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Social Media: Twitter is testing new targeting options, Meta needs partners

Today’s social media news is all about high returns, either by leveraging high search intent, platform teamwork… or both.

So let’s jump in…

Hello, new targeting

Twitter is beta testing Search Keyword Ads, a new ad type you can use to place ads among specific search results.

For example, if a user searches for “pizza,” you’ll be able to get ads for your restaurant within that search results listing. Yummy.

Wait, that sounds familiar…

Yep, Twitter already has a Keywords targeting option.

However, you can’t use it to target only Search results. The new ad format would, which could mean higher intent users.

Teamwork makes the ads work

Meta published a research paper on how agencies and brands can “drive synergy” to maximize search and social return on investment (ROI).

These are some of the key takeaways:

  • The best performing ad campaigns had 100% overlap between search and social.
  • For synergy to work, creative elements should work together. That means using the same creative ideas, messaging, etc., so shoppers can link campaigns across channels.
  • Advertisers that spent at least 20% of their media budget on digital advertising drove higher synergy impact.

… And more.

Why we care

With Twitter’s new targeting option, you can hit your targeted audience right when they’re the hottest – similar to Google Ads. On paper, it sounds awesome.

Meanwhile, Meta’s report seems to indicate that the company knows it needs the help of other platforms to maximize ad returns for its users.

Worth a read, especially if you’re a full-stack marketing agency. Oh, and speaking of agencies…