Twitter today took the latest step in its bid to build up its advertising business: it has introduced keyword targeting to the platform. This means that brands and others can now plan and serve ads to users based on specific words in users Tweets. Twitter says the service is rolling out across all of its ad network, covering 15 languages and all markets where it currently serves Twitter Ads, but it is careful to point out that this will not mean more ads; simply ads that are more specific to what you happen to be mentioning on the site.
As Twitter notes in a blog post today, perhaps one of the most important parts of this new feature is that it will be useful for brands and advertisers to use it to target intent. “It lets marketers reach users at the right moment, in the right context,” the company notes. It looks like it will be a slightly delayed response, however. In Twitter’s description:
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 geo targeted 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.
Twitter says that early triallists, Everything Everywhere, Microsoft Japan, and Walgreens saw that “users were significantly more likely to engage with Promoted Tweets using keyword targeting in timeline than other forms of targeting in the timeline.”
What this does not address, however, are the many people who use Twitter but do not tweet.
It will be available both through the Twitter Ads dashboard and through Twitter’s ads API.
More to come. Refresh for updates.
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