Spotted last week on the wild, Twitter has officially rolled out the ability to manage your ad campaigns on the go. Named as the Twitter Ads companion, the mobile tool lets you check campaign performance, optimize budget and schedule, and respond to notifications. It’s available to all advertisers globally through the Twitter app on iOS or Android devices.
While ad campaigns still must be initiated from the desktop ads dashboard at ads.twitter.com, but one can fetch information about impressions, engagements, spend, cost per engagement and engagement rate. You can view a summary across all campaigns or check the performance of specific campaigns.
Twitter states that with the new mobile tool one can edit campaign bids, budgets and schedules. You can also pause or resume your campaigns via the tool.
As stated earlier the tool is available globally to all Twitter advertisers and is accessible by clicking the graph icon on Twitter profiles for iPhone 6 or later. On iPhone 5 or earlier, go to your Twitter profile, then click on the gear icon to access Twitter Ads. For Android users, navigate to your settings drop down, then click on Twitter Ads. Additionally, you can also access Twitter Ads by navigating to your Twitter profile, and then clicking on the chart icon.
Tapping on the icon takes you to a Twitter Ads interface that shows a snapshot of how the account’s ad campaigns are performing, with an overall look at impressions, engagements, total spending, cost per engagement and engagement rate.
It isn’t a secret that Twitter has been struggling to find better ways to monetize its user base. The company recently reported that mobile advertising was 89% of its total ad revenue, which was $388 million in Q1. The latest move will be a handy one for advertisers and not for users. It remains to be seen if Twitter, going further, will adopt a dedicated ads manager app like Facebook.