ADOTAS – More proof that Twitter is serious about driving revenue — yesterday, the microblogger added geotargeting power to its Promoted Tweets and Promoted Accounts advertising products. McDonald’s and other major brands have been beta-testing the geotargeting feature for several weeks, but it’s now open to all of Twitter’s 600 advertisers — 80% of which are repeat clients, noted President of Revenue Adam Bain at the Ad Age Digital conference.
In addition, Twitter reached out to marketers on Twitter with the Follower Dashboard, which features a graph showing how followers have grown over time and the ability to compare with competitors’ accounts. It also features analytics to break down follower location, interests and gender — Bain also noted that women tweeted 40% more than men.
But ho, what is this? Marketing magazine has sources whispering in its ear that the Twitter kids are working on branded pages along the lines of Facebook. Bain didn’t have any comment about that one.
Twitter has had a busy week of launching new features. On Monday, the microblogger gave users the ability to search via “interests” — users can filter searches via categories such as categories “Art & Design” and “Technology.” In addition, accounts relevant to a search query — i.e., not just accounts that have the search term in the account name — will begin appearing in their results.
Those features could easily be a serious boon to brands on Twitter — but how does a brand go about getting at the top of relevant searches? Is this the beginning of the Twitter SEO industry? Will Twitter offer “paid search” to get Sponsored Tweets at the top of various categories?