Use the Image App Card for strong visuals with a clear benefit.
@aviasales used the Image App Card to deliver engaging visuals as well as a seamless user experience. Image App Cards featured a large image, a strong call to action, and enabled users to simply click and download the app without leaving Twitter. @aviasales customised its Tweet copy to provide a clear benefit to users: the ability to book ahead to get the best deals.
Define and refine the target audience.
@aviasales engaged a wide audience receptive to its message through effective targeting. The company used keywords related to holidays and travel, such as "romantic getaway," "travel to Europe" and "Valentine’s Day." Its @username targeting strategy included names of regional airports and airlines, for example @aeroflot. When it came to interest targeting, @aviasales used a wide range—from music and technology to politics and current events—to ensure it captured the frequent independent traveller market, and refined these during the campaign based on results.
Track results and adjust your campaign.
Key to the success of the @aviasales campaign was the brand’s close monitoring of responsiveness and install rates of its different audience segments via the Twitter dashboard. By adjusting the campaign based on these results, @aviasales was able to ensure the most effective Promoted Tweets were served to the right audience. This helped it attract a new customer base of Twitter users and reduce its cost per install.
Twitter has become a very important channel for attracting new users to our mobile application. I would particularly like to highlight the unique targeting opportunities that allow us to find the best audience and stay efficient.