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 customized 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 traveler 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.