On the left: Promoted Tweet with App Card On the right: Install notification
Twitter has announced that it has launched its mobile app promotion suite to drive app installs and engagements with new and existing customers on Twitter. Earlier this year, Twitter had invited two advertisers companies: EA Games and Lyft, to promote its app with beta-testing by including a link that automatically redirects user to the iOS and Android app stores.
Ride-sharing service @Lyft also saw positive results:
During the beta, we were able to quickly and effectively reach our growth goals via Twitter for 30% below the originally targeted cost.
— Daniel RiazHead of Mobile Acquisition, Lyft
Game publisher @EA successfully promoted multiple mobile game titles:
EA has been thrilled to have participated in the beta. We were able to drive a significant number of installs for our suite of casual and core games including the Sims FreePlay, Real Racing 3, and Heroes of Dragon Age at or below single digit cost-per-installs. Our partnership with Twitter has allowed us to connect engaged high value players with our games.
— Uyen Uyen Ton NuSenior Manager Social Acquisition, EA
Here is a video that shows Mobile App promotion on Twitter:
Twitter product uses its existing targeting capabilities including interest, keyword, TV targeting and tailored audiences to help users to reach their desired audience. The company had also introduced cost-per-app-click- a new pricing structure that charges advertisers only when a user clicks to visit one of the app stores or opens an app directly from Twitter.
More from Blog Post: Once you’ve set your targeting, we offer a number of ways to customize the creative aspects of your ad using Promoted Tweets and App Cards, including:
- the ability to automatically use your app’s icon and description from Google Play or the App Store, or customize them;
- your choice of deep link to enable users to open your app directly from Twitter; and
- the ability to customize your Tweet copy to provide additional context about why users should download your app.
In addition, App Cards on iOS will also include install notifications, a prompt that occurs on Twitter once your app is fully downloaded. The notification is designed to drive activation of your app when user intent is highest.
Once your ads are running, we provide 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 to help you see how engagements and impressions on Twitter drive your app conversions. These partners include Adjust, AD-X, AppsFlyer, Fiksu,Grab, Hasoffers and Kochava.
To ensure the highest possible return on investment, we’re offering a new pricing and prediction structure for mobile app promotion, based on a cost-per-app-click (CPAC) model. You will only be charged when a user clicks to go to the App Store or Google Play from your ad, or when they open your app directly from Twitter.
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. To get started, contact your account team or sign up for an account at ads.twitter.com. You can also visit our help center to learn more about creating a mobile app promotion campaign.
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