1. 225 N. Michigan Ave., 8th Floor, Chicago, IL 60601 | www.ResolutionMedia.com | (P) 312.980.1600
Twitter Announces Keyword Targeting in Timeline
April 24, 2013
Background
On April 16, 2013, Twitter announced the launch of keyword targeting in
timelines. The new feature allows advertisers to rapidly build awareness
and buzz by targeting users based on keywords in their tweets, in addition
to keywords within tweets they’ve recently engaged with.
How it Works
Once advertisers bid
on targeted
keywords, promoted
tweets will show up
within those users’
timelines, but not
necessarily directly
above or below the
tweets that feature
those keywords. This
marks the first time
that advertisers have
been able to target
timelines with
specific keywords.
Resolution POV:
In an increasingly
competitive social environment, effectively reaching and engaging the
right audiences in relevant contexts is important for every client. Every
tweet contains an emotion, a thought, a want or need. The Keyword in
Timelines functionality allows you to promote more targeted tweets that
can evoke actions to meet your KPIs.

2. 225 N. Michigan Ave., 8th Floor, Chicago, IL 60601 | www.ResolutionMedia.com | (P) 312.980.1600
The new ad unit enables advertisers to reach an audience that would be
more likely to engage with the promoted subject matter. This new feature
blends Twitter’s two existing ad units, tweets in timeline and tweets in
search, together to combine the high volume from timelines and the high
engagement rates typically seen in tweets in search.
Key Considerations:
 In-Depth Analysis. Performance can be viewed at the keyword
level which will allow for more in-depth optimizations.
 Context is Important. Tweet content should be based on the
keywords that you are targeting in order to make the tweet
contextually relevant for the user.
 Negative Keywords Currently Unavailable. Right now, only Exact
Match and Phrase Match are available, however Twitter’s algorithm
currently adds its own negatives. Allowing advertisers to set
negatives is on the roadmap.
 Global Roll-Out. All Twitter Markets are available to target — this is
not limited to the US.
 Volume Sizing Available. A volume sizing tool has been added to
the dashboard to provide directional sizing of the global recent
daily volume of mentions for a keyword. However, its current state
does not take bid and/or other factors into measure at this time.
Summary
Keyword Targeting in Timelines is a great new feature that enables
advertisers to get in front of the right socially active audience at the
moment when people are engaging with conversation. Its current
features, including in-depth keyword analysis, volume sizing tool and
international capabilities, prove it is capable of making an impact to
campaigns today. Enhanced functionality releases in the future will make
Keyword Targeting in Timelines even more valuable down the road.

3. 225 N. Michigan Ave., 8th Floor, Chicago, IL 60601 | www.ResolutionMedia.com | (P) 312.980.1600
For more information, visit the resources below:
http://advertising.twitter.com/2013/04/Introducing-Keyword-Targeting-in-
Timeline.html
For information about Resolution, visit our website:
www.resolutionmedia.com.