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Twitter improves keyword ad tools to boost business interest

18 Apr 2013

Twitter has tweaked the way it deals with advertising, enabling promoted tweets to be placed in users' timelines based on recently used keywords.

According to Nipoon Malhotra, product manager for Twitter, users should not notice a great difference, but it should enable advertisers to more effectively target their campaigns.

“We’re not showing ads more frequently in timelines, and users can still dismiss Promoted Tweets they don’t find relevant,” he wrote on a company blog.

Advertisers will be able to specify the keywords they wish to initiate a promoted tweet, as well as specifying the geographic location, gender and client being used, to reach their audience, he added.

The service has already been trialled by a number of firms, including Everything Everywhere, Microsoft Japan, Walgreens and GoPro.

Previously, Twitter had enabled advertisers to target promoted tweets around a range of broad topics, but today's changes will enable them to focus in more closely on their intended targets.

According to Malhotra, the early testers reported the use of keyword targeting had shown “users were significantly more likely to engage with promoted tweets using keyword targeting in timeline than other forms of targeting in the timeline.”

The move comes as Twitter looks for better ways to make money from its platform. While Twitter has grown rapidly, with tens of millions of users, it relies on advertisers for the bulk of its revenues.

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