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Ad groups

Ad groups allow you to run many different audiences, creatives and bidding types rolled up into one campaign. They're part of your overall campaign structure, and make it easier for you to organize, optimize, and manage your campaigns.

Your campaign structure consists of three levels: campaigns, ad groups, and ads (Tweets)


Campaign levels

Campaign
A campaign corresponds to a single advertising objective, like Tweet engagements. Think of your campaign as a bag of money and the dates you want to spend that money.

Ad Group
Ad groups are how you want to spend your money. Here, you can set budget, targeting, and placement for each of your campaigns. One campaign can have many ad groups and an ad group can contain one or more Tweets.

Ads
Tweets are at the Ads level. You can have multiple promoted Tweets in a single ad group. The system will auto optimize to the best performing creative with an ad group.


Creating ad groups

You can create ad groups within your campaign during campaign setup. Every campaign will by default have one ad group, but you have the option to create up to 100 Ad groups within a campaign. 

To begin, login to your Twitter ads account at ads.twitter.com.

  1. Choose "Create campaign" in the top right corner
  2. Select the campaign objective you'd like run
  3. Fill in the Details section of your campaign, including bid, budget, dates, and funding source
  4. After clicking "Next", you'll be brought to your first ad group Details page
  5. Fill in any parameters you'd like for your first ad group here, such as Ad group total budget, Ad group start time, or Ad group end time. If you don't fill these in, the parameters you set on the campaign level will be followed. 
  6. Move onto the ad group "Targeting" section, where you can input the campaign targeting you'd like
  7. Add your Tweets you'd like to promote in your ad group under the "Creatives" tab
  8. Move onto the "Review & Complete" tab. Here you will have the option to:
    1. Launch your campaign with one ad group by clicking "Launch campaign"
    2. Clone your ad group to create a second ad group with the same set up as the first by clicking "Clone"
    3. Create a second ad group with entirely new set up by clicking "Create blank ad group"
  9. Launch your campaign with ad groups! 

 

You can edit your ad group at any time after launch, as well as view the results in your Ads Manager.

Not seeing your ad group serving impressions? Make sure you're viewing dates that your ad group served by toggling the date picker in the top right corner. Check out this article for more.


Managing ad groups

Once your ad groups are created, you can change their serving status, edit their targeting, bid, or budget. 

  • To pause or unpause your ad groups, first click on the campaign name in Ads Manager. Once in the Ad group view, you can pause or unpause your Ad groups. To pause, click the pause button next to "Running" in the Ad Group status column. To unpause, click the play button next to "Paused" in the Ad Group status column. Find more details on pausing and deleting campaigns here.
  • To edit your ad groups targeting, hover over the down arrow next to the campaign name or the ad group name. Click the "Quick Edit" button that appears. From here, click into the "Targeting" tab of the ad group you'd like to edit, and enter in your new bid amount or budget. Click save to set edits live.
  • To edit your ad groups bid or budget, hover over the down arrow next to the campaign name or the ad group name. Click the "Quick Edit" button that appears. From here, click into the "Details" tab of the ad group you'd like to edit, and enter in your new bid amount or budget. Click save to set edits live.

Viewing ad group performance

To see all your ad groups, select the Ad Groups tab in your Ads Manager shown in the picture on the right. 

Not seeing your Ad group? Make sure your date range in the top right corner is set to the proper dates the ad group ran, as well as the "Status" filter at the top is not set to exclude the ad group you want to see. 

To view the metrics for your ad group, click on its name to bring you into the ad group view. You can confirm you're in the ad group view by checking the top left corner of your Ads Manager where it will say "Ad Group:Name of your ad group". 

Once in that view, all the metrics will be specific to that ad group alone. You can see which ads (Tweets) are in that ad group, as well as the Audience breakout metrics, and a history of your edits. 

Remember, if you used the same Tweet in multiple ad groups, you will have to leave ad group view and check the campaign view to see the total impressions in served. 

Ad groups FAQs

  • How do I control spend using Ad groups?
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    In order for your campaign to spend and serve impressions, all three levels of your campaign structure must be turned on (campaign, ad groups, ads). If any of the levels is turned off, it will not run in that level. 

    For example, in Campaign D, even though the campaign is turned on, Ad Group 2 will not serve impressions because it is turned off. To serve impressions to the users targeted in Campaign D, Ad Group 2, you would have to unpause Ad Group 2. 


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  • How do I make a campaign with Ad groups in Ads Editor?
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    To create new campaigns with ad groups in Ads Editor:  Enter in “new C1”, “new C2”, “new C3”, etc. in chronological order for each new campaign in the Campaign ID column. Pro tip: Each new campaign will automatically create a new adgroup, so it is advised to add an ad group name within the campaign row. 

    Once you’ve created your new campaigns, insert new rows below each campaign for each additional ad group you want to build. Associate each of these new ad groups with the correct campaign by matching the “new C1” “new C2” campaign ID (in blue below). 

    1. Leave the Ad group IDs blank & create a new Ad group name. The system will recognize an ad group is associated with a particular campaign via the nesting order & matching your campaign ID.
    2. In the example to the right, @baristabar has created two new ad groups for each campaign (one within the main campaign row in red, one as an additional nested ad group in blue). Pro tip: ad groups must have the same campaign objective as their parent campaign.

    To add new ad groups to an existing campaign in Ads Editor: 

    1. Insert a new row below the campaign you want your ad group nested under. You must create ad groups underneath their associated campaign, otherwise the spreadsheet will not validate successfully. In the example below, we inserted two new rows (5 & 6), to create two ad groups for the Followers campaign in row 4 above it. 
    2. Insert the campaign ID & funding source ID for the campaign you want your ad groups associated with. In the example above, you would enter in “i5394759” into the campaign ID column & “i31248553” for the funding source ID. Ad group funding source must match the funding source of its parent campaign.
    3. Leave the ad group ID column blank. Upon upload, the Ads Editor will create new ad group IDs for your new ad group. 

    Columns required to create a new ad group:

    • Campaign ID
    • Funding Source ID
    • Campaign Objective
    • Ad group name
    • Ad group start date
    • Ad group placement
    • Delivery
    • Bid Amount
    • Bid Type
    • Optimization Preference
    • Promoted Product Type
    • Columns pertaining to ad groups that are optional (but not required):
    • Ad group end time
    • Ad group serving status
    • Ad group total budget

    After entering in targeting criteria & Tweet IDs for your new campaigns & ad groups, save & import. Upon upload the Ads editor will create IDs for your new campaigns & ad groups.

    More on Ads Editor here.


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  • How do I delete an Ads group from a campaign?
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    • To delete an ad group in Ads manager, hover over the down arrow next to the name of the campaign or the ad group. Click the "Quick Edit" button that appears. Click into the ad group you want to delete under "Details". Click "Delete" in the top right corner, then save your changes.
    • To delete an ad group in Ads Editor, remove the ad group’s row from the ads editor spreadsheet. Once re-uploaded, the ad group will be deleted. More on Ads Editor here.

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