Update August 11: Automated Targeting has now launched within Website Traffic campaigns. Review the updated post below for more details.
We’ve released an update to the Ads API that provides advertisers with a new tool for simplifying targeting and achieving results within App Installs campaigns.
Automated Targeting for App Installs & Website Traffic Objectives
With this launch, we’ve replaced our current Audience Expansion product with Automated Targeting within all App Installs and Website Traffic campaigns.
This feature will leverage the existing line_item parameter: audience_expansion, but it will employ a new engagement-based model that helps advertisers achieve cost-efficient performance outcomes by finding and reaching the people on Twitter that are most likely to perform their optimized conversion action.
As a part of this results-oriented model, advertisers will no longer be able to dictate the desired level of expansion, and Automated Targeting will have the flexibility to extend beyond certain targeting criteria when there is potential to achieve better performance.
In order to align with this change, we recommend that developers rename Audience Expansion within App Installs and Website Traffic campaigns and remove the option for selecting an expansion level. This will reflect the same user experience as in Twitter Ads Manager.
Key notes for this update:
-
At this time, this change impacts App Install and Website Traffic campaigns only. For all other objectives, the audience_expansion parameter will continue to function the same as it does today.
-
No action is required for existing App Install or Website Traffic campaigns as any line item using audience_expansion will automatically switch to Automated Targeting. If advertisers are not interested in using Automated Targeting, we recommend that they remove audience_expansion from any active line items.
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When creating App Install or Website Traffic line items in the Ads API and leveraging Automated Targeting, any acceptable value (DEFINED, EXPANDED, BROAD) can be used as the enum for audience_expansion as this selection will have no impact on Automated Targeting.
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When creating App Install or Website Traffic line items in the Ads UI and leveraging Automated Targeting, the audience_expansion enum will default to EXPANDED but this will have no impact on Automated Targeting.
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In the future, we will work to support Automated Targeting via a unique, dedicated parameter.
We recommend building for this option now as the product is concurrently rolling out in the Ads UI. This will give you the opportunity to align with the launch and mirror the user experience.
Example Request:
GET accounts/:account_id/line_items
{
"request": {
"params": {
"account_id": "18ce55dhi2xa",
"campaign_ids": [
"hwiop"
]
}
},
"next_cursor": null,
"data": [
{
"advertiser_user_id": "3943125",
"name": "AT test - Ad group",
"placements": [
"TWITTER_REPLIES",
"ALL_ON_TWITTER"
],
"start_time": "2022-06-02T20:30:00Z",
"bid_amount_local_micro": null,
"advertiser_domain": "twitter.com",
"target_cpa_local_micro": null,
"primary_web_event_tag": null,
"goal": "APP_INSTALLS",
"daily_budget_amount_local_micro": 25000000,
"product_type": "PROMOTED_TWEETS",
"end_time": "2022-06-03T03:30:00Z",
"funding_instrument_id": "16raub",
"bid_strategy": "AUTO",
"duration_in_days": null,
"standard_delivery": true,
"total_budget_amount_local_micro": 25000000,
"objective": "APP_INSTALLS",
"id": "kkiza",
"entity_status": "ACTIVE",
"automatic_tweet_promotion": null,
"frequency_cap": null,
"android_app_store_identifier": null,
"categories": [
"IAB1-6"
],
"currency": "USD",
"pay_by": "IMPRESSION",
"created_at": "2022-06-02T20:03:07Z",
"ios_app_store_identifier": "336353151",
"updated_at": "2022-06-02T22:45:46Z",
"campaign_id": "ywkzm",
"creative_source": "MANUAL",
"audience_expansion": "EXPANDED",
"deleted": false
}
]
}
To learn more about targeting, check out this page.
Please let us know if you have any questions.
Twitter Ads API team
