Article

Milena Mitova
Milena Mitova 4 October 2016

Twitter Has A New Ads Dashboard: Why it's Great

Twitter Has A New Ad Campaigns & Analytics Dashboard and I am loving it, here is why - a quick run down of some of the features with plenty of screenshots.

Yesterday, when I logged into Twitter to check on the status of my paid campaign, I got a pleasant surprise.

I landed onto a great new dashboard that has so much going on in it! In a good way, of course - with the improvements mostly focusing on productivity and better granularity.

What I love the most about it is the ease with which you can access valuable granular information that can definitely make a difference in your campaign performance. 

Here are some of the really useful things about this change and why I love it:

1. You get to the point right away without the need for extra clicks - quick, transparent access to everything:

Twitter-New-Dash.png

2. Now you get better visibility to a lot more granular information about your individual promoted tweets

In my case, I can quickly compare how effective each tweet was in driving 50% video played engagements vs. 100% video completions which helped me make an informed decision about the optimal length of my video (my video was 30 seconds long, and the data is showing that 15secs might be a much better investment). 

Twitter-ads-videocompletionsby-tweet.png

It is also much easier to see straight away that my second tweet is performing much better in maintaining the "scent" of my campaign from the tweet through to the video. 18% of its recipients played 25% of the video vs. 14.8% for the first tweet. 

Twitter-Video-Performance-View-to-25-video-played.png

The dashboard is wide, but you can easily scroll left and right to see everything. And all the info is right there - so much better!

3. You can group your tweets in ad groups and compare how each group is performing

I am going to be using this feature a lot in the future:

Twitternewdash-CampaignGroups.png

4. Detailed spend and performance broken down by day and individual tweet

I could see right away that my audience tweaks helped improve the performance of both of the tweets on the second day of the campaign (the first tweet improved from 29.04% to 32.01%):

Twitter-dash-daily-performance-granularity.png

5. Great keyword data layout, so you can see right in your dashboard which keyword drove more engagement and was more cost-effective

This is particularly important for optimizing budgets and improving performance.

Now I know, for example, that #digitalmarketing & #inbound are my best-performing keywords, cost/benefit-wise. I very much liked the option to order impressions, spend, and results rates by largest/smallest. 

TwittterAdds-Keyword-Performance.png

6. I loved that I could instantly see more granularity in male vs. female audiences

I could easily see that my video was seen by 71% male vs. 29% female audiences, but females spent more time watching it. 

Twitter-Ads-female-vs-male-audiences.png

7. I was also happy to see more visibility for performance info within interests.

Since my video was comedic in nature, I was very pleased to find out that the comedy-loving group garnered the biggest number of 100% percent full movie views. 

Twitter-Ad-dash-interest-detailed-info.png

8. Last but not least, I loved the media library enhancements

The ability to manage a performance-driven asset library and implement a lot of productivity-focused bulk features is always a welcome functionality for anyone managing multiple campaigns and assets online. 

Twitter-new-multi-upload.png

These are only some of the new things that Twitter has in store for us on its new ads management dashboard. 

In conclusion, this is a very welcome and nice change that will certainly save me a lot of time in my campaign targeting and performance analytics in the future. 

I am looking forward to more great changes to come. What do you think?

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