On Wednesday, Twitter launched a new way to advertise on their platform: keyword targeting in timelines. The new feature is available in all languages which Twitter Ads are supported and enables advertisers to craft Promoted Tweets based on keywords in a user’s previous Tweets. This allows marketers to reach users “in the right moment, in the right context” as stated by Nipoon Malhotra, Product Manager at Twitter.
Targeting for Ads won’t change the frequency of Promoted Tweets, just the relevance. Twitter believes targeting Tweets toward a user’s specific interests will improve their experience with ads and increase engagement. A leader in wearable and gear-mountable cameras, GoPro, was used as a test partner and achieved great results, with engagement rates as high as 11 percent on Tweets using keyword targeting.