Twitter is introducing a new feature sure to make advertisers happy. Twitter advertisers will now have the option to promote accounts in search results, the great new high exposure ad placement for advertisers looking to promote their Twitter accounts, rather than promoting a specific Tweet.
Here's an example Twitter provided in its announcement, showing a search for [latte art]:
This change will allow Twitter users who are interested in gaining new followers to be able to promote their account when people search for keywords related to their Twitter account.
It’s worth noting that advertisers who are already promoting their accounts with the Promoted Accounts campaigns will see their promoted account in the search results now.
In the search results, promoted accounts seem to be displayed above the organic tweet results, giving plenty of exposure for advertisers. However, it can also be important for advertisers to be aware of the related keywords that users refusing to search on Twitter, so they can target them correctly.
In the past, only promoted tweets were shown in the search results, sometimes along with a few related Twitter accounts, although those accounts weren't paid promotions. Promoted accounts, however, could be displayed in users' news feeds. This change will give users another outlet to be able to promote their Twitter account, when they prefer to promote their account rather than a specific post.