AmEx merchant members can now utilize Twitter’s new self-serve ads. The test campaign will be purchased through the Web and give small businesses greater exposure.
Twitter is finally opening up its self-serve ad platform to a large group of small advertisers. Their advertising solution is geared towards small businesses, and the announcementdescribes that the experience is optimized for these small businesses, making it easy for them to open an ad account and amplify their presence on Twitter. Self-serve ads launch later this month with an American Express partnership, which gives US-based AmEx card members and merchants early access on the partner page, and the first 10,000 eligible participants will receive $100 in free Twitter advertising from the credit company. After the first round of participants (American Express Cardmembers only), Twitter will let in additional groups of 10,000 as scaling allows, eventually allowing for non-AmEx members.
A Web-only interface that at launch will be AmEx cardholder only
The ads will work to win more followers by appearing prominently in users’ timelines. Ads on Twitter take the form of Promoted Users and Promoted Tweets, which are take the same form and position as recommended users and posts in the main stream. They appear on the main Twitter homepage and news stream of users who do not follow them but may find them relevant. Facebook and Google already have similar services, where vendors can purchase ads completely through the Web interface. These small marketers buy their own space over the Web, and over 3,000 have done so via Twitter so far and that number should grow quickly.
Other American Express ad campaigns have mobilized users to do the marketing
In the credit card company’s other social network effort, users are given incentives to connect their card to their Twitter account. By using certain hash tags and keywords (e.g. #AmexMcDonalds or #AmexZappos), participating Twitter users gain cash rewards for promoting specific partnered vendors. Coverage from AdAge explains that this also boosted Twitter usage by mobilizing new users or people who signed up and never tweet. The campaign partnered with 16 brands and gave users more than 150,000 tweet-coupons worth more than $1.3 million in savings.