Twitter’s self-service advertising platform, which allows small and medium-sized businesses with monthly marketing budgets of $5,000 or less to use Promoted Tweets, Promoted Accounts and Twitter Analytics in their digital marketing campaigns, is now available to all users in the U.S. for the first time.
Previously, self-service ads on Twitter were invite-only, and while the platform will remain the same for existing Twitter self-service advertisers, opening these tools to all businesses across the U.S. is expected to dramatically increase Twitter’s revenue stream.
Writing on the official advertising blog, Ravi Narasimhan, product manager of revenue at Twitter, says:
When we built our self-service ad platform last March, our goal was to create an experience that would be powerful and also extremely easy for anybody to use. Whether you’re an individual looking to grow your personal brand, or an online retailer looking to increase sales, Twitter’s ad platform has the right products to help achieve your unique goals.
Over the past year we’ve listened carefully to feedback from the thousands of businesses and individuals who’ve had access to the self-serve tool, and made enhancements based on their suggestions, including more targeting and reporting in the UI.
It’s because of this feedback that effective today, we’re ending our invite-only period and opening signups for our self-serve ad platform to all users in the U.S.
The ROI on Twitter advertising is a pretty hot topic. Google around and you’ll likely see mixed reports, with some businesses paying silly numbers to acquire followers. Personally, and having used the full-featured Twitter ad platform with a sizeable budget for one client, I generated pretty spectacular results at a very low cost per engagement (CPE) and was extremely pleased with the outcome. I think, like with most things in this heady social space, generating ROI is as much of an art as it is a science. Moreover, the usual marketing rules apply: if your brand’s products and services aren’t already attractive to potential customers, shining a light on them isn’t going to make any difference whatsoever, no matter how bright it is.
No word yet on if and when this is expected to roll out to other countries – I’ve heard rumblings about this month (May) in the UK, but nothing has been confirmed.