Tweet with App Cards — a powerful ad format that allows mobile users to preview an image, view app ratings, and install or open an app directly from their timelines.

• Add images and video into the mix. The Video App Card can show people a preview of your app, resulting in a more educated — and more qualified — visitor. Remember that video app campaigns will likely require higher bids, so make sure to adjust your bidding strategy.
• Test and iterate. Start with at least 3-5 creatives per campaign, crafting compelling copy, and designing attractive images tailored to your target audience to drive clicks, installs and opens from interested users. Then hone in and focus your budget on the best of the set.
• Refresh your creative. Twitter is all about live, relevant content - and your ad creative should reflect that. Fight ad fatigue among your core audiences by refreshing your creative frequently. We recommend at least every two weeks.
• Enable custom creatives. You can also opt to run your own creative on the Twitter Audience Platform across seven additional ad sizes, including GIFs. If you’re looking to maximize scale, we recommend running across all ad sizes.

Setting up your targeting for app install or app re-engagements campaigns can be more nuanced than other campaign objectives. 

• Test. Design your initial campaign with an understanding that your main goal is to test several targeting-creative-bid combinations to see what works. Then focus on scaling.
• Plan. Build out a campaign plan using different targeting segments-creatives-bidding combos. Aim for multiple campaigns per device (iOS or Android) per country across Twitter and the Twitter Audience Platform. Minimize audience overlap to prevent campaigns from competing against each other. 
• Efficiency. Drive maximum efficiency on your user acquisition campaigns by excluding Tailored Audiences of users who already have your app installed. 

Our conversion tracking partners enable real-time conversion and attribution for all of your campaigns. When someone engages with your ad and/or installs your app, the tracking partner and Twitter communicate in realtime to attribute installs and downstream user activity to the original ad source, so you’ll know exactly where your most valuable leads come from. Setting up mobile app conversion tracking with one our partners allows you to:

• Focus on ROI. See deeper insights and trends around lifetime value and performance metrics.
  
• Go beyond acquisition. Identify each step of your funnel and drive re-engagement through targeted re-marketing campaigns.
  
• Gain a holistic view. Measure and compare the impact of your spend across all of your marketing channels.

Learn how to set up MACT for your app.

We offer different types of bidding for app installs campaigns to help you achieve the highest possible ROI. Only CPAC is available for app re-engagements campaigns. Please note you cannot switch the bidding type (CPAC, OAB, CPI) after the campaign is created or saved as draft.

• Cost per app click bidding (CPAC)

–  Bid on app clicks, pay for app clicks.
–  Mobile App Conversion Tracking (MACT) is not required to enable this bidding option.

App clicks are clicks that lead to the app store or directly into the app, and you're only charged when someone takes that action. With this bidding option, our platform will optimize to drive as many app clicks as possible (and as many high-value app clicks as possible). The daily average CPC will be at or below your target. We guarantee we won't ever charge you more than 20% of your target bid over the course of the campaign.

• Optimized action bidding (OAB)

– Bid on installs, pay for app clicks. 
– Mobile App Conversion Tracking (MACT) is required to enable this bidding option.

OAB is similar to CPAC, but enables you to bid on the install rather than the app click. While you’re only charged on an app click, your max bid value represents the absolute max amount you would pay for an install. With this option, you'll never be charged more than your bid and advertisers are often charged less.

• Cost per install bidding (CPI)

– Bid on installs, pay for installs.
– Mobile App Conversion Tracking (MACT) is required to enable this bidding option.

CPI takes the idea of OAB one step further and allows you to bid and pay for the app install, ensuring that you only pay when Twitter drives an install. With this option, you'll never be charged more than your bid and advertisers are often charged less.

When launching CPI bidding campaigns, please note:

1. You cannot reduce your budget once a CPI bidding campaign has been created. However, you can increase the budget.
2. You will be billed based on Twitter’s default attribution window of 30-day click / 1-day view with CPI bidding.
3. Since Twitter charges on time of install (not time of impression), spend could potentially increase after pausing campaigns.

Custom creatives are specific advertising creatives that run only on the Twitter Audience Platform (TAP). You can create and upload your own custom creatives, or choose "Native" in the campaign creation form, and your promoted impressions served on TAP will show as if they were Tweets.