Twitter Launches Keyword Targeting for Ads

source: www.mashable.com/advertising.twitter.com - author: Todd Wasserman

Twitter Launches Keyword Targeting for Ads

 

Twitter on Wednesday introduced keyword targeting for advertising, meaning that you may see Promoted Tweets based on stuff you have tweeted about.

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. However, Twitter says that the change won’t result in more ads in users’ timelines. Malhotra also notes that in a limited trial with a few advertisers, including Walgreens and Microsoft Japan, keyword-based ads got higher-than-average engagement. Another advertiser, GoPro, saw engagement rates of has high as 11% with keyword-based targeting. Malhotra didn’t disclose what the average engagement rate is for a Twitter campaign.

advertising on Twitter works well because the experience is built into the fabric of the product: a Promoted Tweet, for instance, is simply a Tweet targeted using the interest graph formed from public user signals like follows.
Until today, the content of Tweets has only been one factor among many in shaping the interest graph. Today, it becomes a first-class citizen. We’re excited to roll out the newest feature on our ad platform, keyword targeting in timelines, available today in all languages and markets where Twitter Ads are supported
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.
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.
Users won’t see any difference in their use of Twitter — we’re not showing ads more frequently in timelines, and users can still dismiss Promoted Tweets they don’t find relevant. In fact, we believe users’ experiences with ads will improve as a result of this feature as they see more relevant Promoted Tweets. In our tests with a small group of advertisers and agencies like Everything Everywhere (@EE), Microsoft Japan (@SurfaceJP), and Walgreens (@Walgreens), users were significantly more likely to engage with Promoted Tweets using keyword targeting in timeline than other forms of targeting in the timeline.
GoPro (@GoPro), a leader in wearable and gear-mountable cameras, is a great example of a test partner that achieved promising results. After testing keyword targeting in timeline across four marketing campaigns, GoPro saw close to two million impressions, and engagement rates as high as 11 percent on Tweets promoted using the new feature.
Setting up a campaign to target keywords in the timeline is very similar to the setup process for search. Enter the keywords you want to target, choose whether you want to use phrase match or unordered keyword match, and specify your other targeting options such as geographic locationdevice and gender.
 
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