Twitter is making it easier for advertisers to build, test and optimise their campaigns at scale with the arrival of a new ad groups level for its Ads editor. The updated campaign structure has rolled out to marketers globally and is the latest addition aimed at streamlining the budgeting process and enabling brands to target different audiences.
Twitter Ads editor originally launched in August last year. It was designed to help advertisers seamlessly create and edit content and campaigns within one easy-to-use hub and deliver the right message at the right time. The search engine network said that it has been working hard since then to “reduce friction” for users so that they can effectively build large-scale campaigns with ease.
The new level in the campaign hierarchy is the product of that extensive research, as advertisers will now be able to control a multitude of ad groups within one campaign. Each ad group can also be targeted to different criteria and creatives. This delivers a granular level of control that will improve various aspects of ad campaigns, such as how brands measure results, test different audiences, optimise their Tweets and set promotion schedules.
In an official blog post, Twitter Product Marketing Manager Andrea Hoffman said: “Managing large-scale campaigns isn’t nearly as time-consuming as you may think. Using Ads editor and ad groups, you can build, test, optimise, and measure several campaigns at the same time, with just a few clicks,”
She added: “Ad groups are available to all advertisers globally via the Ads editor tool. To get started, we’ve launched new curriculum in Twitter Flight School to get you up to speed. This course takes less than an hour to complete and can be done from a desk or a phone. By the time you’re done, you’ll know #protips for how to use Ads editor, our data export features, and learn all about our new campaign structure with ad groups.”
The updated functionality will make the tool more enticing for larger brands, publishers and agencies that need to target different users and demographics with their advertising messages.