Social Ad Firm Optimal Ties Together Twitter, Pinterest
Company helps buyers identify keywords and hashtags for targeting across platforms
As marketers shift more of their media budgets to social networks, they’re pressured to identify the right keyword targets in order to improve their chances of winning bids for users’ eyeballs. That means more social ad firms will be (and are) adopting product strategies from search marketers versed in sophisticated buying techniques like keyword mapping.
Typically that social keyword mapping has revolved around Facebook, where the bulk of social ad buying takes place. But Optimal, a social ad firm that is part of Facebook's Preferred Marketing Developer program, is adding Twitter and Pinterest keywords to its Optimal Expander tool, which lets paying subscribers sift through Twitter hashtags or Pinterest keywords to see which ones might be effective to user for ad targeting.
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