Keyword Targeting Criteria - Need Clarification

[msbukkuri]

Dear Twitter Staff,

I really need some clarification on the different type of keyword targeting that you have available. What does each of these mean?

BROAD_KEYWORD
UNORDERED_KEYWORD
PHRASE_KEYWORD
EXACT_KEYWORD
NEGATIVE_PHRASE_KEYWORD
NEGATIVE_UNORDERED_KEYWORD
NEGATIVE_EXACT_KEYWORD

A description or understanding for each of these would be really helpful, as it is not very clear from the API docs what this means.

[jublonet]

• BROAD_KEYWORD is a fuzzy search.
• UNORDERED_KEYWORD will match any of the given keywords in any order.
• PHRASE_KEYWORD – not sure.
• EXACT_KEYWORD will match items that contain this exact keyword, in this exact order.
• NEGATIVE are applied like the ones above, but inverted results—matching on items that do not contain them.

[msbukkuri]

@jublonet Thanks for the suggestion.

I keep receiving the error and it is preventing me from updating my line item.

Your request (POST https://ads-api.twitter.com/0/accounts/18ce53yrq2p/targeting_criteria) resulted in the following errors: INVALID_TARGETING_TYPE: TargetingCriterion with targeting_type EXACT_KEYWORD cannot be combined with LineItem with placement_type PROMOTED_TWEETS

The main thing is that we are not setting any EXACT_KEYWORDS. So I am confused as to why we are receiving this error. Any thoughts?

[JBabichJapan]

Hi,

This is a little tricky to notice but you can see at https://dev.twitter.com/ads/campaigns/targeting that it says that Promoted Account placement type will allow Keyword Types (Any), but Timeline and Search say “Non-exact” which means exactly that you cannot use Exact Keyword there. Exact Keyword is a very restrictive matching type and not so suitable for those scenarios.

The explanation for different types of keyword matching is also on the same page (near the bottom).

Thanks,

John

[msbukkuri]

https://dev.twitter.com/ads/campaigns/targeting

@JBabichJapan
Thanks for your response John. But we were not setting any Exact Keyword. That’s the problem. Does Negative Exact keyword also come as an Exact Keyword?

[JBabichJapan]

Negative exact keyword would also be considered an exact keyword. We will consider updating docs to make it clearer!

[msbukkuri]

@JBabichJapan

Hey John. I took your advice, but it looks like for Twitter Timelines and Profiles placement, this Exact Keywords do not work. See the following error message:

Your request (POST https://ads-api.twitter.com/0/accounts/18ce53yrq2p/targeting_criteria) resulted in the following errors: INVALID_TARGETING_TYPE: TargetingCriterion with targeting_type EXACT_KEYWORD cannot be combined with LineItem with placement_type PROMOTED_TWEETS_FOR_TIMELINES_AND_PROFILES

[JBabichJapan]

Hi,

I actually meant that EXACT_KEYWORD would only work for Promo Account placement type, the ones the exact type does not work for are timeline and search.