After a successful test run, Twitter is releasing its mobile app install ad program to the global advertising community. The program includes a new pricing structure where advertisers will only pay if users actually click to go to their device’s app store to download the advertised app.

“Earlier this year, we announced a new way for selected advertisers to drive mobile app installs and engagements on Twitter,” said Kelton Lynn, Twitter’s Product Manager for revenue in a blog post. “After seeing strong results in beta, we’re excited to offer mobile app promotion to all advertisers globally, starting today.”

Twitter boasts that its mobile app promotion service leverages the social network’s powerful targeting capabilities. Advertisers can pinpoint users according to gender, geographic location, keywords, language and type of mobile platform used.

“People turn to Twitter to connect with their interests, and discover new ones,” said Lynn. “During the mobile app promotion beta, our clients have been able to reach Twitter’s highly engaged audience to drive a large volume of cost-effective downloads.”

Mobile app install ads have already been a boom for Facebook, which launched its own mobile ad service in late 2012. The mobile ad business now comprises 59 percent Facebook’s total revenue in the first quarter, according to the Wall Street Journal, up from 30 percent a year ago.

Twitter will need some of that magic as well. Its new reliance on mobile ads is clearly an attempt to manage slowing user growth by bringing more and more ad revenue from those existing users. But it remains to be seen whether Twitter can provide the wealth of targeting data that makes Facebook’s service so attractive to advertisers.