This is as chirpy as it gets! Yes, we are talking about Twitter. The world's most adored microblogging website recently rolled out its much awaited Mobile Ads Manager. The company tweeted on its official Twitter handle.

Advertisers though are quite overwhelmed with this initiative by Twitter, but the move is fetching a mix of reactions.

"Since ad campaigns run relentlessly irrespective of whether the office is open or close, we aim and strive to make it more convenient for the advertisers to track and manage their ads on the run with our all-new Twitter Ads button", explains Twitter.

Released for advertisers all across the globe via Twitter app on Android and iOS powered devices, the location of Ads Manager tool differs depending on the platform or device used by the user. For Android users, the button is accessible by opening 'Ads Manager' from the drop down menu in 'Settings', whereas iPhone users are greeted with the button placed right beside the 'Settings' icon. For iPhone 6 users, the tool can be found by clicking on the chart icon.

However, when it comes to creating an ad campaign with the Ads Manager from a mobile device, the users will be exposed to an unpleasant surprise, as the tool requires to kickstart the campaign from a laptop or desktop unlike the Facebook Ads manager, where the tool allows the creation of campaigns on the run.

Twitter attempts to override this downfall by allowing advertisers to track performance of their ad campaigns, engagement rate, impressions, cost per engagement and optimize budget on the go.

Optimizing campaigns on the fly

According to Twitter, Ads Manager facilitates hassle-free and quick actions whether it's optimizing the budget or extending the duration of any campaign. Edit campaign schedules and bids while on the run. Most importantly, the tool allows resuming or pausing campaigns on the fly.  

Though Ads Manager is expected to be very handy for the advertisers, it is certainly not amusing to all those non-advertisers out there and thus, the tool is drawing in mixed responses and is not welcomed by many. This might ravage Twitter's already withered user base.

We all know that Twitter is struggling with user growth since quite a time now and thereby, it would be interesting to see how the microblogging site fares in the game with this new stunt.