Twit­ter announced Pro­moted Tweets, their new adver­tis­ing solu­tion and, quite pos­si­bly, their pri­mary busi­ness model for the fore­see­able future. It’s no sur­prise Twit­ter is aim­ing its flag­ship prod­uct at online mar­keters but the ques­tion all of us in the online adver­tis­ing com­mu­nity has is the most basic – will the ads actu­ally work? Will they drive brand value? Will they drive con­ver­sions? Will they drive the count­less con­ver­sion met­rics proven to work in other forms of online adver­tis­ing, par­tic­u­larly paid search?

My early impres­sion is that they will. Twit­ter has main­tained a focus on click through rate (CTR) that has been the work­horse for search engines since the early days. No mat­ter what the engines tell you, in addi­tion to the actual bid price CTR has been the pri­mary met­ric for deter­min­ing where paid search ads rank. So it’s nice to see Twit­ter take a page from Google, Yahoo and Bing’s books.

Twit­ter takes it a few steps fur­ther though by using a few new met­rics to deter­mine how effec­tive a Pro­moted Tweet is. Twit­ter will mea­sure how often a Pro­moted Tweet gets

• Replied to
• Retweeted, and
• Favorited

These con­cepts will be famil­iar to any­body who’s ever tweeted but they’ll be con­sid­ered new met­rics to online adver­tis­ers who are buy­ing and opti­miz­ing Pro­moted Tweets. At Omni­ture we love new met­rics, par­tic­u­larly met­rics like these that can be clearly mea­sured and optimized.

Other nuances I found inter­est­ing were that Pro­moted Tweets would only show up on search results pages and there would only be one Pro­moted Tweet per search results page. Fur­ther­more, stale Pro­moted Tweets would come down after a period of time, though Twit­ter didn’t say when. They sim­ply stated, “Pro­moted Tweets will also be timely. Like any other Tweet, the con­nec­tion between you and a Pro­moted Tweet in real-time pro­vides a pow­er­ful means of deliv­er­ing infor­ma­tion rel­e­vant to you at the moment.”

Inter­est­ingly, early reviews of Pro­moted Tweets were some­what neu­tral though the com­ments sec­tion of this Ad Age piece had a lot of “don’t be evil” and “please get this right!” com­ments, indi­cat­ing an expected but healthy skep­ti­cism by the adver­tis­ing com­mu­nity. On Twit­ter itself, Pro­moted Tweets are not res­onat­ing well. Accord­ing to Twit­ter Sen­ti­ment, 71% of tweets that used the hash­tag #pro­mot­edtweets were neg­a­tive, though I don’t see this as a major prob­lem. (Yet.)

I think Twit­ter is off to a good start with their new adver­tis­ing model and I look for­ward to find­ing ways to test and opti­mize Pro­moted Tweets. They’re tak­ing a user-centric approach by focus­ing on CTR, replies, retweets and favorites that will, by design, weed out inane Pro­moted Tweets. They’re view­ing Pro­moted Tweets as con­tent which gives Twit­ter the best chance of keep­ing their users happy and, we hope, actu­ally pro­vide “a pow­er­ful means of deliv­er­ing infor­ma­tion rel­e­vant to you at the moment.” If they suc­ceed, the early neg­a­tive sen­ti­ment we’re see­ing on Twit­ter today will fade and Twit­ter will run a healthy, per­haps phe­nom­e­nally suc­cess­ful busi­ness. We’ll see how it goes and we’re excited at this new addi­tion to the online adver­tis­ing ecosystem.

2 comments
sewa mobil
sewa mobil

thanks for the info and explanation provided about twitter

Meinhard
Meinhard

Bill, You mention the focus on CTR. We have been using twitter for some time now. We include short URLs that are then resolved to long URLs including a parameter that is used to identify the source (standard campaign tracking set up). The twitter related reports show numbers often twice as high as the Omniture page views (or instances). Do you have any experience around this problem? Thanks, Meinhard