Twitter’s Upcoming Ad Platform To Make Marketing to #jobs Searchers Easier
Last week, the long expected announcement of a Twitter Ad platform finally got some legs. Twitter’s announcement came via the Wall Street Journals “All Things Digital” blog. The platform is likely to closely resemble Google AdWords or AdSense platforms. The first iteration of the platform will allow ad agencies to buy inventory. A self service portal is expected to follow.
Big Twitter users don’t seem to be too worried about the new ads crowding their list of tweets. Twitter says ads will only be served on searches, so users following their normal twit-friends will not see ads unless they perform a keyword or #tag search.
So, what does this mean for recruiters? Simple…quick, convenient, and comfortable access to the multitude of Twitter users searching for #jobs. The #jobs hashtag is one of the most prevelant tags on all of Twitter. Several million tweets every month contain the tag. I assume that the majority of these #jobs tweets are seen via search…not by normal every day following.
Here’s how it will work…you will build your ad (140 characters or less) and bid on the keywords or hashtags to advertise against. When a user searches #jobs (or whatever you choose), they will be served relevant ads on the right side of the page most likely. Being that #jobs is one of the most popular hashtags, the bidding will likely get expensive quickly. Recruiters will be able to narrow down their bids by adding criteria…add an additional hashtag or geo targeting. For instance if you are looking for a nurse in Seattle you would bid on #jobs #nurse #seattle. Or possibly the tool will allow geo targeting by IP address.
I feel like this new option is going to be welcomed by recruiters. Today, in order to be listed on page one of a Google search for nursing jobs, the lowest bid is just north of $2.50. If markets truely do regulate themselves, I wonder if Google and Twitter bid rates will eventually equalize. More information is expected to be shared later in the month at Twitter’s SXSW meeting.
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