Twitter Improves Promoted Tweets with Negative Keyword Targeting and Trend Matching
Twitter has updated their Promoted Tweets service for advertisers, adding the ability to target negative keywords and match trending stories.
Businesses can also import keyword lists from other advertising platforms, or copy and paste them from documents, using the “import multiple keywords” tool.
There are now three different keyword matching options to choose from: exact match, phrase match and basic keyword match. Negative keyword targeting allows businesses to “restrict [they’re] Promoted Tweets from showing up when users search for certain keywords”.
So, for example, Terry’s Chocolate Orange could type “John” as a negative keyword in order not to be associated with Chelsea footballer John Terry.
Businesses can also utilise the power of trending stories: “Automatically match your Promoted Tweets in search to relevant and related trending topics”, says Director of Product Management Kevin Weil on the Twitter blog.
“If you use this new matching option (which is enabled by default for new campaigns),” continues Wiel, “we use relevance signals about your Promoted Tweets and the Trend itself to help increase your campaign’s coverage automatically.”
For example, if a celebrity’s new haircut starts trending, the promoted tweet of a company which sells hair products “may be entered into the auction for that trending search.”
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