Along with a new tool to import keyword options from other platforms—think about Facebook and Google keywords here—Twitter is also expanding advertiser’s abilities to use keywords on Promoted Tweets. The digital marketing agency is already familiar with these new keyword matching options: exact match, phrase match, and keyword match.
Advertisers will also be able to specify negative keywords. Their ads will not appear near tweets involving those keywords. Twitter will also begin automatically matching ads to trending items. The example Twitter gives is news of a celebrity pregnancy. Brands that advertise for baby products will now automatically be entered into auctions for placement near those tweets. That new automatic function will need close monitoring by the digital marketing agency because the scenario outlined does not seem to be a particularly well functioning ROI placement and automatic entry will eat away at advertising budgets.