Imagine posting a tweet about your plans to go out for dinner and then seeing a promoted tweet from a nearby restaurant, enticing you to dine at their location that evening.

The new ability for advertisers to be contextually relevant will allow for a significant boost in Twitter’s ability to be a direct response-focused advertising platform; intercepting the target audience at the right moment, in the right context, with the right message. Advertisers will have the ability to leverage a phrase match or an unordered match to target keyword phrases.

Search has always been an effective advertising platform due to the ability to intercept a person at the right moment of relevance as they are searching for keywords related to your business, product or service. The limitation of search is that advertisers can only engage with users when they initiate the search query stating their intention. Twitter will now offer advertisers the ability to engaging users with relevant messages at the precise moment of relevancy, without the necessity for the user to be in an active search mode. With the program just coming out of Beta, Twitter could become a more cost effective advertising platform and deliver more of the direct response benefits advertisers expect from search.

Through preliminary pilots of the program, Twitter has noted that users are significantly more likely to engage with keyword targeted ads. Some advertisers were citing engagement rates as high as 11%.

The keyword targeting in timelines technology is available through the Twitter UI and via the API. The keyword targeting capabilities also extend to the search results for users searching for your keywords on twitter.

The keyword targeting feature has the ability to make twitter an even bigger player in the digital advertising arena.


About the Author
Kyle joined Mediative about 5 ½ years ago and has been working as a Digital Marketing Strategist since that time; although his official title is Performance Media Manager. Kyle’s passion is Digital Marketing Strategies and Integrated Marketing Communications. Although an expert in online Paid Advertising, Kyle seeks to look at the whole picture and welcomes the opportunity to talk holistic Digital Marketing Strategies. Kyle has worked with some of Mediative’s largest Paid Search accounts; managing accounts in excess of 1 million keywords and a monthly spend of over $1 million. He is able to combine his skills in data analysis and marketing ability to develop highly targeted ad messaging and campaigns, aiming to not only access the correct target market, but to speak to them with the right language. Although, his largest accounts have been in the B2B e-commerce space, Kyle has also successfully managed lead generation and branding campaigns in both the B2C and B2B markets. During his tenure at Mediative, Kyle has gained in-depth experience on a multitude of Analytics and bid management platforms such as Google Analytics, CoreMetrics, Omniture, Marin Software and Acquisio.