Twitter Is Making It Easier for Big Brands to Target Smaller Groups

New tools allow segmenting and monitoring

Twitter is adding sublayers to ad campaigns, making it easier for larger brands to better target and monitor advertising on the social media platform.

The company updated its ads editor to include an Ad Groups function that lets marketers reach smaller segments within a larger group with more detailed targeting criteria and target-specific creative. Before today's launch, Ad Groups was only available through Twitter's API, but in a blog post today, Twitter product marketing manager Andrea Hoffman wrote that the new feature offers more control for campaigns while measuring results based on audience and schedule.

"Similar to how other ad platforms are structured, Ad Groups introduce a new level in our campaign hierarchy," Hoffman wrote. "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."

With Ad Groups, advertisers can can create subcampaigns within larger campaigns with creative based on the audience they’re trying to target. Campaign objectives—engagement, video views, followers—can also be set. Performance metrics are available through Twitter's user interface.

Other social media giants have been working to make their campaigns easier to monitor as well. Last month, Facebook launched its Delivery Insights platform that allows advertisers to see how their campaigns are performing.

@martyswant Marty Swant is a former technology staff writer for Adweek.