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Keyword targeting is a remarkably interesting and precise way to go after specific people who have demonstrated intent on Twitter.
You can target people who've used a specific word or hashtag in their Twitter update, or people who've interacted with tweets containing those words, in the last seven days.
Facebook doesn't allow you to do this. On Facebook, you can't target by keywords, they only offer topic targeting.
What's the difference? Well, on Facebook I can only go after people who are interested in AdWords as a topic.
On Twitter, I can get much more precise. I could target #ppcchat – a popular hashtag for marketers to talk about all things PPC.