Twitter Ads Broad Match Keyword
December 12, 2013digital
Twitter Ads now supports Broad Match Keyword Targeting. So... what's that? Broad match keyword targeting has been around for awhile in popular ad platforms like Google Adwords. Essentially it allows you to target a keyword and variations of that keyword. So if you are targeting the term "baby shower", your ad may show when people search for "baby shower games" or "baby shower invitations". Google has a great definition for broad match targeting...
Broad match lets a keyword trigger your ad to show whenever someone searches for that phrase, similar phrases, singular or plural forms, misspellings, synonyms, stemmings (such as floor and flooring), related searches, and other relevant variations.
So what does this mean for keyword targeting on Twitter Ads? It's very much like AdWords. Broad Match Keyword Targeting on Twitter Ads matches up against tweets that have your keyword in a phrase or if the tweet has related terms, variations, synonyms, etc. Here's a great graphic from Twitter's feature launch post. Broad Match Keyword Targeting Notes
- This will now be the default matching type for keywords moving forward. Be careful with this because if you don't control your targeting your ad could show up in false positive matches and you may be spending money targeting a keyword combination that isn't related to your product
- You can use a '+' modifier to prevent unwanted broadening. For example you could target _"baby shower +invitations" so your broad match would work for "looking for baby shower invitations" but not for "shopping for a baby shower gift"_.