twitter's new keyword targeting ad feature is a #bigdeal
DESCRIPTION
Brands have been marketing themselves through Twitter with the “Promotional Tweet” option for quite some time, but now there’s an alternative. Twitter added a new feature to their advertising service that shifts the focus from broad demographic targeting to keywords. It's a powerful tool that provides brand marketers 'on the spot' engagement opportunities with their consumers.TRANSCRIPT
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AN MWW DIGITAL UPDATE
TWITTER’S NEW KEYWORD TARGETING AD FEATURE IS A #BIGDEAL
Ads Shift Focus From Broad Demographic Targeting to KeywordsOn April 17th, Twitter added a new feature to their advertising service that will allow brands and marketers to serve ads to users based on specific keywords in their tweets.
This is a powerful alternative to Twitter’s previous “Promoted Tweets” offering that pushed ads to consumers’ timelines based on their interest graph gleaned from what brands or people they followed. Now the enhanced “Keyword Targeting” feature takes timely, contextual information into account when showing ads.
“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 geotargeted 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 Product Manager, Nippoon Malhotra.
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TWITTER’S NEW KEYWORD TARGETING AD FEATURE IS A #BIGDEAL
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MWW’s digital and social teams view Twitter’s new keyword targeting ad service as a potentially valuable engagement tool that may help brands scale their relevance to their audiences. Opportunities for serendipitous engagement can help
brands push the needle in the right direction by providing consumers with seemingly “on the spot” value.
The new keyword targeting tool will be available both through Twitter’s ads dashboard and API.