Finally Twitter is getting into the paid search game but it did so in its own time and own way. This article suggests that a couple things make Twitter different. First, unlike Google, Twitter content is its own. You don’t search the New York Times on Twitter you subscribe to “tweets” from reporters at the New York Time so they don’t have the same rights over their content. Second, Twitter users aren’t searching for information, they are engaging in a conversation so that their interest in displayed ads is probably less intense, resulting in less click-throughs.
This article suggests that Twitter is occupying the space between organic and paid ads as users will determine which paid ads continue to resonant. If a paid ad doesn’t resonate with users, it won’t get promoted. This means paid advertisers will have to pay attention to what works and what doesn’t.