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

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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.

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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?

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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.

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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.



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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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