a guide to effective advertisingpub.propellerads.com/webinars-adv/1805-native-push... · geo:...

CONVERTING TRAFFIC INTO YOUR CUSTOMERS

Native Push Notifications:A Guide to EffectiveAdvertising

WEBINAR, MAY 22, 2018

DENNIS POPIVODA Business Development Director

Dennis is a sales pro, who knows how you can get the product in front of the right audience. What’s even better, Dennis enjoys sharing his knowledge and can teach you how to succeed in online advertising.

ANDREY VESELOV Business Development Manager

Andrey is a digital advertising expert with more than 4 years of experience working in advertising and marketing. Andrey knows every little advertising trick and can get the most out of each campaign.

1. Native Push Notifications: What’s that and how is it different from App Push Notifications?

2. What Makes Push Notifications an Ideal Ad Format?

3. Top performing verticals for Push Notifications Marketing

4. How to launch a Push Notification Campaign?

5. Walkthrough: Our Hands-on Guide

6. How to optimize Push Notification Campaign?

7. Creatives: Dos and Don’ts

8. Tricks of the Trade

Q&A Session

PROPELLERADS I WEBINAR NATIVE PUSH NOTIFICATIONS: A GUIDE TO EFFECTIVE ADVERTISING

AGENDA

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Native Push Notifications: What’s that and how is it different from app Push Notifications?

NATIVE PUSH NOTIFICATIONS: A GUIDE TO EFFECTIVE ADVERTISING


Native Push Notifications: What are they? 1

Native Push Notifications are short messages with an icon that appear in your client’s browser on the desktop or mobile device.

Your creative space:● Title (30 characters)● Description (40 characters)● Icon (192x192px)● Banner Image (360x240 px or higher

resolution for Retina display)


Native Push Notification: How it looks?1


How are they different from App Push Notifications?1

App Push Notifications

● App push notifications are sent straight from an app (so you must have an app)

● Mobile users only

● Your audience can consist only from the users, who have installed your app

Native Push Notifications (Service)

● You should only have a website

● You don’t have to build your own audience (PropellerAds Push Notifications audience is 60+ M users)

● You can target the audiences

VS

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What Makes Push Notifications an Ideal Ad Format?



What Makes Push Notifications an Ideal Ad Format?2

It's Native!● Appears in your customer's personal feed

(Alongside with, for example, Facebook, weather, and email notifications)

● Completely non-intrusive (Respectful to user experience)

● Users are not disturbed because the number of notifications sent a day is limited.

Real traffic ● Users have to agree to receive Push

Notifications («Bots» cannot subscribe and engage with notification’s content)

● Users are genuinely interested in receiving the content (Users can unsubscribe anytime they like)





Maximum Viewability & High CTR

A user receives Push Notifications even when he is not browsing

HIGHER VIEWABILITY

User finds ads in his personal feed

HIGH CTR

● Users are spending lots of time, interacting with their devices. Ads are coming directly to these devices, meaning that users engage with Push Notifications more often.



Compliant with Google's Policy and Better Ads Standard

● Push Notifications are not blocked by most of the popular Ad Blockers

● Considered to be a user-friendly ad format

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How do we collect subscribers?



How Do We Collect Subscribers?2

1. Users visit the website with the content they enjoy

2. Users are suggested to subscribe to Push Notifications (Opt-in request)

3. Users click «Allow» and subscribe to notifications

4. Users start receiving notifications from our advertisers


How Do We Collect The Subscribers?2

This is how a standard opt-in request looks like:

DESKTOP MOBILE


Top verticals for Push Notifications


3


Top Verticals for Push Notifications3

STELLAR RESULTS: RISING:

● Betting

● Binary

● Crypto

● Sweepstakes

● eCommerce

● Nutrition

● Entertainment

● Cash on Demand (CoD)


How to launch a Push Notification campaign?


4


Push Notification Campaign: Before You Start4

Define your budget according to your CPA goals*

High CPA Goal(i.e. deposits $250+)

Testing budget should be at least 1.5x higher than the payout on the testing phase

CPA Goal ($250) x 1,5 = $375

Low CPA Goal(i.e. leads $5+)

Testing budget should be at least 3x higher than the payout

CPA Goal ($5) x 3 = $15

* for affiliates, CPA Goal is an offer payout



Choose the GEOs you are targeting:

1 GEO 1 Ad Campaign



Device Targeting: Buying Desktop & Mobile?

Always split your campaigns according to the platform, because Desktop and Mobile have different Conversion Rates.

Target Audience

Ad Campaign Desktop

Ad Campaign Mobile

Multiple sets of creatives

● Users shouldn't get bored with your creatives - prepare multiple sets for rotation: icons, headlines, descriptions, banner images + LPs

Change creatives weekly or bi-weekly (depends on your campaign frequency settings)

● Speak the audience's language (For example, don't target Chinese market with Spanish creatives)



!

A/B Test creatives

● A/B testing is the best way to figure out what kind of content is performing the best way for your target audience




How Your Campaign Should Look like?4

Target Audience

GEO 1 GEO 2

GEO 1Desktop

GEO 1Mobile

CampaignGEO1DesktopCreative 1

CampaignGEO1DesktopCreative 2

CampaignGEO1MobileCreative 1

CampaignGEO1MobileCreative 2



Keep an eye on the policy

● Focus on the quality, we do not welcome misleading ads

● Misleading ads don't work with Push Notifications

● Certain things are still allowed on OnClick campaigns



What is not allowed to promote with Push Notifications?

● Sexual wellness products

● Software or applications with automatic dialing of phone numbers and phone calling.



What kind of messages you cannot use?

1. Scary and/or offensive messages

Unacceptable: «Are you fat? Lose weight!»

2. Sexually provocativeor suggestive texts

Unacceptable:«Hot girls! Click to meet them»




3. The use of the words «Google», «virus», «malware», «threat» and similar ones is not permitted in any context related to the risk of data loss or a security breach.




4. Sweepstakes scams. You can offer a chance to win something, but you can't guarantee it.




5. The use of celebrities or politicians' names to promote a product.Unacceptable: «Secret diet of {NameSurname} is revealed!»

Please check out our policy for more details! !


Bidding Models: Push Notifications



Bidding Models: Push Notifications4

There are 2 pricing models available for this format:

Cost Per Click (CPC)

Min. bid $0.01

Cost Per Mille (CPM)

Min. bid $0.1

We recommend testing both models to figure out the best RPM for your particular product. !

CPC Model

● Allows you to set the amount that you could pay for each click on your ads.

● CPC is a way to pay only for users, who are interested in the promoted content, however, volumes here depend on CTR and CPC price.


Bidding Models: What to Select?4

If your ads don’t drive sufficient number of clicks - they would quickly be sidelined, and stop receiving impressions.

!

CPM Model

● CPM is a bidding strategy with easily predictable volumes of traffic that you are going to receive.

● Perfect for building brand awareness


Bidding Models: What to Select?4


Walkthrough: Case Studies


5


Case Study #1: Choose CPA Offer5

How to promote financial offer from affiliate program KingFin.com

Why KingFin:

● High payouts by the revshare model within 3 days

● A lot of promo materials: landing pages, videos, reviews

● Accepts traffic from Asia, Latin America, the Middle East, Africa, Russia and CIS countries.

Register an accountThe case study and promo materials are kindly provided by one of affiliate marketers.

https://kingfin.com

https://kingfin.com/?referrer_id=435324


Case Study #1: Campaign’s Basics5

● Product: Finance / Binary Options

● GEO: Philippines (cheap traffic, most people speak English = easy to create a promo) **

● Bidding Model: CPC

● Rate: $0.01 per click

We strongly recommend starting from Tier-2 or Tier-3 countries, because there’s less competition and traffic costs are lower.

!


Case Study #1: Adding Basic Information5


Case Study #1: Choosing GEO Targeting & Bid5


Case Study #1: Setting Targeting by Platform5


Case Study #1: Uploading Creatives for Ads5


Case Study #1: Creatives − Pre-lander5

Pre-lander is not obligatory, but quality content may seriously improve your conversion rate.

● Use «storytelling» (works best for native ads)

● Explain how to use the product / service

● Provide customers with some tips or reviews

● Write using native language of your audience

● Make sure that your pre-lander is allowed by affiliate program terms!


Case Study #1: Creatives − Landing Page5


Case Study #1: Statistics & Optimization5

Campaign performance (after 7 days):

● Clicks: 16588

● CTR: 0.4832%

● Cost: $164.26

● Registrations: 224

Some zones that brought few conversions can be excluded


Case Study #2: Campaign’s Basics5

● CPA Network: AdCombo

● Vertical: Nutrition

● Product: Ecoslim

● GEO: Malaysia [MY]

● Bidding Model: CPC

● Rate: $0.01 per click

! We strongly recommend starting from Tier-2 or Tier-3 countries, because there’s less competition and traffic costs are lower.

https://adcombo.com/?ref_id=a9b54abda5a0a165a97a5ffdfc79ce2d


Case Study #2: Creatives − Landing Page5


Case Study #2: Uploading Creatives for Ads5


Case Study #2: Choosing GEO Targeting & Bid5


Case Study #2: Setting Targeting by Platform5


Case Study #2: Statistics & Optimization5

Campaign performance (after 3 days):

● Clicks: 4744

● CTR: 1.1861%

● Cost: $47.44

● Conversions: 16

● Payout: $160


How to Optimize Your Push Notification Campaign?


6

Pay attention to statistics

Always check and save your numbers (clicks & impressions) before starting the optimization process.

This way, you can create your own performance benchmarks and compare the outcomes later.


How to Optimize Your Campaign?6

Adjust your targeting

● Disable campaigns, targeted at non-converting GEOs

That’s why we were saying it’s important to set only 1 GEO for each campaign.

● Check your targeting and bidding model before excluding zones

Zones don’t play such a huge role for Push Notificationcampaigns as a user is contacting ad units on his device, rather than on a website.



Change your CPC bid

● Increase or decrease your CPC bid to get more traffic or improve your ROI

● Don’t forget to use traffic estimator




Creatives: Dos and Don’ts


7

● Following this rule will allow you to better track the performance and compare the results with your previous campaigns.

● Create your own images and texts. Be unique!

New Creative


Creatives: Dos and Don’ts7

New Campaign



● While misleading ads do have higher CTR, they can’t boast good Conversion Rate (important when you use CPC model)

● You can’t expect quality leads

● You might have trust issues with your customers

Misleading Ads



● It’s all about frequency. Don’t bore your audience by sending the same message over and over again.

We recommend sending the same creative not more than 3 times in 2 days.


Tools for Productive Campaigns



Tools for Productive Campaigns7

● You can identify high CTR headlines of paid ads

● Find products similar to yours and check their promo materials

● Use these insights to make your own creatives

● Identify converting native ad copy and landing pages

● Check what campaigns your competitors are running


Tricks of the Trade


8


Tricks of the Trade8

Event Targeting

● Try creating targeted messages and test various daytime capping.

● Don’t forget about event-targeting: popular holidays and festivals (celebrated by the target audience), sporting events, «big sales» like Black Friday.

Examples: «It's cold again in NY. Stay home and play this game»«Food delivery in lunch time»«Back to School SALE - 50% off!»«2 days left before Match of the Year!»



Place your CTA on the banner Image

● Unlike Facebook, we do allow to place sufficient amount of text on the banner. It’s a great place for CTA.



Don’t use pre-landers for every product

● Don’t make the marketing funnel too long

● Take advantage of this direct ad format

For example, Mobile apps are converting better if you send traffic directly to the install page

Push Notification

Landing Page


Thank youfor attending!

WEBINAR, MAY 22, 2018


CONTACT USPROPELLERADS.COM

[email protected]

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a guide to effective advertisingpub.propellerads.com/webinars-adv/1805-native-push... · geo:...

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