You’ve just launched a push campaign, and the next important step is optimization.
Optimization is a process of changing a campaign’s settings to get maximum profit.
During optimization you can:
- analyse data received in the process of running a campaign,
- replace creatives in time,
- narrow targeting parameters,
- change significant parameters (CPC, impressions cap, etc.).
RichPush platform flexibility allows changing almost all settings parameters, except for the country and payment model (CPC or CPM). As you can see, the variety of optimization changes is 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 campaign launching.
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 a second significant indicator that can be analyzed right after the campaign started. 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 right after campaign launching
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 effectiveness 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:
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 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 amount of 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 other. Even successful creative will burn out in a couple of days, and your results will worsen.
It’s important to find those approaches to users that will make them click on notifications. Headline, icon, main image or their combination can be successful.
That’s why we recommend launching campaign with different variants of creatives.
If your campaign has only one creative, it may impede optimization, you want 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 what works in them (text, image or icon). Create new creatives based on successful ones and monitor which variant converts better.
The simple rule works here: change just one element of 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 work 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 he will prepare new creatives for free.
4. Optimize targeting by some targeting parameters
At the stage of campaign launching, 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 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.
4.3. Optimize targeting by OS
Check the conversion of outdated OS (like Windows 7). They can be less effective.
5. Evaluate the need for a fresh audience (optionally)
New Subscribers Only function allows us to control campaign performance and target only to 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.
In this case, CPC will be twice as high, but you will get a fresh audience. Also, the possibility of successful conversion will be higher.
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 turn off non-converting or too expensive once.
You can optimize traffic on three levels:
- Subscribers lists,
- Publishers IDs,
- Different websites.
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, you can not only turn off some sub-lists but also add them. We divide sub-lists into 2 categories: sub-lists you can start with and those you’d better include later.
Right after the start, include all possible sub-lists, to try all of them as soon as possible and figure out which results they produce. It’s better to consult with your manager to assess each source’s potential for your offer.
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 in advanced settings.
- Using white lists means that you get users only from 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 Impressions cap values
Impressions cap allows restricting the frequency of impressions and control performance. Make experiments to set up this parameter successfully: set the value and follow conversions.
Our basic recommendation is to set 1 impression per day. If you need a more unique audience, try 1 impression per 7 days.
- To show push notification one user 7 times per day is not the best solution. Our statistics show that it leads to a drop in CTR. The higher impressions frequency, the less chance of user’s click.
- If you need more traffic and conversions, 1 impression in 7 days is not enough. In this case, it’s better to set 1 impression per day. You can try different approaches: 2 impressions per day or 2-3 impressions per week and then compare results. Thus, you can control campaign performance and audience uniqueness.
- If you want to buy more fresh audience, you can set 1 impression per 30 days. There is a really good chance that subscribers list will completely update. At the same time, you may not get enough traffic.
8. Set up targeting in advanced settings (optionally)
Advanced settings allow targeting by 2 categories: mobile operator (it should be set up at the start of the campaign for an offer and certain mobile network) 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 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 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 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 tests and optimization don’t finish after the first changes. It’s permanent work with data, replacement of creatives to avoid their burnout and analysis again and again.
- RichPush webinar: How to Run a Successful Push Campaign - August 28, 2019
- RICHPUSH INSIGHTS DASHBOARD IS AVAILABLE NOW! - August 14, 2019
- Automated Rules: RichPush new feature - August 8, 2019