Facebook 流量和转化广告

概述

Branch Link 可与 Facebook Traffic and Conversion 广告一起使用,从而使您可以追踪广告和广告驱动的安装的参与,从而在新用户首次打开您的应用时将其直接深度链接到内容。

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
ConsiderationTrafficCross-platform Display
ConversionConversionsCross-platform Display

Facebook Campaign 广告格式支持表

Facebook Campaign TypePhotoVideoCarouselSlideshowCollectionDynamicCanvas
Traffic✔︎✔︎✔︎✔︎✔︎✔︎✔︎
Conversion✔︎✔︎✔︎✔︎✔︎

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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:
    - URI schemes configured on iOS
    - URI schemes configured on Android
    - iOS App Store ID set
    - Android Package Name set
    - Social Media Settings filled out (i.e. OG tags at the bottom of Link Settings
  • 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)

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仅投放应用广告时则可:

如果您正在投放仅限应用的广告,则此部分是可选的。我们将自动从 Facebook 提取 Campaign,广告集,广告和创意信息。但是,如果希望用户进行深度链接,则应遵循本节中的说明。

  1. Create a Branch Ad link from the Partner Management page Create Facebook Link button under the Facebook Partner and select Create Display Link
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  1. 在 Define 部分,选择一个链接名称以供以后使用。
  2. 将带有广告合作伙伴集的链接配置为 Facebook 且将广告格式设置为 Cross-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 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.

流量 Campaign 设置

配置广告

To set up a Facebook Traffic campaign, you will need to first create your campaign and use a Branch link as the Deep Link URL for the advertisements. Facebook Traffic Campaign information 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 Traffic 作为 Campaign 营销目标。
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  1. Select either to drive traffic to your Website or your App
  2. 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。
  3. 现在选择一种广告格式并自定义您的广告
  4. 将您的 Branch Ad Link 添加到您的广告
  • 如果您选择将流量吸引到某个应用,请找到 Deep Link 字段,然后将 Branch Link 复制并粘贴到此处。
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  • 如果您选择吸引网站访问量,请将您的 Branch Ad Link 粘贴到 Website URL 字段中。
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  • 如果您选择将流量吸引到网站并正在使用全屏 Canvas,请将您的 Branch Ad Link 添加为Canvas 广告组件的 Destination URL
  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。

转化 Campaign 设置

配置广告

To set up a Facebook Conversions campaign, you will need to first create your campaign and use a Branch link as the Deep Link URL for the advertisements. Facebook Conversions Campaign information is available here.

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先决条件

前提条件是,Facebook 要求您报告有关用户与您的内容进行交互的事件,例如:查看,添加到购物车和购买。要将 Facebook Pixel 添加到您的网站,并使用 Branch SDK(转发到 Facebook)将事件追踪到您的应用,请按照以下说明进行操作:

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 Conversions 作为 Campaign 营销目标。
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  1. Select either to have the goal of having conversions on a Website or in an App
  2. Continue with campaign creation selecting an audience, placement, and budget. Then press continue to enter the Advert creation step.
  3. 现在选择一种广告格式并自定义您的广告
  4. 将您的 Branch Ad Link 添加到您的广告
  • 如果您选择了应用转化应用,则将 [Branch ad link for deep linking]/using-branch/docs/facebook-app-install-ads#create-an-ad-link-for-deep-linking) 复制并粘贴到 Deep Link 字段。
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  • 如果您选择了网站转化,则将您的Branch广告链接粘贴到Website URL 字段中。
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  • 如果您选择了网站转化,并且正在使用全屏 Canvas,则将 Canvas 广告组件的 Branch Ad Link 添加为 Destination URL
  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。

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