Twitter is stepping up its ad game with its latest launch of keyword targeting in timelines.
Keyword targeting allows advertisers on the micro-blogging social network to reach consumers based on the keywords in their recent tweets and the tweets that they have recently engaged with. According to Twitter’s blog, this feature is especially valuable for advertisers looking for signals of intent, because it lets them reach users at the right moment and in the right context.
“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,” the blog post states. “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.”
It is important to note that this new feature won’t disrupt the user-experience on Twitter, because the social network isn’t showing ads more frequently in timelines and consumers still have the ability to dismiss Promoted Tweets that they don’t find relevant. Moreover, the Promoted Tweets that users do see should, overall, be more relevant to their topics of interest. In fact, Twitter claims that the results of its tests with a small group of advertisers show that consumers were more likely to engage with Promoted Tweets that used keyword targeting.
The feature is currently available in the full Twitter Ads UI and through the Ads API. Advertisers interested in setting up a campaign that uses target keyword simply need to enter the keywords that they want to target, choose whether they want to use phrase match or unordered keyword match, and then specify any other desired targeting options, such as location, device or gender.