2013 4 18 mindshare digital pov twitter brings keyword targeting to social
Twitter Brings Ollie Killick, 18/04/13 Keyword Jesse Targeting to Wolfersberger SocialBackgroundTwitter has announced a significant enhancement to its Promoted Tweets. “Keyword targeting intimeline” allows brands to show ads to users who have tweeted or interacted with a tweet thatcontains specific words and phrases. This new functionality gives advertisers a paid search stylemodel within Twitter similar to Google’s.DetailsThe process works similar to paid search. Advertisers create a keyword list, set a bid, and when auser tweets or interacts with a tweet that uses words that match something in the keyword list, theyare served an ad. Unlike search, the user is not served the ad immediately; instead, it will show upin the user’s timeline within the next several minutes. For example, Bob sends a tweet aboutlooking for a new computer. If Dell has the words “new computer” in its keyword list, the next timeBob refreshes his timeline he gets served a Promoted Tweet from Dell. Further, if Bob does not senda tweet, but instead interacts (replies, favorites or retweets) with someone else’s tweet thatreferences a “new computer,” he could also be served a Dell Promoted Tweet.Twitter will launch keyword targeting with two types of keyword matching: Phrase Targeting – A series of words in the exact order, with no words in between. Unordered Match – A series of words that appear in any order, with words in between.These targeting options are not as robust as Google or Bing, but they are a good first step. Twitterwill offer some keyword tools at launch to help marketers with word tenses and plurals. Also, bulkkeyword management is supported immediately. Users of Buddy Media and SHIFT will see thechanges incorporated into both technologies within the week. The biggest issue with match types isthe lack of negative keywords. In SEM, negative keywords keep brands from wasting spend onirrelevant queries or being associated with unfavorable keywords. In social, there is an additionaluse: sentiment. Twitter will use an algorithm to help identify negative sentiment within a tweet, butlanguage interpretation can be extremely hard for an algorithm, particularly when hashtags areinvolved. It is easy to see how an algorithm could miss the nuance of a tweet such as: “Can’t wait toeat at McDonald’s again! #notreally #neveragain.” The addition of negative keywords should help toease these concerns, but there may never be a 100% accurate sentiment solution.ImplicationsKeyword targeting in timeline is a smart move by Twitter that will further enhance the appeal ofPromoted Tweets. Performance remains to be seen, but, in theory, keyword targeting will be a largeboost to the efficiency of Promoted Tweets. Twitter is now a “pull marketing” platform where theuser first expresses intent. Maybe most exciting, marketers can still make use of three targetingoptions – location, device and gender – in conjunction with keyword targeting, this gives a greatlevel of relevance. The enhancement also allows for scale and speed of what was once a verymanual process – responding directly to Tweets. It will allow marketers to have larger keyword listsand to serve ads to users within minutes of their tweet.SummaryEven with concerns about match types taken into account, keyword targeting in timeline is a win formarketers. Keyword targeting in timeline will allow advertisers to quickly respond to users whilstthe interest is still there, and will prove especially valuable in when used in conjunction withTwitter’s other targeting tools.