Twitter announced the addition of a new format to its ad platform – Promoted Accounts in Search. Twitter will show these to users in search results along with recommendations of people to follow.

Twitter says it automatically selects relevant search queries for presenting Promoted Accounts based on an advertiser’s targeting choices. Advertisers need not take any additional action to appear here.

“Twitter is a platform built around live public conversations that happen as events unfold in the world,” says Twitter product manager Nipoon Malhotra. “One of the best ways for users to discover what’s happening on Twitter is through search, giving users the ability to instantly connect to conversations and topics of interest.”

“Search also presents a great opportunity for marketers to connect with users, just when they desire information relevant to their search query,” Malhotra adds. “Building on the expansion of Promoted Accounts in timeline, we’re pleased to further connect businesses to users at the right moment, now through Promoted Accounts in search.”

The company points to a recent study from Market Probe International finding that people are 72% more likely to make a purchase from a brand they follow or engage with on Twitter. Promoted Accounts are a way to get more of these types of people doing so.

One important point worth considering is that Twitter Search is a very unique place on the Internet for a brand to appear. Where else are people searching for real time info?

Image via Twitter