Determining how to target your advertising on platforms such as AdWords and Twitter Ads can be confusing. I recently received this image created by twitter showing examples of a broad match term. It is an excellent example of how the search term love coffee can be matched in tweets.
In other words if you want to advertise to individuals that tweet the term love coffee there are two types of targeting.
Matches on Tweets containing keywords in exact order only. Specified by quote marks around the keyword. Example: “love coffee”. In this case you will only be showing your advertisement to individuals that have the two words love coffee in that exact order. Your advertisement will not show for tweets with the words coffee love or love the coffee, as an example.
Broad match modifier:
Matches on Tweets containing keywords in any order, including other words in between. Specify with a plus sign before all or selected words in the keyword. Example: +love +coffee. Here is the image with examples.
Broad Match on Twitter Ads
The most interesting thing about the board match are the bottom four examples in the image:
- I really love coffe
- I really luv this coffee
- I really adore coffee
- I am really loving this latte
Notice that none of the examples above have the exact words love and coffee which is what the example shows was entered as a search term. With related terms, stem variations, synonyms, misspellings and slang the above examples will all shows your advertisement. This may be good and it may be bad.
Twitter is attempting to increase their revenue and wants to have your advertisement show as often as possible, they are also trying to help you reach your audience. There are often misspellings and slang that you may not have thought to target, so these variations can be helpful. On the other hand you need to be careful about your broad match terms as it is possible you are targeting items you may not intend to target at all.
Visit Twitter Help Center for Advertising for more on how the twitter ads work.