Campaign Targeting Other targeting tips to optimize your campaign Target with focus Creating campaigns with focused, relevant targeting means you have a higher chance to serve to audiences who are interested and likely to engage with your ad. Too large an audience will decrease the chances of the ad being relevant to users. That being said, targeting too small an audience will limit the users who are eligible to see your ad. Always check in on your campaign and make sure it’s serving — no serving likely means there’s an issue with targeting or bidding. Vary targeting between campaigns If you have more than one campaign targeting very similar audiences, your performance can suffer since your campaigns are essentially competing between each other for serve. Break out mobile vs. desktop targeting Mobile is a fundamentally different medium than desktop, characterized by frequent quick sessions and spur-of-the-moment spikes in purchase intent. Because of this, we recommend running separate campaigns each targeting mobile and desktop separately. This lets you test and learn the nuanced behaviors for each. Consider overlap between publishers and your target group When you’re considering a content category for Amplify Pre-roll or a single publisher for an Amplify Sponsorship, think about which kinds of publishers your intended audience would be interested in engaging with. Plus, keep in mind that performance data has shown that ads perform better when they’re contextually aligned with the videos they run in front of. Play around One of the most important things you can do to drive continued campaign performance is to test what works for you and your Want the largest campaigns. While it makes sense to run always-on campaigns, you’ll possible reach? want to continually refresh and optimize your campaigns, given Plan to run your pre-roll across a Twitter’s ever-changing, real-time nature. Try new categories or wide range of content categories publishers, remove low performing keywords, interests, etc. and try a and stick to just a few key fresh take. Pay attention to what works best for you! audience targeting criteria. 17