Greetings everyone! Here’s another insightful interview with our partners from PropellerAds.
Hi, and thanks for agreeing to this interview!
My name is Matvey Schmidt. At PropellerAds, I manage the sales department for working with advertisers. PropellerAds is the largest international advertising platform and quality traffic source. In 2021, PropellerAds celebrated its 10th anniversary. Only a few online advertising market companies can boast of this age.
Over these ten years, we have achieved a lot: 10 billion ad impressions per day, more than 200 thousand advertisers and affiliates are already earning with us. We constantly have new features to increase the profits of our clients. One example of many is interest and demographic targeting for push notifications. We are the first company to have such a unique tool. In general, every year, we have new achievements, and we will not slow down.
PropellerAds currently offers a wide range of ad formats. Among them:
Web Push Notifications;
In-Page Push Notifications;
PropellerAds is the market leader regarding the number of direct publisher partners, and we provide significant traffic volumes worldwide. This allows our clients to test offers and gives the next opportunity to scale campaigns. If we talk about popularity, everything directly depends on the vertical offers our partners work with.
We always listen to our partners and analyze each case with which they contact us.
First, be sure to familiarize yourself with the available campaign models: many of them require postback settings. Otherwise, their work will be ineffective, and accordingly, this will negatively affect the results. So, for CPA Goal models to work, you need to tap off conversions so that the algorithms can learn and start optimizing your campaigns. In general, a postback and a tracker greatly simplify the analysis and work with traffic and open up additional optimization and launches opportunities. If there is no possibility of working with the tracker, pay attention to CPM, CPC, or SmartCPM models.
Often, newcomers try to fit all countries into one campaign, but this can negatively affect them. Traffic prices in different countries can vary dramatically. If there are several geos in a campaign, then cheaper geo with a large traffic volume will unlock a significant part of the budget. At the same time, the rate may be insufficient for a more expensive country, or the amount of traffic will be too small for its assessment and further optimization.
Of course, many more mistakes can be made. That is why, for novice Publishers, we have very detailed article on launching campaigns in PropellerAds.
Each advertiser finds the traffic and performance that suits them.
When working with any format, always pay attention to performance and CR, including specific sources.With Pushes, you can use Custom Zone Bidding to set CPC bids for a specific zone, thereby improving your ROI and not wasting time creating a White List of campaigns. Similar functionality is available for SmartCPM campaigns on Popunders.
See the ratio of clicks to conversions on Push notifications. If there are a lot of clicks and no conversions, this may indicate a mismatch between the creatives and the offer. For performance models (CPA Goal), you should focus on CR: if there are no conversions, you should first work with the landing page and the pre-landers / push creatives used. For CPC / CPM models, it may be necessary to raise the bid in the campaign and test more expensive traffic that shows the highest performance.
Choose the most substantial offers you already have experience with and good results. Or you can check in the affiliate program, which offers work best. I advise you to start with the CPA Goal model, automatically optimizing all sources to select traffic for a specific offer and maintain the desired CPA result. Thus, you will receive more traffic from the most performing sources after training the campaign. In our experience, it’s better to start with mobile traffic and then try WiFi. This will increase the chances of a successful launch.
Prices for traffic from different operators may vary. To see this, be sure to use the Traffic Estimator in your SSP dashboard. If the price difference is significant, it is better to split the operators’ campaigns to test each of them equally.
On push notifications, always use text and images that are relevant to the subject of the offer itself. Otherwise, a large number of clicks will not bring the desired conversion. Remember that users may have time to switch from mobile Internet to WiFi between sending and clicking, and because of this, some of the clicks may no longer come from the desired operator.
To ensure and maintain the quality of traffic, we have the best compliance team on the market. It filters out suspicious sources and sources we cannot work (including adult, which is strictly prohibited in PropellerAds). As for the cleanliness of traffic from bots, we are working with ADEX, which monitors traffic in real-time.
With the help of ADEX technologies, we check the reality of each user. In addition, we always listen to our partners and analyze each case with which they contact us. Thus, thanks to internal checks and many advertisers with whom we are always in touch, it is possible to customize campaigns as accurately as possible and improve the quality of traffic.
Be sure to familiarize yourself with the available campaign models: many of them require postback settings.
I think it all depends on how the formats themselves and their approach will develop. Traffic performance is playing an increasing role. So, for our part, we are trying to give our advertisers a sufficiently large number of tools to improve the optimization and automation of the purchasing process so that they can fully scale. These innovations allow for the development of push notifications and display formats.
Therefore, I would like to rephrase the question and answer that what the performance gives will be popular. Thanks to various improvements in formats and traffic quality control, this is already achieved. After all, high-quality inventory is the guarantee of the advertiser’s happiness!