Facebook 平台广告

概述

Branch Link 可与各种 Facebook 广告一起使用,从而使您可以在 Branch 操作后台 (Dashboard)上追踪广告效果,并将新用户从广告驱动的安装直接深度链接到首次打开您的应用的内容。

注意:对于 Facebook 内和 Audience Network 的广告位均适用。

本文档支持以下 Facebook 广告 Campaign 类型:

Facebook Campaign CategoryCampaign Type/ObjectiveBranch Ad Format
AwarenessBrand AwarenessCross-platform Display
AwarenessReachCross-platform Display
ConsiderationVideo ViewsCross-platform Display
ConsiderationLead GenerationCross-platform Display

Facebook Campaign 广告格式支持表

Facebook Campaign TypePhotoVideoCarouselSlideshowCollectionDynamicCanvas
Brand Awareness✔︎✔︎✔︎✔︎✔︎
Reach✔︎✔︎✔︎✔︎✔︎
Video Views✔︎✔︎✔︎✔︎
Lead Generation✔︎✔︎✔︎✔︎

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Facebook Campaign Type

Looking for other Facebook Ad campaign types? Please check out our Facebook Ads Overview guide.

设置

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先决条件

  • To track installs from Facebook Ads you should integrate the Branch SDK into your app.
  • To use Branch links in Facebook App Install Ads ensure you have Universal Links set up on iOS or App Links enabled on Android to ensure correct routing behavior. For setup, checkout Universal and App Links.
  • If you want to deep link from your ads directly to content, you should configure deep link routing.
  • 广告是按月活跃用户定价的高级产品。注册 Ads 产品以启用此功能。"

启用 Facebook 作为广告合作伙伴

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启用 Facebook 作为广告合作伙伴

完成本节(将启用 Facebook作为广告合作伙伴 )会实现 Branch 将应用事件发送到 Facebook,以便将其归因于 Campaign。 This does not enable deep linking for the ad 。深度链接需要进行以下进一步的工作。

If you haven't enabled Facebook as an Ad Partner on the Branch dashboard follow this section to do so. Advanced options for sending events can be found here.

  1. Navigate to the Partner Management tab.
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  1. 搜索 Facebook

  2. 点击 Connect With Facebook

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  1. Log in to Facebook if you are not logged in
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  1. 确认 Branch 可以收到您的公开个人资料
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  1. 确认 Branch 可以拥有权限 ads_read
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ads_read 用于在 Branch 操作后台 (Dashboard)上显示展示和点击。

  1. 选择要为其投放应用安装广告或应用互动广告的广告帐户
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广告帐户常见问题解答

If you are having trouble finding or selecting the ad account(s) for which you want to run ads, please visit our FAQ.

  1. 点击以选择要为其运行 Facebook 广告的 Facebook 应用 ID
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  1. 复制应用 ID
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  1. 粘贴应用 ID,然后按 Save
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  1. Facebook 现在已成为广告合作伙伴!

    请注意,如果 Facebook 和 Branch 之间的归因窗口不同,则这些窗口将高亮提示。该警告有指向有关如何对齐这些归因窗口的文档的链接。

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  1. 最后,要创建一个 Facebook Ads 链接,请点击右上角的 Create Facebook Link 键。
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创建广告链接 (Ad Link)

  1. Create a Branch Ad link from the Partner Management page's Create Facebook Link button under the Facebook Partner and select Create Display Link or Create Display Link depending on your campaign type.
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  1. 选择一个链接名称以供以后使用。
  2. 将广告合作伙伴配置为 Facebook 并将广告格式配置为 Cross-Platform DisplayCross-platform Display
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  1. 在 Configure Options 选项卡下,导航到 Redirects 子部分,并确保将 iOS/Android 和桌面重定向设置为 Campaign 要推广的所需目标。
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  1. Under the Analytics Tags sub-section additional tags can be set. It is recommended to fill in these fields as they can be used as filters in Branch's Ads Analytics view. To best connect your ad link with your Facebook Campaign, set the channel field to Facebook Ads and set the campaign field to the same ad campaign name used in Facebook Ads.
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禁用 Deepview

In order for your campaign to run effectively, be sure to disable Deepviews. You can either [disable Deepviews]((/using-branch/docs/deepviews) for your entire account or disable Deepviews for one link.

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可选:深度链接数据

You can use this configuration section to specify custom link parameters that will be deep linked into the app after install. These could include a coupon code or a page identifier to route the user. Visit the Deep Link Routing page to learn more.

品牌意识 Campaign 设置

配置广告

To set up Facebook Brand Awareness Campaigns, you will need to insert your Branch Ad Link as the Website destination for the created ad. Facebook's Ad guide for Brand Awareness Campaigns is available here{:target="_blank"}.

建立广告 Campaign

  1. Navigate to https://www.facebook.com/ads/create while logged in to the account that owns your Facebook app.
  2. 选择 Brand Awareness 作为 Campaign 营销目标。
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  1. 继续进行 Campaign 创建,选择要做广告,受众,位置和预算的应用。然后按继续进入广告创建步骤。
  2. 现在选择一种广告格式并自定义您的广告
  3. 现在,将您的 Branch Link 添加到您的广告中
    • 选中 Add a Website URL 复选框,然后将您的 Branch Ad Link 复制到 Website URL 字段中。
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- If you selected to add a full screen Canvas advertisement, add your Branch Ad link as the <span class="notranslate">**Destination URL**</span> for your canvas advertisement components
  1. 完成其余的广告 Campaign 设置。

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可选:具有多个链接的广告格式

某些广告格式(例如轮播格式)可以处理多个深度链接。要在广告的每个图像或组成部分上带有链接效果数据,请创建多个 Branch Ad Link,以在多重链接广告格式的每个部分使用。如果您想吸引客户使用不同的内容或产品,此格式很有帮助。

Reach 的 Campaign 设置

配置广告

To set up Facebook Reach Campaigns, you will need to insert your Branch Ad Link as the Website destination for the created ad. Facebook's Ad guide for Reach Campaigns is available here{:target="_blank"}.

建立广告 Campaign

  1. Navigate to https://www.facebook.com/ads/create while logged in to the account that owns your Facebook app.
  2. 选择 Reach 作为 Campaign 营销目标。
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  1. 继续进行 Campaign 创建,选择要做广告,受众,位置和预算的应用。然后按继续进入广告创建步骤。
  2. 现在选择一种广告格式并自定义您的广告
  3. 现在,将您的 Branch Link 添加到您的广告中
    • 选中 Add a Website URL 复选框,然后将您的 Branch Ad Link 复制到 Website URL 字段中。
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- If you selected to add a full screen Canvas advertisement, add your Branch Ad link as the <span class="notranslate">**Destination URL**</span> for your canvas advertisement components
  1. 完成其余的广告 Campaign 设置。

📘

可选:具有多个链接的广告格式

某些广告格式(例如轮播格式)可以处理多个深度链接。要在广告的每个图像或组成部分上带有链接效果数据,请创建多个 Branch Ad Link,以在多重链接广告格式的每个部分使用。如果您想吸引客户使用不同的内容或产品,此格式很有帮助。

视频观看 (View) Campaign 设置

配置广告

To set up Facebook Video Views Campaigns, you will need to insert your Branch Display Ad Link as the Website destination for the created ad. Facebook's Ad guide for Video Views Campaigns is available here.

建立广告 Campaign

  1. Navigate to https://www.facebook.com/ads/create while logged in to the account that owns your Facebook app.
  2. 选择 Video Views 作为 Campaign 营销目标。
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  1. 继续进行 Campaign 创建,选择要做广告,受众,位置和预算的应用。然后按继续进入广告创建步骤。
  2. 现在选择一种广告格式并自定义您的广告
  3. 现在,将您的 Branch Link 添加到您的广告中
    • 选中 Add a Website URL 复选框,然后将您的 Branch Ad Link 复制到 Website URL 字段中。
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- If you selected to add a full screen Canvas advertisement, add your Branch Ad link as the <span class="notranslate">**Destination URL**</span> for your canvas advertisement components
  1. 完成其余的广告 Campaign 设置。

📘

可选:具有多个链接的广告格式

某些广告格式(例如轮播格式)可以处理多个深度链接。要在广告的每个图像或组成部分上带有链接效果数据,请创建多个 Branch Ad Link,以在多重链接广告格式的每个部分使用。如果您想吸引客户使用不同的内容或产品,此格式很有帮助。

潜在客户生成 (Lead) Campaign 设置

配置广告

To set up Facebook Lead Generation Campaigns, you will need to insert your Branch Ad Link as the Website destination for the created ad. After users fill out the lead form, they'll be directed to your website or app after through the Branch Ad link. Facebook's Ad guide for Lead Generation Campaigns is available here{:target="_blank"}.

建立广告 Campaign

  1. Navigate to https://www.facebook.com/ads/create while logged in to the account that owns your Facebook app.
  2. 选择 Lead Generation 作为 Campaign 营销目标。
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  1. 继续进行 Campaign 创建,选择要做广告,受众,位置和预算的应用。然后按继续进入广告创建步骤。
  2. 现在选择一种广告格式并自定义您的广告
  3. 进入销售线索表单创建门户并设置表单。
  4. 在最后的 "Thank you" 屏幕上,找到您的 Branch Ad Link 并将其粘贴到 Website link 字段中。
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  1. 完成其余的广告 Campaign 设置。

查看您的数据

The Ads Analytics Page on the Branch dashboard provides an interactive time series graph and table to view the performance of your Ad campaigns.

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该表显示了有关每个广告 campaign 效果的摘要数据。在表格的右上角,您可以找到一个 download button ,以 CSV 文件的形式检索图表的内容。

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与您的数据互动

Breakdown and compare aspects of your Ad campaigns' performance by using the Compare by + button to add a parameter to split the data displayed data by.

Then use the and + button to refine the data displayed to gain deeper insight into the performance of your Ad campaigns.

问题排查

We now have a dedicated FAQ page for Facebook app ads. If you are having any issues with app ads, please review the FAQ.

如果您在使用纯网络广告时遇到问题,可以查看常见问题解答。


What’s Next