.

As per Twitter:

Search Keywords Ads differ from other Twitter Keywords campaigns in that they only reach people who are searching for targeted terms when they are searching, offering a stronger signal of intent.”

Keyword Targeting enables you to reach Twitter users based on the keywords that they enter into search queries, but also, what they mention in their tweets, as well as the words included in the tweets that they engage with in the app. Which is a good proxy for broader intent – and Twitter also provides Broad Match targeting to capture variations of your selected terms. But targeting search terms specifically could be a better way to get your promotions in front of people who are focused on that specific topic based on their direct actions taken in the app.

In terms of display, with Keyword Targeting, you can also show your ads in Search results, but placement in Home timelines is also required. So again, it’s the same, just a little more specific.

(Worth noting, too, that you were once able to target search results specifically with Keyword Targeting, but Twitter removed that option. Maybe that relates to reduced performance, but it’s not clear.)

Will the capacity to get more specific be a valuable option?

Maybe. I mean, having the capacity to better focus your targeting is always better, and the fact that you can hone in on the words used in search queries makes a lot of sense, and should be of value. But Twitter’s current Keyword Targeting isn’t always a highly responsive ad option, to the point that Twitter recommends entering at least 25-50 keywords into each campaign, and targeting both broad and specific terms in order to maximize audience reach.

Because too much targeting will limit your results – and it is interesting that as other platforms are going more broad with their targeting, and leaning into automation, Twitter’s getting more specific.

Maybe that works, and for some local businesses, I suspect it might. But it could also be too restrictive, depending on how you use it.

But again, having the option is good, and you can test for yourself, with Twitter’s beta test being rolled out to all advertisers in the app.

Which, I don’t think is how beta tests generally work, but it’s ‘Twitter 2.0’, the normal rules don’t apply here.

“Search Keywords Ads are a new Conversion ‘campaign objective’ in the Twitter Ads interface. For now, these campaigns will optimize only for conversions to advertiser websites, and they require the integration of the Twitter Pixel or Conversion API (CAPI) to maximize relevance.

So Twitter will be looking to track direct performance based on website clicks, in order to measure whether that’s the best approach moving forward.

It could be worth experimenting with, and seeing what results you get – and you can always A/B test with full Keyword Targeting to compare, and see whether expanding that focus drives better results.

Twitter says that Search Keyword Ads will be expanded to more campaign objectives soon.



Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

SOCIAL

With outburst, Musk puts X’s survival in the balance

Published

on

Even after Elon Musk gutted the staff by two-thirds, X, formerly Twitter, still has around 2,000 employees, and incurs substantial fixed costs like data servers and real estate

Even after Elon Musk gutted the staff by two-thirds, X, formerly Twitter, still has around 2,000 employees, and incurs substantial fixed costs like data servers and real estate
– Copyright POOL/AFP/File Leon Neal

Thomas URBAIN

Elon Musk’s verbal assault on advertisers who have shunned X (formerly Twitter) threatens to sink the social network further, with the tycoon warning of the platform’s demise, just one year after taking control.

“If somebody’s gonna try to blackmail me with advertising, go fuck yourself,” a visibly furious Musk told an interviewer in New York in front of an audience of the US business elite this week.

Musk was lashing out at the advertisers who had abandoned his platform after Media Matters, a left-wing media watchdog group, warned big companies that their ads were running aside posts by neo-Nazis.

Walmart on Friday was the latest to join the exodus, following the footsteps of IBM, Disney, Paramount, NBCUniversal, Lionsgate and others.

The latest controversy broke earlier this month when Musk declared a tweet exposing an anti-Semitic conspiracy theory as the “absolute truth.”

Musk apologized for his tweet, even taking a trip to Israel to meet with Prime Minister Benjamin Netanyahu, but on Wednesday he targeted his anger squarely at advertisers.

“It doesn’t take a social media expert to know that publicly and personally attacking the people in companies that pay X’s bills is not going to be good for business,” said analyst Jasmine Enberg of Insider Intelligence.

“Most advertiser boycotts on social media companies, including X, have been short lived. There’s a potential for this one to be longer,” she added.

Musk said the survival of X could be at stake.

“What this advertising boycott is going to do is kill the company,” Musk said.

“Everybody will know” that advertisers were those responsible, he angrily added.

– Bankruptcy looms? –

Even before the latest bust up, Insider Intelligence was forecasting a 54-percent contraction in ad sales, to $1.9 billion this year.

“The advertising exodus at X could accelerate with Musk not playing nice in the sandbox,” said Dan Ives of Wedbush Securities.

According to data provided to AFP by market data analysis company SensorTower, as many as half of the social network’s top 100 US advertisers in October 2022 have already stopped spending altogether.

But by dropping X, “you are opening yourself up for competitors to step into your territory,” warned Kellis Landrum, co-founder of digital marketing agency True North Social.

Advertisers may also choose to stay for lack of an equivalent alternative.

Meta’s new Threads platform and other upstarts have yet to prove worthy adversaries for the time being, Landrum argued.

Analyst Enberg insisted that “X is not an essential platform for many advertisers, so withdrawing temporarily tends to be a pretty painless decision.”

Privately held, X does not release official figures, but all estimates point to a significant drop in the number of users.

SensorTower puts the annual fall at 45 percent for monthly users at the start of the fourth quarter, compared with the same period last year.

Added to this is the disengagement of dozens of highly followed accounts, including major brands such as Coca-Cola, PepsiCo, JPMorgan Bank and Starbucks as well as many celebrities and media personalities that have stopped or reduced usage.

The corporate big names haven’t posted any content for weeks, when they used to be an everyday presence.

None of the dozen or so companies contacted by AFP responded to requests for comments.

In normal conditions, Twitter or X “was always much larger than its ad dollars,” said Enberg.

It was “an important place for brands and companies to connect with consumers and customers,” she said.

Even after Musk gutted the staff by two-thirds, X still has around 2,000 employees, and incurs substantial fixed costs like data servers and real estate.

Another threat is the colossal debt contracted by Musk for his acquisition, but now carried by X, which must meet a payment of over a billion dollars each year.

In his tense interview on Wednesday, Musk hinted that he would not come to the rescue if the coffers run dry, even if he has ample means to do so.

“If the company fails… it will fail because of an advertiser boycott and that will bankrupt the company,” Musk said.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

SOCIAL

Walmart says it has stopped advertising on Elon Musk’s X platform

Published

on

Walmart says it has stopped advertising on Elon Musk's X platform

Walmart said Friday that it is scaling back its advertising on X, the social media company formerly known as Twitter, because “we’ve found some other platforms better for reaching our customers.”

Walmart’s decision has been in the works for a while, according to a person familiar with the move. Yet it comes as X faces an advertiser exodus following billionaire owner Elon Musk’s support for an antisemitic post on the platform. 

The retailer spends about $2.7 billion on advertising each year, according to MarketingDive. In an email to CBS MoneyWatch, X’s head of operations, Joe Benarroch, said Walmart still has a large presence on X. He added that the company stopped advertising on X in October, “so this is not a recent pausing.”

“Walmart has a wonderful community of more than a million people on X, and with a half a billion people on X, every year the platform experiences 15 billion impressions about the holidays alone with more than 50% of X users doing most or all of their shopping online,” Benarroch said.

Musk struck a defiant pose earlier this week at the New York Times’ Dealbook Summit, where he cursed out advertisers that had distanced themselves from X, telling them to “go f— yourself.” He also complained that companies are trying to “blackmail me with advertising” by cutting off their spending with the platform, and cautioned that the loss of big advertisers could “kill” X.

“And the whole world will know that those advertisers killed the company,” Musk added.


Elon Musk faces backlash from lawmakers, companies over endorsement of antisemitic X post

02:23

Dozens of advertisers — including players such as Apple, Coca Cola and Disney — have bailed on X since Musk tweeted that a post on the platform that claimed Jews fomented hatred against White people, echoing antisemitic stereotypes, was “the actual truth.”

Advertisers generally shy away from placing their brands and marketing messages next to controversial material, for fear that their image with consumers could get tarnished by incendiary content. 

The loss of major advertisers could deprive X of up to $75 million in revenue, according to a New York Times report

Musk said Wednesday his support of the antisemitic post was “one of the most foolish” he’d ever posted on X. 

“I am quite sorry,” he said, adding “I should in retrospect not have replied to that particular post.”

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

SOCIAL

US Judge Blocks Montana’s Effort to Ban TikTok

Published

on

U.S. Judge Blocks Montana’s Effort to Ban TikTok in the State

TikTok has won another reprieve in the U.S., with a district judge blocking Montana’s effort to ban the app for all users in the state.

Back in May, Montana Governor Greg Gianforte signed legislation to ban TikTok outright from operating in the state, in order to protect residents from alleged intelligence gathering by China. There’s no definitive evidence that TikTok is, or has participated in such, but Gianforte opted to move to a full ban, going further than the government device bans issued in other regions.

As explained by Gianforte at the time:

The Chinese Communist Party using TikTok to spy on Americans, violate their privacy, and collect their personal, private, and sensitive information is well-documented. Today, Montana takes the most decisive action of any state to protect Montanans’ private data and sensitive personal information from being harvested by the Chinese Communist Party.”

In response, a collection of TikTok users challenged the proposed ban, arguing that it violated their first amendment rights, which led to this latest court challenge, and District Court Judge Donald Molloy’s decision to stop Montana’s ban effort.

Montana’s TikTok ban had been set to go into effect on Jan. 1, 2024.

In issuing a preliminary injunction to stop Montana from imposing a full ban on the app, Molloy said that Montana’s legislation does indeed violate the Constitution and “oversteps state power.”

Molloy’s judgment is primarily centered on the fact that Montana has essentially sought to exercise foreign policy authority in enacting a TikTok ban, which is only enforceable by federal authorities. Molloy also noted that there was apervasive undertone of anti-Chinese sentiment” within Montana’s proposed legislation.

TikTok has welcomed the ruling, issuing a brief statement in response:

Montana attorney general, meanwhile, has said that it’s considering next steps to advance its proposed TikTok ban.

The news is a win for TikTok, though the Biden Administration is still weighing a full TikTok ban in the U.S., which may still happen, even though the process has been delayed by legal and legislative challenges.

As I’ve noted previously, my sense here would be that TikTok won’t be banned in the U.S. unless there’s a significant shift in U.S.-China relations, and that relationship is always somewhat tense, and volatile to a degree.

If the U.S. government has new reason to be concerned, it may well move to ban the app. But doing so would be a significant step, and would prompt further response from the C.C.P.

Which is why I suspect that the U.S. government won’t act, unless it feels that it has to. And right now, there’s no clear impetus to implement a ban, and stop a Chinese-owned company from operating in the region, purely because of its origin.

Which is the real crux of the issue here. A TikTok ban is not just banning a social media company, it’s blocking cross-border commerce, because the company is owned by China, which will remain the logic unless clear evidence arises that TikTok has been used as a vector for gathering information on U.S. citizens.

Banning a Chinese-owned app because it is Chinese-owned is a statement, beyond concerns about a social app, and the U.S. is right to tread carefully in considering how such a move might impact other industries.

So right now, TikTok is not going to be banned, in Montana, or anywhere else in the U.S. But that could still change, very quickly.



Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending