In a bid to further enhance its advertising business, Twitter has unveiled keyword targeting on the platform. The new tool will allow brands to advertise specifically to consumers based on the words they are tweeting. That means the content of your tweets will decide what kind of ads you will see on Twitter.
Dubbed as ‘keyword targeting in timelines’ the new ad targeting mechanism is available globally today for the advertisers. “Available in the full Twitter Ads UI and through the Ads API, this new feature enables advertisers to reach users based on the keywords in their recent Tweets and the Tweets with which users recently engaged. This is an important new capability – especially for those advertisers looking for signals of intent – because it lets marketers reach users at the right moment, in the right context”, Twitter product manager Nipoon Malhotra wrote in a blog post.
Citing an example Twitter says, “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. 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.”
In order to set up a campaign, advertisers can choose the keywords or phrase they want to target. Next, they can set more specifics, such as the location or gender of a user, or what device he or she is using. Twitter says that test runs with companies like Microsoft and Walgreens resulted in a jump in interactions with ads based on keyword targeting vs. other kinds of targeting. Malhotra assured that users won’t see any change to their Twitter feed and they will not see any more ads than they do already.
Twitter has aggressively expanded advertisers’ abilities to pinpoint ads on the platform for some time now. Last year in March it began allowing advertisers to run Promoted Tweets without first organically posting the tweet. Then it added interest targeting in September. And earlier this year, the company opened up an ad API so that third-party social ad firms could more easily help brands manage and automate their Twitter campaigns. The 200 million plus users micro blogging site also added more card types and plans to launch music app soon.
The new ad tool represents a big potential for Twitter, especially considering how much data is shared through the service. I feel Twitter’s new ad product can take advantage of these aggregated data sets thereby giving the company a huge advertising opportunity. What do you think?
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