Twitter will leave no stone unturned to woo advertisers. Turning tweet content into a “first-class citizen” of its advertising arsenal, Twitter has introduced keyword targeting for advertising on the micro-blogging website. Essentially, Twitter’s ad partners will now be able to target their ads based on the content of your tweets.
Twitter announced today that advertisers can now target their ads based on keywords from user’s tweets. The keyword targeting ability will allow marketers to reach users in the right context, at the right moment. Twitter says that this new feature is an important capability for advertisers who are looking for signals of intent. Keyword targeting in timelines is available today in markets where Twitter ads are supported.
It is available through the Ads API and in the full Twitter Ads UI, allowing advertisers to reach users who have used those keywords in their recent tweets and the tweets with which those users have recently interacted with. As far as the users are concerned, they won’t notice any difference while using Twitter. This feature does not mean that ads will be shown more frequently in their timelines, and they’ll still have the ability to dismiss promoted tweets that they think are not relevant.
In a blog post, Nipoon Malhotra, product manager for revenue at Twitter, gave the following example of how the program will work:
The enhancement lets advertisers base their messaging on users' stated interests rather than demographic or geographic information
Twitter announced today that advertisers can now target their ads based on keywords from user’s tweets. The keyword targeting ability will allow marketers to reach users in the right context, at the right moment. Twitter says that this new feature is an important capability for advertisers who are looking for signals of intent. Keyword targeting in timelines is available today in markets where Twitter ads are supported.
It is available through the Ads API and in the full Twitter Ads UI, allowing advertisers to reach users who have used those keywords in their recent tweets and the tweets with which those users have recently interacted with. As far as the users are concerned, they won’t notice any difference while using Twitter. This feature does not mean that ads will be shown more frequently in their timelines, and they’ll still have the ability to dismiss promoted tweets that they think are not relevant.
In a blog post, Nipoon Malhotra, product manager for revenue at Twitter, gave the following example of how the program will work:
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 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.
The enhancement lets advertisers base their messaging on users' stated interests rather than demographic or geographic information
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