Twitter has launched a feature that lets advertisers place Promoted Tweets in users’ timelines based on words they type in tweets.
The new tool, called ‘keyword targeting in timelines’ lets advertisers place Promoted Tweets in users’ timelines based on their tweets in addition to other factors such as geographic location, device and gender.
Until now, Twitter has been using a number of ways to determine the placement of Promoted Tweets in users’ timelines, including who they follow, how they interact with a tweet and what they retweet.
Writing in its company blog, Nipoon Malhotra,Product Manager, Revenue at twitter said:”In our tests with a small group of advertisers and agencies like Everything Everywhere (@EE), Microsoft Japan (@SurfaceJP), and Walgreens (@Walgreens), users were significantly more likely to engage with Promoted Tweets using keyword targeting in timeline than other forms of targeting in the timeline.
“GoPro (@GoPro), a leader in wearable and gear-mountable cameras, is a great example of a test partner that achieved promising results. After testing keyword targeting in timeline across four marketing campaigns, GoPro saw close to two million impressions, and engagement rates as high as 11 percent on Tweets promoted using the new feature.”
Read the official Twitter blog here
