X Updates Ad Platform to Optimize Performance for SMBs

While ad creation efficiency would be one of the reasons why advertisers have moved away from X, I’m not sure it’s the main issue right now.

In any event, X says that it’s undertaken a revamp of its ad platform in order to boost appeal with SMBs, and drive better results through systematic improvement.

As per X:

“[The updated] platform uses X’s AI to enhance targeting efficiency, saving you time and improving performance. Plus, you can now set your desired cost per action to maximize your profitability.”

X says that it’s added four key updates in this refresh:

AI Targeting which uses internal engagement insight to optimize delivery of your ads to the right audience
Bid optimization for your target ROI, enabling you to set a target in addition to your daily budget
Automatic tracking pixel creation so you can more easily measure your results
One-click DM support

The updates will help SMBs launch their campaigns faster, with less manual intervention, ideally driving better results with reduced oversight.

Though the main focus, of course, is AI targeting, with X now looking to improve its AI systems to maximize reach and response in the app. AI targeting enables you to expand your audience reach by detecting users who are more likely to be interested in your ads, based on their previous activity and interests in the app. That saves you from having to identify related interests and specify demographic info, because the system is able to maximize your targeting based on your creative and your target results.

AI systems can improve performance by connecting you with audiences that you otherwise wouldn’t have considered. And because it has more insight into response, it can also help you reach more active, engaged users in the app.

Whether X’s evolving AI systems are a significant improvement on manual targeting remains to be seen, but the focus of this update, again, is streamlined ad set up, through simplified tools designed to help you maximize your ad spend without as much manual intervention.

If your target audience is still active on X, it could be worth an experiment, so long as you’re also comfortable with X’s more lenient approach to moderation and ad placement.

If that’s not a major concern, and X is working to assure ad partners that its brand safety elements are top notch, despite its more “free speech” aligned ethos. So if that element isn’t problematic, it could be worth adding into your holiday campaign push, to see what kinds of results you get.