Promoted tweets that are a response to a user's search queries earn an 88% higher click-through rate than those simply appearing in the timeline, according to a TBG Digital study. Tweeting in timeline yielded a 29% lower cost-per-engagement for marketers. "These findings show that Twitter users are very engaged when they are searching for something. However, it's worth noting that search volume is limited, unless you focus on key times -- for example, around big TV shows and live sporting events," says TBG Digital CEO Simon Mansell.
Promoted tweets engage better as a response to search
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