1. Click "Create campaign" in the top right corner of your Ads manager
2. Choose "App installs" or "App re-engagements" from the list of campaign objectives
3. You'll be brought to the "Details" tab the campaign setup form. Here you will name your campaign, choose your funding source, choose your app to promote, and set campaign dates and budget
4. Next, you'll setup your first ad group. You can set ad group start and end times if you wish
5. Select the bid type you'd like to use in your campaign: 
   • Automatic bid: here your bid will auto-optimize to get the best results at the lowest price (within your budget). Automatic bid is the easiest way to quickly get your campaigns live and serving impressions on the platform
     
   • Target cost: here you can name the bid you’d like to pay per app click or app install. Your campaign will then auto-optimize your bids to achieve a daily average cost per click or cost per install that meets or beats your target. You will pay the actual average cost for all clicks or installs during the day. If you change your bid over the course of a day, it will average to the highest target cost you set
   • Maximum bid: this type allows greater control over how much you pay per app click or install. In this bid type you can choose exactly how much you are willing to pay for either an app click or an install (your maximum bid), and your results will not be charged over this price. This bid type is helpful for experienced advertisers who know exactly how much they’re looking to pay per click or install at scale.
     
6. You can also choose your optimization preference, and what you're charged by:
   • App installs: here your ads will serve to users likely to install your app (within your targeting). If you choose this to charge by, you'll only be charged when a user installs your app
   • App clicks: here your ads will serve to users likely to click on your app (within your targeting). If you choose this to charge by, you'll only be charged when a user clicks into the app store or directly into the app
     
7. Select the audience you'd like your ads to serve to in the "Targeting" tab of campaign setup. Learn more about our targeting options
8. Choose the Tweets you'd like in your campaign. You can also customize the Twitter and TAP locations you'd like your Tweets to serve on this step
9. Review your final campaign setup on the "Review & Complete" tab. If you'd like to add additional ad groups to your campaign, you can do so on this screen
10. Launch your App installs or app re-engagements campaign!

Cost per app click bidding (CPAC)

• Bid on app clicks, pay for app clicks.
• Mobile App Conversion Tracking (MACT) is not required to enable this bidding option.

App clicks are clicks that lead to the app store or directly into the app and you are only charged when a user takes that action. With this bidding option, our platform will optimize to drive as many app clicks as possible (and as many high-value app clicks as possible). The daily average CPC will be at or below your stated target. We guarantee we won't ever charge you more than 20% of your target bid over the course of the campaign.

Optimized action bidding (OAB)

• Bid on installs, pay for app clicks. 
• Mobile App Conversion Tracking (MACT) is required to enable this bidding option. Learn more on MACT.

OAB is similar to CPAC, but enables you to bid on the install rather than the app click. While you’re only charged on an app click, your Max Bid value represents the absolute max amount you would pay for an install. With this option, you will never be charged more than your bid and advertisers are often charged less.

Cost per install bidding (CPI)

• Bid on installs, pay for installs.
• Mobile App Conversion Tracking (MACT) is required to enable this bidding option.  Learn more on MACT.
  

CPI takes the idea of OAB one step further, and allows you to bid and pay for the app install, ensuring that you only pay when Twitter drives an install. With this option, you will never be charged more than your bid and advertisers are often charged less.

The bid type you choose is up to you and your app promotion goals.

For new advertisers we recommend testing all three bid types in different campaigns.

Use our flowchart to help decide which one to get started with.  

Note: if you choose to launch CPI (bid on installs, pay for installs) bidding campaigns, please be sure of the following:

Serving your App installs or re-engagements campaign

Tweets in App install or app re-engagement campaigns are served in a number of locations:

• Users' timelines (optional). Tweets in your campaigns may be visible within a user’s timeline if an advertiser has promoted a Tweet that is relevant to that user.
• Profiles and Tweet detail pages (optional). When a user you've targeted visits a Twitter profile or tweet detail pages, they may be eligible to be served your impression.
• At the top of relevant search results pages on twitter.com (optional). App campaigns from our advertising partners are called out at the top of some search results pages on Twitter.com and through select ecosystem partners, like Hootsuite.
• Partner applications on our Twitter Audience Platform (optional). The Twitter Audience Platform is a way to drive greater scale for your campaigns by extending your campaign to reach your audience in the thousands of apps and websites they use everyday. Note: if you wish to extend your campaign to the Twitter Audience Platform, you'll be asked to select a category that best describes your ad. We recommend you choose only one category. You'll also have the option to choose what custom creative formats you'd like your ads to be syndicated to. Learn more about custom creatives.
  

In your mobile app promotion campaigns you can fully customize the locations on Twitter and TAP you want your ads to appear. You can make this customization on the "Creatives" tab of your campaign setup form.

In your Ads Manager you'll be able to see the results of your app install and app re-engagement campaigns. Filter the date range in the top right corner to see key metrics such as total spend, results , cost per result, and result rate. Your "result" will be either app clicks or installs, depending on what you chose during campaign setup.

An app click is total number of clicks to install or open your app. An install is when someone installs your app from the app store.

Learn more about how to use Ads manager to view and download metrics.