Twitter brings keyword targeting to ads
Twitter has introduced keyword targeting in timelines, meaning advertisers will now be able target users’ stated interests, rather than use just their demographic or geographic information.
The new keyword targeting in timelines was launched last week and is available in all languages and markets where Twitter Ads are supported.
The keywords being targeted will be those in users’ recent Tweets and the Tweets that users have recently engaged with to allow advertisers to target a more specific audience.
Nipoon Malhotra, product manager for revenue at Twitter, explained the new changes in a blog post with this 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. That venue could now run a geo-targeted 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,” he wrote.
Twitter is promising the keyword targeting will be highly effective after completing a limited trial with advertisers such as Walgreens and Microsoft Japan. The trial found that users were significantly more likely to engage with Promoted Tweets using keyword targeting in timeline than other forms of targeting in the timeline. GoPro, another advertiser tested in the limited trial saw engagements rates as high as 11%.