In April, Twitter announced the latest development in their advertising platform: keyword targeting. The feature is available in all languages and markets where Twitter ads are supported. Though user experience did not noticeably change, ads appearing in timelines are now potentially based directly on a user’s recent tweets and retweets. B2B marketers should take advantage of this opportunity.
Though most B2B companies use Twitter to engage their audience, fewer actually do paid advertising there. In the past, “promoted tweets” seemed out of place to a user — even nonsensical at times. Test groups showed that a user is more likely to respond to a promoted tweet when it has a close relationship to the tweets that have recently engaged him. These ads are more relevant and seem more natural.
Keyword targeting in Twitter ads enables companies to appeal to users when their mind is already on the topic at hand. This real-time interaction could be invaluable to B2B marketers in their attempt to present a solution to a prospect’s problem. The keyword targeting setup is user-friendly, which makes it easy for B2B companies to choose product or service-based ad words and gain leads that don’t even require a web search.
(Image credit: Rosaura Ochoa)
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