Twitter recently launched a keyword targeting option for Twitter Ads. It’s like Google AdWords-like targeting for Twitter. I always thought it would make sense for Twitter to implement a keyword sponsorship options for advertisers.
With this new marketing option, advertisers can now promote certain tweets based on keywords that users are searching for on Twitter, on keywords people use in their tweets, or based on keywords found in tweets users recently engaged with or retweeted. When a match is made, your promoted tweet has an opportunity to win placement (like an Adwords auction) either in a user’s Twitter stream or in the search results (for when someone searches Twitter).
Twitter keyword advertising offers “real-time” targeting for advertisers, as ads are targeted to users within minutes of the user tweeting or engaging with a tweet about a certain keyword/topic. Keep in mind, pricing is based on “pay-per-engagement” meaning a click, or a retweet, or the action of gaining a follower will charge your account.
Below is a video of how it works. (click bottom right to enlarge)
Strategy for Advertisers
Always determine your business objectives, and if you’re going to test promoted tweets, have clear goals. Consider the following examples:
Retail
Keyword target examples: gifts, buy flowers, Valentine, presents, date tonight, going to funeral
Message: promote a special offer; click the tweet to a landing page with the offer; print a coupon or use a promotional code for online purchase
e-Commerce
Keyword target examples: going skiing, ski equipment, online skis, buy skis, ski resorts, ski gear
Message: promote an online offer; exclusive to Twitter people; utilize a promotional code in the tweet and landing page
Lead Generation
Keyword target examples: manage contacts, new CRM, Salesforce.com, lead management, sales tools, sales management
Message: Promote a 30-day free trial, and include a short benefit of your product within your tweet. Generate leads from your unique landing page.
With any marketing campaign, any tweet links should be tagged for analytics, and be able to measure conversions, cost-per-conversion, and ROI. This is still brand new, so feel free to test. If your audience is using Twitter to communicate or learn about your potential products/services, this may be a viable marketing option.
What do you think of Promoted Tweets by keyword? Are you planning to test? Feel free to contact me to discuss strategy.
