Twitter Takes on Keywords: Where SEO and Paid Ads Converge

Twitter has recently launched a new feature that aims to help businesses reach a more targeted audience on the platform. This feature uses keywords and is designed to bridge the gap between B2B SEO and paid advertising.

Twitter says, “Now advertisers can bid to insert Promoted Tweets solely among specific search results, reaching people with high real-time intent & improving ad relevance.” 

Search Keywords Ads differ from other Twitter Keywords campaigns in that they only reach people searching for targeted terms when they are actually searching, offering a stronger signal of intent. For B2Bs, this means reaching the buyer when they are looking for a solution to their problem—and that’s precisely how your brand should be positioned. 

Related Reading: How to Hack the Twitter Algorithm

What are Twitter Search Keywords Ads?

Twitter Search Keywords Ads allow advertisers to target users who have recently searched for specific keywords on Twitter. This type of advertising enables businesses to reach users actively looking for similar products or services, resulting in higher engagement and conversion rates.

Twitter Search Keywords Ads are an excellent way to promote your business on social media, particularly if you’re looking to drive traffic to your website or increase brand awareness. With this feature, businesses can target users based on their search intent, allowing them to create highly relevant and targeted PR campaigns.

How do Twitter Search Keywords Ads work?

To understand the full potential of Search Keyword Ads, it’s important to understand how the process works. First, advertisers select a list of relevant keywords related to their product or service. These keywords are then used to target users actively searching for related content on Twitter. When a user searches for one of the selected keywords, an ad featuring the company’s Promoted Tweet will appear in the results.

Advertisers can then bid on each keyword, and the highest bidder will have their ad featured first in the search results. The price of each keyword is determined by its popularity and relevance to the brand’s target audience.

For example, if you sell construction gear, you can create a promoted tweet that targets users who have recently searched for keywords such as “best construction boots” or “construction equipment.” Your promoted tweet will then appear at the top of the search results, making it highly visible to potential customers.

To maximize the effectiveness of Search Keyword Ads, it’s important to create a comprehensive keyword list that contains terms related to your product or service. This will ensure that you reach out to the right people actively searching for information about what you offer. Moreover, selecting keywords with a higher search volume will help boost the visibility of your ad and improve its performance.

How to set up Twitter Search Keywords Ads

To set up Twitter Search Keywords Ads, follow these simple steps:

  1. Log in to your Twitter Ads account.
  2. Create a new campaign and select the “Search Keywords” objective.
  3. Choose the keywords you want to target.
  4. Create your ad copy and select your targeting options.
  5. Launch your campaign and monitor its performance.

Related Reading: 8 Reasons You Should Implement Keyword Clusters in Your SEO Strategy

Why is Twitter’s Search Keywords Ads feature important?

The Search Keywords Ads feature on Twitter allows advertisers to reach potential customers at the right moment when they are actively searching for a specific product or service. This makes the ad more relevant to the user and increases the chances of them clicking on it.

By using Search Keywords Ads, you can also identify new keywords and phrases that your target audience is using to search for products or services related to your business. This can help you refine your keyword strategy and create more effective campaigns in the future.

Best practices for Twitter Search Keywords Ads

Many brands have left Twitter due to recent controversies. Before considering implementing Twitter’s new feature into your brand’s advertising strategy, consider whether or not Twitter is the right place for your brand. Is your audience there? Are they still engaged with the platform? If so, follow these best practices to ensure your Twitter search keywords ad campaign is successful:

  • Choose relevant keywords: Select keywords relevant to your business and your products or services.
  • Write compelling ad copy: Ensure your ad copy is engaging and encourages users to click through. 
  • Test different match types: Experiment with different match types to see which ones work best for your business goals.
  • Use negative keywords or exclusion keyword targeting: Use negative keywords to exclude irrelevant search queries and ensure your ads are only shown to relevant users.
  • Use ad extensions: Use ad extensions such as site links and callouts to provide additional information and encourage users to click on your ad.
  • Monitor and optimize: Monitor your campaigns regularly and make adjustments as necessary to improve performance.
  • Follow policies: Twitter updated its Paid Partnerships policy this month. So if you’re posting sponsored tweets organically, include #ad, #sponsored, or #paidpartnership to avoid penalties.

Related Reading: Leaving Twitter? Here’s How to Use Your Twitter Ad Dollars

How does exclusion keyword targeting work?

Exclusion keyword targeting is a powerful tool that helps businesses tailor their ad campaigns to reach the right audiences and maximize their return on investment. When exclusion keyword targeting is enabled, it prevents your ads from appearing when people search for and engage with particular keywords. Exclusion targeting is beneficial because it allows you to precisely define which words your audience will not see and exclude them from your campaigns.

The exclusion keyword targeting feature enables two major functions; it prevents users who have already engaged with excluded keywords from seeing ads related to them and keeps your ads from appearing in search results related to those keywords. This way, you can focus on keywords that are more likely to work well for you and exclude any words that may detract from the effectiveness of your campaign. It should, however, be noted that exclusion keyword targeting does not prevent ads from appearing near or adjacent to excluded words in tweets, profiles, timelines, or searches for non-excluded words.

What this means for Paid advertising campaigns

Search Keywords Ads offer an interesting potential for Twitter, which could provide the company with signature revenue streams. By leveraging these types of ads, Twitter can extend its reach and attract more users and customers to its platform. Additionally, advertisers can access a wider range of audiences seeking out specific topics, making it easier for brands to quickly meet their goals or objectives in the digital age.

For advertisers, Search Keyword Ads offer an effective way to reach out to their desired audience. This type of ad allows marketers to target users who are actively interested in their product or service, thereby increasing the chances of a successful conversion. Additionally, by bidding on keywords with higher search volumes and relevance, advertisers can boost the visibility of their Promoted Tweet and maximize its potential impact.

Related Reading: How Paid Advertising Can Help Your B2B Brand


With the introduction of Search Keyword Ads, Twitter has opened up a new realm of possibilities for advertisers. With this type of ad, advertisers can now reach potential customers at the right moment when they are actively searching for a specific product or service. By using relevant keywords, testing different match types, and monitoring campaign performance, businesses can make the most of this new feature and drive more conversions.

Want to revamp your Twitter strategy with this new feature? Reach out. We’d love to help. 


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