Keyword targeting in timelines on Twitter's ad platform is an important new capability available in the full Twitter Ads UI and through the Ads API.
The feature enables advertisers to reach users based on the keywords in their recent Tweets and the Tweets with which users recently engaged.
Twitter notes, that users won't see any difference in their use of Twitter -- "we're not showing ads more frequently in timelines, and users can still dismiss Promoted Tweets they don't find relevant," notes the company.
Adding, in fact, it believe users' experiences with ads will improve as a result of this feature as they see more relevant Promoted Tweets.
To setup a campaign to target keywords in the timeline is similar to the setup process for search. "Enter the keywords you want to target, choose whether you want to use phrase match or unordered keyword match, and specify your other targeting options such as geographic location, device and gender," explains twitter.
For example "say a user tweets about enjoying the latest album from their favorite band, and it so happens that band is due to play a concert at a local venue. That venue could now run a geotargeted campaign using keywords for that band with a Tweet containing a link to buy the tickets. That way, the user who tweeted about the new album may soon see that Promoted Tweet in their timeline letting them know tickets are for sale in their area."
Twitter has also published a study revealing that Twitter buzz helps drive video game sales.
"With over 400 million Tweets generated worldwide on a daily basis. To find out what conversation really means for brands, Twitter UK (@TwitterAdsUK) commissioned Deloitte LLP (@DeloitteUK) to quantify the potential impact Tweets have on sales performance."
Check the "Tweets for Sales: Gaming" study infographic below:
Update 04:26: Twitter for Mac offers adds new keyboard shortcuts, support for multiple accounts and timelines, 14 more languages in addition to English, and other features including:
- "Photos: It's easier than ever to share photos. Simply click the camera icon in the lower-left corner of the Tweet compose box, and choose a photo to share. If you prefer, you can still drag and drop photos from the desktop.
- Retina display support: Now Twitter is even more vibrant and detailed on the highest resolution Mac notebooks. With this update, Tweets will be clearer and sharper, creating a more vivid experience." informs Twitter.
Twitter effective today, ending invite-only period and opening signups for self-serve Twitter ad platform to all users in the U.S.
"If youve had access to Twitter Ads previously, nothing will change in how the platform works for you. If youre ready to begin using our ad platform, simply head to our self-service page at business.twitter.com, answer a couple of questions, and you'll be ready to start using Twitter Ads," the company wrote.