Until Recently, Twitter Actually Made It Difficult To Buy Ads
Geege Schuman stashed this in Advertising
For instance, if an advertiser wants to run promoted tweets targeting people who are tweeting about "basketball," the advertiser has to type in "basketball" every time they start a new campaign with new variables. The advertiser can't just save a "basketball" campaign template, and then copy it as the basis for a new campaign.
This doesn't sound like much of a handicap unless you're a company with multiple brands, running multiple campaigns, and using dozens — 50 or more, sometimes — keyword targets.
For every new campaign, agency staff would have to punch in those 50 words by hand. A source tells us that punching in all those words over and over can add 15 hours of labor to any campaign.
It takes time to learn how to do this well.