Can Twitter Ads be Google-Killer in revenue-terms?

I have already discussed in my previous post about Will users click on new Twitter Ads? and 5 funny reasons why Twitter Ads won’t work . Now here comes another question Can Twitter Ads be Google-Killer in revenue-terms?

If we look into the new Twitter Ad model thoroughly then some facts and figures are quite prominent.

First of all, Twitter users search Twitter very little compared to Google search. Twitter has on an average 80 million unique visitors per month among which only 3 million use Twitter search. Whereas more than 300 million people search google every month. For each of the search google shows almost maximum 30 ads whereas Twitter has to show 1 ad. So obviously Twitter can’t be a Google-Killer in terms of search revenue.

Google works on both pay per click and cost per thousand impression model(CPM) where as Twitter Ad is based on only CPM. so clients might pay less to Twitter for text only Ads.

Google search and google Ad model are very generic and much easier to go for, for everybody starting from small and medium publishers to big advertising giants and their Ad format varies in different sizes that gives extra comfort to both advertisers and publishers.

Twitter works on Resonance model that is a concern for advertisers to format their text ads accordingly so that people get interest to click on their ads and to visit the links.

Google has an automated ad serving model that lets over 1.5 million small and medium sized companies directly place their advertising. I have no idea if Twitter has such plan in future or not but still they can’t reach google’s 300 million search per month.

Google has contextual and behavioral ads where as Twitter has no such model.

Google works on different demographics but the prime focus of all demographics is to search and Google ad model is not deviating from their prime focus. Ultimately all of their activities are based on google search.

But Twitter has various demographics also but there is no such prime focus of users. Some people tweets for marketing and branding, some for making friends, some for very limited and specific interest to read others trusted link to get an update what is happening on net, some to broadcast their own status to friends, some to just for fun and some for the sake of the popular name ‘Twitter’. So defining an ad model based on various small interest groups is not at all an easy task.

So right at this moment, it is not possible for Twitter to be a Google-killer in terms of revenue. I completely agree with Mahesh Murthy. They have to come up with some unique other plans to optimize their revenue and to utilize their user base.

As per my opinion, the new age SEO is a combination of social media optimization (SMO) and the traditional SEO and so the chance of evolving a new Twitter in near future can’t be denied.

What do you say? Leave your comments here.

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• Will Twitter users accept ‘sponsored tweets?’ (cnn.com)
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