Announcement: Lookalike audience expansion

announcements

#1

Today, we’re announcing the beta launch of our new lookalike audience expansion feature via the Ads API. This provides the ability to expand the reach of campaigns by targeting users who are similar to those already targeted across all non-demographic targeting types. We specifically expand based on behavior, events, follower, interest, keyword, and TV targeting already applied to the line item.

This feature requires the UNIVERSAL_LOOKALIKE account feature.

Advertisers can choose from 3 levels of expansion using the lookalike_expansion request parameter on the POST (including batch) and PUT line_items endpoints:

  • NARROW—audience closest related to the explicitly selected
    audience
  • BALANCED​—includes users from the NARROW audience
    as well as an additional group of users that is somewhat
    related to the original selection
  • BROAD​—includes users from both the NARROW and
    BALANCED audiences as well as an additional group of
    users that is loosely related to the original selection

By default, no expansion will be applied. In addition, the lookalike_expansion attribute will only be returned when expansion is set.

Twitter Ads API Team


$ twurl -X POST -H ads-api.twitter.com "/2/accounts/18ce54d4x5t/line_items?campaign_id=9obui&bid_amount_local_micro=1400000&product_type=PROMOTED_TWEETS&placements=ALL_ON_TWITTER&objective=TWEET_ENGAGEMENTS&entity_status=PAUSED&lookalike_expansion=BROAD"
{
  "data": {
    "bid_type": "MAX",
    "advertiser_user_id": 756201191646691328,
    "name": "Untitled",
    "placements": [
      "ALL_ON_TWITTER"
    ],
    "start_time": null,
    "bid_amount_local_micro": 1400000,
    "automatically_select_bid": false,
    "advertiser_domain": null,
    "target_cpa_local_micro": null,
    "primary_web_event_tag": null,
    "charge_by": "ENGAGEMENT",
    "product_type": "PROMOTED_TWEETS",
    "end_time": null,
    "bid_unit": "ENGAGEMENT",
    "total_budget_amount_local_micro": null,
    "objective": "TWEET_ENGAGEMENTS",
    "id": "a4noi",
    "entity_status": "PAUSED",
    "account_id": "18ce54d4x5t",
    "optimization": "DEFAULT",
    "categories": [],
    "currency": "USD",
    "created_at": "2017-10-11T17:26:24Z",
    "tracking_tags": [],
    "updated_at": "2017-10-11T17:26:24Z",
    "lookalike_expansion": "BROAD",
    "include_sentiment": "POSITIVE_ONLY",
    "campaign_id": "9obui",
    "creative_source": "MANUAL",
    "deleted": false
  },
  "request": {
    "params": {
      "placements": [
        "ALL_ON_TWITTER"
      ],
      "bid_amount_local_micro": 1400000,
      "product_type": "PROMOTED_TWEETS",
      "objective": "TWEET_ENGAGEMENTS",
      "entity_status": "PAUSED",
      "account_id": "18ce54d4x5t",
      "lookalike_expansion": "BROAD",
      "campaign_id": "9obui"
    }
  }
}

#2

#3