Create an app re-engagements campaign

App re-engagements campaigns target your existing users to drive even more conversions and loyalty. With Tweets optimized for the mobile marketplace, people will be able to open your app directly from their timelines.

 

Setting up your app re-engagements campaign

  1. Log into your Twitter Ads account
  2. Click "Create campaign" in the top right corner of your Ads Manager
  3. Choose "App re-engagements" from the list of campaign objectives
  4. You'll be brought to the "Details" tab the campaign setup form. Here you will name your campaign, choose your funding source and set campaign dates and budget
  5. Next, you'll setup your first ad group. Name the ad group and choose the app you’d like to promote. You can also set the ad group start and end time
  6. For App re-engagements campaigns, your Ad group goal will default to optimizing towards driving App clicks.
  7. In the delivery section, select the bid type you'd like to use in your Ad group: 
    • Target cost (recommended): you can name the bid you’d like to pay per app click. Your campaign will then auto-optimize your bids to achieve a daily average cost per click that meets or beats your target. You'll pay the actual average cost for all clicks during the day. If you change your bid over the course of a day, it'll average to the highest target cost you set.
    • Automatic bid: your bid will auto-optimize to get the best results at the lowest price (within your budget). Automatic bid is the easiest way to quickly get your campaigns live and serving impressions on the platform.
  8. For App re-engagement campaigns, your ‘Pay by’ metric will default to “App click”.
  9. Select the audience you'd like your ads to serve to in the "Targeting" tab of campaign setup. Learn more about our targeting options
  10. Choose the Tweets you'd like in your campaign. You can also customize the Twitter and Twitter Audience Platform locations you'd like your Tweets to serve on this step
  11. Review your final campaign setup on the "Review & Complete" tab. If you'd like to add additional ad groups to your campaign, you can do so here
  12. Launch your app re-engagements campaign!
 

Serving your app re-engagements campaign

Tweets in app re-engagements campaigns are served in a number of locations:

  • Home timelines (optional). Tweets in your campaigns may be visible within someone's timeline if an advertiser has promoted a Tweet that is relevant to that person.
  • Profiles and Tweet detail pages (optional)When someone you've targeted visits a Twitter profile or Tweet detail pages, they may be eligible to be served your impression.
  • At the top of relevant search results pages on twitter.com (optional). App campaigns from our advertising partners are called out at the top of some search results pages on Twitter.com and through select ecosystem partners.
  • Partner applications on our Twitter Audience Platform (optional). The Twitter Audience Platform is a way to drive greater scale for your campaigns by extending your campaign to reach your audience in the thousands of apps and websites they use everyday. If you want to extend your campaign to the Twitter Audience Platform, you'll be asked to select a category that best describes your ad. We recommend you choose only one category. You'll also have the option to choose what custom creative formats you'd like your ads to be syndicated to. Learn more about custom creatives.

In your app re-engagements campaigns, you can fully customize the locations on Twitter and Twitter Audience Platform you want your ads to appear. You can make this customization on the "Creatives" tab of your campaign setup.

 

Viewing your results

Navigate to your Ads Manager to see your results. Filter the date range in the top right corner to see key metrics such as total spendresultscost per result, and result rate.

Your "result" is app clicks, the total number of clicks to install your app. 

 

Frequently asked questions

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 re-engagements campaign? 

Users come to Twitter with a discovery mindset. Promoting your app in a re-engagement campaign keeps your app top of mind, driving brand loyalty and in app actions.

When should I run an app re-engagements campaign? 

App re-engagements campaigns are perfect for retaining your existing app users. If you're looking to drive existing users to make an in app action, re-engagment campaigns are perfect for you.

How much do app re-engagements campaigns cost? 

App re-engagement campaigns run on a cost per app click bidding (CPAC) system.

  • 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 are only charged when a user 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 stated target. We guarantee we won't ever charge you more than 20% of your target bid over the course of the campaign.

When you run an app re-engagements campaign, you'll only be charged for either 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 in your campaign setup. More on Twitter Ads pricing.

Details:

When setting up your app re-engagements campaign, you can select between automatic or target cost as your bid type. We suggest selecting the target bid option since this will give you the flexibility to successfully bid on app clicks 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.

It's important to think carefully about the value each app click 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 can use Image Ads with App Buttons, Video Ads with App Buttons, and/or Carousel Ads. You'll need to set up an App Card to do this! 

Check out our specs page for more details on all the ad formats shown above. 

Remember, no matter what type of Tweet you use, you'll always be billed on either app clicks or app installs, depending on which you choose in campaign setup.

All advertisers and their Promoted Ads content must comply with our Twitter Ads policies

How do I set up third-party mobile app conversion tracking?

MACT stands for mobile app conversion tracking. Learn more detailed instructions on what MACT is, who you can partner with, and how to set up your MACT partner in your Twitter Ads account.

How do I add my app to my ads account?

For detailed instructions on how to add, group, and edit apps in your ads account, visit our App Manager page. 

 

 

Additional reading

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