In order to create a better marketing experience back in April 2010, Twitter released the first version of Promoted Tweets within their search function, as sort of a way to test them out. Since then, even though Promoted Tweets do not function primarily in the search function of Twitter, the search function itself has become a tool that Twitter users are using much more often. It is because of the increased use by the everyday Twitter users that marketers are beginning to present much more interest in the tool themselves, and need a better way to market through it. Today, that need has been fulfilled, with Twitter’s announcement of some improvements to the marketing functionality of their search tool.
Twitter has just announced in their blog that they have made a number of improvements to their targeting options for Promoted Tweets in search results.
Marketers can now select from three different matching options when entering keywords: exact match, phrase match, and basic keyword match. We’ve now launched negative keyword targeting if you want to restrict your Promoted Tweets from showing up when users search for certain keywords. For instance, if you sell bacon, you can now keep your campaigns more than six degrees apart from Kevin Bacon by using “Kevin” as a negative keyword.
The new features are easily accessible as well, as Twitter has simply added to the current keyword options that already exist on the page. According to their explanation, the company has added a bulk import tool which can be found by simply clicking on the “import multiple keywords” button in the search targeting tool. This new tool allows marketers to use and import keyword lists from other search advertising platforms or even just copy and paste keywords that they want to use.
Also, a new matching option that is applied by default to new campaigns has been thrown into the mix.
But even 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.
All of this combined brings quite a useful search marketing tool to Twitter’s advertising resources. Current Twitter advertisers are likely to see a great improvement upon using these new tools in current or upcoming marketing campaigns. It may even start to bring more marketers to the platform, as targeting has become a huge commodity in social marketing today.
Twitter has released these new tools today, and they are available for marketers worldwide. Twitter expects that the new functionality to their search options will bring in greater ROI for those that have been focusing their efforts into Twitter campaigns and for those who plan to in the near future.
