Twitter is making changes to its Promoted Tweets ad platform by introducing objective-based campaigns, where marketers will pay only for advertisements when users interact with it as specified by the advertisers.
The micro blogging site will introduce four ways to buy ads on the platform that will charge advertisers only if users install their app, get new followers, generate leads and create tweet engagement.
Currently marketers have to pay every time the user interacts with the ads including those that do not create value to them.
With the new models, the microblogging site is expecting that it can attract more marketers by promising better return on investment.
Twitter is also expecting to generate more revenue using its ad platform, and compete with Facebook, which offers similar campaign options.
Twitter senior product manager Christine Lee said: "Objective-based campaigns are designed to help you drive the highest possible return on investment from your ads."
"Now, you will only pay when a user takes an action aligned with your campaign objective."