Twitter Adds Trend Matching, Negative Keyword Targeting to Promoted Tweets in Search CampaignsBy: Josh Wolford - December 13, 2012
Twitter has just unveiled some new options for advertisers who use Promoted Tweets inside search results which allow them to both manually and automatically improve their campaigns across the platform.
First up, Twitter has added new manual features for negative keyword targeting that allows advertisers to keep their Promoted Tweets out of certain search results. For example, Dick’s Sporting Goods may want to stay out of searches involving Dick Cheney. To do this, they could add “Cheney” to the negative keyword list.
They’ve also added a bulk import tool so advertisers can import keywords lists from other ad programs they’re involved in. Or, they can just cut-and-paste the list into the tool as well.
When entering positive keywords, advertisers can now choose between three different options for how (specifically) they want the Promoted Tweets to be activated – exact match, phrase match, and basic keyword match.
On the automatic help side, Twitter is also announcing trend matching for advertiser’s campaigns. Here’s how Twitter explains it:
“[E]ven more exciting to us is the new option to automatically match your Promoted Tweets in search to relevant and related trending topics. Trends can rise and fall quickly with world events, TV shows and sporting matches, or memes like #OneOfMyFavoriteMovies. If you use this new matching option (which is enabled by default for new campaigns), we use relevance signals about your Promoted Tweets and the Trend itself to help increase your campaign’s coverage automatically. For example, if a celebrity’s pregnancy news starts trending, and you’re a retailer of baby clothing, your Promoted Tweet may be entered into the auction for that trending search.”
Twitter says that all of these new ad options should be ready to use starting today.