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Conversation targeting

Use our conversation targeting option to quickly target audiences based on the conversations they're actively participating in on Twitter. Choose from over ten thousand conversation topics across 25 categories, such as sports, lifestyle, video games, books, and more!


How it works

Choose from our over 10,000 conversation topics to target an audience participating in that conversation. To see a full list of available conversation topics download this syntax sheet

To add conversation targeting to your campaign:

  1. Go to the Targeting section of your campaign setup
  2. Under the Audience features section, click All and select Conversation topics
  3. Type in a search term for a topic you'd like to target in your campaign. For example, a movie genre or a specific brand
  4. From there, you can add the conversation topic to your campaign targeting by clicking Add

Get the #details

When you hover over a conversation topic in your campaign setup, you'll see a box with the following information:

  1. Name of conversation topic audience
  2. Description of users in the audience
  3. Estimated audience size

Users may be considered part of a conversation audience if they've Tweeted or engaged with a Tweet mentioning the topic or have dwelled on a Tweet about the conversation topic. 

You'll be able to see your campaign serving results according to conversation topic in your Ads manager < Audience section. Learn more on Ads manager

Conversation targeting FAQs

  • How do you determine which users are involved in a conversation?
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    Conversation targeting is powered by a human-tuned, rule-based keyword algorithm. These rules are tuned for precision and scale by carefully examining keywords for phrase or word matching, blacklist matching, boolean expressions, author authentication (e.g. Nick Foles plays football, but not all his Tweets are included in the football conversation), time of Tweet validation, language matching and more! 

    We consider a user to be engaged in a conversation if they have Tweeted or engaged with a Tweet that mentions a conversation topic or have dwelled on a Tweet about that conversation topic. There is a lookback window of 28 days. 

    Learn about our Twitter Ads policies and how to manage privacy settings


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  • How does conversation targeting layer on with other targeting types?
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    Conversation targeting is an example of Additive targeting, also know as "OR" targeting. 

    If you select 5 conversation topics and 35 follower @handles in your campaign, your campaign is eligible to serve to any user who fits any part of that 40 piece targeting. For example, a user participating in Conversation 1 OR Conversation 2 OR Conversation 3 OR @handle 2 could be eligible to be served your ad. We call this Additive targeting because the more pieces of targeting you add to your campaign, the larger the potential audience. 

    Conversation targeting will also take into account any subtractive, or "AND" targeting, you've chosen in your campaign. Gender, geo location, age, and language targeting are all "AND" targeting types, meaning that they will ALL be respected. For example, let's say you set the following targeting parameters in your campaign: Females in the United Kingdom who are 18+, with 3 conversation topics and 35 follower @handles. Only 18+ Females in the UK who are participating in Conversation 1 OR Conversation 2 OR Conversation 3 OR @handle 20, etc, will be eligible to be served your ad. 

    Additive targeting types - "OR" targeting: 

    These targeting types will layer onto each other making your potential campaign audience larger. For example, a user who fits Targeting piece 1 OR piece 2 OR piece 3, etc will be eligible to be served the ad. 

    • Interest
    • Username (follower look-alikes)
    • Movies and TV shows
    • Behaviors
    • Events
    • Keywords
    • Conversation topics

    Subtractive targeting types - "AND" targeting:

    These targeting types will make your potential campaign audience smaller, as they'll all be respected. For example, a user who fits in targeting piece 1 AND piece 2 AND piece 3 will be eligible to be served the ad.

    • Geo location
    • Age
    • Gender
    • Device model
    • Platform
    • Language

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  • What languages are included in conversation targeting?
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    All conversation topics work in English speaking markets. We currently also provide limited support for Japanese, Korean, Portuguese, Spanish and French. Please note that the coverage for topics may not be as comprehensive for languages outside of English.

    If you're looking at using conversation targeting for non-English languages, select the topic in the targeting dropdown under Audience Features and view the forecasted reach number. If it is low or unavailable, add on additional targeting options to ensure your campaign has a large enough audience to serve. 

    Learn more on how targeting affects campaign serve. 


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