Jul 1, 2014 113 reads by Ritu Sharma

It's official now. After Facebook and Google, Twitter is kicking off the global roll out of mobile app promotion suite. After a successful beta testing of six months, the micro blogging site announced on Monday, it is expanding its mobile app promotion ads worldwide.

Twitter Introduces New Mobile App Promotion Suite to Drive App Installs and App Engagement

Twitter released the product into beta earlier this year and only after seeing strong results in beta, the company decided to take a step forward. Twitter users who click on a promoted link will be able to download the app immediately through Google Play or App Store; those using iOS will be notified on app download completion.

These ads contribute significantly to Facebook’s mobile advertising revenue, which has 59% of the social network’s total revenue share. Google also joined the app ad fray in April with the new app install formats for search, Google Display Network as well as YouTube. Twitter’s mobile share of ad revenue was 80% in the first quarter.

The new product uses Twitter’s existing targeting capabilities which include interest, keyword, TV targeting and tailored audiences to help advertisers reach their desired audience. Advertisers can also layer on gender, language as well as mobile platform targeting to search for users who are best suited for their app.

After advertisers have set their targeting, Twitter will help them customize the creative aspects of their ad in a number of ways including the Promoted Tweets and App Cards. A few more are mentioned below:

  • Twitter will use advertisers' app’s icon and description from Google Play or the App Store or even customize them
  • It will also enable users to open the advertisers' app directly from Twitter
  • It will even be able to customize the advertisers' Tweet copy to provide additional information about why users should download their app.

Once the ads are running, Twitter also gives the option of conversion tracking for mobile apps, allowing advertisers to measure the conversion impact of their campaigns which includes initial installs and in-app conversion events. For better measurement of the unit's performance Twitter has partnered with mobile measurement companies including Adjust, Fiksu, Grab, Hasoffers, AD-X, AppsFlyer and Kochava.

Twitter Introduces New Mobile App Promotion Suite to Drive App Installs and App Engagement

To ensure the highest possible returns, Twitter has also introduced a new pricing and prediction structure based on a cost-per-app-click (CPAC) model. It charges advertisers only when the user clicks to visit an App Store or opens it directly from Twitter.

Advertisers can set up and run mobile app promotion campaigns directly from ads.twitter.com, or through Ads API partners. For starters advertisers can contact their account team or sign up for an account on ads.twitter.com.

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Ritu Sharma
Ritu from PageTraffic is a qualified Google Adwords Professional and Content Head at PageTraffic. She has been the spear head for many successful Search Marketing Campaigns and currently oversees Content Marketing operations of PageTraffic in India.
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