Push notification ads are a still relatively new ad format and despite the success, advertisers are having with them, push optimization remains an uncharted territory for many. Optimizing your push ad campaigns is vital for their longevity and makes your ad spend way more efficient. This article will show you how to find opportunities and optimize your push notification ads.
Read this comprehensive push notification ads optimization guide to find out exactly how to optimize your push ads campaigns and boost your ROI.
Push Notifications Ads – Why This Ad Format?
Push notifications ads look just like usual push notifications that you might receive on your mobile device, from any social media platform. However, these push notifications are different, they have an offer waiting for your customers to unlock when they click on them.
Additionally, it performs well as an ad format on both desktop where users receive web push notifications and on mobile via ads that mimic mobile push notifications.
The main benefit of this ad format over other ad formats that are available in Zeropark, for example, is that the customers need to opt in to receive push notifications. This opt-in means that they are the holy grail of advertisers, and by that, we mean an interested audience.
Now that’s what we call high quality traffic!
This makes push ads often have higher conversion rates but only when campaign optimization has been implemented. That’s why this article is all about just that, push ads optimization that is.
So, without further ado, let’s get started with the things you need to do to make sure you can optimize every push ad campaign you run in Zeropark.
After all, better optimization leads to more conversions, and ultimately more commission for you.
Optimizing Push Creatives
Push ads creatives is a good place to start with your optimization journey as it is something simple that can be applied to all of your campaigns.
Each push notification ad consists of three elements – an image, a headline, and a description. The first two seem to be the most important when it comes to grabbing recipients’ attention.
The image is very small, and advertisers often decide to go with an icon representing the promoted offer. This is a good idea, but pictures can convert just as well, as long as they are attractive, clear, and not complicated.
As for your headline, be as concise as possible. You only have a few words to sway your recipient. Tell what the offer is or what are the benefits of taking advantage. Use “power words” that create a sense of urgency and convince recipients to click.
In your description and headline, you can use emojis, which tend to increase the CTR. Beware though, that CTR isn’t always the best metric to compare push ads’ performance. The higher the CTR, the higher your spend, so tailored messages tend to be more efficient than broad ones.
Split Testing Push Creatives
Zeropark provides the possibility to split test your push creatives, using up to 10 ad variants simultaneously per campaign. Take up all the slots and make your adjustments after you see a reasonable amount of traffic.
Pause the creatives with subpar results to narrow down the traffic acquisition to only the best converting ones. Alternatively, you can create new ad variants in place of the paused ones.
However, you shouldn’t jump the gun too soon. Give all your creatives a couple of days to make sure the sample size is significant. This additional time to wait and test your campaigns is a risk but when it pays off then it really is worth it.
If your traffic source doesn’t support multiple creatives, you can try running simultaneous campaigns with different ad variants.
This is what we call smart affiliate marketing and it can make the difference between regular push ads campaign and successful push ad campaigns.
Write Push Ads Copy That Converts
Push ads copy needs to be chosen carefully as you only have a finite number of characters to entice a user to click on your ad.
We recommend you keep it short, snappy, and with a hint of intrigue. All of this is best finished off with a call to action (CTA) which urges the user to click, sign up or, even phone to claim their offer.
It has also been shown that the use of emojis can draw both web and mobile users to read your copy so sprinkle some (relevant ones) into your copy and watch your click-through rates increase. 📈
Choose The Right Sources and Targets
After a few days of running a campaign, you should start digging the numbers presented to you by your ad platform.
Check the sources tab, showing you the results you’re having with particular push sources. In many instances, it may not reveal any inferior sources, but if it does, simply pause it to raise the efficiency of your campaign.
If you don’t see a source that’s bringing your numbers down, check out the targets tab. It shows you the individual placements of your push notification ads. Here you can block the least performing ones without cutting off the traffic from an entire source.
What if you identify sources or targets that bring better results than the rest? In this case, we would advise you to set custom, higher bids for those.
Increasing the global bid for your campaign can also help improve its results as the higher the bid, the higher quality traffic you’re buying. More expensive traffic has a shorter subscription time, meaning the recipients have been exposed to fewer notifications and have a greater chance of converting.
Running Whitelist Campaigns
If you let your push ads campaign run long enough, you may observe a few sources and/or targets that do better than others. Instead of continually blocking the worse ones, in Zeropark you can run whitelist campaigns.
Just make a list of preferred sources or targets and start a target/source campaign. After setting it up, you will be able to upload your list.
The difference between whitelist campaigns and a RON campaign with blocked targets/sources is that new sources/targets are continually added in the case of RON campaigns, so you’d have to keep monitoring the campaign and blocking the unwanted sources of traffic that come up.
Need a whitelist? Sign up for Zeropark’s Traffic Insights newsletter to receive weekly updates on the hottest sources, verticals, GEOs, and more!
Setting Up Your Affiliate Ad Tracker
To identify the subpar or superb components of your campaign you first need to measure their performance. Your ad platform can show you the basic metrics of the traffic you’re buying, but only campaign trackers can give you the full outlook of your ads’ performance and offer built-in optimization tools.
If you’re using Voluum to manage your campaigns, you should definitely spend some time setting up offers, landers and implementing them in campaign paths. You can rely on Voluum’s AI algorithms to redirect most traffic to the best converting lander-offer combination.
This will already be a great first step towards the optimization of your ad spend. It will also let you know quickly whether you are running successful push ad campaigns or more importantly unsuccessful ones that need adjustment.
Landing Pages – Keep Them Up To Date
Direct linking, in the vast majority of instances, is significantly less effective than using landers. But you don’t only need to create one landing page. A/B testing your landers is vital for push notification ads optimization and you may have to switch them every few days if they stop converting.
An effective landing page is a simple one, with one call-to-action. Every piece of content and the design have to be designed with one thing in mind: the conversion. Avoid any ambiguity and prepare a very focused messaging for your recipients.
The good news is that once you build a well-performing landing page, you can use it for many other campaigns in the future, with little to no adjustments.
When your campaign starts to stagnate, try different landers and push creatives. Eventually, its lifetime will come to an end anyway as you and your competitors exhaust the available audience.
Trying Different Offers
Just like with landers and creatives, you need to have a few offers you’re going to try out.
For starters pick three offers. If you can’t find success with any of those, and no optimization seems to work, get another set of offers. If you discover one that’s working, focus on it and try to optimize and scale-up. Sometimes you will have to switch your offers every few days to keep being profitable.
The hottest verticals for push advertising right now include sweeps, mobile downloads, finance, and nutra.
Push notification advertising doesn’t need to be hard. When followed, the tips in this optimization guide will help you reach new levels of profit for your push notification ads.
Just remember to be patient, wait for a reasonable sample size before you take action, but also don’t stay too attached to the offer you’re running, as unfortunately, the offer remains the biggest factor when it comes to profitability.
After all, there are plenty of push ad networks out there with thousands of offers for you to try in your push campaigns.