Content Marketing Blog

Twitter introduces keyword targeting in timelines

If Twitter is a core part of your social media strategy, then you're probably aware of or already utilising features such as Promoted Tweets, Promoted Accounts and Promoted Trends to enhance your Twitter campaigns.

Advertising on Twitter is noted to work well by Product Manager Nipoon Malhotra because the 'experience is built into the fabric of the product', with a Promoted Tweet for example using the interest graph created from public user signals like follows.

Malhotra revealed in a Twitter Advertising blog post that the social media engine would be rolling out a new feature on their ad platform, keyword targeting in timelines, available where Twitter Ads are supported.

This newly launched feature allows brands, organisations and advertisers to reach users based on the keywords in their recent Tweets and Tweets in which users were recently engaged.

This is an "important new capability", Malhotra states, especially for advertisers looking for 'signals of intent' because it lets marketers reach users in the right context at the right moment.

"For example: let’s say a user tweets about enjoying the latest album from their favorite band, and it so happens that band is due to play a concert at a local venue," Malhotra posted yesterday (April 17).

"That venue could now run a geotargeted campaign using keywords for that band with a Tweet containing a link to buy the tickets. That way, the user who tweeted about the new album may soon see that Promoted Tweet in their timeline letting them know tickets are for sale in their area."

Twitter believes that users' experiences with ads will improve as a result of adding the new feature, as they see more relevant Promoted Tweets.

In tests with a small group of agencies and advertisers, Twitter found that users were "significantly more likely to engage with Promoted Tweets" using keyword targeting in timeline, than other forms of targeting.

It's simple to set up a campaign targeting keywords, similar to the setup process for search.

Just enter the keywords you want to target, choose if you want to use phrase match or unordered keyword match and specify your other targeting options such as device, geographic location and gender – then you're ready to go!

Posted by April Revake.