Back in August, Twitter ads editor was released to the public. Now, it seems that the ads editor is going to be improving functionality to support ad groups, which makes the tool more attractive for larger brands and agencies that want to segment their advertising messages to different types of users, messages and demographics. It was stated on Twitter’s blog by Andrea Hoffman that this is a way to “reduce friction for advertisers building large-scale campaigns.”
The ad groups found within the Twitter bulk editor allows campaigns to have multiple ad groups with different criteria for targeting, and will even accommodate different creative types. This allows advertisers to hone in on their ads’ performance and results across the groups they’re testing within. This lets brand and agencies to gauge better performance metrics for better results.
There’s a new curriculum found in the Twitter Flight School which allows advertisers to dive into ad groups on the editor.