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Twitter adds broad matching to ad options

Twitter account on TwitterTwitter has announced that advertisers can now target users based on broad matching of keywords. This means, if you are running a paid campaign on the social network, you can have your ads appear based on different combinations of words – even synonyms.

Announcing this on its own blog, Twitter gave some helpful examples to show what this broad matching would mean.

In the example, Twitter says an advertiser trying to reach coffee lovers could set the ad to trigger if a tweet contains the words ‘love’ and ‘coffee’ separately, as well as the phrase ‘coffee love’.

Additionally, Twitter would recognise spelling variations, such as the commonly used ‘luv’ instead of ‘love’. The would ‘adore’ would be recognised as a synonym for ‘love’ – presumably, ‘I love caffeine’ would also qualify.

Here’s the image Twitter published to explain the examples.

Twitter broad matching examples

The broad match targeting is a new addition for keyword targeting, which was introduced by Twitter in 2013. This was later enhanced with the introduction of sentiment filtering.

To find out more about the broad matching options, there is a Help Center article here.

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