Twitter is going a new route with their ad targeting and they’re beginning to look to other avenues for ads that are specifically tailored to the user. This new internet marketing ad campaign will be close to an email-based and cookie-based targeting strategy that we’re used to seeing online.
The basis to Twitter’s new internet marketing strategy is that promoted tweets will be more narrowly targeted to match users who have shown previous interest in the tweet’s content. The question is how is Twitter going to prove that a user has had previous interest in that particular tweet’s content? Twitter will have the ability to check to see if you’re on that company’s email list or check your cookies to see if you’ve been frequenting their site.
The basis really is that Twitter is moving into a cookie and email based ad retargeting campaign. This is nothing new to the rest of us around the internet, but it’s the first time we’ve seen such a thing from Twitter. There are two things to know about this new internet marketing strategy though. First, these specially tailored ads will only be shown to Twitter users in the U.S, with no announcement on international expansion yet.
The second, and possibly most important part of the announcement, is that users can easily opt out of the new internet marketing targeted ads by selecting and unchecking a box in their account settings. There are two different settings that will allow you to disable the new promoted tweets based on what Twitter calls “info shared by ad partners.” They are:
- Personalization: Tailor Twitter based on my recent website visits.
- Promoted Content: Tailor ads based on information shared by ad partners.
This helps companies out by letting them create more specific ads to their target audience who they know is interested in their product. This type of internet marketing can help out your SEO by helping you create quality backlinks back to your website as well as allow more personalized ads.