Twitter Launches Broad Match Keyword Targeting

Today, Twitter introduced broad match keyword targeting to give advertisers more scale by capturing synonyms, spelling variations and word order as well as words typed in Twitter speak. In the example below, you can see some of the variations that would trigger the broad match version of “love coffee” including the shorthand “luv” and “latte” […]

Chat with MarTechBot

Twitter logoToday, Twitter introduced broad match keyword targeting to give advertisers more scale by capturing synonyms, spelling variations and word order as well as words typed in Twitter speak.

In the example below, you can see some of the variations that would trigger the broad match version of “love coffee” including the shorthand “luv” and “latte” as a synonym for coffee.

Twitter Broad Match Keyword Targeting

Advertisers can use broad match modifier to prevent specific words in a phrase from being matched to other variations by prefacing the word with the plus sign (+).  Words with plus signs will not be matched to related terms, synonyms, misspellings or slang. For example, adjusting the keyword above to “love +coffee” would prohibit “coffee” from being matched to “latte.”


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


About the author

Ginny Marvin
Contributor
Ginny Marvin was formerly Third Door Media’s Editor-in-Chief, running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

Get the must-read newsletter for marketers.