The Wise.Blue-managed Twitter campaign targeted foodies in Argentina with a primary call-to-action to install the PedidosYa app.
The business goals were to increase CTR while decreasing CPA and CPI.
To understand the potential of Twitter’s Carousel Cards ad format, Wise.Blue implemented a comparative study launching a standard campaign and a parallel campaign using Carousel Cards. They tested both campaigns against the three KPls: CPA, CPI, and CTR.
Both standard and carousel card campaigns had the same target: Android as a device target, MAP as placement, Argentina as geo, and a combination of keywords and handles for food segment targeting.
To retain more control over bidding, both image- and video-carousel cards were launched in separate groups, but used the same visuals and had the same campaign objective—App Installs.