Twitter’s New Ad Groups Feature Offer Excellent Value
It's an exciting time for Twitter advertising, thanks to the recent roll out of their new Ad Groups feature. The main purpose for introducing Twitter Ad Groups is for the platform offer similar capabilities already possible on competing digital advertising networks, especially on competitive Social Media marketing platforms like Facebook, by providing advertisers with the capability to customize, segment and refine the targeting options within their Twitter advertising campaigns.
Twitter’s new Ad Groups allow advertisers to analyze data on a more granular level, based on different targeting parameters set up within each Ad Group. With the data provided at the Ad Group level, advertisers can see which targeting is working (and perhaps more important, which isn’t!), providing better options for A/B testing and significantly more extensive performance analyses. Using multiple Ad Groups and segmenting different targeting strategies will help Twitter advertisers to yield more optimal results.
Benefits of Ad Groups
Ad Groups make advertising on Twitter a much better buy, as they’ll help advertisers optimize campaigns more efficiently thanks to all the new grouping and segmenting capabilities. This feature is especially useful for big brands running several campaigns at the same time, as it should improve their ability to hone in on smaller segments of the targeted market and determine which categories of users are responding best to particular ads. These options are truly unparalleled, and make us far more excited about pitching promoted tweets and promoted accounts to a wider range of clients.
The main benefit of Ad Groups new targeting capabilities is that they allow you to reach target audiences within each far more effectively, since there is a specific focus per Ad Group compared to the currently available broad scale, limited-targeted capabilities. It’s like the difference between smart munitions and carpet bombing – Ad Groups allow all sorts of incredible segmentation options that have never been possible on Twitter before.
Available Ad Groups
Targeting options include language, gender, interest, follower, device, behavior, keyword, and geography targeting capabilities, allowing advertisers to tailor ads to their most relevant audiences. The main purpose of Ad Groups is to help separate these targeting strategies to better optimize performance and allow ad serving to niche markets.
- Demographic Targeting
Demographic targeting options include age, gender, and location.
Age targeting is an obvious desire, as many products and services play better with people from certain age groups, making this a great feature for Twitter. While this may be a simple way to segment the audience, it’s also extremely powerful and a welcome addition.
Gender targeting is important because so many products are specific to men or women, and so many advertisers offer products or services that they want to market to either men or women. Even though the Gender bucket only cuts out half the potential audience, it’s an extremely powerful filter if used in combination with the other new options now available.
Location targeting allows advertisers to serve ads to specific geographic areas, with geotargeting options including messaging by country, state, city and even zip code. This is an excellent feature for small to medium sized local businesses, especially service-related businesses, but it’s also extremely useful for national brands looking to roll out custom-tailored messaging to different parts of the country.
- Interest & Behavior Targeting
Another interesting and exceptionally useful form of targeting now available on Twitter is known as interest targeting, which works similarly to interest targeting on Facebook.
Interest targeting allows advertisers to create groups of people based on their self-identified interests, and then display ads to those people. As an example, advertisers selling minivans could take advantage of displaying ads to users who have shown an interest in ‘Family and parenting’ or ‘home and garden’ topics.
Behavior targeting allows advertisers to figure out how their customers shop based on ‘Twitter partners’ data, making it possible to target audiences based on shopping behaviors, lifestyles and other similar attributes. In fact, Twitter partners data even expands into the offline world, allowing advertisers to base Twitter ads on both digital and real-world behavior.
- Keyword Targeting
Keyword targeting is an extremely powerful tool because it allows advertisers to show ads to users who recently tweeted or search for specific keyword phrases. It’s a great tool for anyone looking to bolster their SEO or Search Engine Marketing performance by operating in similar fashion on Twitter.
As an example, a sporting goods store who sells jerseys could target keyword phrases like “Lakers jerseys”, but could also pick terms like “NBA Finals”, or “Game 6”, and begin showing ads to people that are more likely to be interested in their products than the average Twitter user.
Keyword-level targeting truly takes Twitter to the next level, allowing it to operate similarly to Google’s own AdWords, which is arguably the most successful advertising platform on the planet.
How To Use Ad Groups
Ad Groups can be added through the Twitter Ads Editor to a new campaign you’re creating at the time of creation, or to already existing campaigns once they’ve been selected and exported. There is also a step by step video tutorial on the Twitter ads website https://ads.twitter.com/accounts/18ce54c0cnt/power_tools/editor# to show advertisers exactly how then can get their campaign up and running.
Ad Groups are set up using Twitter’s Ads Editor, which allows advertisers to make bulk uploads, and bulk changes that apply across their entire account, or specific updates for individual ads. There’s a lot of flexibility in the tool, making it relatively easy to manage even complicated campaigns.
Why You Should Consider Ad Groups
Ad Groups are not just another useless tool for Twitter ad campaigns, but a significant improvement to the existing capabilities allowing advertisers to segment their audience targets for different objectives, and analyze the results of their work with far more granularity
Ad Groups should make promoted tweets significantly more effective, since they’ll make it possible to determine not just how many people are responding to ads, but how well they’re responding to them too, improving advertisers ability to convert users into loyal, long-term customers.
Included within the Ad Groups capabilities are options for targeting products and services based on a variety of important targeting factors, like demographics, devices, interests, locations, people they follow and more. With all of the incredible features introduced by Twitter’s new Ad Groups functionality, we see advertising on Twitter as no longer an option, but an outright necessity for most digital marketing campaigns.
If you’re interested in leveraging Twitter Ad Groups for your existing marketing campaigns, or you’d like to receive additional details on how we feature Ad Groups within our own advertising efforts, then please call or email us today. Our Certified Search Engine Marketing Team will get the results your looking for.