Earlier this year Twitter launched keyword targeting in timelines, giving advertisers the ability to connect with consumers based on keywords mentioned in tweets. To help improve the tool, the company today introduced broad match for keywords.
Currently individuals have conversations around topics on Twitter in a number of different ways, and the same intent can be expressed by using synonyms, different spellings, and even platform-specific lingo. Broad match makes it easier for you to reach people having these conversations by automatically expanding your targeted keywords to include related terms.
In a blog post announcing the feature, Twitter shared the following example: “A coffee shop that wants to reach coffee enthusiasts can run a campaign targeting the broad match keywords ‘love coffee.” This would allow them to connect with users who are tweeting or engaging with tweets containing the keywords ‘luv coffee’ or ‘love latte.’”
If the coffee shop sells lattes but not espressos, they can use the “+” modifier on the broad matched terms to prevent broadening. Targeting “love + latte” will match to individuals who tweet “luv latte,” but it won’t match to those who tweet “luv espresso.”
Broad match is currently available through ads.twitter.com and the advertiser API. Twitter will broad match the default matching type for targeted keywords moving forward, so getting started should be relatively simple. Existing campaigns will remain unchanged, however, and will be automatically opted into the “+” modifier to prevent broadening.
The company also noted that broad match for keywords will not change the frequency of ads shown to its members. Additionally, Twitter members will continue to have the ability to dismiss Promoted Tweets that they don’t find relevant. This is important to keep in mind as the service continues launching new ad related features.
You can find more information about broad match and keyword targeting on Twitter’s help center article.
[Image credit: JD Hancock]
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.