Dive Brief:
- Twitter has expanded its ad targeting offerings with what it calls "broad match" keywords.
- Broad match keywords pick up on users that tweet words similar to keywords provided by advertisers.
- For example, if an advertiser wants to target tweeters using the phrase "love coffee," broad match keyword targeting would also target words like "luv" and "latte."
Dive Insight:
Providing yet another update to its advertising options underscores Twitter's commitment to improving its value to marketers. The broad match keywords seem like they would be a welcome improvement to many advertisers, especially if the targeting tool finds related words that hadn't even been considered.
