• Marketing Land
  • Sections
    • CMO
    • Social
    • SEM
    • SEO
    • Analytics
    • Display
    • Retail
    • MarTech
    • Resources
    • More
    • Home
  • Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
  • SUBSCRIBE

Marketing Land

Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
  • Home
  • Newsletters
  • Home
Mobile Marketing

Deeplink.me Launches AppWords, A Deep Linking Ad Platform For Complementary Apps

The mobile search platform is adding a keyword-driven advertising program to break down the walls between users' apps with relevant deep links.

Ginny Marvin on March 24, 2015 at 11:35 am
  • More
deeplink-appwords-logo-1920

Apps on our phones still live in their own little silos. We use one app, jump out and go on to the next and there is little to no connection between them. The team behind deep linking platform, Deeplink.me, is aiming to change that (and monetize its platform) with Tuesday’s launch of AppWords, a keyword-driven mobile ad platform that deep links to relevant content between apps.

AppWords is quite different from the current array of in-app advertising products. AppWords aims to develop symbiotic relationships between apps in ways that are useful to their customers. I know what you’re thinking. AppWords sounds a lot like AdWords. That’s intentional. Whereas Google’s AdWords was created when desktops ruled, AppWords is what keyword-based intent looks like in the mobile era, according to the Deeplink team.

“We see this as the next iteration of mobile search,” Deeplink.me co-founder Noah Klausman told Marketing Land. “Whereas on desktop, we go to a search page and declare an intent (‘sneakers’) and the search engine matches that up to a bidder, mobile is totally different because signaling isn’t the same. We built this platform to extract intent in real time based on what a user just did, and match up a relevant app to that intent.”

Here’s an example of how AppWords works: A user buys tickets to a movie using the Fandango app. After the transaction is complete, the user sees an ad from Foursquare (also installed on the smartphone) featuring a restaurant that’s near the movie theater the user will be going to. If the user clicks on the ad, he or she will be taken to the restaurant page right in the Foursquare app.

AppWords Deep linking ads

AppWords is designed for apps that have clear exit or confirmation pages like the Fandango example above. Host apps add the AppWords links to their exit or confirmation pages; when other installed apps bid on keywords — such as “restaurants in New York”, AppWords will feature a deep link to a page in the winning bidder’s app that is complementary to the user’s intent.

Klausman adds, “The beauty of AppWords is that, once you buy a ticket in a movie app, you have no reason to go back into that app, as you’ve exhausted the need. So that app can help their users who have already converted find the next thing that you are likely to do, and they’ll also get a new session from other users.”

The Deeplink organic network has been around for two years and is used by Shazam, Urban Outfitters, WeWork, Jackthreads, NYTimes, and several global retailers. It allows apps to direct traffic to pages inside their apps in Tweets, emails, share buttons and other methods of distribution. Many of the apps in the network had been testing AppWords in beta.

For its part, Google is among the several other companies developing their own deep linking solutions. In December, Google introduced app engagement ads with deep linking, and app indexing allows deep links to display in the organic search results.

To encourage app marketers to build out these kinds of complementary link relationships, AppWords is operating on a kind of link exchange basis. For every two links the host app sends out to other apps, it will get one link back in. It’s a bit quirky, but may be the trick at launch to spur adoption and scale.

For more details on AppWords, see the demo page here.


Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.



About The Author

Ginny Marvin
Ginny Marvin is Third Door Media’s Editor-in-Chief, running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

Related Topics

Channel: Mobile MarketingMobile MarketingMobile Marketing: App Indexing & Deep Links

We're listening.

Have something to say about this article? Share it with us on Facebook, Twitter or our LinkedIn Group.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

April 13, 2021: SMX Create

May 18-19, 2021: SMX London

June 8-9, 2021: SMX Paris

June 15-16, 2021: SMX Advanced

August 17, 2021: SMX Convert

November 9-10, 2021: SMX Next

October 2021: SMX Advanced Europe

December 14, 2021: SMX Code

Available On-Demand: SMX

Available On-Demand: SMX Report

×


Learn More About Our SMX Events

White Papers

  • The Media-First Approach Why visual media must be a primary consideration for e-commerce businesses
  • Visual Experiences That Connect: A look at the power of UGC and the tech needed to support it
  • Become an Experience-Led Business with an Agile CX Tech Stack
  • Transformational CX: Video-Powered Experiences Meet Consumers’ Demands
  • What Customer Experience Means in 2021
See More Whitepapers

Webinars

  • The AI Revolution Is Coming to Every Stage of Your Buyer’s Journey
  • The Fundamentals of Link Building for E-Commerce & Affiliate Sites in 2021
  • Your Customer is Calling: Make the Most of Your Marketing Spend with Call Tracking
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

Attend SMX For Only $99

h
Receive daily marketing news & analysis.

Channels

  • MarTech
  • CMO
  • Social
  • SEM
  • SEO
  • Mobile
  • Analytics
  • Retail
  • Display

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS
  • Youtube

© 2021 Third Door Media, Inc. All rights reserved.