Compose X Ads

Updated 

Leverage the Sprinklr Ads Composer to compose X ad campaigns and attract more traffic from your posts.

Advertising on X using Sprinklr Marketing (Ads) makes it easy to maximize the effectiveness of your advertising program. It allows you to automate campaign optimization, reduce costs, and achieve efficient collaboration across teams, all while mitigating risks by ensuring a consistent brand experience for your customers.

To learn more, click Ads Composer.

Enablement Note: Use of this capability requires that Sprinklr Marketing (Ads) is enabled in your environment. To learn more about Sprinklr Marketing (Ads), please get in touch with your Success Manager.

Select Ad Account and Objective

Note:

  • In order to align with X, where app selection has moved to the Ad Group level for App Installs and App Re-engagements campaigns, you can select individual apps for each Ad Set in Sprinklr.

  • This enables you to choose the app you want to promote at the ad group level providing you with more control over your campaign.

  1. Click the New Tab icon. Under the Sprinklr Marketing (Ads) tab, click Ads Composer within Execute.

  2. On the Ads Composer window, select your X ad account.

  3. From the Campaign Details window, choose your Campaign Objective. You can choose from the following available objectives:

    1. Engagements

    2. App Installs

    3. Website Traffic

    4. Video Views

    5. Preroll Views

    6. Reach

    7. Followers

    8. App Re-engagements

  4. Enter your campaign name in the Campaign Name field. You can also use a predefined naming convention for your campaign name by selecting Use a Naming Convention.

  5. Select the custom properties under Define Custom Properties and click Next.

Apply Audience Targeting

  1. On the Target Audience window, you can select from an existing target audience by clicking Select from Saved Target Audience, or create a new target audience for your Ad by clicking Create New Audience. For details, see Create New Audience — Field Descriptions.

  2. Click Save Target Audience to confirm your changes or click Segment and Save to create different variations of your target audience.

Create New Audience — Field Descriptions

Note:

Ad Accounts that have been whitelisted under the HLE (Housing, Lending, and/or Employment) ad role will have the following restrictions:

  • Age Range targeting is only allowed for ages over 18.

  • Zip Code and City targeting (i.e. cities and postal code values for location targeting) are not allowed.

  • Language, Gender, Interest, Followers of Users, Similar to Followers of Users, and Tailored Audience Expanded targeting types are not allowed.

Terms

Description

Name

Enter a name for your X targeting.

Your Audiences

Custom Audiences

Select customized users to include or exclude from targeting.

Include look-alikes of your custom audience

Select audiences to expand your reach by targeting similar users.

Flexible Tailored Audiences

Select flexible tailored audiences, i.e. audience combinations or subsets of your existing tailored audiences, for targeting.

Note:

The tailored audiences that are not targetable will automatically be filtered out from selection.

Demographics

Gender

Select for gender-specific targeting.

Age Range

Select specific age ranges to target users of a certain age.

To target Japan-specific audiences, you can select the age ranges that are marked as Japan Only. These age ranges can only be used with Japan-based geo-locations.

Location

Include a location filter to target users in a specific country or region or select Show ads in all available locations to target users in all the available locations.

Language

Select specific languages to target speakers.

Technology

User Operating System

Select an operating system to target users using those devices.

Min. OS Version

Select the minimum platform operating system version to target users.

User Device

Select the user device(s) for device-specific targeting.

Note:

Blackberry as a targeting option has been deprecated, however, you can target audiences on Blackberry devices using the Mobile web on other devices option.

Target devices connected to Wi-Fi only

(supported for App Installs and App Engagements objectives)

Check the box to target only those devices connected to WiFi.

Network Operator

Select the network operator(s) of the device to target users.

Target people who first used X on a new device within

Select a month within which users have first used X on a new device or carrier.

Target people who first used X on a new device more than

Select a month more than which users have first used X on a new device or carrier.

Note:

Only one of the following targeting can be selected at a time:

  • Target people who first used X on a new device within

  • Target people who first used X on a new device more than

Audience Features

Expand your audience

Toggle to target people that share similar characteristics to the audience you chose. Select from the following:

  • Defined - It includes the closest users related to the explicitly selected audience.

  • Expanded - It includes users from the DEFINED audience as well as an additional group of users that is related to the original selection.

  • Broad - It includes users from both the DEFINED and EXPANDED audiences as well as an additional group of users that is loosely related to the original selection.

The audience expansion will be based on behavior, events, follower, interest, keywords, and TV targeting.

Automated Targeting

(App Installs and Website Traffic)

Check this box to enable automated targeting. This allows you to find and reach the people on X that are most likely to perform your optimized conversion action.

Keywords

Enter specific words or phrases your target audience has used recently or searched for. You can also target users based on the emojis they use.

The following searches are used based on keywords:

  • Broad Match: All words, or similar variants, must be present in the text/emoji.

  • Phrase Match: The search query must contain the phrase with the words/emojis in the order written.

  • Negative Match: Avoid searches that include all of these keywords, no matter in what order they appear.

  • Negative Phrase: Avoid searches that include this phrase/emoji somewhere in the query, even if other words/emojis are before or after it.

You can also bulk import keywords. To learn more, see X Import Keywords.

Match Relevant Topics

Check the box to match the relevant topics with respect to the keywords.

Interests

Include interests to target users based on their interests. You can also import multiple targeting interests.

Similar to Followers of User

Select X handles with the same interests as followers of specific users to target.

Note:

Due to API limitations, the maximum number of followers you can add to your audience is 100.

Behaviors

Select shopping behaviors, lifestyles, and other key attributes to target behavior-based users.

Negative Behaviors

Select the shopping behaviors, lifestyles, and other key attributes of users to exclude them from your target audience.

Behaviors Expanded

Check the box to allow X to reach out to users beyond the behaviors you have selected if X finds those users can help you attain positive results.

Engagement Type

Select an engagement type for users who saw and engaged with your content to re-target them. You can select from:

  • Impression Users to whom the ad was shown.

  • Engagement Users who have positively engaged with the ad.

  • Video Viewers Users who have clicked to play the video or have viewed 3 seconds of autoplay.

  • Partial Video Viewers Users who have viewed 50% of the video.

  • Complete Video Viewers Users who have viewed at least 95% of the video.

Campaign Engagement

Select campaigns to target users who have engaged with those particular campaigns as per the engagement type.

User Engagement

Select the X handles to target users who have engaged with those handles as per the engagement type.

TV Markets

Select a country whose TV market you want to target your ads in.

Movies and TV Shows

Select specific movies and TV shows where you want to target your ads.

Event

Select events to target users who are interested in or participating in those events.

Conversation

Select a conversation to target users based on specific conversations users are participating in on X.

Additional Options

Target your followers

Check the box to target your followers.

Target Users similar to your Followers

Check the box to target users similar to your followers.

Publisher Content

Excluded X Accounts

(supported for X Preroll Views objective)

Search for X Accounts to exclude from targeting.

Standard Categories

(supported for X Preroll Views objective)

Select one or more standard (IAB) content categories you want to run with your Preroll videos.

Curated Categories

(supported for X Preroll Views objective)

Curated categories feature a set of publishers selected by X, that are categorized according to specific themes.

You can preview the different publishers for each theme and select one to run with your Preroll videos.

Note:

If an Amplify Sponsorship program is selected for your Preroll ad campaign, then Standard and Curated categories will not be applicable.

Advanced Brand Safety Features (Now deprecated from Native and Sprinklr Platform)

Domain Name

(supported for App Installs, Website Visits, and App Engagements objectives)

Enter the Domain Name for your company.

IAB Categories Campaign

(supported for App Installs, Website Visits, and App Engagements objectives)

Browse and select one or more IAB categories. This is used by supply partners within the X Audience Platform (TAP) to determine which ads will show on their sites.

Brand Category

​(supported for X Preroll Views objective)

Select from business categories that best describe your brands to publishers.

For example, Consumer Packaged Goods, Financial Services, and Travel.

X Audience Platform

Exclude Apps List IDs

(supported for X App Installs or Website Clicks objective)

Select to exclude a set of apps on App Store or Google Play from your targeting. You can also bulk exclude the apps by pasting their App Store or Google Play IDs using the Bulk Exclude option.

Save this Target Audience for Future

Check the box to save your targeting for future use.

Budget and Schedule

  1. From the Budget and Schedule window, enter the details for the respective fields. For more details, see Budget and Schedule — Field Descriptions.

  2. Click Next.

Budget and Schedule — Field Descriptions

Terms

Description

Configure all Ad Groups individually

Select to apply individual configuration for your Ad Groups, if you have applied multiple targeting selections.

Enter the Budget details for Campaign

Budget Optimization

Enable to set your budget at the campaign level.

  • When Campaign Budget Optimization (CBO) is turned on, you can set the budget at the campaign level and maximize your spend on the ad groups that perform best.

  • When it’s off, you can set your budget at the ad group level. Once you create a campaign, your CBO setting can’t be changed.

Total Budget/Spend Cap

(Total campaign budget/Campaign spend cap)

Set a cap beyond which your Paid Initiative will stop running.

Daily Budget

(Daily Campaign Budget)

(Budget Optimization enabled)

Set the daily budget for your campaign.

Funding Instrument

Select a funding instrument for your campaign.

These are different sources of funding an advertiser has set up to use with X Ads. These span from insertion orders that they’ve signed with X to a credit card that is attached to the account.

Budget Pacing

(Pacing)

(Budget Optimization enabled)

Select a budget pacing for your campaign from:

  • Standard - Schedule ads evenly throughout the day.

  • Accelerated - Show ads as often as possible each day.

Enter the Budget details for all Ad Groups

Start Date

Set a start date for your ad set.

End Date

Set a end date for your ad set.

Daily Budget

(Daily ad group budget)

(Budget Optimization disabled)

Set the daily budget for your ad groups.

Ad Group Total Budget

(Total ad group budget)

(Budget Optimization disabled)

Set the total budget for your ad groups.

Budget Pacing

(Pacing)

(Budget Optimization disabled)

Select a budget pacing for your ad set from:

  • Standard - Schedule ads evenly throughout the day.

  • Accelerated - Show ads as often as possible each day.

Enter the Placements details for all Ad Groups

Users' Timeline

Select to place your ads on the users' timeline.

Users' Profile

Select to place your ads on the users' profile.

Search

Select to place your ads in the X Search network.

Replies

(Reach and App Installs)

Select to place your ads within Tweet replies.

X Audience Platform (TAP)

(Deprecated from Native and Sprinklr)

Select from the following X Audience Platform Placements:

  • TAP Full

  • TAP Full landscape

  • TAP Banner

  • TAP Native

  • TAP Medium rectangle

Tip

Avoid issues of brand safety on X, such as ads showing up on profiles of accounts with explicit content by keeping the Search, User Profiles, and Replies placements deselected by default. Please work with you Success Manager to have this enabled in your environment.

Enter the Bidding details for all Ad Groups

Goal

Select an optimization for your Ad Groups.

Bid Strategy

Select a bidding strategy for your Ad Groups.

Pay By

Select how you want to be charged for your Ads.

Note that you can only select the Impressions charge by for Website Traffic, Video Views, and App Installs campaigns.

Frequency Value

(Frequency cap)

(Engagements, Video Views, Awareness, and Pre-roll Views)

Set a frequency cap to control the number of impressions you want in the specified timestamp (Frequency Days).

Frequency Days

Select a timestamp from the following based on which the frequency cap value will be applicable:

  • Daily

  • Weekly

  • Monthly

Enter the Dayparting details for all Ad Groups

Run ads all the time

Select to run your Ads every time.

Run ads on a schedule

Select to run your Ads on a specific schedule.

Select Creatives

  1. From the Creatives window, select from saved creatives by clicking Select from existing creatives, or click Create new creative to craft new ad creatives. For more information on creating a new creative, see Create New Creative — Field Descriptions.

    Note:

    • While selecting from existing creatives, you will find the posts filtered out to display only those that are compatible with your selected ad objective.

    • You can search for an existing post using the Tweet ID or URL in the search box.

  2. Click Save to confirm your changes. On the preview window to the right, all the Ad variants will be displayed.

Create New Creative — Field Descriptions

Terms

Description

Creative Header

Promotable User

Select a promotable user ad account.

Post Type

Select the post type for your creative.

Note:

You can select from the following post types with respect to the supported campaign objective:

  • Image Tweet - Engagements, Reach, Followers, Website Traffic

  • Status Tweet (X Cards supported)- Engagements, App Installs, Reach, Video Views, Followers, Website Traffic, App Re-engagements

  • Video Tweet - Reach, Engagements, Video Views, Followers, Website Traffic, Preroll Views

    Tip: Add Subtitles and select the Language for your videos in your Video Tweets to boost video engagement. If you change/remove subtitles after Cloning or Quick Cloning an ad, a new instance of the video will be created with the modified subtitle file.

    This is, however, not supported for X Video Cards.

Creative Details

Photo / X Cards / Video

Click Add Photo / Add Card / Add Video to upload image(s), card or video.

Note:

  • X Cards are re-usable tweet extensions that include an image and call to action to boost performance. You can't add X Cards when URL Shortener is selected and vice-versa.

  • You can edit existing X Cards and/or create new X Cards inline while building your X creative. For more information, see Create/Edit X Cards via Ads Composer.

Creative Name

Enter a name for your creative.

Web Analytics

Select a web analytics profile for tracking purposes.

Tip:

You can apply a Web Analytics Profile while creating a new post or editing an existing post with X Cards. Sprinklr will extract the Website URL information from the card and append the web analytics parameters.

Note:

  • This will create a new instance of the X Card, keeping the original card unchanged.

  • You cannot append web analytics to an existing X Post (published) with Cards.

Text

Enter the text that clearly tells people about what you're promoting.

URL Shortener

Select a URL shortener to shorten your links allowing you to maintain the maximum number of characters for your message.

Control your conversation by selecting from the following on who can reply to your Promoted or Post Tweet:

  • Everyone

  • People you follow

  • Only people you mention

By default, it will be configured for Everyone if you do not select an option.

Check the box to schedule your tweet to go live at a specific date and time.

You can schedule your tweets up to a year in advance and add them to new and existing campaigns.

Publish as Promoted Only Tweet

Check the box to publish your tweet as promoted only.

Promoted-only Tweets are only shown to users targeted in your ad campaigns. Unless specifically targeted, they do not show up on your followers' timelines and are not visible in search results.

Set up Advanced Configuration

  • On the Advanced Configuration window, you can view the Ad Groups in the left-hand side pane and make changes to individual ads. Click a Promoted Tweet to view details and make changes to the custom properties as desired.

  • For Preroll Views campaigns, you can set a Call to Action along with the Call to Action URL at the Ad Group level.

  • You can also delete any Promoted Tweet within an Ad Group by clicking the Options icon alongside a promoted tweet and selecting Remove from Ad Group.

Apply Strategy Groups

Automate the management of budget distribution, bidding, targeting, and creatives rotation to achieve your optimization objective with a minimum cost per action using Strategy Groups. Learn more about Strategy Groups.

  1. On the Configure your Campaign Optimization window, select one or more Strategy Group optimization(s) you want to apply to your campaign from the Strategy Group drop-down menu. Your selected Strategy Group(s) details will be displayed below.

  2. If you want to create your Strategy Group from scratch and then apply it to your campaign, click Create New below the drop-down menu or Create New Strategy Group in the top-right corner of the drop-down (when a Strategy Group is selected). This will open up the Strategy Group creation pane alongside and you will not need to leave Ads Composer.

    To learn more about creating a Strategy Group, see Create a Strategy Group.

  3. Click Next to proceed to the Review section for scheduling and publishing your campaign.

Review and Publish Campaign

In the Review window, you can review all details for the Campaigns, Ad Groups, and Promoted Tweets, including the basic details for your Campaign, Ad Group Targeting, Placements, Duration & Pricing, and all Ad Group Creatives.

Tip: Click the back button in the Ads Composer to go back to make any changes to Campaign Details, Targeting, Budget & Scheduling, or Creatives.

Hover over Publish and select from the following:

  • Publish - To immediately schedule your ad campaign on X.

  • Publish as Paused - To publish without activating the ad campaign.

  • Send for Approval - To send your newly composed ad campaign to a reviewer for approval.

FAQs

There is a limit of 100 ad groups per campaign and a limit of 200 active campaigns for a single ad account. Across all campaigns, there is a limit of 8,000 active ad groups per ad account. Additionally, you cannot have more than 256 active ad groups running per ad account at a time.

The total budget for an ad group cannot exceed the total budget of its parent campaign. Similarly, the ad group’s bid amount value should not exceed the daily/total budget amount of the parent campaign. Setting these values incorrectly may put the overall campaign into a paused and unservable state.

Note that the total campaign budget can be less than the sum of the budgets of its ad groups, and distribution of budget between is partially up to the Ads API tool to effectively optimize and change as daily performance of targeting could differ significantly day to day due to X’s realtime nature.

  • Promoted Tweets are ordinary Tweets purchased by advertisers who want to reach a wider group of users or to spark engagement from their existing followers.

  • Promoted Accounts are part of Who to Follow, which suggests accounts that people don’t currently follow and may find interesting. Promoted Accounts help introduce an even wider variety of accounts people may enjoy.

Tweets can include text, images, GIFs, videos, or cards. Cards can include images or videos.

Each X ad account can have one or more promotable users, which are users that we can promote through the ad account. For example, Adam’s @Acme handle would be an example of a FULL promotable user under Adam's ad account, which means we can run all types of campaigns for @Acme and their tweets.

There can only be one FULL promotable user for an ad account. For example, if we wanted to promote @Nick’s tweets about Acme products, he would become a retweet-only promotable user on the account which is indicated by RETWEETS_ONLY. Advertisers should contact their X account manager for information about adding reweet users to their ads account.

  • Primary Targeting Types (Followers, Tailored Audience, Interests, Keywords) are unioned (OR)

  • Others will get AND (eg: Locations AND Gender)

  • Same targeting types will be OR (eg: US OR GB OR CA)