Push Ads Case Challenge: Maximizing Efficiency for Tier-1 Trading Offer Promotion
Recently, our regular client who’s already worked with many advertising formats at TrafficSigma, discovered a very lucrative Trading offer, yet quite demanding in terms of traffic quality. Mostly focusing on push ads campaigns, the client decided to get along with it and achieve the required results with the help from TrafficSigma’ managers and platform’s optimization functionality!
“I have been launching campaigns on TrafficSigma’ traffic for a few years now, and tested various formats like push ads, in-page, pops, domain redirect and even Telegram mini apps. As working mainly with financial offers, particularly Trading platforms, push traffic seemed like bringing the best results. Tier-1 geos show good CR for this niche, so do particular Tier-3 geos, but I stopped at Italy, as it features the best FtD rate by my experience.”
The initial goal was to utilise as many tools as required to keep the campaign’s CPA within $50. For that, the push ads campaign was decided to launch in an in-house automatic optimization flow, with expected regular traffic sources adjustments by TrafficSigma’ managers manually. As the estimated campaign’s duration was set up to a month, the daily budget was calculated at $150.
Case Studies
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Case Study: Setting Up Push Ads Campaign and Optimization
In order to start moving towards the desired CPA target immediately, the push campaign was adjusted exactly to get more chances on successful optimization.
1. Launching in Performance Mode for automatic push traffic optimization
The in-house optimization flow at TrafficSigma is set to select only the most performing traffic sources according to targeting parameters, whitelists, and then add them to the campaign. Thus, the sources with the highest response are going to be prioritized by default, potentially increasing the CR. Performance Mode is the perfect opportunity to set effortless traffic filtering, since push ads circulate millions of impressions daily across all the popular geos.
2. Adding diverse creatives to determine the best responded
The best tactic to detect the creatives that will attract relevant users is to add as many product-related variables as possible, and monitor which perform better than the others. This way, by gradually removing the under-delivering creatives, the campaign will be slowly narrowed to target audience only with the precise advertisements.
By adding about 5 different creatives, trying separate approaches to the audiences, we supplied the campaign with Italy-oriented push ads of strong Finance/Trading resemblance.
3. Targeting only the most likely converting cases
Narrowing down the push campaign’s parameters from the launch is not only highly non-advisable, but also might be harmful as that will leave out great parts of traffic and potential audience. Considering that, after selecting Italy as the target geo, we left the primary and advanced specifying options regarding regions of the country, OS, language, browser, internet carriers, untouched.
The only noticeable adjustment was setting the ‘Impressions cap’ and ‘Clicks cap’ both to 1 action for a person per day. Limiting these options narrows down the interactions with the potential audiences to the extent of paying only for the engagement that is more likely to bring conversions.
4. Optimal budgeting, choosing performing sources and optimizing traffic
Since the primary target is taking only the best cost-effective traffic sources, the optimal budgeting for the push ads campaign was estimated to include as many potential sources as possible. The daily budget was set at $150, while the traffic distribution locked on ‘ASAP’, providing placements as soon as the bid hit the WinRate.
Furthermore, to supply campaigns only with the traffic of the greatest converting potential, we targeted the Premium group that contains only the already tested and performing sources. This was to secure the provision of high-quality traffic flows to the offer, while all the filtering tools to determine the most efficient push sources applied.
As required to enable some tools for advanced optimization at TrafficSigma, we connected the affiliate marketing tracking software and made sure the traffic data and conversion were attributed correctly. This was preceding the adjusting of Automated rules, a helpful optimization functionality to filter traffic sources by custom criteria on performance or profitability. To cover all the possible angles, additionally to rule-based optimization, we decided to also adjust costs with Micro bidding on some parameters at TrafficSigma’ manager’s discretion every week.
5. Scheduling campaign for the most active audience hours
Setting the time when the users would be the most active and responsive was also an important topic at launching the push ads campaign, and it was agreed on the displayed schedule. The audience from Italy who was particularly interested in Financial or Trading products online was expected to reach its activity peak at the selected time gap as many leads were gathered primarily during that daytime on similar promotions before.
Case Study Results: Cost-Effective Push Ads Promotion of Trading Offer in Italy
After 26 days the campaign was paused to estimate the results and even at first sight they were great!
By the end of that period, the push ads campaign gained over 193 million impressions and more than 90K clicks, as the average final CPC was at $0.042. Since the client’s offer was counting on both new leads and deposits, those were 86 and 32, respectively. The interesting fact is that supported by automated optimization and manager’s custom bidding occasional interference several times a week, the CPA costs were significantly reduced down to about $45 per registration and $121 per deposit.
“Previously, me and my manager tested various strategies for promoting in Italy, including Manual CPC set ups, New subscriber lists, not only on push ads. By agreeing on an automatic solution promised to be the most optimal and not that complex, the results were more than satisfying! The CPA price was successfully reduced almost in half from the initial point, $45 for a lead on average, and sometimes we get it even cheaper!”
As the goal was complete, it seemed like a good tactic to get cheaper leads with push traffic, even though targeting Tier-1 regions that demand higher budgets. In fact, both with RichAds’ managers’ expertise and automatic tools to optimize traffic sources it was achieved even with a slightly greater outcome than expected! Our client seemed pleased with the results and wished to proceed with the tests in the future, as we share this push ads case for the benefit of our marketers.
