Keyword targeting

Keyword targeting allows you to reach Twitter users based on keywords in their search queries, recent Tweets, and Tweets they recently engaged with. Because you can reach people for whom your message will be most relevant and top of mind, this targeting option puts you in a better position to drive engagements and as well as leads and conversions.

Overview

  • Types of Matching
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    For each keyword you can choose the type of matching to be utilized. By default, we will target searches and Tweets that include words you enter and related terms, no matter what order they appear and no matter what other words are included in the user’s search or Tweet. However, you can specify different types of keyword matching to suit your campaign needs.

    Broad match - Matches on Tweets containing keywords in any order, including other words in between. Includes related terms, stem variations, synonyms, misspellings and slang. Specified by leaving out any punctuation. For example: love coffee will match to Tweets such as “I love coffee” and “I adore my morning latte”.

    Phrase match - Matches on Tweets containing keywords in exact order only. Specified by quote marks around the keyword. Example: “love coffee”

    Negative unordered match - Tweets containing the negative keyword in any order, including other words in between, are ineligible for matching. Example: -coffee cake

    Negative phrase match - Tweets containing the negative keyword in exact order, with no other words in between, are ineligible for matching. Example: -“coffee cake”

    All types of targeting are also explained and can be manually selected as you type in your keywords.

    Campaign tips for keyword targeting:

    1. Maximize relevancy: Include at least one of your targeted keywords in your Tweet copy to improve performance.

    2. Keywords can be more than just keywords: Think about relevant hashtags and @usernames you can target. This includes event-specific hashtags and those that are commonly used in your industry. You can gauge volume and relevance for keywords you want to target with a quick search on Twitter.com.

    3. Don’t reinvent the wheel: Take keywords that have performed well in your paid search campaigns and try them on Twitter. Since people tweet differently than they search, do a search for these keywords on Twitter.com and add negative keywords as needed. This will help to ensure you participate in only the most relevant conversations.

    ProTip: The Twitter Ads interface allows you to copy your keyword in timeline campaigns over to keyword in search campaigns to save time.

  • Adjusting Keyword Targeting Type
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    You can easily adjust the type of match after choosing keywords by clicking the drop down arrow next to each term.

    Negative Sentiment Filtering

    This feature is only available to keyword targeted campaigns displaying in users’ timelines. Once your campaign is live, our technology will continually look for recent Tweets that contain your keywords. When enabled, our sentiment monitoring technology will filter out English language Tweets with negative sentiment so your messages are only shown to the most receptive users. To enable sentiment filtering, make sure the box underneath your selected keywords is checked.

    Keyword Recommendations

    Based on the keywords you input, we will recommend additional keywords we believe could be relevant to your audience. The tool uses your keywords to make its recommendations, so it will not be available until you begin entering keywords. Once you enter keywords, you’ll see our recommendations begin to populate underneath your selections.

     

    Clicking “Expand your reach” will lead you to the full list of recommended keywords. From that menu, you’ll be able to choose the keywords you’d like to add.

    Keyword Volume Estimates

    For keyword targeted campaigns displaying in users’ timelines, we provide an estimate of how many Tweets contain each of your targeted keywords. These estimates represent daily global volume for each keyword. Volume estimates are not currently available for negatively matched keywords.

    Protip: Targeting highly specific keywords can drive higher engagement rates, but it also limits your campaign’s potential audience. In order to drive higher volume with your campaign while maintaining a strong engagement rate, target a mixture of broad and specific keywords.
     

    Import Multiple Keywords

    To save time when entering longer lists of keywords, we recommend using the “Import multiple keywords” tool. The feature allows you to enter keywords in bulk, separated by commas or lines. You can also cut-and-paste keywords from spreadsheets and/or other tools directly into search campaigns.  This will make it easier for you to leverage your existing investments on Twitter.

  • Where will my keywords appear?
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    By default your campaign will run in both Search and Timeline, maximizing your message’s exposure. However, if you prefer to specifically target keywords to Timeline or in Search, you can do so with our “Customize where Promoted Tweets appear” option.

    Targeting keywords to Timelines is great to:

    • Drive direct response actions - Drive direct user action by reaching them when your keywords are top of mind

    • Shift in point of sale - Catch users in the right moment when they are asking for specific content

    • Increase brand awareness - By detecting signals, you can reach users with authentic, engaging messages in the moment and in the right context

    • Use a very specific message - Target based on key phrases or other related elements of your existing marketing campaigns

    Targeting keywords in Search is best used to:

    • Leverage the conversation around an event, TV show, or conference as it happens

    • Put you content in front of users as they search for keywords or hashtags

    • Own the conversation around your own brand terms and hashtags

    Campaign tips for keyword targeting:

    1. Maximize relevancy: Include at least one of your targeted keywords in your Tweet copy to improve performance.

    2. Keywords can be more than just keywords: Think about relevant hashtags and @usernames you can target. This includes event-specific hashtags and those that are commonly used in your industry. You can gauge volume and relevance for keywords you want to target with a quick search on Twitter.com.

    3. Don’t reinvent the wheel: Take keywords that have performed well in your paid search campaigns and try them on Twitter. Since people tweet differently than they search, do a search for these keywords on Twitter.com and add negative keywords as needed. This will help to ensure you participate in only the most relevant conversations.

    #ProTip: The Twitter Ads interface allows you to copy your keyword in timeline campaigns over to keyword in search campaigns to save time.


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