Digital Marketer and Editor Eric Pickhartz has published their latest blog post on Twitter’s new advertising capabilities, which now include keyword targeting from within the content of people’s tweets.

“This keyword strategy will allow brands to plan and deliver ads to a distinctly specific group of Twitter users, based on words found within their tweets. Reaching those tweeters at the right time, and in the right context, will go a long way in an ad’s overall effectiveness,” said Pickhartz in the post.

“Early trial runs by big name brands have already received reports of butt-kicking engagement levels,” said the post, “and this “zooming in” process is letting them avoid wasted efforts and resources. Keep in mind this measurement reflects engagement, and not things like leads generated or direct sales executed. In other words, get excited, but not too excited. Direct-response marketers may still be a little unsatisfied.”

The post goes on to share examples of how the keyword targeting will work, and described some possible challenges for the new feature.

“Bottom line is, Twitter is crossing from a widely usedsocial network into a property with legitimate commercial propositions. Jump on board with this new keyword targeting feature so you can make it to the other side as well,” wrote Pickhartz.

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