Starting today, advertisers on Twitter can target ads based on the words that people tweet. Called ‘keyword targeting in timelines,’ the option is available today in 15 languages and all markets where Twitter ads are offered.
Available in the full Twitter Ads UI and through the Ads API, this new feature enables you to reach consumers based on keywords in their recent tweets. What’s important about this is that it’ll allow brands and advertisers to target intent as it lets you reach members at the right moment, in the right context. Here’s an example that Twitter shared on its blog:
“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. That venue could now run a geotargeted campaign using keywords for that band with a tweet containing the link to buy the tickets. This 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.”
The company was careful to note that this doesn’t mean members will be served with more ads. Instead, people will see more relevant ads specific to what they’re sharing on the site. Individuals can still dismiss Promoted Tweets they don’t find relevant. Twitter believes its members’ experience with ads will improve as a result of keyword targeting.
In a test with a small group of advertisers, consumers were “significantly” more likely to engage with Promoted Tweets using keyword targeting in timeline than other forms of targeting in the timeline. Another test partner saw close to two million impressions and engagement rates as high as 11 percent on tweets promoted using the new feature.
If you’re interested in using keyword targeting, setting up a campaign is very similar to the setup process for search. All you have to do is enter the keywords you want to target, choose whether you want to use phrase match or unordered keyword match, and specify your other targeting options, such as location, gender, and device.
[Image credit: Cliff (Jasper Johns)]