Lab / Ads Platform Manual

X Ads Operations Brief

X Ads (formerly Twitter) excel when conversation and reach tactics are orchestrated together. This brief outlines how to structure campaigns, fuel the pixel, and manage brand safety.

Campaign structure

  • Create separate campaigns for Reach, Website Traffic, Conversions, and App objectives. Avoid mixing objectives within one flight.
  • Use ad group naming: [Objective]-[Audience]-[Creative]-[Flight].
  • Enable Frequency Cap for Reach campaigns (1 per user per day unless testing high frequency launches).

Audience systems

  • Combine keyword targeting (15-25 terms) with follower look-alikes of influential accounts.
  • Deploy tailored audiences from site visitors, customer lists, and app users; refresh lists every 7 days for active programs.
  • Use conversation targeting or event targeting for cultural moments; align creative approvals ahead of time.

Creative payload

  • Leverage Website Cards and Conversation Cards for performance programs, Video Ads for awareness.
  • Draft copy variations with clear CTAs; limit to 2 hashtags to avoid siphoning traffic.
  • Plan replies for conversation ads. Ensure community managers have macros for follow-up responses.

Pixel and measurement

  • Install X Pixel via GTM; verify Page View and conversion events with the Pixel Helper.
  • Implement the Conversions API (CAPI) for server-side events when dealing with gated conversions or app installs.
  • Set up conversion attribution windows per campaign: 1/7 day (view/click) for awareness, 1/30 for performance programs.

Brand safety

  • Apply adjacency controls: block lists, allow lists, and keyword exclusion lists updated weekly.
  • Activate third-party verification (DoubleVerify, IAS) when budgets justify.
  • Monitor conversation threads for sentiment; escalate outliers to comms within 2 hours.

Go / no-go checklist

  • Pixel and CAPI events validated across purchase funnel.
  • Conversation reply macros reviewed by legal/PR.
  • Brand safety lists uploaded and associated with campaigns.
  • Budget pacing alerts configured in Ads Manager or third-party stack.