Wondering where you can get the best ROI for your ad dollars? As a small business, getting a return on investment isn’t an option: It’s a must. With the few ad dollars you have to spend, you need to ensure that you meet your company’s end goals, whether it’s to attract visitors, increase awareness, or drive conversions.

There’s good news for small businesses with an established Twitter presence: Twitter ads are set to get a better reach.

Here’s why.

Twitter’s watchful eye

The dominant social media platform has rolled out a new app update, which helps the organization better track the apps that users download to their devices. The move is designed to give Twitter more information about its users. With this honed data, Twitter says, it will be able to better ascertain user interests, and as a result, offer even better tailored suggestions for users to follow, and ultimately, offer an improved ad experience.

The move is set to position Twitter ads on the same par as Facebook ads, the latter of which has a finely tuned algorithm to precisely match users’ interests with highly targeted ad experiences. Facebook is well known for giving businesses a good return on investment for ads. Now, Twitter’s move will give Facebook a run for its money.

Why should businesses take notice?

Better data tracking will ultimately help small businesses who invest in sponsored ads. One of the primary benefits of the tracking feature is that it will offer users suggestions of whom to follow, even if the user doesn’t currently follow the suggested user. In the past, Twitter users saw in their feeds only other users that they follow, not users they don’t follow.

Essentially, small business ads will now be seen by users inside of their circle of followers, and users outside their circle of followers. While you’re efforts to increase your number of followers should continue, with your team setting aside time each week to find users with similar interests, for the same amount of ad dollars, your sponsored tweets will be seen by even more users.

With improved capabilities for ad targeting, the Twitter platform now offers small businesses a way to get a better return for their ad dollars. The new update will automatically opt-in all users, so that every user’s behaviors and app downloads will be tracked – unless the user manually opts out.

Twitter is already a solid social media platform upon which small businesses can get great results. With video sharing capabilities, its huge number of active users, hashtags that align interests, and sponsored ads, Twitter just got better at tracking interests and offering tailored ad experiences. Make the move to adopt Twitter as a social media tool in your small business’ marketing strategy, and start creating sponsored tweets that will get the attention of a lot more Twitter users.