Digital Marketing - Study Notes:
What Is X Ads Manager?
X Ads
X Ads is the paid media platform offered and developed on X.
X Ads objective-based campaigns are designed to help you achieve results that drive action and add value to your business.
X Ads can help businesses grow a social following, increase site traffic and sales, grow constant engagement, increase video views, increase app installs, generate app re-engagement, and develop brand awareness.
X Ads Manager
X Ads Manager is a central workspace to plan, manage, and report on campaigns so marketers can easily view and optimize performance at multiple levels such as campaigns, ad groups, or promoted posts and other ads.
Where to run ads
X has seen many of its top advertisers pull their campaigns after their ads appeared next to hate speech and antisemitic conspiracies. These included Apple, Disney, IBM, Lionsgate, and the European Commission.
This has also led to marketing agencies advising other clients not to advertise on X due to the public brand perception!
In response, X will allow to run ads next to certain content creators. The move will enable advertisers to ensure that their ads don’t run next to controversial or offensive content.
Objectives
X Ads Manager can help you to achieve the following objectives:
- Increase brand awareness: You can extend your reach and build your online community. Because of the huge reach of X, your ads can be a great way to develop brand awareness.
- Increase site traffic: You can use posts and ads to drive traffic to your website. The more people visit your site, the greater your potential for increasing sales.
- Grow content engagement: Your ads can spur more people to engage with your content. To achieve this, however, you need to ensure that your content is actually engaging!
- Increase video views: You can use ads to increase video views and increase brand awareness.
- Increase app installs: If your objective is to increase app installs, you can use ads with calls to action to prompt people to download your app.
- Generate app re-engagement: Once people have downloaded your app, you can use ads to ensure that people continue to use and re-engage with the app.
Metrics
Campaign Manager will give pre-set metrics depending on the objectives of your campaign:
- Impressions
- Results (customizable to the campaign, such as link click, lead gen completes)
- Engagement rate
- Cost per result
However, you can select or deselect metrics by clicking Customize metrics. And you can save a set of customized metrics and use them again.
Results can be reviewed by campaign, by objective, by target audience, or by post.
Filters
The X Ads Manager dashboard can be customized to improve metrics visibility and focus using filters.
At the campaign ad group and ad levels, click on Metrics summary, drop down at the top chart, and select the metric that you want to visualize. You can customize a list of metrics too, by selecting a custom metrics option with the same drop-down menu.
You can create as many different filters as you want to group campaigns and ads so that you can more easily evaluate them.
There are also some filter options already set up to customize your view:
- Funding source: This refers to how the ads are paid for
- Objective: This enables you to see at a glance which ads are aligned to which objectives.
- Status: Is your campaign active, pending, or complete?
- Campaign name: This enables you to see all your campaigns.
Sharing and restricting data
You can control access to the X Ads Manager dashboard to restrict or share data with agencies, advertisers, and account managers.
For example, if you’re working with an agency or different marketing teams for the same X account, you might want to control who has access to it and what their permission levels should be: account administrator, ad manager, or analyst.
This can be done by clicking on your account name at the right-hand corner of your dashboard and clicking Edit access to account from the top drop-down menu.
Media library
You can use the dashboard’s Media library to collect existing visuals from posts or upload new ones.
Back to TopClark Boyd
Clark Boyd is CEO and founder of marketing simulations company Novela. He is also a digital strategy consultant, author, and trainer. Over the last 12 years, he has devised and implemented international marketing strategies for brands including American Express, Adidas, and General Motors.
Today, Clark works with business schools at the University of Cambridge, Imperial College London, and Columbia University to design and deliver their executive-education courses on data analytics and digital marketing.
Clark is a certified Google trainer and runs Google workshops across Europe and the Middle East. This year, he has delivered keynote speeches at leadership events in Latin America, Europe, and the US. You can find him on X (formerly Twitter), LinkedIn, and Slideshare. He writes regularly on Medium and you can subscribe to his email newsletter, hi, tech.
Alison Battisby
Alison is a Social Media Consultant with Avocado Social, she is a Facebook and Instagram accredited social media expert and founded Avocado Social in 2014 having worked in the social media industry since 2008. Alison has worked with a wide range of brands including Estee Lauder, Tesco, and Pringles. Alison has traveled the world training companies including the BBC, Etsy, Canon, and Cambridge University Press. She offers social media strategy, training, and consultancy at Avocado Social across platforms including Facebook, Instagram, YouTube, LinkedIn and TikTok.
