Branded link

What is Branded link?

A branded link is a custom domain URL that incorporates brand-specific keywords such as company names, product names, or app names to enhance brand recognition and credibility. These customized links serve as powerful marketing tools that replace generic shortened URLs with branded alternatives that reinforce brand identity and improve user trust in marketing campaigns.

How it works

Branded links work by replacing the domain portion of a standard URL with a custom domain that reflects your brand identity. When users see a link like 'yourapp.link/download' instead of 'bit.ly/xyz123', they immediately recognize the brand association and are more likely to trust and click the link.

Domain Setup Process

The implementation begins with either creating a subdomain of your existing domain (like 'go.yourbrand.com') and configuring a subdomain (e.g., trk.yourbrand.com) for link shortening. Note: branded link platforms typically require a subdomain rather than a root domain. Once the domain is configured with your chosen platform, all shortened links will display your branded domain instead of generic alternatives.

Link Generation

After domain setup, the platform automatically generates shortened links using your branded domain. These links maintain full tracking capabilities while displaying your custom branding, ensuring both marketing effectiveness and brand consistency across all campaigns.

Why it matters

Branded links significantly impact marketing performance by increasing click-through rates by up to 39% compared to generic shortened URLs (per Rebrandly platform data). The enhanced trust and brand recognition lead to improved user engagement and better campaign attribution. For mobile marketers, branded links are essential for maintaining brand consistency across app store listings, social media campaigns, and cross-platform marketing initiatives. When combined with proper attribution tracking, branded links provide measurable improvements in both user acquisition metrics and brand awareness campaigns.

How to Implement Branded Links

Step 1: Choose Your Domain Strategy

Configure a subdomain of your existing domain (e.g., trk.yourbrand.com). Most branded link platforms, including Airbridge, require a subdomain rather than a standalone root domain. Consider domains that are short, memorable, and clearly associated with your brand.

Step 2: Configure Domain Settings

Note: In Airbridge, Custom Domain applies only to custom channel tracking links. Integrated channel tracking links (e.g., Google Ads, Meta Ads) continue using the default domain (abr.ge). Set up DNS records to point your chosen domain to your link management platform. This typically involves creating CNAME records that redirect traffic through the platform's servers while maintaining your branded appearance.

Step 3: Integrate with Marketing Tools

Connect your branded domain with your mobile measurement partner or analytics platform. Platforms like Airbridge offer Custom Domain features that seamlessly integrate branded links with attribution tracking, ensuring you maintain full campaign visibility.

Step 4: Implement Across Campaigns

Replace all generic shortened links in your marketing materials with branded alternatives. This includes social media posts, email campaigns, app store descriptions, and paid advertising creatives.

Step 5: Monitor and Optimize

Track performance metrics to measure the impact of branded links on your click-through rates and campaign effectiveness. Use A/B testing to optimize link text and placement for maximum engagement.

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