Feb 22, 2013 130 reads by Navneet Kaushal

Twitter has launched a set of Ads APIs giving marketers an opportunity to target tweets at a definite set of audience. Initial launch partners for the API are Adobe, HootSuite, Salesforce, SHIFT and TBG Digital. Twitter is now considering more marketers to join the program.

Twitter Releases Ads API - What It Means for Marketers?


The APIs may enhance performance metrics, targeting capabilities and cross-channel opportunities for marketers keen on using Twitter ad products such as Promoted Tweets. However, they will not be able to access the APIs right away. Rather, Twitter has allowed access through a growing group of partners. Twitter believes that this approach will result in enhanced management efficiencies and stronger insights, generating more value for advertisers.

Adobe has reported 63 percent increase in the brand’s follower base and a 60 percent slide in total cost per follow after granular targeting, testing different bid levels and segmenting campaigns by regions.  With Promoted Accounts during the trial, the company gained an average of 400 new followers per day. This was a significant improvement on average organic growth rate of around two dozen followers per day.

Thanks to Ads APIs, marketers will now be able to integrate Twitter Ad campaigns into their existing cross-channel advertising strategies. They will have more tools at their disposal to deliver the right message to consumers, on mobile devices as well ad desktop.

Twitter has been focusing on improving the ads experience for the users, trying to deliver them better ads, rather than more ads.  They encourage marketers to come up with ads that are engaging and relevant. The system, as Twitter holds, will add value to user experience as well as the marketers’ campaigns.

Twitter Certified Products Program is designed to find some of the best products and services to thrive on Twitter. The company plans to certify ads products that integrate with the Twitter Ads API that, they feel, will improve marketing efficiency. They are keen on making Twitter platform more attractive for advertisers aiming to breed more revenue.

There are more than 200 million active users today on Twitter which makes it a lucrative platform for marketers. A well-strategized Twitter campaign may help them dig gold.

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Navneet Kaushal

Navneet Kaushal

Navneet Kaushal is the founder and CEO of PageTraffic, an SEO Agency in India with offices in Chicago, Mumbai and London. A leading search strategist, Navneet helps clients maintain an edge in search engines and the online media. Navneet's expertise has established PageTraffic as one of the most awarded and successful search marketing agencies.
Navneet Kaushal
Navneet Kaushal
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