Twitter mobile app promotion is a full suite of products that enables advertisers to efficiently drive installs of their mobile app and re-engage existing users. With mobile app promotion, advertisers can drive users to download or open mobile apps directly from within a Tweet. Combined with Twitter’s sophisticated targeting capabilities, a creative suite optimized for mobile app promotion, and the ability to track to the install level, these products are designed to empower you in the mobile marketplace.
In addition to these powerful new tools, Twitter mobile app promotion campaigns are built to work on a cost per app click pricing system. This ensures will only pay for clicks that lead to the App Store or Google Play, or to open the app.
Twitter Ads are priced using an auction-based system. There is no set price for the engagements and conversions you acquire. Rather, during the campaign setup process you will specify the maximum amount you are willing to pay for each action acquired through that campaign. This amount is your bid.
Twitter’s cost-per-action pricing ensures you only pay for the specific actions you are looking to drive with your campaign. When you run an App Installs or App Engagement Campaign, you will only be charged for clicks to install or open your App you acquire from that campaign. All other actions and engagements (impressions, replies and retweets for example) are free.
When setting bids, it is important to think carefully about the value each campaign action brings to your business and to bid at least this amount. 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. 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, you campaign will stop serving until you increase the budget. When your daily budget is reached, your campaign will stop serving until the next day.
First, log in to your Twitter Ads account. If you have yet to set up your first campaign, you will be prompted to choose a campaign type right away. If you have one or more existing campaigns, click the blue “Create new campaign” button on the main campaign dashboard.
Choose the App installs or engagements option from the campaign picker.
Creating a campaign with the new app promotion campaign option is simple.
The first option is to choose how you want to optimize the campaign. If you choose “Reach people without my app installed,” Twitter will show your ad to users more likely to install your app. If you choose “Reach people with my app installed,” Twitter will show your ad to users more likely to engage with your app. When you apply these selections, Twitter uses information about its users to make a determination of whether or not a user is likely to have installed your app. This feature does not replace tailored audience targeting which can be a more accurate method to target these audiences. Read here for more information on tailored audience targeting.
The next choice is the selection of a single app and platform (for example “Great Coffee App for iPhone” or “Google Sheets for Android”) to be promoted in your campaign. The mobile targeting on your campaign will automatically match to the platform of the app you select. For example, if you select an Android app the campaign will automatically be targeted to only Android devices. The app selection possibilities in the drop-down are drawn from any App Cards you have created.
If you have not created any App Cards yet, or you want to add an app card directly from this campaign setup form, click “Add new app” and enter the app ID along with the country the app is available. If the app is available in the United States, leave the selection as United States. If it is not, select a country where the app is available to verify your app. For more information on this, please see the card setup page here.
After you select the app you will be promoting, the next set of options is for the “Creative” section where you can create or select tweets to add to the campaign. Image App Cards can be created within the campaign setup flow. If you would like to create a basic app card, go to the “Cards” section of the UI under the “Creatives” tab at the top of your toolbar. Instructions for setting up App Cards can be seen here.
Please see the diagram of sections for Creative in the screenshot below:
- If you would like to create a new tweet to go along with the app you selected, section 1 is where you input the tweet copy.
- The section with number 2 allows you to select any image App Cards you have created previously. The image app card you select or create here will be attached to your tweet copy.
- You can skip sections 1 & 2 via section 3, if you would like to select existing Tweets to Promote in the app campaign. The Tweets that will be available to promote here are any tweets that have the app you have decided to promote.
After you have created or selected the Tweets that you want to promote with your app campaign, the rest of the campaign setup is the standard promoted tweet campaign setup. Please follow that link for any setup questions around targeting. Your targeting options will be as shown below.
As mentioned earlier, the only difference in the targeting between a Promoted Tweet campaign and an App campaign is that your device targeting is automatically selected. For example, if we selected an app for the iPhone earlier, the targeting will automatically be iOS devices:
Save your campaign and you are now promoting your app!
The other new feature related to creating app campaigns is a change in reporting. You will be able to filter and view any campaigns you create through the app promotion campaign flow in the reporting.
What are the App click, App click rate, and eCPAC labels?
Twitter is featuring cost per app click charging on app promotion campaigns. ”This enables you to be charged for clicks that lead the user (1) to the App Store or Google Play or (2) to open your app.” Here are the definitions of each of the labels (which also appear in the .csv downloads) for the reporting:
App click: For campaigns set up through the app campaign setup flow, reporting will be on “App clicks.” The definition of an “app click” is the engagement that leads directly to the App Store or Google Play (App install) OR into the app (App engagement)
App click rate: “App click rate” is defined as “App clicks / Impressions”
eCPAC: is defined as Effective Cost Per App Click, has replaced eCPE for app campaigns. eCPAC accounts for additional app clicks tied to the advertiser’s Promoted Tweet campaign that they are not billed for.
Twitter provides conversion tracking for mobile apps, which allows you to measure the full conversion impact of your campaigns, including initial installs and in-app conversion events. We have partnered with leading companies in mobile measurement as well as providing a free Twitter-developed solution called Answers by Crashlytics to help you see how engagements and impressions on Twitter drive your app conversions. To read more about these mobile measurement options, please click here.
Please log in to ads.twitter.com and file a support ticket using the Help? button in the top right corner of your ads dashboard.