Bridging The Gap From Ad to App: An Introduction to Deep Links
What are Deep links?
In short, it’s a url generated by a third part app tracking tool that lets the store know to open certain parts of the apps. From there we can track all the behavior from users who come from that link.
Why are they important?
Do you want to leave potential customers with a better first impression and boost engagement within your mobile application? Traditionally, the customer journey from ad click to in-app conversion has been very manual, leaving it up to the customer to find what they need. But with Deep Linking, we as advertisers can drive users directly from their ad click to a unique page within the app. Deferred Deep Linking works essentially the same way as Deep Linking, however, it is a mechanism specifically designed for people that have not yet installed your app; they will first be brought to the app store to install, but after they open the app for the first time they are greeted with the relevant in-app content.
For Example:
Say we have a Health & Wellness app that offers a variety of services such as fitness plans, nutrition facts, and guided meditation. We want to use Paid Search to get users to perform high intent actions within our app, such as creating workout plans, diet plans, and signing up for meditation sessions.
Here are some examples of what we can do with Deep Links in relation to this specific scenario:
We can drive them to the Fitness section of the app
We could start them further along in the customer journey, bringing them to a cardio page within the Fitness section of the app
Or we can go even further, having their first in-app experience be a prompt to fill out their health info/fitness goals so we can make them a customized plan right away
Instead of risking the customer getting frustrated or confused navigating your app’s UI on their own, we can integrate Deep Linking into our strategy to bring users where they need faster by eliminating touchpoints and inevitably increasing conversion rates.
