What are deeplinks?
Deeplinks are special links that redirect users to a particular location in app. Here’s how the standard Facebook deeplink looks like fb://
Using this in a mobile browser opens the Facebook app (if installed).
Deeplinking ad campaigns help users to be sent directly to a particular instance in the app. For example – a user clicking on a ‘Mega Sale’ ad of Amazon can be sent to the section in the app having that specific sale offer.
In DFP, if you want to add a deeplink in the click-to-app field, it needs to be whitelisted in DFP. For this as of now you’ll need to contact your account manager of DFP Support and currently takes around 20 days. I had a very bad experience with one of the campaigns which had to be put on hold because of this delay. The click-to-app field is applicable only for image type creatives. So, we can actually use a ‘custom creative’ type option to traffic these mobile creatives in a comparatively better non intrusive way.
<a href="fb://profile"> <img src="%%FILE MACRO%%"> </a>
The image needs to be uploaded to the custom creative and called in the src parameter using the file macro. This will behave similarly as an image type tag with click-to-app field. Just that you need not go through all the inconveniences of reaching out to your account manager for white-listing the schema for your DFP network.
I just added the basic tag to get started. Rest of it I’ll be updating soon – creative template for this, fall back to href and more to come here. Stay tuned.