Friday, December 14, 2012

Twitter Introduces 'Negative Keyword Targeting' to Make Ads More Relevant

Link to full story here.

Twitter's ad offerings continue to mature. The latest example is Thursday's introduction of "negative keyword targeting" for Promoted Tweets, which will let advertisers buy a term but avoid having the ad shown in contextually irrelevant situations.

In Twitter's example, an advertiser that buys the term "bacon," as in the edible product, could make sure it doesn't show up near conversations about actor Kevin Bacon. In that case, "Kevin" would be a negative keyword. The company also introduced a "bulk importing tool" that will let you highlight which terms you want to match and which you don't.

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