Skip to main content

Slang or gibberish can’t escape Twitter’s expanded keyword search for advertisers

twitter expands keyword search advertisers smarter targeting horizon broad match
Image used with permission by copyright holder

Twitter is on a roll when it comes to attracting advertising partners, and today the company announced another appealing asset: Twitter has tweaked its keyword search for advertisers. Now, whether you tweet “I love soup” or “<3 soupie-soupz forreal!” the search is expansive enough to figure out both are talking about a preference for warm liquid meals (but please don’t tweet the second one). 

Called “broad search,” Twitter’s widened discovery criterion is a boost for companies that use targeted advertising on the social network, where they place their ads based on what Twitter users are having a conversation about. So a pet supply company, for instance, will target Twitter users discussing dog walks or kitty litter, or a brand of women’s shoes would look for users discussing wedges and cowboy boots. The expanded search helps companies discover more appropriate advertising targets because it unearths discussions that were getting overlooked due to vocabulary choices.

Before Twitter widened its search, people using slang or colloquialisms (or just straight-up spelling stuff wrong) evaded the long arm of social advertising. But no longer. Broad search allows for targeting according to more than just keywords; it also includes related terms, synonyms, and stem variations in addition to improper spellings and slang. 

Get your weekly teardown of the tech behind PC gaming
Check your inbox!

Unfortunately, broad search is only available for those willing to use Twitter’s advertising campaigns and shell out money, so if you’re hoping you can use it for fun, no such luck.

Editors' Recommendations

Topics
Kate Knibbs
Former Digital Trends Contributor
Kate Knibbs is a writer from Chicago. She is very happy that her borderline-unhealthy Internet habits are rewarded with a…
X now offers audio and video calls, but it’s easy to turn off
The new X sign replacing the Twitter logo on the company's headquarters in San Francisco.

A couple of months after landing the CEO job at X (formerly Twitter) in May, Linda Yaccarino said: “X will be the platform that can deliver, well ... everything.”

Part of that includes audio and video calls, which the company has just started to roll out for users globally.

Read more
How to delete or deactivate your Facebook account
Google Pixel Fold in Obsidian with Facebook filled screen after rotating.

Maybe you just need to take a break from using Facebook. Or maybe you haven't used your Facebook account in awhile and don't plan to in the future. Whatever your reasons, you should know that you have two clear options when it comes to doing away with Facebook.

If you just need a break and will likely need your account in the future, you can deactivate your Facebook account. If you've moved on to greener social media pastures or just don't need your account anymore, you can delete your Facebook account too.

Read more
YouTuber gets more than just clicks for deliberately crashing plane
YouTuber Trevor Jacob jumps from his plane shortly before it crashes.

YouTuber Trevor Jacob jumps from his plane shortly before it crashes. Trevor Jacob/YouTube

It was two years ago when YouTuber Trevor Jacob posted a dramatic video of his solo flight that ended with the plane crashing, though not before he jumped out of the single-engine aircraft to parachute to safety.

Read more