Twitter announced today that advertisers can now target their ads based on keywords from user’s tweets. The keyword targeting ability will allow marketers to reach users in the right context, at the right moment. Twitter says that this new feature is an important capability for advertisers who are looking for signals of intent. Keyword targeting in timelines is available today in markets where Twitter ads are supported.
It is available through the Ads API and in the full Twitter Ads UI, allowing advertisers to reach users who have used those keywords in their recent tweets and the tweets with which those users have recently interacted with. As far as the users are concerned, they won’t notice any difference while using Twitter. This feature does not mean that ads will be shown more frequently in their timelines, and they’ll still have the ability to dismiss promoted tweets that they think are not relevant. Twitter believes that this feature will improve user experience with ads and that their tests have shown that users were more likely to interacted with promoted tweets in their timeline that used keyword targeting.