In the arbitrage environment, you can often hear that push notifications as an ad format no longer work. However, the last year shows that interest in them is growing with new strength. Yes, these are not peak figures, as they were in 2020-2021, but nevertheless the figures are high — this is proven by statistics.
As for the future of the format, now, in 2024, the market has a large volume, and its potential is enough for many years of work. However, its capacity decreases by 10-20% every year, and this needs to be taken into account in your plans. Therefore, you need to start working with push notifications today, without putting it off for later.
Real problems of the format and fears of advertisers
Advertisers are concerned about overpaying for resale and the risk that the quality of traffic may not match its price.
There is not a single advertising network on the market yet whose capacity would allow it to sell exclusively its own traffic without additional purchases from other sources. Therefore, resale as such is not something that should be avoided at all costs. It is more important to have effective tools for working with the entire volume of traffic, regardless of who owns it.
Let’s look at our example to see how this can be implemented.
AdProfex tools that allow you not to overpay for traffic
AdProfex has large volumes of traffic that are growing steadily. To maintain quality, the team develops tools that help advertisers optimize it.
For example:
- we have developed and continue to improve our own anti-fraud solutions;
- we pay compensation to advertisers when bot traffic is detected;
- we implement tools for setting up purchasing and optimizing traffic.
The account has a division of traffic into segments by CR. The system has accumulated statistics on sites that are combined into premium/medium/low groups. Of course, this is done separately for each region, since the average CR varies by GEO. When setting up a campaign, the advertiser can choose which group of traffic to purchase, and thus find a balance between price and quality depending on the tasks. More than half of advertisers use this option.
Thanks to these solutions, advertisers get more efficiency from their campaigns. Therefore, the owner of the traffic is no longer so important for them.
We also recommend using a combination of the tools described below to work with push notifications.
- Targeting by subscription days. This option allows you to filter users by the duration of their subscription — from one day to several months.
- Traffic groups by CR level. We have already discussed this above. Let us note once again that using groups helps to achieve a balance between price and quality.
- Micro bidding. When analyzing campaigns, you can note good (or, vice versa, bad) indicators for individual targets. This feature allows you to adjust the price per click depending on specific targets: by country, telecom operator, platform, and even time of day.
- Autoselectives. This tool helps reduce costs, as the cost per click is tied to the actual effectiveness of the site, which allows you to avoid overpaying for clicks that do not bring conversions.
- Retargeting. Retargeting allows you to create an audience of users who have already converted and launch new campaigns on it, which increases conversion without the extra costs of attracting a cold audience.
- Blacklists. Automated blacklists, in turn, block the purchase of traffic from sites that do not meet expected performance indicators, eliminating overpayment for low-quality traffic.
By the way, let’s note that push notifications can also be used as an extra monetization of the main offer. Not long ago, we talked about this in the case «We increased profit by 172k and didn’t drop CR by connecting push extra monetization.»
How to always pay a fair price for traffic
Analyze the click price and ask the manager for help. Many advertisers find it difficult to objectively determine a fair rate per click. But you can always ask for help from managers who will help you choose the optimal rate.
Increase the number of ads in the campaign. The number of different creatives directly affects the volume of purchased traffic and its quality. The more different ads, the wider the coverage and the higher the chances of finding working combinations for a specific audience, which contributes to more efficient use of the budget.
Clearly define your target audience. Carefully analyze which audience converts for the chosen niche and set up campaigns specifically for them.
And of course, no matter which ad network you work with, use the available optimization tools and don’t neglect to study their capabilities.
So here is a link for registration and the manager’s contact information if you have any questions.
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