We have started this year with the most thrilling news: Push Notifications are now available to all PropellerAds Clients! Our database has already reached a 60 Million users mark, meaning that you don’t have to build your own subscriber-list. You can start promoting your offers right away!
So today, we’ll discuss how to set a Push Notification campaign to get the attention your product deserves and rise above social media algorithm madness.
As an experienced advertiser, you are probably leery of social media marketing. Well, who wouldn’t be? Apart from all the hype surrounding social media marketing and, let’s admit, very vast advertising opportunities, you still don’t have full control over delivery.
When and how a customer sees your message? In what context? Will he see the ad in general? You have no idea how to respond to these questions. That’s when Push Notifications come in handy.
This is quite the push notification. pic.twitter.com/BgxYa9Wkf2
— Mark Remillard (@MarkJRemillard) January 6, 2018
How are push notifications better than Social Media advertising?
- Higher viewability. Given the ever-falling social media reach, we cannot be sure the user would even see the ad, no matter how high your budget is. Unlike Social Media ads, Push Notifications are delivered directly to a user’s phone, therefore, they get all the attention.
- Instant delivery. Have a time-sensitive offer? Well, here’s another advantage Push Notifications have. In less than a minute you can send over a million messages, and promote offers, campaigns, events – whatever you can imagine!
Our research wouldn’t be complete if we didn’t compare push notifications to other ad types. We’ve selected some of the most common ones: OnClick and Native Ads to see whether Push Notifications are worth the effort.
How can Push Notifications complement your Popunder campaigns?
Finding the right way to promote your product is challenging. OnClick Popunder ads are possibly one of the best ways to get the word out, as the cost-per-visit rates of Popunder campaigns are extremely low, allowing you to increase brand awareness in no time. Yet it might happen that Popunder ads are just not the best match for your target audience, for example, if you are working with tangible goods.
PropellerAds’ analytics team has been monitoring these “complex” cases to search for the optimal ad solution and has found out that push notifications are almost a universal solution for any kind of offers or products, especially those that tend to face difficulties with OnClick.
Here’s Push Notifications’ performance data for various content types:
- eCommerce push notifications, for example, announcing the start of sales, can boast 6% CTR (Click through rate).
- Betting offers, especially those sent before crucial sporting events, have 8,7% CTR .
- Entertainment notifications, for instance, promoting the latest episode of your favorite TV series, have 8,5% CTR.
- News notifications, an instant update on something your clients were anxious to learn, have 9,4% CTR.
- Taxi, letting customers know that cheap rides are available, have 6,3% CTR.
Nevertheless, as with everything in advertising, it takes time to test and find the best option, particularly suited to your product.
Push Notifications VS. Native Ads
With more brands now turning to native advertising, it’s evident that native advertising is here to stay.
Why did it gain such popularity? Primarily, because native ads are hard to spot, and they usually perfectly blend in with organic content across all devices.
Stanford Graduate School of Business, professor Navdeep Sahni says: “The mechanism through which such advertising works is not clicks — the consumers we observe don’t inadvertently click on an ad and buy a product without knowing they saw the ad. Instead, they internalize the ad and may later search for the product in question or visit the advertiser’s page.”
What more could you wish for? Yet, the real life is slightly more complicated, and native ads cannot secure a brand’s success while the customer is not browsing your website or interacting with your app.
Push Notifications can move the needle for the brands in this aspect, see Push Notifications as an improved Native 2.0: these notifications are delivered straight to the customer’s device, so a person has to take action after seeing an ad (without alternative) rather than just continue scrolling as it’s the case with Social Media ads or close as the OnClick ad.
Before we start with the strategic side of Push Notifications campaigns, let’s quickly sum the things up and review what makes Push Notifications so unique.
First, you can get a direct line to your customer whenever you need it. Secondly, Push Notifications work with almost every type of product, which makes it a universal solution for advertisers. And last but not least, you have full control over how and when your customers see your message, allowing you to fine-tune your marketing campaigns, making them timely and truly customized.
5-Step Push Notification Strategy
Setting your first Push Notification campaign is simple, yet there are some pitfalls (of course!) to avoid. To help you with a smooth start, we have compiled a list of 5 steps you should take to succeed with Push Notifications.
1. Define your objectives
Every strategy usually begins with setting your goals. These goals will determine your campaign’s targeting, what creatives you will use, and of course, your budget.
What can you achieve with Push Notifications?
- Brand awareness
- Lead generation
- User acquisition
- App installs
- Boosting your content
Depending on what you are aiming for, you will need to decide what message you will communicate to your audience: an offer, fresh blog update, and sale announcements, etc., and choose the right type of content.
2. Target your audience
A question of utmost importance is targeting the right audience. Don’t try to appeal to everyone, define who your client is and proceed with creatives.
With PropellerAds you have an opportunity to target precise audiences with unprecedented accuracy. To launch your Push Notifications campaign and keep it budget-friendly, pay attention to these parameters:
- Geo – choose the cities and countries to stay focused on your target audience and tailor your offer.
- Technology – pick the right OS/Platform. This parameter is significant if you are promoting an app or software and you want to make sure your product is compatible with certain tech specifications.
3. Get creative!
In order for your ads or promotions to have its greatest effect, you need to be able to wow and entertain your audience, bringing the timeliest offers and wittiest lines.
— alice ? (@aymxe) July 30, 2016
Your creative space is limited though, here’s what you can play with:
- Icon or an image (192 x 192px)
- Catchy title (up to 30 characters)
- Short description (up to 40 characters)
4. Manage your ad frequency
Feeling the urge to remind your customers of your business all the time? Not the best idea. Most of the companies are now concerned with so-called “alert fatigue” and “notification overkill.”
“But with so many apps and services out their demanding attention, users are starting to reach a point of notification fatigue,” AdWeek writes.
So how do you avoid it? The solution isn’t overly complicated: reduce the frequency of your Push Notifications, focusing on content that can be really of value for your client.
Read our super-detailed post on ad frequency and scheduling.
The general rule of thumb is contacting your customers only if you really have something to say. Schedule the right time (in EST format) and date for your Push Notifications to establish a more effective connection with your customers, as we all tend to gravitate towards the least intrusive methods of communication.
— Beata Biel (@beatabiel) December 29, 2017
Here’s a great resource to see how often New York Times was sending out its push notifications last year. Definitely, something to learn!
5. Think about finances
Budgeting is a tricky field when it comes to advertising. Should you go “all-in” with one ad? Should you try and A/B test a couple of creatives? Or even diversify your campaign with various ad formats? These are the questions you have to ask yourself before launching a new campaign.
To make your life a bit easier, we have created an estimation tool: check approximate ad campaign outcomes (impressions, bids) based on your targeting and budget. The tool is available right inside the Partners’ area.
Clearly, when done right, Push Notifications can be a big win for any business, willing to stay in close touch with its clients. And now launching Push Notifications campaign becomes even simpler as you can access it on PropellerAds self-serve platform! Time to test?