Twitter (News - Alert) has introduced “keyword targeting in timelines” for ads – which is gaining a lot of interest from advertising pros.

It is being offered in 15 languages and in markets where Twitter Ads are supported.

Basically, it will let advertisers target ads to a user based on the words they include in a Tweet. In addition, it will let advertisers target Twitter users based on Tweets they replied to, retweeted or marked as a favorite.

“That’s important, since most Twitter users are reading a lot more than they’re writing,” AllThingsD reported.

Another feature will let advertisers filter out people who have made negative comments about a brand in their tweets, the report adds. It is being called, “negative sentiment filtering.” Twitter users who complain about the certain brand won’t see ads from the brand.

“Available in the full Twitter Ads UI and through the Ads API, this new feature enables advertisers to reach users based on the keywords in their recent Tweets and the Tweets with which users recently engaged,” Twitter said in a blog post. “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.”

One company that tested the new offering, GoPro (News - Alert) (@GoPro), which provides wearable and gear-mountable cameras, got “promising results,” Twitter said. “After testing keyword targeting in timeline across four marketing campaigns, GoPro saw close to two million impressions, and engagement rates as high as 11 percent on Tweets promoted using the new feature.”

Industry watchers appear eager about the new feature as well.

“Specific word targeting is the holy grail of advertising, allowing brands and companies to tightly focus campaigns on those with very specific interests and along a very important vector: time,” The Next Web reported. “When an ad is delivered (it) is in many ways just as important as how it’s delivered and to whom. If you were just tweeting that you’re hungry for a burger, then see an ad for McDonalds, that’s much more effective than if you saw one hours later or hours before.”

In addition, All Things D predicts that if Twitter could “prove that it really is serving up intent signals to advertisers, and that its ads perform accordingly, that’s a really big deal.”

Twitter’s advertising business may total $1 billion in revenue during 2013, according to some reports. More conservative estimates came from eMarketer (News - Alert) which put the estimated total for 2013 at $582.8 million.

The amount may get closer to $1 billion during 2014, eMarketer predicts, according to TechCrunch. In addition, Twitter reportedly earned $288.3 million in ad revenue during 2012.

Twitter sees advertising an important source for its revenue. In 2010, the microblogging platform started offering paid advertising for companies, known as “promoted tweets,” TMCnet reported.