When running any kind of business, your optimal goal is to be as efficient as possible. This is no different in running an online business. However, reaching efficiency requires superb decision-making, but also great solutions for monetization. When it comes to push notifications, optimization is required in order to give maximum output.
As we have mentioned before in one of our previous articles, this guide will help publishers to fully optimize their push notifications value. However, there are a couple of segments that publishers have to carefully take care of.
Improving Efficiency of Push Notifications
For maximum output, it is important for publishers to track performance stats. Seemingly, solutions that are in-house made have a competitive advantage in this field.
In-house solutions offer more transparent and detailed forms of performance management. However, if you do not, then campaign trackers are a way to go. This is only because usually ad platforms have limited possibilities when it comes to the optimization of push notifications.
Seemingly, campaign trackers offer quite detailed and thorough scrutiny of your performance. Also, they give access to various tools that can help you optimize your ads. By this, you can see what converts, and what not.
Push Creative Optimization and Split-Tests
As aforementioned, push creatives are among the most important elements of every push notification. There are three elements of every push notification:
All three elements are valuable for the push notification, so each of them has to be taken on individually. In order to fully optimize a push notification ad, none of the three elements listed cannot be generic. This implies that this might take some time.
Push Notifications Creatives
Seemingly, image is the most visible element of every push notification. However, it is still tiny, which is why plenty of advertisers choose icons instead of pictures. Also, research has shown that icons usually convert better than pictures. Still, this is not exclusive. Pictures have a strong rate of conversion as well. However, they have to be well-thought and interactive.
When it comes to headlines, the most important thing to pay attention to is conciseness. In order to be concise, you really have to know what is your target with push notifications. The best suggestion you can get is to put no more than a couple of words. This should include a power word or a phrase. This will make a user ‘obliged’ to click on the content.
A description is equally important as an image and headline. This is mostly because this is the place where you have the opportunity to express the intention. Also, emoji usage is very much suggested in both descriptions and headlines. Emoji’s use in push notifications had brought significant success over time for most advertisers.
Of course, with each segment, you’re looking to maximize chances for conversions. Ultimately, you will have to split test your push notification campaign.
Publishers should split-test to see what works for their product and niche. Also, if one creative is not working immediately, it does not mean that it will not. Because of this, it is important to determine the testing period.
Sourcing and Targeting
Push Notification campaigns are very dependent on sourcing and targeting. Apparently, most ad platforms will allow you to see source efficiency. This allows you to pause those that are not making numbers that you would like to.
Of course, sometimes it is not the source that is bringing your efficiency down. In some cases, the problem is in targeting options.
Again, most ad platforms will allow you to see what targets are not reaching wanted performance levels. Furthermore, you can exclude those targets without jeopardizing the whole source.
Changes in Landing Pages and Offers
Landing pages are a substantial part of push notifications success. However, landing pages do require trial-and-error testing. Usually, publishers have to test a couple of landing pages. This will determine which landing page brings the best performance.
What is suggested is that your landing page, in order to be efficient, has to be physically appealing to users. For this, landing pages have to have call to action buttons. Nevertheless, if the landing page does not convert, you have to do content adjustments or look changes. It is important to know that each and every landing page has a lifetime.
Similar to landing pages, offers require also split-tests and tweaks in content in order to be fully optimized. Of course, it is important to test a couple of offers at the same time in order to measure performance. There is a lot of niches that have appealing offers for users e.g. finances, nutrition, etc.
Improving Effectiveness of Push Notifications Campaign
Web push notifications are an essential part of publishing strategy campaigns. This is mostly due to push notifications being so advantageous over other ad formats.
However, most publishers still do not understand the principles of push notifications; especially using special features that can be utilized for better performance. In order to make more effective campaigns, some tips and tricks need to be employed.
Here are some that you can use in making your push notification campaigns effective and efficient:
Optimizing locally in terms of time
It is a fact that different time periods will most frequently generate different outputs; especially when it comes to online marketing. Technically, this is one of the most important things that publishers have to pay attention to. Luckily, there are multiple options e.g. frequency capping in local time that allow you to manipulate this segment.
With this, you can target the user by your time preference. Of course, it is important to get to know your target audience, but also to know your product. Hence, if you target your timing right, there is more chance for potential conversions; as more people will see the advertisement.
User lifetime targeting
If you are a publisher, you are already aware that user-lifetime plays a massive role in traffic monetization. Regarding this, publishers usually target new subscribers. Still, more advanced strategies do not involve targeting new subscribers, but the opposite.
Targeting older subscribers might save you loads of money. The logic behind this decision making is that new subscribers will, in any case, increase the average conversion rate. By this, you get a situation where you can increase the average conversion rate in older subscribers, too!
In house creatives
Creatives are a must! Every ad format is definitely unsuccessful without a creative part of it, e.g. a picture, etc. Still, most publishers and advertisers use generic creatives, as they are the easiest to get or make.
However, this is not supposed to be like this; implying not if you want to have a successful browser push notifications campaign. Thus, what you need to do is make your own creatives. Of course, it takes more effort in order to make it. But, it is worthwhile as your subscribers will be more satisfied.
Call to Action
This is a very important segment of effective push notification strategies. Yet, most advertisers do not pay enough attention to Call to Action (CTA). Usually, these can be seen on pages e.g. ‘Sign-up for Newsletter’. They are usually a driver for a subscription.
When it comes to push notifications, CTA works very well. You can raise conversions by adding one or a couple of CTA-s on the page.
Should you experience any issues with Push Notifications that might seem unsolvable, please check out our short article that will provide you with solutions to the most common mistakes beginner publishers make when they’ve just started with this monetization strategy.
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