April 17, 2013
Dubbed ‘promoted tweets,’ the keyword targeting in timelines feature rolls out on Twitter’s ad platform today.
“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,” reads a blog post by revenue product manager Nipoon Malhotra.
As Twitter users continue to tweet and re-tweet thoughts and links of interest, marketers can now taken advantage of this information with a geotargeted campaign using keywords that identify or relate to the product or service they are promoting.
For instance, Malhotra used an example of a user tweeting about how great the latest album from her favorite band is. The band is due to play a concert at a local venue. The owner of the venue could run a geotargeted campaign allowing the user who tweeted about the new album to see the promoted tweet in her timeline.
Malhotra said the new advertising tool will not affect how people use Twitter because users can still dismiss promoted tweets they don’t find relevant.
“We believe users’ experiences with ads will improve as a result of this feature as they see more relevant promoted tweets,” Malhotra said.
“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.”
Malhotra highlighted a test done by GoPro, the maker of action-oriented HD cameras. The firm received about two million ad impressions and an engagement rate as high as 11 percent based on promoted tweets.
To set up a campaign to target keywords, advertisers simply enter the keywords they wish to target, choose if they want to use phrase match or unordered keyword match, and identify other targeting options such as geographic location, device and gender.