Are there any prohibited keywords?
Yes. Per Twitter’s global policy, advertisers will be prohibited from targeting keywords that:
- Appear on a keyword denylist that Twitter updates on a continuous basis. These keywords typically relate to sensitive events.
- Involve targeting of sensitive categories.
Learn more about Twitter's policies on keyword targeting.
How does exclusion keyword targeting work?
Exclusion targeting works in two ways:
- It prevents your campaign from serving to users who have engaged with the excluded word(s).
- It prevents your campaign from serving in Search results for excluded word(s).
Please note that exclusion keyword targeting does not prevent your ads from appearing near or adjacent to excluded words in timeline, profiles, Tweet details, or searches for non-excluded words.
How do I upload keywords on Ads Editor?
You can bulk add keywords in the campaign setup. Under the "Targeting" > "Audience Features" section, click "Import multiple keywords and follower look-alikes", and choose "Keywords" or "Exclude keywords" in the drop-down. From there, you can enter bulk keywords and click "Add Criteria".
You can also bulk add keywords via Ads Editor. To do this, download the Ads Editor file of the campaign and scroll to columns AW-BB. Add keywords you want to add or exclude, each seperated by a ";" and no space. For example, you would add the keywords in this format: coffe;latte;flat white;drinking;sunny day. After adding your keywords, reupload your Ads Editor file to set the changes live in your campaign.