Twitter Unleashes Keyword Targeting in Timelines

As a small business owner, you’ve probably dipped your toes in the pool of social media advertising and marketing. How did it feel? What kind of results did you get? You’ve probably read about promoted tweets and how to get more engagement on Twitter. Today we’re delving deeper into the realm of my favorite social network, Twitter.

Until today, Twitter used the content of tweets among other algorithms to shape their interest graph. Advertising on Twitter wasn’t high on the list of priorities for most professionals. The folks at Twitter are looking to take their advertising features to the next level with keyword targeting in timelines.

Twitter Unleashes Keyword Targeting in Timelines image iStock 000016668684XSmall 300x225iStock_000016668684XSmall5 Things to Know About Keyword Targeting in Timelines

1) It’s available in the full Twitter ads UI and through the Ads API

2) Your ads are sent to Twitter users based on a) keywords in their recent tweets and b) tweets with which the users recently engaged

3) Twitter users won’t notice any different in the Twitter experience

4) Twitter has tested keyword targeting with clients like Walgreens and they noted that users were significantly more likely to engage with Promoted Tweets using keyword targeting in timeline than other forms of targeting in Timeline

5) Starting today, keyword targeting in timelines is available to all Twitter users across the globe

Keyword Targeting Example

Let’s say a user tweets about how hungry they are for Chinese food and it so happens that a Chinese food restaurant is nearby. That restaurant could now run a geotargeted campaign using keywords (Chinese + Food, etc.) with a link to a coupon page or other deal. This means the local user looking to purchase Chinese food would most likely see the promoted tweet when logging into Twitter.

How to Set up a Keyword Targeting Campaign

1) Create a Twitter for Business Account

2) Enter the keywords you wish to target

3) Decide if you want to use phrase match or onordered keyword match

4) Specify other targeting options such as geographic location, location, device and/or gener

Twitter is moving in the right direction with keyword targeting. It’s important to mention that Twitter is also including negative sentiment filtering, which is very important, because you don’t want to target people that are speaking negatively about your product or service (it’s important for you to respond to them in other ways, but not advertising).

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