It’s All About Performance. Why Social Traffic Type Is A Better Way To Scale
Contrary to what you may have heard, the quality of traffic essentially boils down to performance: how active users are and whether they click and convert.
If you are looking for ways to scale your existing campaigns in Propeller or any other traffic source actually, social traffic type can be something that can help you achieve your KPIs. And you want to hit those KPIs, don’t you?
Let’s explore how you can add social traffic to your marketing mix and share the best tips on how to do it seamlessly to squeeze the most out of this new feature.
But first…
What defines traffic convertibility?
As part of the professional deformation, we marketers tend to perceive traffic as an abstract term referring to a certain resource, like crude oil.
At times, we forget that “traffic” is actually made up of real users with specific interests, lifestyles, habits, etc. And those users are obviously going online, browsing sites, looking for content, services, products, or maybe even sports to watch. In other words, they have a clear intent.
That’s what defines traffic quality: active users who are intentional about their interactions with content and ads.
The choice between random users who occasionally land on your landing page and those who have made a conscious decision to visit is usually an easy one for marketers to make.
Enters the Social traffic type.
Emm, what is Social Traffic?
Social traffic, as the name implies, is a traffic type that comes from social networks.
In Propeller, Social Traffic Type is an Onclick/Popunder targeting that allows you to easily reach only ad zones with social traffic from the most popular networks such as Facebook and Instagram (and many others).
As we discussed in our previous posts, Social traffic type has multiple advantages, such as:
- Real social users without the limitations and restrictions that social networks impose on ad campaigns in certain verticals (iGaming, for example)
- Up to 2.8 times higher conversion rates compared to regular Popunder traffic
- No creatives required other than the landing page
- Quicker results with highly engaged audiences
But how does the social traffic type work that well?
All thanks to the nature of social networks. People follow pages based on their personal interests and interact with content that truly “triggers” them. These active users then go to publishers’ sites, where they can see your ads. In this way, we minimize the risk of getting “accidental” users.
Well, that’s cool, but we decided to dig deeper and ask our Account Strategist, Alex Shovkun, about his experience with this feature. And guess what? We ended up with some incredible stats and experiment results. Let’s dive in!
Top Verticals for Social Traffic Type
Our team has been busy running tests on various verticals. Overall, we couldn’t find a vertical that didn’t perform well, but here are the verticals that showed outstanding results.
- Utilities / VPNs—This vertical, combined with the social traffic type, brings excellent results. As Alex puts it, “This is mainly because social traffic is primarily mobile, and there’s a high demand for various VPN services among mobile users.”
- iGaming – another stellar vertical for the social traffic type. In terms of user acquisition, social traffic not only impacts a better customer experience but also drives better retention rates and brand loyalty. All because users are more engaged.
- Sweepstakes – a vertical that traditionally performs extremely well with Popunder. Alex adds: “With social targeting, you get results like on steroids.“
- Nutra – according to our new tests, Nutra coupled with social traffic shows much higher results than regular popunder traffic.
- eCommerce – “Looks promising, results were much better than we expected, but performance will depend heavily on the type of product you are promoting”.
All in all, as always, it comes down to proper testing and retesting. Traffic tends to change, and it’s important to stay on top of the game and see what’s performing well right now, rather than relying on 2-3-year-old results.
We are currently waiting for enough data to analyze the results of the gaming and VOD verticals, so stay tuned!
GEOs for the Social Traffic Type
Now let’s see where we have the most traffic over the last 30 days. Keep in mind that this is exclusive traffic, and the volumes are limited:
| Country | Impressions |
| US | 8 383 442 |
| ID | 6 861 963 |
| SA | 5 374 953 |
| IN | 4 326 536 |
| VN | 3 702 387 |
| MX | 3 274 679 |
| BR | 2 880 984 |
| TH | 2 838 972 |
| MY | 2 601 755 |
| PH | 2 593 521 |
| TR | 2 421 697 |
| CO | 2 333 119 |
Alex adds that we see impressive performance from iGaming offers in the LATAM region and utilities in Tier 1 GEOs.
How Do I Get Better Results?
According to our optimization team, it’s important to keep these things in mind:
- Run social traffic campaigns with CPA goal bidding – this model is perfect for testing, especially if you already have postback in place.
- Focus on mobile. As we mentioned, most social traffic comes from mobile, so make sure your landing pages and pre-landers are optimized for mobile.
- Set higher bids. This type of traffic has limited availability and high competition, so it’s a good idea to increase your bid to buy more traffic.
What next?
As for us, we continue to test different verticals to find the gems profitable bundles, and more ideas for you.
If you have your own thoughts or maybe…(ooouu!!) a case study, remember that we pay for insightful case studies and give bonuses for bright ideas.
You can always email us at content @ propellerads.com or DM us on Telegram.
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