Keyword targeting - Twitter for Business

Keyword targeting allows you to reach people on Twitter based on keywords in their search queries, recent Tweets, and Tweets they recently engaged with. Skiptomaincontent Business Keywordtargeting KeywordtargetingallowsyoutoreachpeopleonTwitterbasedonkeywordsintheirsearchqueries,recentTweets,andTweetstheyrecentlyengagedwith.Thistargetingoptionputsyouinthebestpositiontoreachthemostrelevantpeople,driveengagements,andincreaseconversions. Howitworks Details Servingyourcampaign Viewingresults FAQs   Howitworks Details Servingyourcampaign Viewingresults FAQs   Howitworks Keywordsareavailabletotargetwithinyourcampaignsetup.Werecommendyouaddamixofatleast25relevantkeywordstoyourcampaign.  Toaddkeywordtargetingtoyourcampaign:  Gotothe"Targeting"sectionofyourcampaignsetup Under"Audiencefeatures"section,click"All"andselect"Keywords" Fromthere,typeinyourkeywordsandchooseto"Add"or"Exclude"them Add: IfsomeonehaseitherTweetedorinteractedwithaTweetcontainingthekeyword,andtheymeetyorgeo,language,device,andgendertargeting,they'reeligibletobetargetedbythiscampaign. Exclude: Ifsomeone haseitherTweetedorinteractedwithaTweetcontainingtheexcludedkeyword,theyarenoteligibletobetargetedbythiscampaign,eveniftheymeetyourgeo,language,device,andgendertargeting.Additionally,yourcampaignwillnotserveintheSearchresultsforanyexcludedkeywords.  Pleaseexercisecautionwhen excludingkeywordsasoverusecannarrowyouraudiencesizeandimpactpotentialcampaignreach. Weusesignalssuchaslinkclicks,expands,likes,replies,andmoretoconsidersomeonehavinginteractedwithakeyword,aswellassearchescontainingthekeyword.  Reminder:keywordtargetingisallaboutreachingtherightaudienceforyourcampaignsanddoesnotimpactthetypesofcontentadjacenttoyourPromotedTweets.     Getthedetails Whenyoutypeinakeyword,you'llbeshownavolumeestimate. Theseestimatesrepresentthedailyglobalvolumeforeachkeyword.  Targetinghighly-specifickeywordscandrivehigherengagementrates,butitalsolimitsyourcampaign’spotentialaudience.Inordertodrivehighervolumewhilemaintainingastrongengagementrate,targetamixtureofbroadandspecifickeywords. Youcanalsobulkaddorexcludekeywordstoyourcampaign. Todothis,select"Keywords"or"Excludedkeywords"inthetextboxdrop-downandtypeinyourkeywordlist.Thenclick"Addcriteria",andyou'llseethemturngreenorredinyoursetup,signallingthatyou'veaddedthemsuccessfully.Inourbulkaddfeature,youwon'tseevolumeestimates. Otherthingstoknow: WeofferkeywordtargetinginalllanguagesavailableonTwitter. Punctuationmarksarenotsupported. Maximumkeywordsperadgroupis750(werecommendtargetingatleast25-50keywordsifthisistheonlytargetingtypeyou'reusing). Youdon'tneedtoincludethe#hashtagversionofakeyword.#hashtagsareautomaticallyincludedwhentargetingakeyword.Forexample,addingthekeyword"coffee"willinclude"coffee"and"#coffee". KeywordscorrespondtoTweetswiththatwordappearinginanyorder,includingotherwordsinbetween.Thisincludesrelatedterms,stemvariations,synonyms,misspellings,andslang.Forexample,thekeyword"blackcoffee"willcorrespondtoTweetssuchas“Ilovemycoffeeblack”and"Isthereanyotherwaytotakeyourcoffeethanblack?”     Servingyourcampaign Yourcampaignscanserveinthreelocations:hometimelines,profilesandTweetdetailpages,andsearchresults.  Bydefaultyourcampaignwillruninhometimelines.Youalsohavetheoptiontocustomizetheremaining2locations:profilesandTweetdetailpages,andsearchresults. Todothis,navigateto"Creatives"inyourcampaignsetup.Ontheright,youcanselectandunselectthelocations.  Youcannotunselecthometimelinesasthisisnotanoptionallocation.    Viewingyourresults Inyourcampaignmetricsreporting,youcanviewyourdatabreakdownbykeyword.Todothis,clickintoacampaign,clickthe"Audience"tab,andselect"Keywords". Oftenwhenviewingthisdata,you’llseethatthecampaign-levelsummaryofallimpressions,engagements,orspendismuchlowerthanthesumofallthekeywordslistedbelowaslineitems.Thisisbecausethereisacertaindegreeofoverlapbetweenkeywords,whichcanoccurwhenasinglequeryorTweetincludesmultipletargetedkeywords.  Forexample,ifyou'vetargetedthekeywords"sun"and"sunnyday",andauserhasTweeted"Can'twaitforthesun!#Sunnyday",theadimpressionservedtothatuserwouldappearoncenextto"sun"andoncenextto"#sunnyday". Thisisexpectedbehavior,andyou'reonlychargedonceeventhoughitisreportedtwice(onceineachrow).You'reonlyeverchargediftheusermakesthebillableactionofyourcampaign.    Frequentlyaskedquestions Arethereanyprohibitedkeywords? Yes.PerTwitter’sglobalpolicy,advertiserswillbeprohibitedfromtargetingkeywordsthat: AppearonakeyworddenylistthatTwitterupdatesonacontinuousbasis.Thesekeywordstypicallyrelatetosensitiveevents. Involvetargetingofsensitivecategories. LearnmoreaboutTwitter'spoliciesonkeywordtargeting. Howdoesexclusionkeywordtargetingwork? Exclusiontargetingworksintwoways: Itpreventsyourcampaignfromservingtouserswhohaveengagedwiththeexcludedword(s). ItpreventsyourcampaignfromservinginSearchresultsforexcludedword(s). Pleasenotethatexclusionkeywordtargetingdoesnotpreventyouradsfromappearingnearoradjacenttoexcludedwordsintimeline,profiles,Tweetdetails,orsearchesfornon-excludedwords. HowdoIuploadkeywordsonAdsEditor? Youcanbulkaddkeywordsinthecampaignsetup.Underthe"Targeting">"AudienceFeatures"section,click"Importmultiplekeywordsandfollowerlook-alikes",andchoose"Keywords"or"Excludekeywords"inthedrop-down. Fromthere,youcanenterbulkkeywordsandclick"AddCriteria".  YoucanalsobulkaddkeywordsviaAdsEditor.Todothis,downloadtheAdsEditorfileofthecampaignandscrolltocolumnsAW-BB.Addkeywordsyouwanttoaddorexclude,eachseperatedbya";"andnospace.Forexample,youwouldaddthekeywordsinthisformat:coffe;latte;flatwhite;drinking;sunnyday. Afteraddingyourkeywords,reuploadyourAdsEditorfiletosetthechangesliveinyourcampaign. Readytogetstarted? Createyourad ByusingTwitter’sservicesyouagreetoourCookiesUse.Weusecookiesforpurposesincludinganalytics,personalisation,andads. OK ThispageandcertainotherTwittersitesplaceandreadthirdpartycookiesonyourbrowserthatareusedfornon-essentialpurposesincludingtargetingofads. Throughthesecookies,Google,LinkedInandNewsCredcollectpersonaldataaboutyoufortheirownpurposes. Learnmore. Accept Decline