Search engines don’t get enough credit. They’re smart enough to know that when I type Supernatural, I mean the TV show and not the general category of things that go bump in the night. This same technology is used to make sure I see ads that are relevant to my search – but it’s not always as effective.
Twitter is making great strides in that area with two new features FOR folks who use Promoted Tweets. First up is something I like to call The Kevin Bacon Solution.
In addition to exact match, phrase match, and basic keyword match, Twitter now allows negative keyword targeting.
“For instance, if you sell bacon, you can now keep your campaigns more than six degrees apart from Kevin Bacon by using “Kevin” as a negative keyword.”
Brilliant. Now you can promote Houston – not Whitney, Apple – not the computer, and Tigers – not Detroit.
Twitter also added the ability to hook your wagon to a rising star with auto-match. This feature examines trending words and hashtags, then matches them automatically to the inventory of Promoted Tweets. When it finds a match, that Tweet goes into the auction for a spot in that search result.
Twitter’s example: if you sell baby clothes, your Tweet would go into the mix when news of a celebrity pregnancy hits the top trends.
Both of these options lead to better targeting and that should mean more conversions for brands who use Promoted Tweets. It also means more relevant responses for users, so it’s a win-win for everyone, especially fans of Kevin Bacon.