In this video,
we'll cover an overview of the tools you can use to maximize the performance
of your web campaigns and send users to the app, aka deep linking.
If you still have questions on what deep links are or their benefits,
we recommend you watch our previous video.
Most importantly, deep links drive long term
engagement and boost the ROI you get from your app.
We've seen that on average, advertisers who have implemented deep linking
are seen over two times uplift in conversion rate.
The deep link implementation cycle starts with coverage
where you need to know which deep links are missing in your app
and what is the added value from implementing those deep links.
Second, you need to actually implement the deep links in your app and website.
And lastly, you need to validate and check if your deep links are
working and fix any issues
First, when it comes to coverage, the Deep Link Impact Calculator tool provides
a list of all the missing web URLs you should consider implementing as deep links
as well as the missed opportunity from not implementing those.
To get to the tool,
navigate to “Tools & Settings”, click on “App Advertising Hub”,
then select “Deep Link Impact Calculator”.
The Impact Calculator will highlight two critical pieces of information.
First, on the top right cart, a pie
chart will tell you how much of your web campaign spend is deep linked
and therefore eligible to send users to your app.
For example, 82% coverage means that 82% of your current mobile
web spent is flowing through deep links and into your apps.
The higher the coverage,
the larger the number of users who are directed to your mobile app,
which provides much better user experience and are why
compared to the mobile website.
On the top left card,
the missed opportunity card can show you how many conversions you could have earned
if you implemented the missing deep links,
for example, any URLs that are not implemented as App Links
and Universal Links.
In this example, by implementing the top ten URLs, you could have achieved 2000
to 3000 more conversions and increased your deep
link coverage by 12.5%.
Similarly, if you implemented all of the missed deep links,
you could have achieved 50 to 70000 more conversions
To make it easier to prioritize,
the tool provides you with a list of the top web URLs
that you should deep link to maximize the number of conversions you could get.
It is available for both iOS and Android, and results are now
personalized to your own app, meaning the conversions you see there
take into account factors such as the percentage of users
who have your app installed on their phones.
After you're done implementing your deep links
and what to check if they're implemented correctly,
simply click on Deeplink validator.
The Deep Link Validator tool
lets you validate either the entire app or a specific link.
See which deep links are working and understand
how to fix the misconfigured ones.
To get to the tool, go to “Tools & Settings”,
click on “App Advertising Hub” and select “Deep Link Validator”.
To start the validation you need to choose your app.
Decide whether you want to validate a specific link
or the entire app, and then you click on “Validate”.
The tool performs two sets of checks.
The first is a set of website checks for the JSON file on your website,
and the second is a set of app checks inside of the manifest.
Once we validate, you'll see up to three tabs in the main table,
one for all the domains that failed the website checks.
This tab is based on domains since a domain can be associated with multiple apps.
The second tab is all the links that failed app checks.
And the third tab is for all the valid links in your app.
We covered what tools are available for marketers in the Google Ads front end
and how those tools can help you implement and check your deep links.
We're excited to share that
we're introducing new tools that will help your developer and engineering
colleagues with deep linking implementation as well.
Using the recently launched Deep Links page in the Play Console,
the developers in your company
can manage and troubleshoot your deep links effectively.
The Deep Links page in Play Console simplifies
this process by: Helping developers identify deep
links set up issues at a glance, so they can resolve them sooner.
Providing a simple yet comprehensive snapshot of your existing domains and deep links.
Offering a powerful search feature so they can easily check through your full
inventory of paths, domains and custom schemes.
Soon, this page will also include the missing deep links in your app
so developers can easily understand what deep links need to be implemented.
It's important to mention that the Google Ads and developer tools in
Play Console provide the same data which will help you and your company
expedite the deep link implementation and maintenance process.
To summarize, you should send your developer team to the following link
Together these tools will multiply your expertise and your results,
giving you time back to focus on the things only you can do.
For more information about deep linking, please visit the Google Ads Help Center.