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.
Twitter’s cost-per-action pricing ensures you only pay for the specific actions you are looking to drive.
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.
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 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