Twitter's Ads: Here's What Works

More than 100 small and mid-sized businesses are paying to post ads on Twitter, the site where users broadcast messages called tweets, in 140 words or less.

The advertisers are using the service to target consumers who are interested in real-time information about events, such as the Academy Awards show, or those who follow the moves of particular organizations or people.

Twitter’s best-known ad format, called Promoted Tweets, looks like a regular tweet. The ads appear in some users’ individual accounts, tailored to what Twitter knows about their personal interests, and when users type specific keywords into the heavily-used search box on Twitter.com.

Alex Beauchamp, a social business manager for Citrix Online, owner of conference-call service GoToMeeting, used a promoted tweet to take advantage of a sudden opportunity.

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