Twitter Rolls Out Search Keyword Ads To All Advertisers In Beta Test

Published on: 27th January 2023 at 9:45 AM

Tom Fogden

1 Min Read

Twitter has launched Search Keywords Ads, a new conversion campaign objective in the Twitter Ads interface.

The new tool will allow users to promote sponsored tweets to appear at the top of search results for specific keywords. This should allow advertisers to reach a wider audience, as well as one with a higher intent than those that just see ads in the home feed.

Search Keywords Ads are a new Conversion ‘campaign objective’ in the Twitter Ads interface.

For now, these campaigns will optimize only for conversions to advertiser websites, and they require the integration of the Twitter Pixel or Conversion API (CAPI) to maximize relevance. pic.twitter.com/xCowp8yvfL

— Twitter Business (@TwitterBusiness) January 25, 2023

As with other promoted tweets, these new search ads will be labelled as “promoted” to avoid any confusion.

However, while the new tool will likely be welcomed by advertisers — if there are any left on Twitter — the move does seem to run contrary to Elon Musk’s plans for the site. Musk has constantly discussed moving Twitter away from an advertising-based business model and has even mooted a pricier subscription option that would guarantee that users see no adverts at all.

TAGGED: Twitter

By Tom Fogden

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Tom is B&T's editor and covers everything that helps brands connect with customers and the agencies and brands behind the work. He'll also take any opportunity to grab a mic and get in front of the camera. Before joining B&T, Tom spent many long years in dreary London covering technology for Which? and Tech.co, the automotive industry for Auto Futures and occasionally moonlighting as a music journalist for Notion and Euphoria.