Social networking giant Twitter has unveiled a brand new feature on its advertising platform.
Product manager, Nipoon Malhotra, revealed in a post published on the company's advertising blog, that advertisers would now be able to target Promoted Tweets to users based on the keywords featured in their own tweets, as well as the tweets they've interacted with.
Launched back in April 2010, Promoted Tweets have proven to be extremely popular as a form of social media marketing.
However, the ads could previously only be displayed in users' Twitter feeds based on their interests - determined by an algorithm.
Malhotra provided an example of how the new feature - dubbed keyword targeting in timelines - could work.
He stated that a music venue hosting a band's gig could utilise the feature to target its Promoted Tweets to be shown to those in the local area that had previously tweeted about them.
Commenting on the significance of the new feature, Malhotra stated: "This is an important new capability - especially for those advertisers looking for signals of intent - because it lets marketers reach users at the right moment, in the right context."
Keyword targeting in timelines will accessible to those advertisers operating in Twitter Ad support locations. It'll also be available in all languages.
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