We're sure most of you are already familiar with the in-page push ad format. For those of you who are new to the world of online advertising and the benefits of push notifications, we will walk you through this world.
About in-page push and why you should try it
In-page push had grown in importance in early 2020 in response to the growing restrictions on classic push notifications.
Thanks to in-page push, a larger number of users can see the ads again as often as before the restrictions of Chrome.
In general, it's an easy-to-use and engaging ad format for advertisers who want to reach their target audiences on any device.
Advantages of in-page push:
- No user subscriptions required – extensive reach
- Works on all devices
- Broader audience – including iOS users
- Advanced targeting options
- Immediately displayed
- No browser restrictions
- Higher click rate than classic push
How do you work?
In-page push is a native push message that appears when a user browses the publisher's website.
Unlike push notifications, in-page push does not depend on a browser but is available on all devices and all operating systems, including iOS. In addition, no user subscription is required to serve the advertisement. This allows a wider audience to be reached and a much higher fill rate to be achieved.
In-page push ads look very similar to classic push notifications, but are banner ads that appear directly on the website. Thanks to this, they represent a cheaper push-like ad format that generates higher click-through rates.
In-page push vertical dating case study
We chose a dating offer to run a test campaign for in-page push because dating, along with crypto, antivirus, VPN, iGaming and sweepstakes, is one of the best performing industries in this particular ad format.
This campaign should run within a month and a half. Since the dating service we worked with was geared towards English speakers (English Dating Site), we chose South Africa to get an example of a wider reach.
Below you can see general information about the campaign 👇
- Advertising network: RUNative
- Period: December 15, 2020 – February 01, 2021
- Vertical: Dating
- Format: In-page push
- GEO: South Africa
- Device: All devices – mobile / desktop / tablet
- Offer: Minimum. Bid of $ 0.005 + adjusted bids for individual commercials
- Daily budget: From $ 15 to $ 40
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1 – General settings
On the campaign creation page, we first set the general settings for the campaign – Name, Ad Format Push> In-Page Push and Country Targeting> South Africa.
As you can see, the RUNative platform also offers a granular targeting option by region. However, we left this field blank as the goal of this campaign was to collect as much data as possible and scale based on the observations.
2 – targeting
languages – Since the dating service was actually in English and had an English landing page, we only selected the English language.
equipment – Target group are all devices: mobile devices, desktops and tablets.
operating system – In this campaign we also targeted all operating systems as we wanted to try out all traffic sources and make further optimizations based on the data collected. This also included iOS, as in-page push can work on this operating system, unlike classic push.
Browser – Targeting all browsers.
carrier – The target group are all carriers.
The ones available Advanced targeting options also include those Proxy traffic type Targeting and targeting based on IP range.
However, we have selected these options for everyone by default to collect more data.
3 – planning
We have planned the campaign for 1.5 months from December 15, 2020 to February 1, 2021.
4 – audience
We wanted the campaign to receive traffic from every available traffic source on the network, so we chose ROZ (run in the network).
Tip: We recommend that all new users first carry out a test campaign for RON traffic. This allows you to see the results on a wide variety of traffic sources and commercials. Once you feel what works best, you can scale your campaigns by adjusting your strategy accordingly.
5 – Pricing
We run the campaign using the cost-per-click (CPC) advertising model with a minimum bid of $ 0.005. Our daily budget was always between 15 and 40 US dollars, evenly distributed.
Throughout the period that we've been running this campaign, we've managed to keep the bid to a minimum.
In addition, we made various adjustments to individual commercials, increasing the bid for more powerful spots with higher potential in order to multiply the results. We'll talk more about this in the final conclusion below.
6 – Advertisements
When it comes to in-page push, it is important to note that they have different requirements than native or other ad formats.
There are two things to keep in mind when creating push campaigns:
- Images – An icon image is required for this campaign. If you continue without uploading the image, your campaign will not be published.
- Meet specific image size requirements – The icon image must have a maximum size of 192 × 192 pixels. You must meet this requirement in order to publish the campaign.
7 – deposit
After the final setup is complete We added $ 500 as a deposit to the accountto have enough balance to run the first week without running out of budget.
We did this to keep the campaign running non-stop for at least a week as we hadn't planned any tweaks or changes to the original setup in the first phase of advertising.
However, you can of course start with a different amount depending on how long you want the campaign to run without interruption. The minimum deposit is only $ 25 so don't be afraid to start low.
After the start of the campaign, we let it run in RON traffic for the first week without affecting the original setup.
Our goal was to collect as much data as possible.
For the start-up phase of starting a new campaign, some negative ROIs are expected. So we just kept doing it.
After about a week of running the campaign with the original setup, we started optimizing.
1 – bid optimization
On the RUNative platform, they guarantee 100% transparency, which means that they fully reveal their traffic sources.
This plays a key role in the bid optimization process. The statistics page shows you all the traffic sources your campaign is targeting, including all available commercials on each website.
As mentioned earlier, we kept the campaign bid to a minimum of $ 0.005, but adjusted the bids for each individual commercial based on performance.
2- Increase the bids for well-functioning ad points
Tip: To clarify your stats and better focus on spot-level performance, you can use the filters located in the menu on the top bar of the stats page. These filters allow you to sort your data based on various factors such as ROI, costs, leads, impressions, and so on.
In our case, we've sorted our data by impressionsThis enabled us to see the quality of the traffic from each commercial.
Example: We have identified a traffic source (Source ID 2775) with 5 commercials available. Out of all 5 we found that 3 convert much better than others and we decided to increase their bids.
The first three commercials clearly generated the most impressions.
We used a second indicator – the number of leads generated – to really assess the quality of the traffic.
The second and third ad placement generated comparatively fewer impressions, but a higher number of leads. For this reason, we have decided to raise the first placement bid a little higher than the minimum bid. While we multiplied the second and third place bids by almost six times the original minimum bid.
Our main focus was on what shows the greatest potential. Increasing the bid on these placements meant increasing the number of conversions. This means we have invested in higher performing commercials. The same logic was applied to all traffic sources.
Tip: It is recommended that you continue to optimize your bids throughout the duration of your campaigns. Keeping track of your bids and overall performance can give you more control over your spending.
Tweak your bids for the best results.
Exclusively at RUNative, you have the option of changing the bid for each commercial directly from the statistics. This saves you time and allows you to concentrate on the essentials and make a profit!
3 – Interrupting sources with poor performance
If you use the same logic to filter your data, you can easily identify underperforming commercials that are eating up your budget.
In this case we decided to stop all commercials with an ROI below -50%.
Tip: Keep up to date with the performance! Nothing helps optimize your campaigns more than performance results.
Use the customization stats option to see what works for you or identify places where you're wasting your budget.
4 – Targeting Optimization
As you adjust your bids, you can still use your data to further refine your campaign based on many different targeting options.
As an example, we show the case of browser optimization.
On the statistics page, we went to the Browser tab and sorted our data by cost.
We saw from the statistics that the leads came mainly from the top 5 browsers in this list.
Traffic coming from Firefox has a negative ROI. However, we decided to keep it along with Chrome, Safari, Edge and Opera as it generates more than 100 leads and an ROI of up to minus 50%. We are tolerant of holding onto a source when we see potential in it. As a result, we have removed the remaining poorly performing browsers from our scope.
The same goes for all other targeting options – operating systems, carriers, devices, languages, etc.
We've tweaked them all in the same way, by focusing only on those that have the greatest potential.
In the first week that we ran the campaign on ROI with the original setup, we observed negative ROIs. This was a very important step that we took to collect as much data as possible. This data was later used as the basis for all of our optimization decisions.
Without counting the first week, we have 3 weeks of fully positive ROIs. During the entire advertising period, we also managed to keep the ROI above 90% while meeting the minimum bids.
- Period: December 15, 2020 – February 4, 2021
- Money spent: $ 1,257.81
- Money Earned: $ 1954.76
- Profit: $ 696.95
- ROI: 54.53%
- Leads: 1620
As a result of this campaign for about 1.5 months we had a profit of nearly $ 700 with an ROI of about 55% and in total we generated 1620 leads. We would like to reiterate that we managed to achieve these results by keeping the campaign's bid at the minimum, but by making a lot of optimizations.
- Wait at least a week to collect a lot of data.
- Make use of your statistics and use filters to improve clarity.
- Identify your best / worst performing sources.
- Bid on the most powerful and profitable sources.
- Don't hesitate to stop below average sources.
- Focus on what has the greatest potential and invest in it.
If you are looking for offers to run on traffic, browse the Mobidea offers here.
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