Twitter on Wednesday has rolled out its new keyword targeting ad feature.This will not only help advertisers to publicize their products to an interested user segment but will help Twitter users as well. The users will be more likely to see ads based on what they talk.
“This is an important new capability – especially for those advertisers looking for signals of intent – because it let marketers reach users at the right moment, in the right context,” said Nipoon Malhotra, Product Manager for revenue at Twitter, in a blog.
Unlike traditional advertising method, where advertisers target its customers on the basis of demographic and geographic patterns, this new feature will help advertisers to make their ads available with better targeting.Twitter also claims to improve users’ experience with this new feature as they will now be able to see ‘more relevant prompted Tweets’.
In an attempt to illustrate the benefit of it, Twitter provided the following example: “If a user Tweets about enjoying the latest album from their favorite band, and it so happens that band is due to play a concert at a local venue. That venue could now run a geotargeted campaign using keywords for that band with a Tweet containing a link to buy the tickets. That way, the user who tweeted about the new album may soon see that Promoted Tweet in their timeline letting them know tickets are for sale in their area.”
In their test with a small group of advertisers like Everything Everywhere, Walgreen and Microsoft Japan, users engaged results was comparatively higher than their previous engagement rates while using other forms of ad targeting techniques.
As far as changes at a user’s end is concerned, the users won’t find any changes at all in the way they use Twitter.They won’t be seeing any flood of advertisements in their timelines and will still be able to dismiss or read other people’s Tweets the same way as before.