Two enhancements to keyword targeting in Twitter timeline

Source: Komli

Komli and Twitter are excited to share news of two enhancements to Twitter’s keyword targeting in timeline product, which lets you reach users based on keywords in their recent Tweets and in Tweets they recently engaged with. The new enhancements are:

●     Negative keyword match

●     Disable negative sentiment filtering

Negative keyword match lets you maximize the precision of your campaigns by omitting Tweets with specified keywords from targeting. Suppose that a coffee shop advertiser wants to reach coffee lovers who Tweet the word “java”. Because “java” also refers to a programming language, the advertiser could specify programming terms such as “JSP” and “servlet” as negative match keywords.

You can now disable sentiment filtering at the campaign level in order to reach and win over users who are having a negative experience. Sentiment filtering continually removes Tweets with overtly negative sentiment from consideration for targeting. Consider again our coffee shop advertiser, who wants to reach users who are complaining about bad lattes at other establishments. By unchecking a checkbox in the campaign interface, the advertiser can opt out of sentiment filtering for that individual campaign, making unhappy latte drinkers reachable.

Do you foresee opportunities to use these two new features? Your Sales Managers in each respective market look forward to discussing with you how you can incorporate them into your keyword targeting campaigns.