Dive Brief:
- Twitter’s newly-released "Ads Editor" feature allows marketers to manage multiple ad campaigns.
- The feature is initially available for a limited group of marketers and will roll out globally for all advertisers over the next few weeks.
- In other news, the social media site inked a deal with Shopify to add 100,000 new merchants to the “buy” button feature.
Dive Insight:
On the heels of interim Twitter CEO Jack Dorsey’s Q2 earnings calls where he expressed displeasure with the direction of the social media company, Twitter has rolled out a new bulk-editing feature for marketers. The Ads Editor tool allows advertisers to manage multiple campaigns with a spreadsheet interface. Twitter typically takes its time rolling out new features, but this will be available globally to all marketers within a few weeks, which has been a beta the last few months.
In a Twitter blog post, Twitter Product Manager for Revenue Deepak Rao explained how the new function works: “With ads editor, you can leverage the power of Excel to manage your campaigns at scale. For example, if you’d like to edit your campaign end dates, budgets, and targeting criteria, you can simply download a spreadsheet of the campaigns you’d like to modify and make changes directly in Excel. Then you can upload the updated spreadsheet to apply those changes instantly, with a single click.”
Separately, Twitter has been slowly rolling out its “buy” button feature, but appears to be about to add 100,000 new marketers to the feature after a deal with ecommerce software company Shopify. Buy buttons are a common new feature for social media platforms with Pinterest and Facebook also offering the feature, as well as Google through interactive, shoppable ads.
