In a first ever by Google, promoted ads from a third party have now started to appear in the Google search results. The ads in question, from social network Twitter for which Google paid $15 million for its data last year are only limited to the Real-time search results, however this still represents a hugely significant movement by Google.
This is an interesting move for Twitter, as it would appear to represent a double whammy as Twitter not only has pursuaded Google to part with the initial data investment, but would appear to be expecting further revenue by the real-time search ads (although there is a 50/50 revenue split between Google and Twitter with regards to the promoted tweets)
It should be noted that these results are solely found within the real time search element of the Google results, rather than in the mainstream results themselves, and one can’t help thinking that this will probably remain the case given the potential for canabilisation of ‘Google-only’ revenues should it migrate to the mainstream serps. Whether or not some integration happens for blended real time search results remains to be seen however again I can’t help thinking thinking that would be commercially a strange move.
This is part of an ongoing strategy from Twitter in terms of monetising the success of the social media network. Unlike Facebook who have commodotised their product effectively through Facebook ads and the like, the nature of Twitter’s product makes this much harder to do. However the Google deal, as well as similar deals with Hootsuite, would suggest they are increasingly finding ways to make money through Twitter.
I for one don’t think we will see that many collaborations of this nature within the mainstream results in future – however its certainly an interesting collaboration and one that I do feel is a good move for both both organisations. Whether this takes off represents another question given the localised nature of these ads, however I may be wrong. Only time will tell…