Since its first Promoted Tweet in April of 2010, Twitter has continually evolved their Promoted Tweets Service. Now, more than two years later, Twitter has announced its newest update to help companies attain a valuable return on investment for their Twitter marketing efforts.
a positive negative
Negative Keyword Targeting is the latest tool available for companies using Twitter’s Promoted Tweets Service. This tool, which is part of the matching options for Twitter campaigns, allows companies to select keywords that restrict their promoted tweets from being displayed as a result in certain keyword searches. For example, a company that sells mouse mugs might have ‘Mickey’ as a negative keyword to differentiate this company from Disney.
This Twitter marketing tool gives companies the option to remove their Promoted Tweets from contexts or search results that are unrelated to the product or services that are being promoted in these tweets. As a result, this tool removes room for the misinterpretation or incorrect connection between the company, its tweets and Twitter user searches, helping these tweets reach the company’s appropriate target audience.
a Twitter match maker
Another tool that Twitter recently released is its ability to match Promoted Tweets to relevant or trending topics. This tool, which is available by default for New Twitter campaigns, looks at the trending topics at any given moment in time and matches these topics to the keywords in a company’s Promoted Tweet. If a company’s promoted tweets encourage the purchase of their wedding planning services and a celebrity announces their engagement or wedding plans, the company’s promoted tweet may be featured in the search results for the trending topic.
Although topics can trend for weeks, days, hours or even minutes, it expands the reach of a company’s Twitter marketing campaign to the millions of Twitter users actively searching for the latest topics and news and achieves a standout ROI to start the new year off right.