Twitter is striving to make it easier for advertisers to promote their products and services on the micro-blogging platform. The social-media site has announced the official launch of its Ads API, allowing marketers to scale, manage and optimize their Twitter ad campaigns more effectively.

The new features will allow businesses to serve “better” ads, not more of them. Previously, ads on Twitter were managed manually, and with the new system the process gets automated. With this move, Twitter joins Facebook and LinkedIn as a social-media platform with an ad application programming interface.

Pic.: The header of Twitter Advertising Blog

“Users will continue to see the most relevant Promoted Tweets from advertisers. With the Ads API, marketers now have more tools in their arsenal to help them deliver the right message, to the right audience, on the desktop and on mobile devices—all at scale,” wrote April Underwood, Twitter’s Product Manager, Revenue, in the blogpost. She also adds that Twitter’s system rewards marketers for being good, not loud.

For advertisers, the Ads API means it will be easier to create a more relevant ad content. In addition, marketers will be able to integrate their Twitter ad campaigns with the ones on Facebook and LinlkedIn. Twitter is also going to “certify ads products that integrate with the Twitter Ads API,” which will definitely contribute to better ROI.

Twitter has announced its first five partners, Adobe, HootSuite, Salesforce, SHIFT, and TBG Digital, which are helping their clients make the most of their advertising efforts on the platform. The system has been tested since last month by these companies. For instance, Adobe has already tested Twitter Ads API with some of its clients including Levi Strauss to increase the number of followers.

“By using granular targeting, segmenting the campaign by regions and testing different bid levels on pricing, the company increased its number of Twitter followers by 63 per cent,” writes The Financial Times.