Push notification advertising has become a popular and effective ad format in recent years. It offers a unique way to engage users and drive conversions. In this essay, we will explore the different types of push notifications, the mechanics behind push ads, and the advantages of using push traffic for advertising purposes.
Types of Push Notifications
There are several types of push notifications that can be used for advertising purposes:
- Web push notifications or push ads – These notifications are sent via browser subscription and have been used by industry giants like Apple and Google.
- In-app push notifications – These notifications are sent to app users and can contain news updates or reminders.
- In-page push notifications – This type of push notification is similar to a pop-up but appears as a push notification from a messenger. It allows for showing ads to iOS users who previously did not have this option .
What are Push Ads?
Push ads, also known as push advertising or push traffic, are a form of native ads in affiliate marketing. They resemble private messages or important notifications from websites and appear on the screen over other windows . Push ads can be sent to any user on any device, as long as they have a web browser, internet connection, and have agreed to receive ads.
How Push Ads Work
When a user sees a push ad on their screen, they have the option to click on it and be directed to the landing page of the offer. The process of subscription and sending out push ads involves website owners placing a code on their site to allow users to subscribe to push notifications . Users can choose to ignore or accept the request to receive push ads. Once subscribed, users are added to the push ads company’s base, and advertisers can target their ads to these users . Push ads can be delivered even if the user is offline, and they will see the notification as soon as they are online.
Optimizing push notification ads is crucial for maximizing their effectiveness and driving user engagement. Here are some best practices to consider:
- Timing is key: Send push notifications at times when users are most likely to engage. Determine peak engagement times using internal analytics and industry benchmarks.
- Personalization: Use aggregate data to personalize your notifications based on users’ specific behavior within the app. Personalized messages are more likely to capture attention and prompt action.
- Clear value proposition: Clearly communicate the value proposition of upgrading or taking action. Let users know explicitly what they will gain, such as unlocking premium features or removing ads .
- Use of urgency: Create a sense of urgency in your notifications to motivate users to take immediate action. Phrases like “Limited Time Offer” or “Last Chance” can be effective, but be cautious not to overuse this technique .
- Rich media: Incorporate rich media elements, such as images or videos, to make your notifications more engaging and informative. This can help capture the user’s attention and increase the likelihood of conversion .
- Deep linking: Implement deep linking in your notifications to direct users to a specific, targeted app screen. This eliminates friction and makes it easier for users to complete the desired action.
- A/B testing: Experiment with different headlines, content, and calls to action to determine what resonates best with your audience. Use A/B testing to compare the performance of different variations and optimize your notifications accordingly .
- Monitor engagement metrics: Continuously track and analyze engagement metrics, such as click-through rates and conversion rates, to measure the effectiveness of your push notifications. Use this data to make data-driven optimizations and improvements .
Remember, it’s important to find the right balance between engaging users and respecting their preferences. Avoid bombarding users with too many notifications, as this can lead to them disabling notifications or uninstalling the app.
Advantages of Push Traffic
Push ads offer several advantages compared to other ad formats:
- Voluntary subscription – Users willingly agree to receive push ads, making them more receptive to the offers .
- Real audience – Push ads reach real people who have independently subscribed to receive them.
- High visibility – Push notifications appear on the user’s screen, ensuring that the target audience sees the ads.
- Ability to attract a new audience – Push ads provide an opportunity to reach a wide audience and promote various offers .
- Large volumes of traffic – Push ads offer the possibility of generating high volumes of traffic and provide detailed statistics for optimization.
- Affordability – Push ads can be cost-effective, with low minimum costs per click, making them accessible for beginners in affiliate marketing .
- Wide range of verticals – Push ads allow for advertising a wide range of verticals, including gambling, betting, dating, and finance.
- Global reach – Push ads can be launched in any GEO, with push notification networks having audiences in over 200+ countries .
- Push Ads Limitations:
- Initial inability to reach iOS users, now addressed with in-page push format.
- Limited socio-demographic targeting due to anonymous subscriptions.
- Need for diverse creatives and rotation for optimal performance.
Selecting Push Ad Networks:
Consider subscriber base size, traffic quality, available targeting options, and support.
RichAds, MegaPush, PropellerAds, Zeropark, Pushground are notable networks.
Setting Up Push Ads Campaign:
Begin with hypothesis testing and creative optimization.
Utilize multiple creatives, unique ideas, and test direct links vs. pre-landing pages.
Push Ads Campaign Optimization:
Regularly replace creatives to prevent burnout.
Test different options with direct links and pre-landing pages for optimal results.
Push notification ads have emerged as a powerful advertising format, offering high visibility, a real audience, and the ability to attract new users. With their voluntary subscription model and wide reach, push ads provide a unique opportunity for advertisers to engage with their target audience and drive conversions.