What is this?
Khoros' ad capabilities have been expanded to include Twitter! This means the ads admin, visibility and analytics features available for other channels are now available for Twitter. Twitter ads and metrics can be viewed and filtered in the calendar, as well as in dashboards, data exports and custom metrics.
When would I use this?
When you need visibility into paid activity on Twitter for reporting and making decisions about content and strategy. Khoros ad capabilities provide visibility into paid activity across teams and channels, regardless of who is creating ads. Expanding ad capabilities to include Twitter, provides a more comprehensive view of paid and overall activity. Twitter ads can be viewed and analyzed alone or in comparison to other channels and content.
This sounds great! Where can I find it?
This feature is available to all Marketing customers at no additional cost. However, it requires the authentication of a Twitter ad account. In order to authenticate, you must have a Company Admin, Manager or Custom Role with Ads Management permissions in Marketing, as well as an Account Administrator or Ad Manager role with the ability to compose promotable tweets in the ad account.
What else do I need to know?
Twitter ads capabilities are available for all promoted ads made from new and existing Tweets.
Replies to these ads are already brought into the Social Marketing Inbox and Care Module via the mentions stream. However, there are currently no visual indicators or metadata available in the inbox like there are for ads on other channels. Due to this moderation rules cannot be created for Twitter ads. Labels Rules, however, can be created.
As within other channels, Twitter ads will populate for the prior 365 days in the calendar at the time of authentication, but only 28 days of historical data for active ads can be brought in. Active meaning they hadn’t ended yet. This is also the case when an ad account is de-authenticated. Information about the authentication and de-authentication is contained within the ads admin panel.
This Guide to Ads contains links to documents about ad authentication and other features including an ads reporting guide with a list of Twitter supported metrics. There is also an ads product coaching session available.
