Twitter's new broad match targeting: What you need to know

by Sofia Zab

This week Twitter introduced broad match keyword targeting to allow advertisers to automatically include related terms such as synonyms and misspellings in their promoted tweets.

For example, a coffee shop promoting "love coffee" will now also target terms such as "luv" and "latte".

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Rather than adding this as a new option, broad match keyword targeting is now enabled by default in the Twitter advertising platform. If you want to match keywords that appear within a tweet exactly, you will have to write your term between quotation marks.

To limit Twitter's ability to broaden your targeting, you now have to include a "+" in front of terms. So for example, "love +coffee" will find new keywords like "love" but will exact match on the coffee. If you just want to exclude one synonym, for example "espresso", but want others such as "latte" included, add a "-" in front of the exact terms you want to exclude.

Previously, adding a phrase without quotation marks would make Twitter target all the words in your phrase as long as each word appeared anywhere in a single tweet. To achieve the same effect in Adwords, you can now "+"es in front of each word. Unfortunately, we have been told by Twitter that this is not possible on their platform. This means that the addition of broad match targetting effectively removed the previous default targetting option.

In addition, Twitter advertisers can target promoted tweets based on:
* location * device * interests * followers * keywords * lookalike * target audiences

Unlike in Google Adwords however, it doesn't seem like Twitter will provide you with the exact match terms that were generated as a result of broad searches.

We'll be trying this new feature out over the next couple of days and will update this blog post with our results. Sign up to our newsletter to be notified!

Have you tried broad match targeting yet for your campaigns?