The social network aims to help advertisers run multiple large-scale campaigns.

Twitter Inc. is rolling out an ad management tool retailers can use to create and edit numerous campaigns using an Excel spreadsheet.

For existing campaigns, marketers can use Twitter’s ads editor tool to download an Excel spreadsheet of the campaigns they’d like to modify. That includes making changes to such information as end dates, budgets and targeting criteria. And for new campaigns, they can enter their campaign information into a spreadsheet, and then upload the document to the Twitter ads editor page.

The goal, a Twitter spokeswoman says, is to make it easier for large-scale advertisers and agencies to manage multiple campaigns.

It’s working, says one marketer who helped Twitter test ads editor. The tool has created “huge time efficiencies,” says Sarah Olson, supervisor, search and social at digital marketing agency Resolution Media.

Twitter has begun rolling out the tool and plans to make it available to all advertisers globally over the next few weeks. 


The social network’s release of the ad management option comes amid a Re/Code report that Twitter plans to rapidly expand the number of retailers and other businesses using its Buy button by integrating with Shopify and other e-commerce software companies. Shopify, which has similar relationships in place with Pinterest and Facebook, declined to comment on the report. Twitter could not be reached for immediate comment.

In related social media management news, HootSuite today announced it is integrating with Instagram. That means users can schedule their Instagram content, as well as monitor and engage with their audience on the Facebook Inc.-owned social network from within Hootsuite. Hootsuite, a social media management firm, says it has more than 10 million users in more than 175 countries, including companies that use its free offering with basics analytics tools.