Promoted Tweets Can Now Target Trending Topics

Some days, Twitter’s trending topics provide a snapshot of what’s wrong with the world, like when #smackthatass or something similar trends. It takes a LOT of participants for it to trend.

But for the most part, Twitter trends track the pulse of the Web. And now advertisers can tap into that phenomenon – and it doesn’t get better than that!

Twitter released some updates to its advertising platform today, and we’ll start with the most exciting news for advertisers first – the ability to latch on to trending topics.

Twitter will “automatically match your Promoted Tweets in search to relevant and related trending topics.”
How? It plans to “use relevance signals about your Promoted Tweets and the Trend itself to help increase your campaign’s coverage automatically. For example, if a celebrity’s pregnancy news starts trending, and you’re a retailer of baby clothing, your Promoted Tweet may be entered into the auction for that trending search.”

And that brings us to the meat of this update (that last part was the potatoes) – Matching.

“Marketers can now select from three different matching options when entering keywords: exact match, phrase match, and basic keyword match.” And there’s even “negative keyword targeting if you want to restrict your Promoted Tweets from showing up when users search for certain keywords.”

For instance, if you sell bacon, you can now keep your campaigns more than six degrees apart from Kevin Bacon by using “Kevin” as a negative keyword. [Ha.]

And finally, there’s also a bulk import tool so you can import multiple keywords from other advertising platforms.
Be aware, this new matching option will be enabled by default for new campaigns, so you might as well get comfortable with it now. Let us know how it goes!

(Target image from Shutterstock)

@MaryCLong Mary C. Long is Chief Ghost at Digital Media Ghost. She writes about everything online and is published widely, with a focus on privacy concerns, specifically social sabotage.
Publish date: December 13, 2012 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT