A lot of it depends on the specific advertising campaign and how broadly the company wants to target certain keywords. Starbucks, for instance, may have varying degrees of success reaching users depending on whether it targets words like "vanilla latte," or just "thirsty."
Also, on Twitter, people may not have as strong of a purchasing intent as they might have while using dedicated search engines like Google, so comparing Twitter's keyword targeted advertising to search targeted advertising is not an apples-to-apples comparison, Lieb said.
"Twitter is its own channel," she added.
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