Propeller Ads: Boosting Revenue with Push Notifications | Anton Merkulov | #AAS2018

CONVERTING TRAFFIC
INTO YOUR CUSTOMERS
Boosting Revenue with Push
notifications
How To Launch A
Stellar Campaign
Arab Affiliate Summit,
November, 2018

1
PROPELLERADS I WEBINAR
What Makes Native Push
Notifications An Ideal Ad
Format?
NATIVE PUSH NOTIFICATIONS: A GUIDE TO EFFECTIVE ADVERTISING

PROPELLERADS I WEBINAR 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)
1

Native Push Notification: How it looks?1

What Makes Push Notifications an Ideal Ad Format?1
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

How Do We Collect Subscribers?1
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?1
This is how a standard opt-in request looks like:
DESKTOP MOBILE

Top Verticals for Push Notifications1
STELLAR RESULTS: RISING:
● Binary/Crypto
● e-Commerce
● Binary/Crypto
● Gambling
● Sweepstakes
● Mobile Content
● Nutra
● Entertainment
● Cash on Demand (CoD)
● Travel

Global reach and massive volumes1
● 100 million users
● 193 geo
● 700 advertisers
● Ca. 4000 advertising
campaigns
● 18 225 top advertiser’s
revenue

How to launch a Push
Notification campaign?
2

Push Notification Campaign: Before You Start2
Define your budget according to your CPA goals
High CPA Goal
(i.e. deposits $250+)
Testing budget should
be at least 3x higher than the
payout on the testing phase
CPA Goal ($250) x 3 = $750
Low CPA Goal
(i.e. leads $5+)
Testing budget
should be at least
3x higher than the payout
CPA Goal ($5) x 4 = $20

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 (note dialects)
!

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

Bidding Models: Push Notifications2
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?2
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?2

How to Optimize
Your Push Notification
Campaign?
3

Adjust your targeting
● Disable campaigns, targeted at non-converting GEOs
● Check your targeting and bidding model before excluding zones
How to Optimize Your Campaign?3

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
How to Optimize Your Campaign?3

● 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
How to Optimize Your campaign3
New Campaign

Creatives: Dos and Don’ts3
● 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

Creatives: Dos and Don’ts3
● 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.

HIGH
(высокий уровень)
Apply User Activity3
HIGH Medium Low
Users that have
recently subscribed to
Push Notifications on
one of our publishers’
websites, or the ones
that click the ads very
often.
The potential audience
is much larger, the
price and CTR are
slightly lower. The
perfect balance
between the cost and
performance
The users with Low
activity have been
seeing the ads for a
while. The biggest
traffic volumes and
lowest prices are here.

Tricks
of the Trade
4

Tricks of the Trade4
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

CONVERTING TRAFFIC
INTO YOUR CUSTOMERS

Propeller Ads: Boosting Revenue with Push Notifications | Anton Merkulov | #AAS2018

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