Dive Brief:

• Twitter has expanded how marketers can bid on mobile ads, adding optimized action and cost-per-install ad bidding options. Optimized action bidding is based on installs and marketers pay per clicks, while with cost-per-install (also based on installs) marketers pay based on installs.
• Twitter also released a customer service playbook to help marketers better manage their brands on the platform.
• Over the weekend, Bloomberg reported that Twitter's former CEO Dick Costolo will be stepping down from the micro-blogging site's board. The move comes as the company continues its search for a new CEO.

Dive Insight:

Before last week marketers had only one bidding option for mobile ads: cost-per-app clicks where advertisers bid and paid based on app clicks. Now there are two new bidding options based on bidding on installs. By adding new bidding options Twitter is allowing marketers decide how to best balance campaign cost efficiency with volume in their mobile ad campaigns. All three bidding options are open to all marketers worldwide.

Twitter also just published a 122 page customer service playbook to help marketers manage their brand. Research from Socialbakers found less than 30% of questions posed to brands on Twitter were responded to in the second quarter of this year. Twitter said over the last two years there has been a 250% increase in tweets to B2C customer service user names, and wanted marketers to know conducting customer service via Twitter was less expensive than maintaining large call centers. The customer service playbook is available for download.

Twitter's former CEO Dick Costolo is expected to completely exit the social media venture from his role on the board, according to Bloomberg Business, which first reported the news over the weekend, citing sources with knowledge of the matter. Bloomberg reported the board is looking to make the group of directors more diverse and the reshuffling could be announced in tandem with the naming of a new permanent CEO, which could still be several months out.