Target based on Tweets and searches

Keyword targeting allows you to connect with users based on words and phrases they’ve recently Tweeted or searched for on Twitter.

This marketing capability allows you to reach your target audience when your business is most relevant to them.

There are two types of keyword targeting on Twitter:

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  1. Search

    The phrases that people search for on Twitter are indicators of what’s top of mind for them in that moment. Keyword targeting enables you to target your Tweets so that they show up when people are searching for topics related to your business. This type of targeting is particularly effective during cultural, seasonal, or industry events that relate to your business.

    For example, a running shoe company might want to target users searching for Tweets about marathons. To do so, they could target general keywords, such as "marathon", "training", and "running", as well as event-themed keywords, such as "Boston Marathon", "London Marathon", and "Patagonian International Marathon".

  2. Timeline

    Tweets send important signals about what users are experiencing in the moment – their thoughts, feelings, wants and needs. With keyword targeting in timeline, you can act on these signals by targeting your Tweets to users based on something they’ve Tweeted.

    For example, a travel company could reach people who have recently Tweeted about planning a trip by targeting keywords and phrases such as "planning summer trip", "beach vacation", or "travel tips".

By default, campaigns will appear in both search and timeline. If you’d like to focus on one or the other, you can customize where your Tweets appear.

How keyword targeting works

Enter the keywords you want to target and choose whether you want to add or exclude them. 

To ensure that you’re reaching the most comprehensive group of relevant users, keyword targeting defaults to a broad match, which accounts for slang, misspellings, synonyms and more. For example, if the keywords you’re targeting are "love coffee", broad match may include terms like "love lattes", "enjoy coffee", and "loving coffees".

Get more details on how to setup keyword targeting

Find about out the other types of Twitter Ads targeting.

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