Twitter is rolling out a new ad unit called Search Keyword Ads that allows users to promote sponsored Tweets in search results.
Advertisers can now pay to have their Tweets appear at the top of search results for specific keywords.
This feature is similar to Promoted Tweets appearing on a user’s timeline, but with the added benefit of appearing in search results.
This allows advertisers to reach a wider audience by exposing users searching for specific keywords to sponsored Tweets.
Advertisers can find Search Keyword Ads as a new campaign objective within the Twitter Ads interface.
Search term ads are a new conversion “campaign goal” in the Twitter Ads interface.
Currently, these campaigns only optimize conversions to the advertiser’s website. To maximize relevance, you should integrate a Twitter pixel or conversion API (CAPI). pic.twitter.com/xCowp8yvfL
— Twitter Business (@TwitterBusiness) January 25, 2023
As the company states in the tweet above, the purpose of the new search term ads is designed to drive conversions to the advertiser’s website.
Search keyword ads on Twitter are unique in that they only target people who are actively searching for specific keywords, giving a more accurate indication of user intent.
For maximum relevance, your website should utilize the Twitter Pixel or Conversion API.
Twitter plans to expand search keyword ads to other advertising purposes in the future.
Like other Promoted Tweets, search ads are clearly labeled as “Promoted” to help distinguish the ads from organic Tweets.
Search term ads can be a significant revenue stream for Twitter. This is what the company needs right now.
Reuters reports that Twitter ad spend fell 71% in December.
The decline was attributed to top advertisers cutting spending on social media platforms after their acquisition by Elon Musk.
Will the introduction of search ads help bring back advertisers?
We may learn more about Twitter’s revenue-boosting plans when the company does its earnings call later this week.
