To date, social networks have given advertisers the opportunity to target users based on audience profiles or actions. Twitter now offers its first opportunity, outside of Twitter Search, to target users based on expressed intent. Keyword Targeting could be a powerful tool for brands seeking to reach users in the moment they’re thinking about a brand/product, or even when they’re at a brand’s location. The ability to target ads to users when they are tweeting about their Saturday shopping plans or sharing their car buying experience enables advertisers to create highly relevant ads with perfect timing, using data provided by participants in an automated way. Keyword Targeting can also be a particularly effective tactic for local and mobile marketers. For instance, a person who sends a tweet from their phone looking for the best New York pizza for lunch could now be targeted with a Promoted Tweet in real-time from a near-by pizza place. As marketers have more opportunity to put big participant data into action, they can create more relevant experiences for searchers and social users, in real-time. Relevancy not only results in more clicks, leads and conversions, but it also rewards advertisers with lower costs.