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Twitter Starts a Trial of Ads Targeting Only for In-App Search

With the implementation of a recent ad tool from Twitter, marketers will now be able to reach users more precisely by placing Promoted Tweets in certain search results.

Twitter pointed out that “Search Term Ads” will let advertisers focus on certain keyword searches. So, for instance, if a person in a specific area searches for “pizza,” you may see adverts for your business in the record of the search results, enabling you to interact with individuals based on their interests. Although keyword targeting cannot be centered just on search results, it is essentially the same as Twitter’s current keyword targeting function.

According to the statement from Twitter, search keyword advertisements are distinct from conventional Twitter keyword ads, i.e. they provide a greater indicator of intent since they only display to users who are actively looking for the relevant terms whilst searching.


By using keywords, one may connect with other Twitter utilizers based on the terms they employ in their tweets, in-app queries, and other app interactions. One can also find people based on the phrases they put in their tweets. This serves as a decent stand-in for wide purposes. Moreover, Twitter also offers Broad Match targeting to take advantage of variants of your chosen phrases. However, based on their actual app activities, targeting search phrases directly may be a better method to put your advertisements ahead of those who are interested in that particular area.

With regards to display, Keyword Targeting enables you to position your adverts in Home timelines in addition to Search results. Thus, it is identical once more, but a bit more detailed. It's important to remember that Twitter disabled the ability to use Keyword Targeting, which allowed you to filter certain search results. It's unclear how it links to diminished function.

Will the option of being able to be more precise be beneficial?

Perhaps. The ability to more precisely target your advertising is generally preferable, and the ability to focus on the keywords used in search inquiries makes it logical and should be useful. However, Twitter's present Keyword Targeting is rarely a very effective ad choice. As a result, Twitter advises adding at least 25 to 50 keywords to each promotion and addressing both general and niche phrases to reach the widest possible population.

As too much targeting would restrict your outcomes, it's noteworthy to note that while other networks are focusing on mechanization and broadening their targeting, Twitter is narrowing it down. Most probably that works for a few domestic companies. Nevertheless, it may potentially be overly restricting, depending on the user who utilizes it. However, having the choice is still advantageous, and you may try it out as Twitter's beta test is now being made available to all app marketers. The way beta tests typically operate doesn't seem to apply here, but because this is "Twitter 2.0," the rules don't seem to follow.

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