Marketing Live 2019: Delivering frictionless experiences with app deep linking on mobile

By | August 10, 2019


SPEAKER: Did you know that
it takes the average shopper at least six visits to an
app or a mobile website, searching at least three
different categories, before they check out? I think we all know this from
our own shopping behavior. People move between websites
and apps constantly, but it’s not always a
seamless experience. My biggest pet peeve is when
I go and click on a website, and it doesn’t bring
me automatically to the app that I’m already
signed in and have on my phone. It drives me nuts. Like come on, it’s 2019. I’d love if somebody
could make it easier. Well, the Google Mobile
team is doing just that. It’s time for another
“Under the Hood” of app deep linking
and measurement. [MUSIC PLAYING] PHIL MATTIA: User journeys
are getting more complex, and that means that advertisers
have more and more destinations that they need to think about
serving their customers on. LORENZO BIANCHI: The line
between mobile website and apps is blurring, and consumers
today with mobile expect fast and
precise responses to what they’re trying
to achieve online. SPENCER SHIMKO: We’ve all
had that problem where we see something we want
to do, see something we want to download or buy,
and we have to go through four or five steps just to get there. Sign in again. Re-download this. If you have the app, it should
be seamless and take you right there. [MUSIC PLAYING] LORENZO BIANCHI:
App deep linking is the new frontier
for mobile advertising because you can now create one
campaign for both app and web. PHIL MATTIA: App deep
linking is really important because it enables
you to get traffic that you’re driving
through your ads and send it into
the App Deep Link automatically when the user
has your app installed, which will help you
drive better results and more retention
for those app users. LORENZO BIANCHI: Loyal
customers download the app. And that, in and of itself,
is a very strong signal of what the user preference is. The app purchase journey
is very personalized and tailored to the
users, where the app saves the preferences of those users. PHIL MATTIA: We are getting
a lot smarter with the way that we optimize
app deep linking. So we’re making an
enhancement to our machine learning models this
year, because we find that if the user has the
app installed and is going into an App Deep Link, it may
be possible that’s actually a higher value click. So if an ad goes into an app
where the mobile conversion rates are higher, then our
Smart Bidding algorithms will automatically
take that into account and bid higher to capture
more value for those clicks. SPENCER SHIMKO: The final
piece of this is reporting. So one black hole
that we’re really, currently dealing with as
an industry is the reporting and conversion pass back issue. LORENZO BIANCHI: Marketers
are underestimating the impact that their campaigns have in
driving in-app transactions. It is very important
that we check that the pipes between apps
and web are properly set up. And this is the way to ensure
that every transaction that starts on the web and
finishes on the app is correctly attributed
to the web campaign that drove that transaction. PHIL MATTIA: In order to
understand whether users are being sent to their app
deep links, or their website, or other destinations,
advertisers need to integrate with
Google Analytics for Firebase so they can accurately
measure the performance across app deep link
and website services. If they don’t do this, then
they’re sort of flying blind. They don’t know how
are users interacting with them on these surfaces. SPENCER SHIMKO: You cannot
really be a successful marketer unless you really
understand the user journey. PHIL MATTIA: What Google can
do is help remove complexity and be the air traffic
control for your ads, to just take the users
to where they want to go. LORENZO BIANCHI: Clients that
have applied deep linking have significantly
transformed the way they plan, they measure, and
they implement mobile campaign. And I’m super excited to
be right in the middle of that action. SPEAKER: Here, now,
are Phil and Lorenzo to simplify mobile app deep
linking for developers. Hi, guys. Welcome to the show. PHIL MATTIA: Hi. LORENZO BIANCHI: Hi. SPEAKER: I’m going to hit you
with a tough question, first. App deep linking isn’t
exactly new in the industry. Why is Google doing this now? LORENZO BIANCHI: Yes, Katie. So consumers today have a
very sophisticated journey on mobile, and they go across
app and web seamlessly. The reason why we’re
announcing deep linking today is because we’re
recognizing that apps play an important role
in the consumer journey. And what we want to do here
is to maximize mobile results, regardless of the surface
that the user is [INAUDIBLE].. SPEAKER: Totally, I go
between apps and mobile sites all the time. And so it also allows marketers
to measure that behavior too, for the first time
in Google Ads. PHIL MATTIA: That’s right. SPEAKER: That’s awesome. So this all sounds really
complicated and hard. How much work is
required for marketers to really get this set up? PHIL MATTIA: So
all you need to do is go talk to your
developer team, and ask them if they’ve
set up App Links on Android or
Universal Links on iOS. And if they have, then it
just works in Google Ads. Deep linking just works. SPEAKER: I thought it was going
to be a much longer answer than ask your developers. So that’s great. I’m sure they will. Let’s turn to our
online audience and see what’s on their mind–
very active on Twitter, today. Chris Maloney from
ForwardPMX asks, how do website
sales increase when pushing ads to a mobile app? Lorenzo, I’ll let
you take this one. LORENZO BIANCHI:
Yeah, so actually, here is not about website sales. Here is about mobile sales,
and what we want to do is maximize mobile sales
across app and web. So here, we have
to start looking at the totality of
mobile, not just websites. SPEAKER: Right. And it’s the measurement, right? So you can see all
this stuff happening and then optimize
based off of that. Phil, what business
results can advertisers expect to see from
applying this deep linking? PHIL MATTIA: More
mobile conversions. So by doing this, we’ve
seen, on average, 2x increase in the conversion rate for those
clicks that go into deep links. So 2x is a good number. SPEAKER: Really? PHIL MATTIA: Yeah. So you’re going to see good
uplift in mobile conversions. SPEAKER: It makes sense,
because you go to the app. You’re logged in, and
you check out right away. PHIL MATTIA: That’s right. SPEAKER: That’s awesome. One last question, does Google
have plans to enable app deep linking from other
product areas, beyond just Search, Display, and Shopping? Lorenzo, I’ll let you take that. LORENZO BIANCHI: Yes,
we have very aggressive, I say, plans to extend this
deep linking capability across all Google Ads products. So right now, we’re starting
with Search, Display, and Shopping. But you can expect
this to be extended to video advertising, as well
as other inventory sources that we have. SPEAKER: That’s awesome. Let me see if we have
one last question. Is deep linking the only key
to success for web and app marketers? I can’t imagine it’s
the only key to success. PHIL MATTIA: No,
there’s many things. But I would say the one
other really important thing is measurement. Because if you’re doing really
great inside of your app, but then you never see those
results back in whatever tool you’re using, then it’s
almost like it didn’t happen. Or maybe some other
team is measuring it, but you don’t know. So measuring those results
back to the campaigns that drove them is
actually a lot of what we’re doing this year
with this announcement. SPEAKER: Right. You get to see
the whole customer journey on how they got there. Well, thank you, guys, so much.

3 thoughts on “Marketing Live 2019: Delivering frictionless experiences with app deep linking on mobile

  1. Sheeshram Choudhary Post author

    I have a question that how i promote my YouTube video more views

    Reply

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