Twitter Boosts Targeting Options for Promoted Tweets

Twitter is relentlessly bolstering its mobile advertising platform before 2012 winds to a close.

“Search is also where we debuted the very first Promoted Tweets back in April 2010, and it remains a great way to reach a relevant audience with your content,” says Kevin Weil, Director of Product Management for Twitter. “Today, we are excited to bring a number of targeting improvements to Promoted Tweets in search results.”

Based on the announcement made Thursday, Twitter is now giving marketers the ability to select from three different matching options when entering keywords. The options include “exact match,” “phrase match,” and “basic keyword match.”

“We’ve now launched negative keyword targeting if you want to restrict your Promoted Tweets from showing up when users search for certain keywords,” Weil says. “For instance, if you sell bacon, you can now keep your campaigns more than six degrees apart from Kevin Bacon by using “Kevin” as a negative keyword.”

But perhaps the biggest component of today’s announcement is the new option to automatically match your Promoted Tweets in search to relevant and related trending topics.

“Trends can rise and fall quickly with world events, TV shows and sporting matches, or memes,” Weil explains. “If you use this new matching option (which is enabled by default for new campaigns), we use relevance signals about your Promoted Tweets and the Trend itself to help increase your campaign’s coverage automatically.”

To learn more about the latest slate of improvements to the Twitter advertising experience, check out the official Twitter Advertising blog.

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