Twitter opens app install ads to all advertisers

Twitter just opened app install ads to all advertisers. Say that three times fast.

The install ad comes with a variety of targeting options including keywords, gender, location, and mobile platform – especially important when it comes to app downloads.

The Promoted Tweet includes room for some text that you can either write or pull from your app download page. There’s a nice photo and a good sized install button.

Twitter Mobile App InstallAfter a user clicks to install, Twitter will show them an install complete message with a prompt to open the app. Seems intuitive but I’ve been known to download an app and then forget about it. Once you have them hooked, you want to keep the excitement going with an instant open.

You can also set up the ad with deep-linking. Twitter uses Spotify as an example showing how they can target fans who mention a singer’s name then link them straight to that singer’s page on the app. Brilliant.

On the back-end, Twitter provides a conversion tracking tool that lets you see how many people clicked, how many apps were opened and how many people took further action such as registering or making an in-game purchase.

Of course, Twitter has quotes from several beta testers who are wildly enthusiastic about the results and though that sounds sarcastic, I don’t doubt their validity. The one thing that always surprises me about Twitter ads is how well they both blend in and stand-out. Crazy, right.

Last night, I was skimming my Twitter feed when I saw a Tweet from a company doing something that fit right in with what I’m doing! Imagine that. So I clicked to check out the site and then reTweeted their offer. Only then did I notice that it was actually a Promoted Tweet. Yes, I clicked and shared an ad before I realized it was an ad. How about that? Ad or not, the information was valuable to me and I thought it would be valuable to others, so I shared. That’s how social media advertising should work.

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