#twitter ads api

Twitter’s new ads API may very well be the most significant change to Twitter in years. The letters API may not mean much to you, but they completely change the way your ads can be managed.

                 This week, Twitter announced the launch of its Twitter Ads API to allow advertisers to manage Twitter ad campaigns programatically and at scale. Twitter also announced five initial partners who will use the Ads API to offer real-time Twitter advertising features to their customers. Among these partners are two of our very own partners: Salesforce and HootSuite. 

While the release of the Ads API promises to usher in a new era of "real-time marketer content to the platform", the key issue facing advertisers now is how to optimize ad performance for a real-time, rapid-fire, interest-based network like Twitter. Relying on traditional web marketing and ad buying strategies will certainly not do the trick nor will replicating ad campaigns used on other networks like Facebook or Pinterest.

The key to ad success on Twitter will be for advertisers to match their campaigns and messaging to the life cycle of user engagement on Twitter. With the half-life of content on Twitter at around three hours, being able to predict what messaging and content will engage users within these brief engagement windows will be critical for effective ad performance. 

This is where TrendSpottr comes in. TrendSpottr's real-time predictive analytics automatically identify and recommend the most optimal keywords, hashtags and content for any ad buying campaign. These recommendations are based on the projected trends, viral growth and social engagement on Twitter over the next engagement window. By using our predictive ad recommendations, advertisers will continually "skate to where the puck is going to be" and organically supercharge the performance of their Twitter ad campaigns.

But not every brand or social media platform will gain access to the APIs right away. Integration is limited to select brands working with one of Twitter's first five partners - Adobe, HootSuite, Salesforce, Shift, and TBG Digital - that have been testing the service since last month.

"As we built out Twitter's ads API, we knew it would be important to work closely with our advertising partners to understand how to effectively scale their marketing campaigns," says Adam Bain, president of global revenue at Twitter.

Marketers will gain access to Twitter's initial set of advertising APIs through a growing set of partners as Twitter also begins work on certifying the strongest performing ad products that integrate with the Twitter Ads API.

"Our system rewards marketers for being good, not for being loud. And this approach encourages ads that are engaging, relevant and useful," April Underwood, product manager of revenue at Twitter writes in a blog post.

"We believe that this will result in improved management efficiencies, targeting and optimization capabilities, and stronger insights, which in turn will help us drive better results for clients through Twitter advertising programs," says Lisa Cucinotta, associate director of social media at Omnicom Group's Resolution Media.

After it applied granular targeting, tested different bid levels, and segmented campaigns by regions, Adobe revealed some impressive results, reporting a 63 percent increase in the brand's follower base and a 60 percent decline in total cost per follow.

Adobe gained an average of 400 new followers per day with Promoted Accounts during the trial, up from an average organic growth rate of around two dozen followers per day. By the close of the campaign, new followers were coming to Adobe at a rate of about 115 per day.