Simply put, a branded link is a custom domain that marketers can customize with important keywords that represent the brand, like brand name, product name, or app name. A brand name is a unique identifier, and establishing credibility and value in these names is crucial for driving a brand to success. Hence, branded links are widely used as a marketing tactic for enhancing brand awareness and reputation, and it is a simple and convenient tool that can bring noticeable improvements to user engagement.
Creating branded links is extremely straightforward. There are numerous tools marketers can use to customize one, from online tools like bit.ly to professional analytics tools like mobile measurement partners (MMPs). Tools like bit.ly are readily available for anyone to use after a simple sign-up process, while MMPs like Airbridge are more sophisticated SaaS platforms that offer custom features for businesses. Regardless, once marketers input the keyword of choice, these tools automatically generate a condensed and customized link that can be added to ad creatives, written content, and other promotional platforms.
Apart from creating the branded link itself, it is also important that marketers know how to put these links into use. Airbridge offers various features where businesses can insert branded links to create customized marketing tools, including measurement parameters and social media tags. Below are five ways to use branded links in Airbridge. (*Note that branded links on Airbridge can also be used as tracking links.)
There is a Custom Domain feature on Airbridge where marketers can customize tracking links by adding in a branded domain. There are two ways to do this, by creating a subdomain of the original domain or by purchasing a new domain of choice. Once these domains are confirmed, marketers can share the link across multiple platforms. These custom domains will increasingly help the brand stand out and reach a wider audience. Below are a few examples of how marketers can create custom domains. The first example uses a subdomain, and the other two are additionally purchased domains.
Marketers can use the Link Short ID feature to add Link Short IDs at the end of custom domains (branded links). A Link Short ID, also known as a URL slug, is the end part of a URL that specifies the web or app page the user is in. On Airbridge, marketers are able to create custom IDs that contain the name of the campaign or content.
Creating Link Short IDs not only allow marketers to keep track of user activity in individual pages, but the keywords also help users understand what type of content they are being redirected to and are beneficial for improving search engine optimization (SEO) visibility. Search engines like Google are much more likely to detect these keywords and place the link higher on the results page, which will quickly boost user engagement.
Above is a demonstration of Airbridge’s Link Short ID settings page, and marketers can replace the “branded-campaign-link” portion with any relevant keywords. For instance, an online retail brand can add “summer-sale-shorts” as the Link Short ID and signify what the page is about.
Branded links can also be used as deep links that redirect users to a page with branded content. The destination can be an app store install page, an in-app page with specific app content, or a web page with different install options. Depending on the marketers’ goals, they can choose the redirection path most suitable for their campaign and take advantage of the branded link to increase installs and brand exposure.
Open Graph meta tags are snippets of code that define how different properties are displayed on a social media thumbnail. These meta tags refine the overall look of the thumbnail preview and rearrange properties into an organized format. A thumbnail usually consists of a preview image, branded link, title, and short description of the content, and marketers are able to modify individual meta tags, like replacing the image or editing the description.
Using the Open Graph Editor feature on Airbridge, marketers can also modify how the branded link is displayed when shared on the social media thumbnail. The branded link should be edited in a way that is short but precise enough to inform users on the details of the linked content. This provides users with more reassurance and trust towards the brand, and users are more likely to click on the link. Ultimately, it contributes to improving brand credibility and click-through rates (CTR).
Branded links which also serve as tracking links, can be useful for monitoring user activity and analyzing traffic source of each click. On Airbridge, these links can be programmed to collect various click and impression data that can identify the effectiveness of each branded link and the user characteristics associated with each one.
