Twitter has released some preliminary information about it’s upcoming ad platform. Here’s what local organizations need to know.
Ads will be in Search Results
Ads will not appear on the right or left side of the page (like Google), they will appear in search stream results. So if you go to twitter and see all of the tweets from everyone you follow, you won’t see any ads. If you search for something (your organization name for example), you will see ads in the results. So if someone searches for “Italian Restaurant Atlanta” and you are an Italian restaurant in Atlanta, you’re ad might appear.
It’s unclear whether ads will appear in any Twitter lists you have created.
Ads will fit within the 140-character size of tweets, so make sure you get your message honed.
Self Serve Ad model
The goal is for ads to be self serve, similar to Google or Facebook. That should mean that you will be able to go in and configure your own campaign, but details are fuzzy.
First, I hardly ever use Twitter to find information. In my opinion, Twitter.com is mostly unusable. I use tools like Tweetdeck and HootSuite and it is unclear how/if ads will propagate to these tools, although it sounds like there will be incentives for them to include them (revenue share?).
Also, Twitter is striving to mimic Google’s ad model, but Google knows a lot more about users that Twitter does, which allows them to direct ads based not only on search terms, but an understanding of who the searcher is. Twitter could overcome this by having cheaper rates, but it is going to be key to measure ROI!
It’s yet another place to allocate your marketing budget. We’ll see how it goes and I will keep you informed. Where do you spend advertising money now and how are your results?