Editor’s note: As of April 7, 2021, Website Cards and App Cards are now known and referred to as Image or Video Ads for Website Clicks and App Installs, respectively.
Last updated: February 8, 2021
An update on our progress on Performance advertising
New year, new blog post. Since we last shared an update, we’ve built on our recent Carousel Ads launch, and we concluded two crucial product milestones: the rebuilds of our App Installs and Website Clicks objectives. These rebuilds are focused on getting our fundamentals right, and include improvements across five areas: Campaign management, Quality Supply, Ad Formats, Optimization, and Measurement. Our commitment to developing the critical tools that advertisers need to launch campaigns and drive customer acquisition is working - and we are excited to share more about the progress we have made.
Completed the rebuild of our App Installs objective
We’ve rebuilt the foundation of our App Installs objective to help advertisers launch, manage, and measure app install campaigns even better than before. As part of this rebuild, we redesigned several of our most popular formats to drive higher engagement, increased mobile app impressions by 80%1, improved prediction and measurement, and developed a faster and more intuitive campaign creation experience.
Here’s a look at the changes we have made:
Enhanced creative formats — In addition to our recent new and improved Carousels announcement, we also made improvements to Twitter App Cards, making them even more engaging than before by adding more context and information, such as app ratings, app price, and download details — all of which help us better serve up-and-coming apps by giving them more credibility. This has led to a +8.88% install per impression improvement2.
Improved prediction and supply — We launched a combination of prediction, bid optimization, supply and supply quality improvements to deliver more stability and performance. We also upgraded our infrastructure and how our ad serving works within the Twitter timeline, which has resulted in a significant number of impressions that App Install advertisers are now winning in our auction.
Easier campaign setup and management — We improved aspects of the Ads Manager experience to be more intuitive. This includes a single tab Tweet creation experience for advertisers to build their entire creative in one go, reducing the amount of time and number of interfaces advertisers must navigate. We also updated our Ad Group Details page to simplify optimization and bidding combinations.
Improved Measurement — Lastly, we implemented measurement solutions to help advertisers more accurately attribute installs and navigate iOS 14’s upcoming app tracking transparency framework (ATT). You can read more about our approach specific to the ATT changes here. We also expanded our Advanced Mobile Measurement Program, allowing advertisers to enable advertisers to conduct LTV and ROAS measurement.