Twitter Ads has received an update in the form of new data. The micro-blogging platform will use the new data cram to help advertisers more accurately measure their reach.
According to Christopher Golda, Twitter’s product manager of revenue, the following changes have been implemented:
1. Improved campaign analytics. Previously, advertisers could only track engagement on Promoted Tweets they paid for. Now they can measure their earned reach as well.
2. More granular breakdowns in campaign targeting. “Regardless of how a campaign is set up, advertisers will have a clear understanding of how different targetable audience segments engage with Promoted Tweet and Promoted Account campaigns — by device, location, gender and interest,” writes Golda. The aim is to help advertisers tweak campaigns to improve their performance. If an advertiser notices his campaign is performing better in a certain geographic location, he can modify it to target users in that area, for example. An advertiser will be able to see the same data for earned (i.e. non-paid) engagement as well.
Twitter has proven time and time again that its advertising platform is capable of generating millions of dollars in revenue without alienating Twitter users. Facebook in comparison often retracts or tones down its ad offerings after attempting to crowd a users social space with ads.
According to Twitter:
“The changes you’ll see today on ads.twitter.com are part of our ongoing mission to give marketers the tools needed to make the best decisions in order to get the most out of Twitter Ads.”
What do you think, are the improved analytics and granular breakdowns enough to impress advertisers looking for more optimized campaigns.