Google Ads advertisers are now able to create engagement-focused app campaigns without deep linking. So far, this update has only been launched for Android apps.
In the past, manually setting up deep links was a requirement for this type of campaign. At the same time, advertisers often complained about the difficulties in their implementation. The service accepted the feedback and decided to cancel this requirement for some of the campaigns.
These campaigns will now be able to direct users directly to the home page of the app.
According to Google, 74% of consumers are more likely to show brand loyalty if the app is user-friendly and easy to use.
To set up user redirection to the app home page, you must select the appropriate option when the service prompts you to add deep links during ad group creation.
As a reminder, engagement campaigns help remind users of the app who have already installed it and encourage them to take action. Ads can appear on Google Search, Google Play, YouTube, and Display Network apps.
You can read how to create such a campaign in the Help.