Earlier this year, Twitter launched keyword targeting for its ad platform, enabling advertisers to reach users based on words in their recent tweets and in tweets with which they've recently engaged.
Now, Twitter is launching broad match for keyword targeting. This follows the recent additions of sentiment filtering and negative keyword match.
Broad match will enable Twitter advertisers to target conversations that utilize synonyms and various spellings and associated "Twitter lingo," like so:
"Just like on other keyword advertising platforms, if the coffee shop sells lattes but not espressos, they can use the '+' modifier on the broad matched terms to prevent broadening," explains product manager Nipoon Malhotra. "Targeting 'love + latte' will match to users who Tweet 'luv latte,' but it won’t match to users who Tweet 'luv espresso'."
"Setting up a broad matched keyword campaign is simple, since broad match will be the default matching type for targeted keywords moving forward," says Malhotra. "Existing campaigns will remain unchanged and will be automatically opted into the '+' modifier to prevent broadening. And, broad match for keywords will not change the frequency of ads shown to our users, who will continue to have the ability to dismiss Promoted Tweets that they don’t find relevant."
Broad match is available through ads.twitter.com and through the advertiser API.