Twitter Ads Manager just got a major refresh

If you’ve logged into your Twitter Ads Manager and attempted to place a new ad, you’ve probably seen the changes that have been rolled out in recent weeks. The entire interface for creating ads has changed has changed, and for now we don’t like it. But for those who wish to understand how to use it, here’s a handy guide.

Step one: Choose your objective

Here’s where you choose the objective you’re looking to achieve. It provides four options and a “want more” button.

Clicking on “Want more” will take to you to the old view of the objectives, but there are only two hidden from this view (App Installs or Re-Engagements and Tweet Engagements)

Step two: Basic details

Here you will give your campaign a name, choose your funding source, set your budget (and notice that it’s provided a default daily budget so watch that). You’ll also add your dates here.

At this level, you are able to return to the original dashboard if you so wish, by clicking below the “How it works” section.

Step three: Choose your creatives 

This section will provide you with a list of your promoted and organic tweets without differentiating them.

There are some major core changes here that advertisers will have to get used to, or else return to the original manager. These changes are:

  • No differentiation between organic, scheduled and promoted tweets. They are all listed in the same grid.
  • No ability to create a card in the Ads Manager. You will have to have created your asset previously and then select it here.
  • Once your tweets are selected, there is no preview function on the right hand side. Instead, you must hover over your tweet and it will show a bigger version. this, however, does not differentiate between mobile and desktop.

Step four: Find your audience 

This is another section which has been given a MAJOR re-haul, and to be honest we’re not sure how we feel about it yet. So far, it’s a bit messy. But here it is anyway:

Add basic demographic details by “finding” them in the search bar, or select gender and input location(s).

Below this, you will find audience features with two options: A search box, and a line that says “import multiple criteria”. This criteria allows you to import your list of interests, keywords and handles.

We recommend uploading the different types in sections (i.e only load followers and only load keywords) because the system had a wobbly when we tried doing both.

Add your followers and make sure the box is selected to “follower look-alike”. Then add your keywords and make sure the box is set to keywords.

For interests, you will have to type them out, wait for the options to be generated, and then select the correct one.

As we said, very messy.

Step five: Bid and Budget 

You already assigned your campaign budget at step one. This is where you assign and ad group budget. Ad groups are sets of ads within a campaign, so you can have multiple ad groups in a campaign. This section is optional.

You will also notice fields for bid type and optimisation preferences. The latter will be matched automatically to your objective.

Step six: Review campaign

Finally, you will review your campaign details and then “launch campaign”.

Not the most ideal change Twitter has ever made with regards to the Ads Manager, but that’s what it is for now. We’re getting the feeling that this change is to extend advertising functionality not just to professionals, but also to SMEs and individuals looking to promote content and handles in Twitter – Kind of like a For Dummies version.  Rest assured, at least, that you can go back to the old campaign manager at any time during the process.

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If you’re looking to learn more about Twitter Advertising, consider our Twitter Advertising Fundamentals, and in-depth online course

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