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Twitter Upgrades Promoted Tweets
By: E. V. Perkins Jr.
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Twitter added new features to its Promoted Tweets platform last week: negative keyword targeting, automatic matching to trending topics, and bulk keyword importing.

Negative keyword targeting allows you to prevent your Promoted Tweets from appearing with certain keywords. Here’s an example Twitter used on their blog: “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.”

Twitter automatically matches your Promoted Tweets to relevant Trending Topics. According to their blog, they use relevance signals about the Promoted Tweet and Topic. Here’s how Twitter sees this working: “If a celebrity’s pregnancy news starts trending, and you’re a retailer of baby clothing, your Promoted Tweet may be entered into the auction for that trending search.” This feature is enabled by default for new campaigns, but you can choose not to use it.

Bulk importing is the last upgrade. Nothing flashy; it just lets you import multiple keywords at once. You can export a list from another search advertising platform, or copy and paste from a document.

Twitter believes these new features will help advertisers get higher returns on their Promoted Tweets.


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About the Author
E. V. Perkins Jr. is a marketing and new media specialist in the Milwaukee-area. Learn more about him on LinkedIn and Twitter.
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