[THEME MUSIC]
RAN MOR: Hello, everyone.
My name is Ran Mor, and I'm a product manager
at the mobile app ads team.
In this video, we are going to discuss the importance
and benefits of implementing deep links for your app,
and share success stories from companies
who implemented deep links and saw tremendous value
for their business.
Lastly, we've been working with teams all across Google
to launch tools that will help you
with implementation, prioritization,
and validation of deep links.
And I will quickly discuss those as well.
As a quick refresher, deep links are
links that can be used to send users
to a specific piece of content or action,
instead of an app where they can perform and complete
their desired actions.
Now, you are probably asking yourself, why should I
implement deep links?
First the user experience in an app
is usually much, much better than the user experience
on a mobile website.
If you want to provide the optimal experience
for your users, it's better to lead them into your app.
Second, deep links simply allow you to drive more traffic
into your app.
They can be used in multiple use cases, such as marketing,
emails, and SMS.
And more traffic to your app means more in-app purchases,
checkouts, and sales.
Third, with deep links, you can create a personalized app
experience.
That can be done by passing the right parameters that,
together with the much better app experience,
have a dramatic effect on some key metrics
for your organic growth.
For example, we've seen that deep links increase
in-app signups and activations.
In some cases, the percentage of users
who sign up or register to the app after installation
almost doubled.
We also saw that when users got to the app from deep links,
the post-install retention increased,
meaning that the number of users who used the app at least
once a day was almost doubled.
And last but not least, deep links
drive long-term engagement and boost
the ROI you get from your app.
We've seen that users who are directed to apps
are twice as likely to perform actions
as users who are directed to the mobile web
version of the same content.
So the ROI is much higher for both you and the users.
Now let's talk about some companies
that started using deep links and the tremendous effect
it has on their business.
Shopee, the leading e-commerce platform in Southeast Asia
and Taiwan, realized that their app traffic
converted 20 times better than on the web,
and decided to prioritize ways to make it easy for customers
to shop in-app.
To deliver a frictionless experience
across their mobile site and app,
the marketing and product teams aligned
on implementing deep links, and saw amazing results.
Before implementing deep links, approximately 20%
of shopping traffic landed in the app.
Today, Shopee is seeing 50% of shopping traffic linked
directly in the app, which represents a staggering 126
percentage increase in checkouts.
Skyticket, which helps users find flights,
was looking for a solution to fully leverage
their app by connecting it to their search and display ads.
After implementing deep links, 21%
of the total conversion of skyticket search campaigns
come from in-app pages.
This has resulted in a 3.4 times higher conversion rate
from the app versus the web.
Lastly, Magalu, a Brazilian retail company,
decided to prioritize the mobile business
due to growing popularity within high-lifetime value customers.
They implemented deep links, and saw a 109% increase in sales
through the app, 36% higher conversion rate
for mobile devices, and 42% growth in all mobile app
purchases.
There are different types of deep links.
But for the best experience, we highly
recommend implementing the native Android app links, which
are more secure and specific because you
prove ownership of the domain.
So no other app can claim they own the same domain
and use your links.
And it also provides a seamless user experience.
So it's a single HTTP URL for the same content
on your website and in your app.
Users who don't have the app installed simply
go to your website instead of the app.
This behavior doesn't exist in custom URL schemes,
even though it's critical for the user experience.
Anyone who has access to Google Ads
can use our deep linking tools that
help with validation and exploration of the missed
links in your app.
The Deep Link Validator allows users
to validate the entire app, see what deep links are working,
and understand how to fix the misconfigured ones.
We also just launched a new deep links page
in Play Developer Console with the same validation
functionality.
You can find the link to the page in the description
of this video.
The Impact calculator allows users
to see what deep links are missing in their apps
and what value they can get for implementing
those missing deep links.
We highly recommend that you work with your marketing teams
and get the data from these tools.
For more information, check the links in the description below.
Also, we are working with teams all across Google
to surface the same functionalities
in developer-led services.
So I expect those tools to be launched on the Play Developer
Console, Android Studio, and more services soon.
To summarize, you should use deep links for a better user
experience and engagement with your app.
The more deep links in your app, the better user experience.
And if possible, uplinks are preferable to custom URL
schemes.
That's it for today.
Thanks for staying with me till the end of this video.
And I hope I convinced you that implementing deep links
can help your users, your app, and your business.