Twitter revamps its Twitter Ads center experience making it easier to manage campaigns in real time, improving campaign reporting, and provide more visibility into campaign performance, analytics and spend.
With major focus on improving campaign analytics--Twitter now giving marketers more insight into the impact Promoted Tweets have in driving engagement and exposure on Twitter--(not just engagements that advertisers pay for, but earned media as well).
Additionally, the updated ads center, now provide more granular breakdowns in campaign reporting. This visibility helps advertisers manage and optimize existing campaigns more effectively.
"Regardless of how a campaign is set up, advertisers will have a clear understanding of how different targetable audience segments engage with Promoted Tweet and Promoted Account campaigns -- by device, location, gender and interest," twitter explained.
In addition, Twitter now help advertisers unearth learnings about their most engaged audiences, which they can use to refine marketing strategies both on and off of Twitter.
In the screenshot below, is a report on earned media providing insight into secondary interests beyond those that an advertiser has targeted:
Twitter might also launch a new standalone iOS music app as early as the end of this month. "Twitter Music suggests artists and songs to listen to based on a variety of signals, and is personalized based on which accounts a user follows on Twitter. Songs are streamed to the app via SoundCloud," reports CNet.