Twitter Ads is an ideal way to grow a brand’s presence on the social network. This is done through targeting existing potential customers by location and interests as well as amplifying messages and promotions.
In early July, Twitter had announced that they will be experimenting with a way to make these ads more useful to users. Instead of showing more ads, people online will be seeing better ones than before.
According to Twitter’s blog:
“How does this work? Let’s say a local florist wants to advertise a Valentine’s Day special on Twitter. They’d prefer to show their ad to flower enthusiasts who frequent their website or subscribe to their newsletter. To get the special offer to those people who are also on Twitter, the shop may share with us a scrambled, unreadable email address (a hash) or browser-related information (a browser cookie ID). We can then match that information to accounts in order to show them a Promoted Tweet with the Valentine’s Day deal. This is how most other companies handle this practice, and we don’t give advertisers any additional user information.”
This means that users will be seeing more relevant and welcome ads. For business owners who use Twitter for their social media marketing, this means that their promotional materials will be distributed to better potential customers which increases the chance of capturing leads and increasing ROI.