Twitter is introducing a new ad unit called Search Keywords Ads, which 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 certain keywords.
This feature is similar to promoted tweets that appear on users’ timelines, but with the added benefit of appearing in search results.
This will allow advertisers to reach a wider audience, as users who search for certain keywords will now receive promoted tweets.
Advertisers can find keyword ads in search as a new campaign target in the Twitter Ads interface.
As the company states in the tweet above, the new “Search Keyword Ads” goal is designed to increase conversions to advertisers’ Web sites.
Search keyword ads on Twitter are unique in that they only target users who are actively searching for certain keywords, giving a more accurate signal of user intent.
For maximum relevancy, you should use the Twitter Pixel or Conversion API on your website.
Twitter intends to use keyword search advertising for other promotional purposes in the future.
Like other promoted tweets, search ads will be clearly labeled as “promotional” to help distinguish ads from regular tweets.
Keyword ads in search have the potential to be a significant source of revenue for Twitter, which the company needs right now. Reuters reports that ad spending on Twitter dropped 71% in December.
This decline is due to the fact that leading advertisers have cut their spending on the social media platform since the takeover by Ilon Musk.
Will the introduction of search advertising help bring advertisers back?
We can learn more about Twitter’s revenue plans later this week when the company reports earnings.
