What is the Learning Period?
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.
Why should I run an app installs campaign?
Most Twitter users view Twitter on mobile. Running app install campaigns is the perfect way to connect with mobile users who are likely to convert seamlessly from app to app store.
When should I run an app installs campaign?
If you have a new app to promote or you're looking to reach new users for your app, this is the campaign objective to run.
How much do app installs campaigns cost?
Twitter’s cost-per-action pricing ensures you only pay for the specific actions you are looking to drive.
When you run an app installs campaign, you'll only be charged for app clicks. Impressions that don't result in this action are free.
The cost you pay per app click depends on the budget and bid you set, as well as the targeting you select. You'll receive real-time bid guidance based on your targeting parameters during your campaign setup. More on Twitter Ads pricing.
When setting up your app installs campaign, you can select between automatic, maxmium, or target cost as your bid type. We suggest selecting the target cost bid option since this provides the flexibility to successfully bid on app clicks or app installs from users who are especially likely to engage with apps, while staying near or below your target costs. When you set up your campaign and input your bid, think of your target bid as how much you're willing to pay per app click or app install.
It's important to think carefully about the value each app click or app installs brings to your business. The recommended bid is a good indicator of the amount you will need to bid for your campaign to reach its goal. You will never be charged more than your bid and advertisers are often charged less. However if your bid is not competitive relative to other advertisers, your campaign may not serve.
In addition to controlling the amount you pay per action, you also have complete control over the amount you spend overall. After setting your bid, you are prompted to enter a total budget for the campaign and, optionally, a daily budget as well. When your overall budget is reached, your campaign will stop serving until you increase the budget. When your daily budget is reached, your campaign will stop serving until the next day.
What types of Tweets can I use in my app installs campaign?
For app installs campaigns, you must use one of our app promotion cards. Currently we have four options, all of which can be created in your Creatives > Cards tab:
- 1:1 Image App Card
- 1.91:1 Image App Card
- 16:9 Video App Card
- 1:1 Video App Card