Twitter revamps Promoted Tweets platform to meet SMB objectives

8 Aug 2014

Twitter has revamped its Promoted Tweets platform to enable small and medium-sized businesses and API partners deploy objective-based campaigns, reports and pricing.

The social messaging platform says this will make it easier for its advertisers to create and optimise successful marketing campaigns — and pay only for the actions that are aligned with their marketing objectives.

Twitter said Objective-based campaigns and pricing are now available in beta to SMBs and API partners globally.

The company will be rolling this out to managed clients by invitation over the next few months.

Twitter said it will provide a custom workflow aligned with businesses’ campaign goals.

Pay Twitter only if goals are met

Firms can select from a range of key objectives, including driving tweet engagements, website clicks or conversions, app installs or engagements, followers or leads.

“For each objective, the campaign setup workflow will recommend the best ad format to use,” Twitter stated.

“We’ve also added tools to make it simpler to create your ad, including an image cropper with drag-and-drop capability so you can easily customise your photos.”

Under the new system, advertisers will only pay when a user takes an action aligned with the campaign objective.

For example, if the goal is to drive leads on Twitter, advertisers will only pay when users submit information via a Lead Generation Card in the Promoted Tweet.

By the same token, an app install or app engagement campaign will be charged on a cost-per-app-click (CPAC) model.

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Twitter on a smartphone image via Shutterstock

John Kennedy is a journalist who served as editor of Silicon Republic for 17 years