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Twitter Gives Advertisers Ad Groups in Ads Editor

By Chris Crum

April 20, 2016

Twitter announced the launch of new ad groups for optimizing campaigns at scale from the Twitter Ads editor, which was launched last year. The company says it has been testing new ways to reduce friction for advertisers building large-scale campaigns, and one such way is ad groups.

Ad groups represent a new level to Twitter’s campaign structure that gives advertisers further control over how to spend their budgets and message different audiences.

Twitter revenue product marketing manager Andrea Hoffman explains how it works: “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.”

“Managing large-scale campaigns isn’t nearly as time-consuming as you may think. Using ads editor and [...]

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