{"id":8301,"date":"2023-02-22T15:46:52","date_gmt":"2023-02-22T15:46:52","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2023\/02\/22\/musk-gave-engineers-one-week-to-make-twitters-ad-targeting-work-like-google\/"},"modified":"2023-02-22T15:46:52","modified_gmt":"2023-02-22T15:46:52","slug":"musk-gave-engineers-one-week-to-make-twitters-ad-targeting-work-like-google","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2023\/02\/22\/musk-gave-engineers-one-week-to-make-twitters-ad-targeting-work-like-google\/","title":{"rendered":"Musk gave engineers one week to make Twitter\u2019s ad targeting work like Google"},"content":{"rendered":"

Despite announcing an end to layoffs at a meeting held on November 21st, Elon Musk has continued to terminate Twitter employees, even after already forcing out approximately two-thirds of the workforce in just a few weeks.<\/p>\n

What\u2019s happening.<\/strong> Musk intends to revamp Twitter\u2019s ad targeting system to resemble that of Google\u2019s search ads, which primarily focus on keywords searched for rather than a user\u2019s activity or profile data. Although this approach has proven successful for search engines, where users seek out specific information, it has yet to prove effective for social media businesses. <\/p>\n

\n

Sorry for showing you so many irrelevant & annoying ads on Twitter! <\/p>\n

We\u2019re taking the (obvious) corrective action of tying ads to keywords & topics in tweets, like Google does with search.<\/p>\n

This will improve contextual relevance dramatically.<\/p>\n

\u2014 Elon Musk (@elonmusk) February 17, 2023<\/a>\n<\/p><\/div>\n

Set up for failure. <\/strong>Following his recent termination from his position as engineering manager for monetization at Twitter, Marcin Kadluczka suggested in a tweet on Saturday that the one-week deadline imposed by Elon Musk was impractical, stating that he believed it would take 2-3 months for Twitter to genuinely enhance its advertising capabilities. My sources have confirmed that Musk set this demanding timeline just before dismissing Kadluczka, as well as other employees in the ads, consumer, and sales departments last Friday.<\/p>\n

Musk has been trying to improve Twitter ads since he acquired the company. While it\u2019s uncertain whether altering Twitter\u2019s ad targeting system to prioritize keywords, similar to Google ads, will result in better quality advertising, experts in the field have raised questions and identified potential drawbacks<\/p>\n

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As the former lead for Ads at Twitter, I can confidently say this man has no idea wtf he’s talking about https:\/\/t.co\/Hw4TfkFNJH<\/a><\/p>\n

\u2014 bruce.falck() (@boo) February 17, 2023<\/a>\n<\/p><\/div>\n

\n

Good luck with that. This is the essential difference between search and social networking. You search for things you’re looking for, which makes keywords so effective for Google. You post about things you’re interested in. Thoughts and prayers to advertisers buying keywords\u2026 https:\/\/t.co\/2eGCr3xgKH<\/a><\/p>\n

\u2014 Tom Morton (@tommorton) February 19, 2023<\/a>\n<\/p><\/div>\n

Why we care.<\/strong> If the new targeting strategy fails to produce satisfactory results (which is the most likely scenario), advertisers could be wasting their advertising budgets on ineffective campaigns. <\/p>\n

Additionally, any changes to Twitter\u2019s advertising platform could have broader implications for the social media advertising industry as a whole, potentially leading to changes in advertising best practices across multiple platforms. The uncertainty and changes could cause the few advertisers still on Twitter could leave the platform. <\/p>\n

The post Musk gave engineers one week to make Twitter\u2019s ad targeting work like Google<\/a> appeared first on Search Engine Land<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"

Despite announcing an end to layoffs at a meeting held on November 21st, Elon Musk has continued to terminate Twitter employees, even after already forcing out approximately two-thirds of the workforce in just a few weeks. What\u2019s happening. Musk intends to revamp Twitter\u2019s ad targeting system to resemble that of Google\u2019s search ads, which primarily focus on keywords searched for rather than a user\u2019s activity or profile data. Although this approach has proven successful for search engines, where users seek out specific information, it has yet […]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-8301","post","type-post","status-publish","format-standard","hentry","category-best-seo-blogs"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/8301","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=8301"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/8301\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=8301"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=8301"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=8301"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}