Twitter Expands Keyword Targeting Choices For Promoted Tweets

twitter-advertising-iconAdvertisers using Twitter’s Promoted Tweets product have new keyword options to target their tweets in Twitter’s search results, along with a new tool to import keywords from other online ad platforms.

The company is launching three keyword matching options, along with the ability to use negative keywords, too. Search marketers will be familiar with the keyword matching options:

  • exact match
  • phrase match
  • keyword match

Using negative keywords acts similarly to other platforms; advertisers can indicate keywords that they don’t want their ads appearing next to in Twitter search results.

Twitter also says it’s going to start automatically matching Promoted Tweets to trending topics. Here’s the example scenario from Twitter’s blog post:

For example, if a celebrity’s pregnancy news starts trending, and you’re a retailer of baby clothing, your Promoted Tweet may be entered into the auction for that trending search.

That seems like something advertisers will have to watch carefully. I don’t think that a baby clothing retailer will necessarily see much ROI from having a promoted tweet showing up when a Kardashian gets pregnant; does anyone really think, Kim Kardashian is pregnant. I better go buy my child some new baby clothes. Twitter says this matching option will be turned on by default in new campaigns.

twitter-ad-import

There’s also a new tool for importing keywords from other online advertising platforms, i.e. Google AdWords and Bing Ads. The screenshot is above. Twitter says the tool “accepts exported keyword lists from other search advertising platforms or simple cut-and-paste from a document.”

All of these new targeting options are available today in Twitter’s advertising dashboard.

Related Topics: Channel: Social Media Marketing | Social Media Marketing | Social Media Marketing: Advertising | Top News | Twitter | Twitter: Advertising

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About The Author: is Editor-In-Chief of Marketing Land. His news career includes time spent in TV, radio, and print journalism. His web career continues to include a small number of SEO and social media consulting clients, as well as regular speaking engagements at marketing events around the U.S. He recently launched a site dedicated to Google Glass called Glass Almanac and also blogs at Small Business Search Marketing. Matt can be found on Twitter at @MattMcGee and/or on Google Plus. You can read Matt's disclosures on his personal blog.

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