Twitter Launches Broad Match Keyword Targeting

Today, Twitter introduced broad match keyword targeting to give advertisers more scale by capturing synonyms, spelling variations and word order as well as words typed in Twitter speak.

In the example below, you can see some of the variations that would trigger the broad match version of “love coffee” including the shorthand “luv” and “latte” as a synonym for coffee.

Advertisers can use broad match modifier to prevent specific words in a phrase from being matched to other variations by prefacing the word with the plus sign (+).  Words with plus signs will not be matched to related terms, synonyms, misspellings or slang. For example, adjusting the keyword above to “love +coffee” would prohibit “coffee” from being matched to “latte.”