Home  › Search › Paid Search
john-lee-twitter-ipo

Are Twitter Ads on the Verge of a Feature Development Boom?

  |  November 25, 2013   |  Comments

Given the year Twitter's advertising platform has had, most folks are asking the question: What's next? Columnist John A. Lee shares his predictions for Twitter Ads in 2014.

For those who haven't been paying attention, Twitter Ads have changed a lot in 2013. A year ago, it was a clumsy, messy interface (albeit exciting). This year, their advertising product has been cleaned up, streamlined and propelled forward with new features like keyword match types, Lead Generation Cards and enhanced reporting.

While speaking and attending conferences over the past few weeks, I've had several conversations on the state of the Twitter Ads platform. Most social advertisers agree that Facebook Ads (amazingly) is the "mature" platform in the paid social world. Twitter Ads is still very much in it's infancy. Given the year that the platform has had, most folks are asking the question: What's next?

Unless you were sleeping under a rock, you saw that Twitter just had a very successful IPO. The fact that their ads platform transformed so drastically in 2013 is no longer a surprise. Twitter now has shareholders and has to make the big money. How do they do that? Ads.

john-lee-twitter-ipo

We have an example of this; just look to Facebook. While they had poured significant resources into their ads platform before they went public, their ads team grew and was better funded after. Why? The ads platform makes the company money.

My prediction is that Twitter Ads is going to continue to evolve in awesome ways in 2014. The limitations we see now will be fixed and exciting new features we haven't even dreamed up yet will come our way:

  • Conversion tracking? I hope!
  • Additional data fed through the URL string.
  • Expansion of Lead Gen Cards to allow additional fields.
  • Evolving promoted tweet ad units. Images? They started down that path with the Lead Gen Card!
  • My biggest wish: Remarketing.

At this point, we can only wish and dream. But given the precedence set by Facebook Ads after their IPO, the signs point to a similar renaissance within Twitter Ads. Either way, here's to an exciting 2014 in social media advertising!

Have an opinion on the future of Twitter Ads? Leave a comment!

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

John A. Lee

John A. Lee is an Internet marketing jack-of-all-trades with experience managing PPC, SEO, and social media campaigns. He is a Managing Partner for Clix Marketing, a marketing agency specializing in PPC, display, and social media advertising. Before joining Clix Marketing, John worked as Paid Search Manager for Wordstream and was a Senior Search Marketing Consultant for Hanapin Marketing in Bloomington, Indiana, where he was instrumental in the success of Hanapin's two search marketing blogs: PPCHero.com and SEOBoy.com. John's writing has also appeared on SearchEngineWatch.com, Acquisio's Blog, Wordstream's Blog, and within Website Magazine.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Search newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...
    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...