You’ve just launched a push campaign, and the next important step is optimization. Optimization of ads campaign is a process of changing a campaign’s settings to get maximum profit.
During optimization you can:
- analyze data received in the process of running a campaign,
- replace creatives in time,
- narrow targeting parameters,
- change significant parameters (CPC, clicks cap, etc.).
RichPush platform flexibility allows changing almost all settings except the country. The variety of optimization changes can be great.
But how to know what is more important and what is less?
Optimization is based on statistical data while remaining quite a creative process. It’s difficult to choose multi-purpose settings set which will bring absolute profit.
Let’s dwell on the most important points of the optimization tutorial. But only you can determine whether they are relevant for your campaign or not.
1. Check Ad Rank rate
Ad Rank determines whether your ad will be shown to users or not. It can be measured in an hour after launching your campaign.
There are 3 Ad Rank indicators:
- high Ad Rank
- medium Ad Rank
- low Ad Rank
The lower the value, the less traffic your campaign gets. Medium Ad Rank says that your campaign is in short of traffic. When your Ad Rank is low, the system kicks the campaign out of the bidding.
Everything can be fixed if you notice low rates in time.
Change your creative, CPC or both. Don’t forget to keep Ad Rank rate high.
2. Check Win Rate
Win Rate is the second significant indicator that can be analyzed right after the campaign starts. It points to the place of your campaign in the bidding.
Impressions mean win bids. If you have a low Win Rate, we recommend increasing CPC. Ask your account manager about CPC appropriate for your campaign.
3. Analyze the performance of your creatives after launching your campaign
A/B testing of the creatives is an important part of optimization. While testing, analyze the results of your creatives to select the best converting variants.
With RichPush, you can measure the effectiveness of both push notification and landing page.
To assess push notification, pay attention to CTR. The higher the index the better it is for the campaign.
See CTR values below:
The conversion rate will show the effectiveness of your landing page performance. It’s quite simple to understand: the higher the index, the better the results.
At this stage, it’s important to determine the push notification/landing page that converts better. They will help to conduct experiments. By the way, at RichPush you can use links to different landing pages in one campaign.
- Sometimes just 1 day of A/B testing is enough to make a data-driven decision. But we suggest not to make time limits. Sometimes a few hours of A/B testing is enough, but in some cases, it can become a process of a few days. Focus on the data relevant to your analysis. We recommend checking one lander-offer combination using the budget of 3 conversion prices if one conversion costs more than $10.
- Find conversion rate parameter in your conversions tracker. If you set up conversions on our side, they will be shown in RichPush reports. Our specialist may consult you using this data.
3.1. Remove non-converting bundles
A/B testing goal is not to choose one creative that converts better and to remove all the others. Even a successful creative will burn out in a couple of days and your results will worsen.
It’s important to find the approaches to users that will make them click on notifications.
That’s why we recommend launching a campaign with different variants of creatives.
If your campaign has only one creative it may impede optimization. You need to have the results to compare.
You can use previously failed creatives for further testing combining them with the elements of successful ones. Anything may work.
3.2. Prepare new creatives based on successful variants
Identify creatives with high CTR and try to understand which element works (text, image, or icon). Make new creatives based on the successful ones and monitor which variant converts better.
A simple rule works here: change just one element of a successful push notification. If there are a few variables you may not understand what has worked out.
During one of your testing use the combination “working creative - successful landing page”. It’s quite an effective approach.
3.3. From time to time update your creatives and continue to follow the results
Of course, you want to do the job once, figure out which of the creatives works better and not to come back to this issue anymore. But working on the campaign analysis and optimization never stops. Push notifications tend to burn out. The same images bother the audience, eyes are swimming, and it all ends with what we call “banner blindness”.
All you can do is refresh creatives in time.
If you are tired of coming up with “hot” creatives turn to your account manager, and they will prepare new creatives for free.
4. Optimize targeting with targeting parameters
At the stage of launching your campaign, we recommended using all available parameters. After a while, you will notice which of them work worse — we recommend to exclude them from targeting settings.
4.1. Optimize targeting by devices
- First, check whether desktop and mobile work the same. Desktop traffic is only 1,21% of total clicks. At this stage, you can decide to deactivate the devices.
- The results may show that landing page is not adapted for mobile if desktops convert better or vice versa. Check adaptability on different devices.
4.2. Optimize targeting by OS
Check the conversion of outdated OS (like Windows 7). They can be less effective.
4.3. Optimize targeting by browsers
Exclude all the browsers except Google Chrome. Our data says that this browser is primary on different devices. There may be separate clicks in Internet Explorer or Mozilla, but usually, they do not influence statistics regardless of country or vertical.
5. Evaluate the need for a fresh audience (optionally)
New Subscribers Only function allows us to control campaign performance and to target only those users who subscribed to push notifications no more than 7 days ago. These are people who saw just a few push notifications and reacted actively to new messages. So, the possibility of successful conversions will be higher.
The cost of the bid for this audience stays the same as for usual push notifications in this GEO.
To assess the profit of this function, don’t use it in current campaigns.
5.1. Create a new campaign for New Subscribers Only parameter
Replicate campaign, turn on impressions only for new users and you will be able to evaluate results without including conversions to the used audience.
6. Turn off irrelevant traffic sources
We recommend to follow the performance of separate traffic sources and to turn off non-converting or too expensive ones.
You can optimize traffic on three levels:
- Subscribers lists,
- Publishers IDs,
- Different websites.
The cost of conversions may become twice as low if you optimize sources in time.
6.1. Optimize Subscribers lists
The system allows us to turn off sources at the sub-lists level in Subscribers list ID settings.
Besides, when you set up your ad campaign you can choose certain Groups of Subscriber Lists as sources for your ads. We recommend starting with Premium and scale with Standart and New.
Right after the start, include all possible sub-lists from the group, try all of them as soon as possible, and figure out which results they will produce. It’s better to consult with your manager to assess each source’s potential for your offer.
- The system allows us to turn off sources at the sub-lists level in Subscribers list ID settings. Besides, when you set up your ad campaign you can choose certain Groups of Subscriber Lists as sources for your ads. We recommend starting with Premium and scale Standart and New.
6.2. Optimize publishers and sites using blacklists and whitelists
Blacklists allow removing sources that do not convert.
Whitelists show your offers only to publishers and sites you’ve chosen.
You can create black and white lists for push ads. Add the Source ID (32-digit code) in the format 1 line - 1 source, without additional characters and spaces.
We recommend blacklisting. If you want to create whitelist you need to collect a lot of data to be sure that it won’t be over burnt and you will still get results from it.
- Using white lists means that you get users only from a certain publisher or specific website. Our subscribers base is updated by 10-14% each week and by 50% each month. This restriction means that you will miss a lot of new users. At the same time, blacklists have no minuses in the use at all.
- Our manager can help you in making black and white lists to reach targets ASAP. For that, you should set up conversions tracking.
7. Optimize Clicks cap values
Clicks cap allows control performance. Make experiments to set up this parameter successfully: set the value and follow conversions.
Our basic recommendation is to set 1 click per day. If you need more traffic for the campaigns that short in time try 2 impressions per day.
8. Set up targeting in advanced settings (optionally)
Advanced settings allow targeting by 5 categories: mobile operator (it should be set up at the start of the campaign for an offer and certain mobile network), connection type, IP, and browser language.
Targeting by browser language may be especially relevant for multi-national countries or countries with several state languages.
During campaign running, you can notice that some language works better and set up browser language targeting.
- If you narrow targeting by browser language, don’t forget to check the language of your creatives and landing pages. They should coincide.
9. Set up Automated Rules
This function significantly simplifies the campaign running. Automated rules allow to create automatic settings for black and white lists according to 7 parameters:
- publisher IDs,
- site IDs,
It’s available for users who have set up conversions tracking on our side.
- Don’t start straight from optimization rules. To get high-quality automatic optimization rules, you need to optimize the campaign with them the same way you would do it manually.
- To know more follow this link or ask your account manager.
10. Set up Micro Bidding parameters
Micro bidding allows us to set up different bids for different parameters within one campaign.
You wouldn’t have to conduct endless split tests as well as create black and white lists. 13 parameters are available now, and you can combine them.
- The most effective way is to set up Micro bidding settings for sources, OS, and creatives.
- To know more about Micro bidding settings, follow this link or ask your personal account manager.
Now you know what to look for during optimization.
Remember, that testing and optimization doesn’t finish after the first changes. It’s permanent work with data, replacement of creatives to avoid their burnout, and analysis again and again.
We hope our recommendations will help you to run push ads and get much profit with RichPush.