In early 2014, Twitter announced a new way for selected advertisers to drive mobile app installs and engagements on Twitter. After seeing successful beta release, the 140-character microblog is officially rolling out its mobile app promotion to all advertisers globally, starting June 30th, 2014.
As more and more people use Twitter to connect to their interests and discover new ones, The beta version of promotion ads has successfully made Twitter's clients able to reach the microblog's highly engaged audience, and drive a large volume of cost-effective downloads.
The new ad units help advertisers drive app installs and increase app engagement. Through the app promotion ads, advertisers can leverage Twitter's targeting capabilities, including interest, keyword, TV targeting and tailored audiences, to reach the right consumers. Additionally, advertisers also have the ability to target customers based on factors like gender, geography, language and mobile platform.
Once the advertisers have set their targets, advertisers can customize their ad by using Promoted Tweets and App Cards. It's important to note that for iOS, App Cards include install notifications, which is a prompt that occurs on Twitter once the app is fully downloaded.
According to Twitter, these notifications are designed to drive activation of apps when consumers’ intent is highest. Twitter offers a number of ways to customize the creative aspects of their ad:
- The ability to automatically use the app’s icon and description from Google Play or the App Store, or customize them.
- A choice of deep link to enable users to open your app directly from Twitter.
- The ability to customize Tweet copy to provide additional context about why users should download the app.
In addition, App Cards on iOS will also include install notifications, a prompt that occurs on Twitter once the app is fully downloaded. The notification is designed to drive activation of the app when user intent is highest.
Once the ads are running, Twitter provides conversion tracking for mobile apps, which allows advertisers to measure the conversion impact of their campaigns. The tracking conversion also include: initial installs and in-app conversion events.
Twitter has partnered with other companies in mobile measurement to help see how engagements and impressions on Twitter drive app conversions. These partners include Adjust, AD-X, AppsFlyer, Fiksu,Grab, Hasoffers and Kochava.
To ensure the highest possible return on investment, Twitter is offering a new pricing and prediction structure for mobile app promotion, based on a cost-per-app-click (CPAC) model. Customers will only be charged when a user clicks to go to the App Store or Google Play from their ad, or when they open the app directly from Twitter.
"We're excited for you to take advantage of this product suite to drive app installs and engagements with new and existing customers on Twitter," said Twitter in its official blog. "You can set up and run mobile app promotion campaigns directly from ads.twitter.com, or through our Ads API partners, which specialize in managing mobile performance advertising campaigns at scale."
