Twitter introduces better targeting with its new Ad Groups tool

Twitter Ads have introduced a new Ad Groups feature in an attempt to improve advertising for big brands using customisation and segmentation.

Following Facebook’s path in trying to present a competitive advertising platform, Twitter is hoping to attract advertisers aiming for large-scale campaigns.

According to Twitter:

“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.”

This way it’s hoping to encourage more brands to join Twitter’s advertising options, as a way to reach a wider audience, increase leads, website traffic, or app downloads, while building, testing, optimising, and measuring all their different campaigns.

Image source: Twitter

This seems important for Twitter’s business future, as despite the slightly depressing facts we examined recently, it still tries to survive in the competitive world of social media, especially in its business aspect.

Different targeting criteria

Twitter offers many different criteria for targeting a specific audience and this may help advertisers measure (and improve) the effectiveness of their ads.

The segmentation of the audience may be performed in various ways, and the most popular options of targeting are:

Geo-location targeting

Big international brands may create many different campaigns worldwide and geo-location targeting – either by country, state, or code – allows them to focus on each sub-group of people with the right message.

Image source: Twitter

Gender Targeting

Not every campaign is suitable both for men and women and that’s why gender targeting ensures that advertisers receive the desired engagement from every campaign.

Image source: Twitter Flight School

Device targeting

A new app wanting to reach an extended audience cannot create an ad focusing both on iOS and Android users by providing the same link, which means that device targeting can significantly increase the effectiveness of the campaign.

Language Targeting

Geo-location targeting is not the same with language targeting, but both of them can become very useful when narrowing down the audience for an international campaign. Would you like to see an ad in a language that you don’t understand?

Image source: Twitter Flight School

Follower targeting

This targeting option is very useful for brands that try to focus on specific people and follow the ones that are similar to their target audience. As who we follow may indicate our preferences, this may be considered a fast way to spot the people that are more relevant for each campaign.

Interest category targeting

The users’ segmentation depending on their interests is very popular, as it provides brands a good understanding of what people like in order to deliver the most relevant campaigns to them.

For example, Domino’s targeted people interested in soccer, pop and comedy, proving that sometimes you need a broader perspective to spot your most relevant audience.

Image source: Twitter Flight School

Keyword targeting

A brand trying to increase engagement or jump in a trending conversation can significantly benefit from targeting by keywords, as this is a great opportunity to increase its reach.

This may be very useful in big real-time events, especially when combined with television targeting.

Television Targeting

Twitter users love using the platform when watching their favourite shows and this can turn out into a very effective segmentation when creating a campaign that is relevant to a popular TV show or even a TV network.

For example, Ireland found the best way to promote its tourism with the help of Game of Thrones.

Image source: Twitter Flight School

Tailored Audiences

Tailored audiences allow Twitter advertisers to follow the users that have already shown interest to the brand, or in a specific category, outside Twitter, trying to enhance the brand’s impression to them and turn them into loyal customers.

Behaviors and partner audience targeting

Twitter may be useful even when blending offline and online audiences, as even the in-store shopping behaviors can be analysed and help advertisers find the right audience for their campaigns.

Better targeting, improved measurement

The improvement in targeting with the numerous cases of segmentation can increase the effectiveness of many Twitter ads and we’re curious to see the results for the social network in the future.

Image: Twitter ads

Will the enhanced features of Twitter ads refresh its business perspective? Will brands trust Twitter more now to experiment with its advertising options?

Yes, ad groups may not be enough on their own, but at least they are more than welcome for anyone considering advertising on Twitter.

Image source: Twitter Flight School

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