Twitter Inc. launched a new tool that will allow advertisers to analyze users’ Tweets for keywords to better target their ads. In a post on the company’s advertising blog Wednesday, Nipoon Malhotra, Twitter’s product manager for revenue, said the company’s new “keyword targeting in timelines” product will allow advertisers to target Twitter users based on keywords in their Twitter messages and the messages they engage with. “This is an important new capability—especially for those advertisers looking for signals of intent—because it lets marketers reach users at the right moment, in the right context,” Malhotra wrote. Malhotra said a music group could use the tool to advertise a concert to that city's local Twitter users who had recently engaged in a conversation about that band or one of its albums. Malhotra said tests had shown that users are “significantly more likely to engage” with ads that use the company’s new keyword targeting tool. It said one company involved in the trials saw user engagement rates reach 11 per cent while using the feature.