Twitter certainly isn’t up for getting left behind in the online advertising market and the social network has stepped up what it has to offer with the introduction of ads that are tailored to audiences. Now all businesses have the opportunity to remarket to their potential customers on the social media channel.
The most powerful and promising part of this feature is that audiences who have shown an interest in a brand both on or away from the channel can be targeted. Using cookies, Twitter can match website visitors to Twitter accounts, enabling brands to remarket to their prospects in a more personal and direct way on the network.
Whereas remarketing with AdWords will show ads to audiences as they visit other sites, Twitter will show ads or ‘promoted tweets’ within user feeds, making them much more visible and direct. Brands can specify which groups of audiences they want targeted with which messages, providing more relevant ads to users and more precise advertising.
Twitter began testing tailored audiences many months ago and the product has finally been rolled out after results showed that brands using the advertising saw better conversions and lowered costs per customer acquisition (CPA).
Read more about the newest addition to Twitter advertising on Twitter’s blog post.