Last month Twitter introduced Keyword Targeting in Timeline, which allows advertisers to target users based on the keywords within their Tweets or Tweets that they have recently engaged with. Advertisers can easily select the keywords that they would like to target and then layer in targeting for location, device and gender.
This new option allows advertisers to reach users at the right time and in the right contexts based on keywords to increase reach, drive user engagement and leverage a person’s real-time intent.
Previously, advertisers had to commit to an expensive and lengthy media buy to be able to reach Twitter users via Timeline keyword targeting. Now advertisers can easily create campaigns on a cost-per-engagement model — so they are only paying if someone re-tweets or replies to the Promoted Tweet. In addition, Promoted Tweets are on an auction-based model so you can set bids as to how much you’d prefer to pay for a user’s engagement.
Below is an example of a Promoted Tweet within a user’s Timeline on Twitter.com: