Many brands were quick to embrace social media; they understand the value of connecting directly with their customers. Twitter has adapted accordingly to the needs of advertisers, and now, its making improvements to the ad campaign feature.
The social media platform has updated the ad editor to make it easier for brands to effectively target, and monitor their advertising efforts. This new update includes an Ad Groups function, which will allow marketers to reach smaller sections within a larger group, by using detailed and targeted criteria, along with target-specific creative. The product was only available through Twitter’s API, but it was fully launched earlier this week. The company’s product marketing manager, Andrea Hoffman wrote a blog post to announce the new features. She explained that Twitter will provide more control for campaigns while gathering metrics based on audience and schedule.
With Ad Groups, Twitter created new opportunities for marketers within the Twitter community. Advertisers can now create subcampaigns within larger campaigns; these subcampaigns can be used to distribute targeted creative to the appropriate audience. As Hoffman explains in her blog post, “Similar to how other ad platforms are structured, Ad Groups introduce a new level in our campaign hierarchy. One campaign can have many ad groups, and an ad group can have many targeting criteria and creatives. This level of granular control helps advertisers improve how they measure results, set promotion schedules, test different audiences, and identify which Tweets work best.” In addition to these new features, the new campaigns can include set campaign objectives like engagements, video views, and followers. Your key performance metrics will be available directly through Twitter’s user interface.
Twitter isn’t the only platform looking to grow advertising functions. Facebook has recently launched Delivery Insights, a new platform for advertisers to gather information about campaign performance. Let’s see how other social media platforms adapt their products, especially as they compete with one another for advertising revenue.