CPI CAMPAIGN – BEST PRACTICES.

Campaign Types

● App install and re-engagement campaign on owned and operated

(i.e. O&O) inventory 


● To expand scale, app install and re-engagement campaigns can

also be extended on TAP, which will enable 
advertisers to also run on
MoPub inventory.
For more information on extending M AP on TAP, click
here for PMB . 


Ad Formats 


Showing your audience engaging and relevant creatives that resonates with
them is important when driving installs. Here are the current ad formats we
support: 
MAP 


● Image App Card (can be syndicated to TAP)

○ 1:1 (syndication to TAP is currently not supported); PMB

○ 1.91:1
● Video app card ( PMB)

○ 16:9
○ 1:1 (in GA as of 9/27/2017; syndication to TAP will not be supported to

begin with); P MB

MAP TAP

● Syndicated from an Image App Card

○ Full (320x50) 


○ Full landscape (320x480) 


○ Banner (480x320) 


○ Native(P MB) 


○ Medium Rectangle (300x250) 


 ● Syndicated from a Video App Card

○ Full (320x50) 


○ Full landscape (320x480) 


● Tablet display ad sizes (not syndicated from MAP; manually

uploaded); no retina version

○ 768 x 1024 


○ 1024 x 768 


○ 728x90 


Bidding Types

We have multiple bidding types for MAP and can optimize for app clicks or
installs. Bidding types include:

● Cost per app click bidding (CPAC) allows advertisers to maximize

campaign scale by bidding and paying on the 
app click. 


● Optimized action bidding (OAB) enables advertisers to bid on the

install rather than the app click. Throughout 
the beta, buying on the OAB
model resulted in double-digit decreases in cost per installs than buying on
cost 
per app click at the same level of spend. 
(Most Recommended)

● Cost per install bidding (CPI) allows advertisers to bid and pay for
the app install - ensuring that they only pay 
when Twitter drives an install.
Among our beta partners, cost per install bidding lowered CPIs by 20-30%.



Creative Best Practices

Image App Card

● Use vibrant colors to make the image stand out 


● Don't try and cram too much into a small space 


 ● Include a preview of what the user can expect within the app 


● Don't use overly branded imagery with just company logos 


● Include an app store and play store logo if space permits 


Video app card 


● Include visual cues and don't rely on audio 


● Include a card at beginning and end of the video which shows the
app and play store logos and preferably 
also a visual CTA to download the
app 


● Make it clear that the video revolves around an app 


● Don't just re-purpose branded video, make sure it is app focused 


● Show the interface/usability/what the user what to expect within

the app 


● Sweet spot for performance is under 30 seconds 


Off Twitter 


● Use all syndicated ad sizes to maximize scale 


● Uncheck banners in case your advertisers doesn’t credit Twitter

for post-view 


● Gifs perform well in all ad sizes: 200-300kb is the optimum file size
to ensure load is super quick

All of the same image app card rules above apply here too 


● Banners can be tricky to make stand out, so gifs or the use of

vibrant colors are recommended 


● Native ads are syndicated into the 1,000s of native sizes from the
existing image app card format on Twitter 

 Optimization Best Practices 


New clients:
New clients should define a campaign infrastructure as

explained in the campaign infrastructure section of this PMB. Once
campaigns are live, they should optimize once a week (assuming there is
enough data to learn from) by adjusting bids, targeting, etc. and ideally add
new creatives every 2 weeks. 


AD SPECS:

IMAGE APP CARD:

Tweet copy: 256 characters are available (24 characters are used for images).

Image size: 800 x 800 pixels (max 3mb) for 1:1 aspect ratio. 800 x 418 pixels (max
3mb) for 1.91:1 aspect ratio

File types: PNG and JPEG are recommended. We do not accept BMP or TIFF
files. Note that GIFs uploaded will render as a static image.

Title/price: Pulled from app store.

Call to action options: Install (default if app is not installed), Open (default if app
is installed), Play, Shop, Book, Connect, and Order.
VIDEO APP CARD:

Tweet copy: Media Studio allows the full 280 characters when tweeting, while
Ads Manager allows for 256 characters. (24 characters are used for images).
Video ratio: 16x9 and 1x1.

Title: Truncated at 70 characters.

Description: Truncated at 200 characters.

File size: 1GB Max

File types: MP4 or MOV.

Max time: 2 minutes and 20 seconds. (Select advertisers are eligible to request an
increase up to 10 minutes. Please contact your Twitter Account Manager for more
information.)

Video codec recommendation: H264, Baseline, Main, or High profile with a 4:2:0
color space.

Frame rate recommendation: 29.97FPS or 30FPS. Higher is acceptable. If the

available video has a lower frame rate don’t try to “upsample” it.

Video bitrate recommendation: 6,000 - 10,000k (recommended 6,000k) for

1080p. 5,000k - 8,000k (recommended 5,000k) for 720p).

Audio codec recommendation: AAC LC (low complexity).