Twitter Adverts

Twitter Ads are created in the Social platform, Ads section, Ad Groups are groups of Ads that may be associated with a particular Campaign in Facebook. You must use a PeopleStage People Campaign, Ads are different to Social campaigns in that you will target individuals by uploading an Audience to the social platform.

A user with Admin permissions must configure the social media channels within PeopleStage; this topic concentrates on setting up a campaign within PeopleStage.

Added in Q1-2021 - Social Media Exclusion Audiences (this is a beta feature)

Adding Exclusions to a Twitter Ad Campaign

  • Firstly set up a new People Campaign in PeopleStage.

Twitter Ad Campaign in PeopleStage

The Audience contains selections that form the Custom Audience uploaded to the Audience section in the Ad GroupsClosedAn ad group contains one or more ads that share similar targets. In this Audience, you can add exclusion selections as well as inclusion selections to ensure the correct individuals are uploaded.

A Message contains a Content and Delivery step. For a social Ad campaign, the Ad Groups and Ads are set up in the social platform, therefore the majority of the time the Content step will remain blank.


The Delivery step is where you define How you wish to target the individuals in the Audience.

  1. Select the AdGroupClosedAn ad group contains one or more ads that share similar targets you wish to send the Custom Audience to from the Advert Name drop-down menu.

  2. Enter a Custom Audience name and choose a Target option from the drop-down:

  • Target Audience - Use the list only

  • Target Audience and Lookalikes - use the list and lookalikes

  • Target Lookalikes Only - use lookalikes only

Further lookalike preferences are available in the PeopleStage Channel Editor

Lookalikes are created and processed in the Social platform. The individuals selected in this process are outside of PeopleStage's control.

Exclusion Audience

You can specify an Exclusion Audience on the Delivery Step, the Exclusion Audience is uploaded to the Exclude area of the Audience within the Ad Set in the Social Platform.

Add Twitter Exclusion Audience

  • Drag and drop selections built at People level from the Audience folder in the Library into the Exclusions area in the Delivery step.

Additional Exclusions

Additional Twitter Exclusion Audience

PeopleStage creates another Exclusion drop-zone where you can add more Exclusion Audience Selections. A natural OR is applied to the selections added.

For example, the exclusions can include complainers, deceased or importantly people who have made a recent purchase of what the ad is promoting.

Running the Campaign

Ad Campaign Channels are set up by a PeopleStage administrator in the PeopleStage Channel Editor, the administrator sets up the Audience Type in the Output Settings tab. The Audience Type options are:

  • Dated Audience - Add a date stamp on the end of the file uploaded but do not replace the existing file

  • Override Audience - Replace existing Audience file every time

  • Append to Audience - Append new records to an existing file

The Audience Type setting in the Channel Editor will also apply to the exclusion file which is created.

When the Campaign is published, and the Delivery step runs, two files will be created. One Custom Audience and one Exclusion Audience and will be uploaded to the relevant areas in the Audience within the Facebook Ad Set or the Twitter and Google Ads Ad Group.

PeopleStage and Twitter Matching

Once a file has been uploaded to the platform, Twitter will begin to match it to the universe. As at the time of writing this, Twitter warns this could take up to 2 days. Twitter will process both files at the same time. Once completed, PeopleStage will then send the campaign using the matched file and start to gather engagement statistics..