On Mon­day, Twit­ter announced the avail­abil­ity of its enhanced tar­get­ing capa­bil­i­ties to small busi­ness and self-service adver­tis­ers. For some time, select large brand adver­tis­ers and tech­nol­ogy part­ners, like Adobe, have been able to tar­get cam­paigns through Twit­ter by inter­est group and device type. This is part of Twitter’s Advanced Cam­paign toolkit that select adver­tis­ers had access to for about a year and Twit­ter part­ners, like Adobe, brought to mar­ket last month as part of Twitter’s Ads API pro­gram.

As in all social media mar­ket­ing, deep tar­get­ing capa­bil­i­ties using social graph data is what makes the chan­nel so attrac­tive to mar­keters. Not only can adver­tis­ers reach a broad set of cus­tomers with mes­sag­ing based on sheer vol­ume of users, but with rich tar­get­ing capa­bil­i­ties, chan­nels like Twit­ter can pin point rel­e­vant mes­sages at the right time.

Take a look at the tar­get­ing within Adobe Media Opti­mizer. We’ve already seen some early suc­cess upwards of $2.00 Cost Per Fol­low (CPF) sav­ings using seg­men­ta­tion tactics.

1- Twitter Campaign

Not only can you select tar­get­ing by inter­est group and user­name, but per­for­mance mar­keters can also import affin­ity tar­gets based on related top­ics and groups. Impor­tantly, Media Opti­mizer auto­mates bid­ding based on these tar­get­ing spec­i­fi­ca­tions and their per­for­mance against marketer’s goals.

2- Twitter Campaign

Adobe Media Opti­mizer also enables cat­e­gory tar­get­ing based on feed imports directly from Twit­ter, as well as the abil­ity to cre­ate unique parameters.

3- Twitter Campaign

And, of course Geo Tar­get­ing fea­tures apply to demo­graphic tar­get­ing (e.g. Male/Female).

By enabling these tar­get­ing capa­bil­i­ties to self-service cus­tomers and small busi­nesses, brands of all sizes can exe­cute suc­cess­ful Twit­ter cam­paigns. The key will be to har­ness cam­paign data for repeat­able success.

 

Adobe Adobe Media Optimizer

Adobe Media Opti­mizer is the industry’s first fully inte­grated dig­i­tal adver­tis­ing plat­form that deliv­ers cross-channel ad man­age­ment and opti­miza­tion across search, dis­play and social media cam­paigns for peak return on invest­ment. The solu­tion deliv­ers more than 300 mil­lion monthly prospects and cus­tomers and is used by more than 400 global cus­tomers across indus­tries. Media Opti­mizer man­ages more than $2 bil­lion in annu­al­ized ad spend.

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