Twitter announced keyword targeting this week. This means that brands can now serve promoted tweets to a user’s timeline based on specific words in their tweets.Twitter says the service is rolling out across all of its ad network, mobile and desktop, covering 15 languages and all markets where it currently serves Twitter Ads.
Why I’m curious:
Twitter claimed that the new keyword targeting “ lets marketers reach users at the right moment, in the right context.”. But I wonder how many people actually tweet about their purchase intent? Unlike search, consumers are not using Twitter to express a specific need that they would like met.
Although it’s not offering keyword targeting yet, Facebook is also testing ads in its new Graph Search. I’m interested to see if these targeting initiatives will change users behavior on social channels.