Twitter Self-Serve Ads Expand to U.K., Ireland and Canada
Just in time for the holidays, and the post IPO revenue push By Christopher Heine
Twitter has opened its self-service ads platform to small businesses in United Kingdom, Ireland and Canada today, six months after debuting the same offer domestically.
The system allows brands to bid on keywords and hashtags in a manner that’s similar to Google AdWords, so digitally savvy small-to-mid-sized businesses across the pond and to the north could get the hang of things fairly quickly. Post-IPO Twitter said “thousands of businesses” have been using the platform in the United States, but a more-concrete number hasn’t been disclosed.
Via its self-service tools, marketers can either buy Promoted Account ads to drive their follower base or Promoted Tweets to push specific offers. The engagement-based system only charges marketers when a person follows their account due to a Promoted Account ad or when a Promoted Tweet produces retweet, reply, favorite or click through.
For both ad types, the promos can be targeted by interests, keywords, devices, gender and location—though only down to the metro level rather than zip code in terms of the latter.
Since its IPO earlier one week ago today
, Twitter’s stock price has generally hovered in the low $40s. The ads expansion news appeared to have given the San Francisco tech firm a slight bump, climbing above $43 in trading at press time.
Meanwhile, the ads development comes just in time for holidays marketers in the three new territories. An Adweek story earlier this week revealed
how Twitter could be a major battleground for gifts marketers in terms of earned and paid media during the next several weeks.