Optimizing your app installs or app re-engagements campaign will help you effectively target a mobile audience likely to install or engage with your app. With Tweets optimized for the mobile marketplace, people will be able to install or open your app directly from their timelines.
When you launch a new campaign, for the first 3-5 days, our systems will explore to try to find the best users for your ads. We call this initial exploration phase the Learning Period.
During the Learning Period, we strongly advise you to avoid making changes to your campaign to allow our systems to learn and calibrate as efficiently as possible. During this phase, you will likely see fluctuations in performance. After the Learning Period, your campaign’s performance should stabilize. If you still are not seeing performance after the first 3-5 days, we suggest increasing your bids, widening your target audience, or refreshing your creative.
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.
Setting up your targeting for app install or app re-engagements campaigns can be more nuanced than other campaign objectives.
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:
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-engagement campaigns. Please note you cannot switch the bidding type (CPAC, OAB) after the campaign is created or saved as draft.
– 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.
– 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.
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.
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