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Ads on Twitter are Going Mobile

Posted February 29, 2012 by fran @ 2:02 pm

Twitter MobileIf you’re an advertiser and you love Twitter now, get ready to fall in love with it even more. The microblogging site recently announced that they are rolling out new ads for their official mobile apps (iPhone and Android). This is a very wise move, considering that 55 percent of Twitter’s active users access the site using mobile devices.

This isn’t Twitter’s first mobile feature for advertisers though. In fact, according to their blog, “Promoted Trends and Promoted Tweets in search have been available on Twitter for iPhone, Twitter for Android and the mobile web (m.twitter.com) for some time,” while “Promoted Accounts and Promoted Tweets in the timeline have been available on mobile web for several months as well.”

With the new updates, Twitter will push Promoted Accounts beyond the mobile web and into the actual Twitter apps. This means that people who browse the site using the smartphone app will begin to see Promoted Tweets on top of their Twitter feeds from brands that they already follow. According to Twitter, this “will help ensure that people see important Tweets from the brands they care about.”

These tweets will appear like any other tweet, and users will see it only once. When it comes to Promoted Tweets in search, Twitter says that they “will only display Promoted Tweets in the timeline when they are relevant.” If a user encounters a tweet that isn’t relevant to them, they can get rid of it with single swipe. According to Marketing Land, the microblogging site disclosed that “there will be limits on the number of Promoted Tweets that a user will see each day.” This way, users can won’t be bombarded with ads and promotions while using their smartphones.

Promoted Accounts on the other hand will appear on the “Who to Follow” list that recommends accounts that users can follow.

What to Expect

At present, it looks like the new features are only coming to smart phones running on iOS and Android, and there’s no word yet on when they’ll be available on tablets and other mobile operating systems. However, as Marketing Land put it, “it’s logical to assume they’ll eventually make their way to the iPad as the fourth stage of Twitter’s ad expansion (which began on Twitter.com, then rolled out to the m.twitter.com mobile website and now includes the iPhone and Android devices).”

What You Can Do Now

If you’re not ready to jump into mobile just yet, and wish to dip your toes in Twitter’s advertising waters first, consider registering for Twitter’s self-serve ad platform. They teamed up with American Express to allow small businesses to try out their advertising solutions, which include Promoted Tweets that work at a cost-per-engagement method, as well as the Promoted Accounts product that works on a cost-per-follower product. Both products provide geo-level targeting allowing merchants to zero-in on local consumers.

If you’re an American Express merchant or card member, you could be eligible to get $100 in free Twitter advertising when you sign up. The platform isn’t expected to launch until late march, but businesses are encouraged to register right now.

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A Closer Look at Retargeting

Posted February 23, 2012 by fran @ 10:23 am

retargeting remarketing

Common sense tells us that when a person sees something numerous times, he or she is more likely to remember it. This same premise applies to ad retargeting (AKA remarketing). Known as one of the most innovative types of ads on the web, remarketing enables advertisers to reach users that visited their site in the past.

For example, say you have a website that sells shoes, and you’re implementing ad remarketing on your store. When a potential customer visits your site without making a purchase, the ad retargeting system drops an anonymous cookie in that person’s browser. This cookie tags a user’s computer and remembers that he or she visited your site. When this user leaves your site and surfs elsewhere, remarketing displays ads for your merchandise on the other websites that the user visits, allowing them to see the products that they previously viewed on your site.

How It Works

Implementing ad retargeting is as simple as adding a code to your site. You’ll also customize the banner ads that are displayed to ensure that the creatives fit your campaigns. Once you have fully set up your campaigns, the remarketing will begin, and ads for your company will be displayed on other sites for your window shopping customers to see.

Providing a Friendly Reminder

Studies indicate that 98 percent of users don’t take any action on a website. This means that nearly all the people that visit your site are simply window shoppers that don’t convert. However, this doesn’t mean that 98% of people have no intention of buying your products. They visited your website, right? This indicates that they have at least some interest in your business. But since people nowadays are bombarded with tons of information per day, it’s easy to get distracted. Remarketing could be just the thing to get lost customers back on track. Send them a friendly reminder to back to your site by displaying your ads on the other web pages that they visit.

Doubt and insecurity are also common reasons for people leaving a site without buying anything. Consumers could be hesitant due to budget, time constraints, or just mere indecision. When customers are on the fence about buying, retargeting could give them the prod that they need to hit the “Add to Cart” button and check out.

Obvious Yet Unobtrusive

With retargeting, ads can appear when a user is surfing other websites, conducting a web search, or composing an email. Remarketing has managed to strike a balance between being obvious and discreet. They appear on numerous places on the web ensuring that users don’t miss the ads, BUT they only appear as banners so they don’t disrupt a person’s browsing experience (unlike pop-up ads that tend to annoy users).

No Harm Done

While it’s true that remarketing uses cookies to remember browsers that visited a website, people should know that the cookies being used are anonymous. This means that no personal or identifiable information is retrieved or stored, so the customers’ privacy is completely safe. However, users who are concerned about these cookies can simply delete their browsing history and other stored data.

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