Most of us have joked, “There’s an app for that,” to friends, family, and even co-workers. The phrase trended so well, Apple trademarked it. Although that was over a decade ago, mobile app usage is still on the rise as 90% of smartphone owners say they use apps. The bad news? Almost 80% of new app users stop using that app within three months of installing it. Regardless of these stats, there are additional ways to improve your mobile playbook, and one of those is with Google Ads Deep Linking.
What is Deep Linking?
Google introduced new features to Deep Linking as an additional advertising strategy to improve user expereince across both mobile web and mobile app. It is a type of destination URL in an ad that takes users to a specific page within the app. Google Ads is now supporting the following types of deep links:
- Custom Schemes are custom URIs created to link to any in-app content. When an ad shows on a mobile device with your app installed, and the user clicks the ad, they are sent directly to the content in your app.
- App Links are for Android apps. It allows an app to designate itself as the default handler of a given type of link.
- Universal Links are for Apple apps or iOS. They have a few more benefits to just using custom URL schemes as they are unique, secure, flexible, simple, and private.
Why Use Deep Linking
Sissie Hsiao, Vice President of Product Management for Mobile App Advertising, said during Google Marketing Live 2019, “Today’s consumers expect a much more consistent experience across both mobile web and mobile apps.” You are in luck because Google Analytics tracks user behavior across both mobile apps and mobile-friendly websites to help you ensure that experience stays consistent for your customers. Would you also like to track app conversions, too? App conversion reporting is now available through Google Analytics for Firebase. This is a free software-development-kit or SDK that provides insight on app usage and user engagement. With these analytical tools in place, you can measure campaigns and traffic sources when deep linking to your mobile app.
In early tests, Google internal data is showing participating businesses are receiving 2 times the conversion rates driven by deep linked ads. Magalu, one of Brazil’s largest retail companies, is currently experiencing the benefits of deep linking first-hand. When Magalu enabled it for their app, loyal customers who tapped on a Magalu ad were taken directly to the mobile app they already have installed. From this they experienced 110% growth in in-app sales which resulted in more than 40% growth in overall mobile purchases.
Deep linking is now available in Google Search, Display, and Shopping Ads. View the entire announcement below:
Start Using Deep Linking for Your Mobile App
If you are looking to increase in-app usage and want to measure those efforts, then Google Ads Deep Linking is definitely for you. Get started right away by following the links within this article or contact us today to discuss business objectives for your mobile app.