After offering selected advertisers a new way to drive mobile app installs and engagement on Twitter earlier this year, mobile app promotion is today available to all advertisers globally.

Mobile app promotion leverages Twitter’s existing powerful targeting capabilities, including interest, keyword, TV targeting and tailored audiences to help you reach your desired audience.

Advertisers can also layer on gender, geo, language and mobile platform targeting to pinpoint the users who are best suited for their app.

Once advertisers have set their targeting, Twitter offers a number of ways to customize the creative aspects of their ad using Promoted Tweets and App Cards, including:

• the ability to automatically use the app’s icon and description from Google Play or the App Store, or customize them;
• the choice of deep link to enable users to open the app directly from Twitter; and
• the ability to customize the 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 ads are running, Twitter provide conversion tracking for mobile apps, which allows advertisers to measure the full conversion impact of their campaigns, including initial installs and in-app conversion events.