Twitter Ads have introduced a new Ad Groups feature in an attempt to improve advertising for big brands using customisation and segmentation.
Following Facebook’s path in trying to present a competitive advertising platform, Twitter is hoping to attract advertisers aiming for large-scale campaigns.
According to Twitter:
“Ad groups introduce a new level in our campaign hierarchy: 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.”