Keyword Level Targeting on Twitter, requires a new approach to optimize your campaigns on Twitter. A Search Campaign on Twitter works differently from a search campaign on other Search Engines. Here are Five Tips shared by Twitter Advertising, to use Keyword Targeting in your Twitter Ads to make your Twitter campaigns more effective and target users with your Promoted Tweets in the Users Timeline.
Optimize Keyword Search To Arrive At Best Results
As in Search, Keyword targeting on Twitter gives best results with a tightly themed group of keywords as in the example above the keywords for best results could be Christmas Cookie Recipes or Festive Snacks. Doing a real-time analysis of the two phrases reveals, a wider appeal for Christmas cookie recipes compared to Festive Snacks..
Christmas Cookie Recipes
Twitter Advertising Blog recommends that while setting a Keyword phrase you should bear in mind that the search context is more humane and conversational and therefore it is more about using phrases that are likely to be used in a conversational context.
Use Emotional Context To Promote Your Tweets
Most Tweets are sent in a context and often reflect the emotional state of the user and Keywords that tap into the feelings of the user are likely to resonate better and build an affinity for your brand. For example, Adidas Poland targeted keywords related to pro soccer players and sports footwear. This tactic contributed to the 900% increase in engagement rate @AdidasPL saw on its Promoted Tweets.
Plan your campaigns around the moments in people’s lives that might lead them to realize they have a need for your products, or to make an emotional connection with your brand.
Use Keyword-level Analytics To Maximize Performance
To help you identify the right keywords for your campaign it is recommended that you look at Keyword Analytics. To arrive at the best performing keywords you can analyze your campaign performance for each of the keywords.
Twitter advertising has shared a hypothetical example for arriving at the keywords that work for your campaign. After reviewing the impressions and engagement rate for each of the keyword the Coffee Brand chose a benchmark of 1 percent engagement rate. Twitter has recommended creating a staged process by retaining the best performing keywords. To arrive at another set of High Performing keywords add a selection of new keywords similar to the high-performing keywords. Continue this pattern of pitting challengers against champions each week.
Find the Right Balance Between Precision and Reach
Twitter recommends going with a broad reach rather than precision to achieve scale with your campaigns.
Looking at the two tweets above the users who are shopping for gifts are likely to be using a search Keyword or phrase in a broader context such as “Last Minute Gifts” or “Gifts for Family”. Targeting within a context with a broader framework is likely to work better here, giving your campaign a better chance to be discovered.
According to Twitter Advertising, “When @CoorsLightUK built a promotional campaign that drove a 507% increase in brand conversation, they targeted the keyword snowboard among many others. Because they used broad match, they effortlessly reached more people with a variant of the keyword snowboarder.”
Twitter Advertising recommends using phrase match or negative match, in case there is a likelihood of the word being used in an improper context.
Reconnect With Users Who Recently Engaged With Your Tweets
Twitter Advertising recommends reconnecting and engaging the users who have engaged with the unique Hashtag yo have created for your campaign. In case you set up an interest based campaign with keyword Gift as the interest category with a unique Hashtag then in the next promoted Tweet you could go with Targeting the Hashtag users only.
Source: Twitter Advertising