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Twitter launch keyword targeted advertising in timelines

Social networking giant Twitter has finally caved in to allow advertisers on the site to target ads at users based on the content of their tweets. The new feature is known as ‘Keyword targeting in timelines’, and is now available across all markets and in fifteen different languages.

Previously, Twitter has employed user content to generate interest graphs for advertisers, however this update enables much more specific targeting by basing adverts on the topics users tweet about most. To give an example, let’s say Person X tweets about enjoying a new album by Artist Y. A venue in the vicinity of Person X could use Twitter’s location-specific targeting coupled with a keyword connected to Artist Y (for example an album title) in order to place an advert, complete with a link to purchase tickets, into the timeline of Person X as a promoted tweet.

Twitter have been keen to stress that they have no intentions of increasing the volume of adverts appearing on the timelines of users – they’ll simply be better targeted. Users will also still have the option to let Twitter know if certain adverts aren’t relevant by dismissing them. Ad targeting is based on keywords from both recent tweets and tweets users engage with, which can take the form of retweets, favourites or replies.

Before launching the new keyword based advertising scheme, Twitter tried some test runs with large firms like Microsoft, and witnessed a positive correlation between interactions with adverts and keyword targeting, proving one thing for certain – it works.

This approach will come as no surprise to anyone keeping an eye on Twitter’s advertising products in recent months. Location and platform-based targeting had long been implemented with positive results, so it was almost inevitable that the social networking giant would eventually unveil the king of online marketing techniques: keyword targeting. Advertising based on keywords enables businesses to focus their marketing campaigns on those with incredibly specific interests at ideal opportune moments.

Companies are beginning to realise that the timing of the delivery of an ad is almost as important as who the ad is delivered to. If a user was to tweet about being thirsty only then to be exposed to an advert for a soft drink, it’s likely to be much more effective than seeing an advert for a soft drink hours before or after. It’s about striking while the iron is hot.

With the new changes, users are unlikely to receive more advertisements than normal on Twitter, although it’s anticipated that they will take more notice of the adverts they do receive. Users of Google and Facebook will undoubtedly be familiar with keyword targeted advertising already, as both sites have implemented the technique for some time.

To find out more about paid advertising and social media, or if you need help running your digital marketing campaigns - call Banc Media on 0845 459 0558 or tweet us @BancMedia.

This was posted in Bdaily's Members' News section by Colin McDermott .