Twitter is rolling out a new ad unit called Search Words Ads that allows users to promote Sponsored Tweets in search results.
Advertisers will now be able to pay to have their Tweets appear at the top of search results for specific keywords.
The feature is similar to Promoted Tweets that appear in users’ timelines but with the added benefit of appearing in search results.
This will allow advertisers to reach a wider audience, as users searching for specific keywords will now be exposed to sponsored tweets.
Advertisers can find search keyword ads as a new campaign target within the Twitter Ads interface.
Search keyword ads are a new ‘campaign objective’ to convert in the Twitter Ads interface.
Currently, these campaigns will only optimize for conversions to advertiser websites, and require Twitter Pixel integration or the Conversion API (CAPI) to increase relevancy. pic.twitter.com/xCowp8yvfL
Twitter Business January 25, 2023
As the company explained in the tweet above, the new objective for keyword search ads is designed to drive conversions to advertisers’ websites.
Twitter search keyword ads are unique in that they only target users who are actively searching for specific keywords, providing a more accurate indication of user intent.
For maximum relevancy, you’ll need to use the Twitter Pixel or the Conversion API on your website.
Twitter intends to expand search keyword ads to other ad targets in the future.
Like other Promoted Tweets, Search Ads will be clearly labeled as “Promoted,” which will help differentiate ads from organic Tweets.
Search keyword advertising can be an important source of revenue for Twitter, which is what the company needs right now.
Reuters reports In December, ad spending on Twitter decreased by 71%.
This decline is attributed to major advertisers reducing their spending on the social media platform after its acquisition by Elon Musk.
Will the introduction of search ads help lure advertisers back?
We may learn more about Twitter’s plans to increase revenue later this week when the company holds its earnings call.
