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Ben Hollom - Marketing Director, M2 Bespoke

Ben Hollom – Marketing Director, M2 Bespoke

By Ben Hollom

Twitter is continuing to change its advertising options by offering advertisers the chance to place promoted tweets into users´ timelines based on recently used keywords, the social network announced.

According to Nipoon Malhotra, product manager for Twitter, there would be no noticeable difference for users, as they will still have the option to remove the promoted tweets they are not interested in. The frequency at which ads will appear will also remain unaffected, Twitter explained.

However, the change will make it possible for advertisers to target users more effectively and increase the chance of delivering relevant ads to their audience. Brands will be able to specify the keywords they would like to initiate a promoted tweet and will have the option to identify other specifics, such as geographical location or gender, to ensure that the best possible targeting is achieved.

Launching a campaign with target keywords in the timeline is very similar to the setup process for search, Twitter explained. Advertisers need to enter the keyword they want to target and then select whether they prefer phrase match or unordered keyword match.

The service has already been tested by a number of major advertisers, including Everything Everywhere, Walgreens and Microsoft Japan, Malhotra said. According to his blog post, companies that trialled the feature reported that the use of keyword targeting proved that users were more likely to engage with promoted tweets using keyword targeting timelines, compared to other forms of targeting in the timeline. For instance, GoPro had almost 2 million impressions with engagement rates reaching 11%, Malhotra said.

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Ben Hollom

April 22, 2013