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Twitter Launches ‘Campaign Planner’ Platform to Assist in Twitter Ad Strategies

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Twitter Launches 'Campaign Planner' Platform to Assist in Twitter Ad Strategies

After testing it over the past six months, Twitter has announced the official launch of its new ‘Campaign Planner’ platform to assist with your Twitter ads strategy.

Well, maybe not yours, as it’s only available to managed partners to begin with. But Twitter’s looking to expand access to the tool over time, which could provide valuable planning insight for your Twitter ads strategy.

Campaign Planner enables Twitter advertisers to forecast their campaign results before launching them on the platform, via a range of estimation tools based on your entered variables.

As you can see in this example, Campaign Planner is able to forecast reach, impressions, average frequency, and CPM, based on your chosen parameters, while it also provides insights on budget requirements, and likely results, based on Twitter’s database.

And if you’re happy with a campaign forecast, you can also launch your ads right from the app.

Twitter Campaign Planner

The insights are based on estimates, so they won’t be 100% accurate, but they’re ideally indicative enough to provide value in your assessment, which could help to guide your Twitter advertising process.

But that’s the real value, or not, here. If these forecasts prove to be highly accurate, this could be a great addition – but if they’re no good for the majority of advertisers, there’s not a lot of value to the estimates.

In testing, Twitter partners have reported good results with the forecasting tools, which is hopefully a good sign.

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And there’s more to come – as explained by Twitter:

Throughout the coming months, we will be expanding campaign planner to support more objectives and in more markets, and enable plan comparison to help evaluate the best campaign settings for your goals.”

Right now, as noted, Campaign Planner is only available to managed advertisers in the US, UK, and Japan, who are spending a minimum of $1000 (or local currency equivalent) on a campaign.

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So it’s probably not available to you as yet, but again, Twitter will look to expand the tool, and it could become a valuable planning platform over time.

You can read more about Twitter’s Campaign Planner platform here.



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Elon Musk’s Team Asks for More Data to Complete Assessment of Twitter Bots

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Elon Musk's Team Asks for More Data to Complete Assessment of Twitter Bots

Okay, let’s just check in on the latest with the Twitter/Elon Musk takeover saga, and where things are placed to close out the week.

According to the latest reports, Musk’s team recently asked Twitter for more tweet info, in order to help it make an accurate assessment of bot activity in the app. This comes after Musk questioned Twitter’s claim that bots and fake accounts make up only 5% of its active user base, and said that his Twitter takeover deal could not go ahead unless Twitter could produce more evidence to support this figure.

Which Twitter did, by providing Musk with access to its ‘full firehose’ of tweets over a given period, which it shared with Musk’s team back on June 8th. Musk’s group has now had that data for a couple of weeks, but this week, it said that this info is not enough to go on, and that it needs even more insight from Twitter to make its judgment.

And after initially resisting calls for more data access, Twitter has now reportedly relented and handed over more tweet data access to Musk’s team.

Which may or may not be a concern, depending on how you see it.

In its initial data dump, Twitter reportedly gave Musk’s team info on:

  • Total user tweets (within a given time period)
  • Data on which devices were used

As noted, Musk’s team says that this has not provided it with the insight that it needs to conduct an accurate analysis of potential bot activity, so Twitter has now provided Musk with more ‘real-time API data’.

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It’s not clear whether that means that Twitter has provided everything that its API systems can provide, but that could mean that Musk’s team can now access:

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  • Real-time info on tweet text and visual elements/attachments
  • Data on retweets, replies, and quote Tweets for each
  • Data on tweet author, mentioned users, tagged locations, hashtag and cashtag symbols, etc
  • Date, time, location, device info

That should satisfy any analytical needs to uncover potential bot trends, and get a better handle on Twitter’s bot problem, though it also means that Musk has all your tweet info – which, again, it’s worth noting, Twitter up till now had been hesitant to provide.

I’m sure it’s fine. Musk’s team is beholden to disclosure laws around such, so it’s not like they can do anything much with that info anyway, in a legal sense. But the idea that the sometimes erratic Elon Musk now has all the tweets could be a little concerning for some.

But Twitter likely had to provide what it can, and if Musk is going to become CEO of the app soon anyway, he’s going to have access to all of that data either way.

But still, given Musk and Co’s past history of undermining and attacking critics, sacking trouble maker employees and digging up potential dirt on rivals, it sits a little uneasy.

Should be fine. No problems – no need to go deleting all your DMs (which are likely not included in the data that Twitter has provided at this stage).

According to reports, Musk’s team says that it now has the info it needs to make its assessment of bot activity, which should see the deal move forward (or not) sometime soon.

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Of course, no one knows what exactly is going to happen next, and whether Musk’s team will look to renegotiate, or even back out of the deal entirely as a result of its bot analysis. But it does seem like, one way or another, Musk will be forced to go ahead with the $44 billion transaction, with Twitter’s past bot reporting methodology already accepted by the SEC, giving it legal grounding to argue that it’s acted in good faith, regardless of what Musk’s team finds.

The next steps then, according to Musk, would be securing debt financing and gaining Twitter shareholder approval, clearing the last hurdles for Musk to change the app’s name to ‘Telsla Social’, and add a million references to ‘420’ into the platforms various terms and conditions.

Because of the memes, because weed jokes are still funny to the richest man in the world – because he vacillates between inspired genius and a massive nerd who now gets to play out some fantasy of being cool.

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Or something. Who knows what goes on in Elon Musk’s head – which is also why most are hesitant to bet against him, as nobody knows if and how he might be able to fix Twitter, and whether this is a great investment or a massive disaster.

It seems like we may soon find out. Maybe. Who knows. Either way, the memes should be great.



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