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Twitter keyword ad targeting launched

Author's avatar By Dave Chaffey 18 Apr, 2013
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Twitter moves to a more Google-like intent-based keyword targeting

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Recommended link: Twitter blog announcement

Twitter has offered interest-based advertising for some time, but we’re notifying this is a big deal since from today it offers targeting based on intent shown by keywords in a similar way to Google AdWords.

The way this works is that when someone tweets and it contains a targeted keyword, a promoted tweet can be delivered as this example of a request for a coffee coupon shows!

BrandRepublic reports that several companies looking to drive awareness and transactions have used the approach including Everything Everywhere (@EE), MicrosoftJapan(@SurfaceJP), Walgreens (@Walgreens) and GoPro (@GoPro).

For GoPro, which offers wearable and gear-mountable cameras, engagement rates as high as 11% were seen and more than two million impressions after testing keyword targeting in timelines across four marketing campaigns.

This advertising is not Google-like in that it is still for larger advertisers since a minimum spend of $5000 is required and it’s currently only available through the API. It's unlikely Twitter will grow significant ad revenue without offering the platform for smaller advertisers like all the other social platforms and search engines. It's understandable it wants to prevent Spam so advertising is only through account managed relationships which add to the cost for advertisers.

Author's avatar

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.

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