We have been getting a lot of feedback about the need of some useful tips for optimizing push campaign. We rounded up here the basics of how to properly optimize your push campaign.
We collect our push notification subscribers from primarily direct sites which we work with.
The fact that those are direct subscribers enables us to divide them into traffic groups which are called “Publisher feeds” in our system.
Each publisher feed – has its characteristics that can influence the performance of your campaign. One publisher feed can work great with a certain campaign and not-so-good with others and vice versa.
In order to optimize your push campaign correctly you should be looking at your campaign on a publisher feed level, meaning you should analyze the performance for each publisher feed.
Once you got some initial data and conversions on your campaign, you should adjust the bids per each publisher feed so that the bids would reflect the performance you have received in each publisher feed.
A certain campaign may have a negative ROI. By looking at the stats on a publisher feed level, you can control the performance of the campaign more specifically. Sometimes adjusting the bid to only one publisher feed may affect the overall ROI of the campaign and make it positive.
Bid optimization per publisher feed can be used even if you have a positive ROI.
let's assume you have a positive ROI of 120% in a campaign. One specific publisher feed might be bringing your total campaign ROI down, yet be accidentally overlooked because the overall stats of the campaign seem well.
Adjusting the bid in that specific publisher feed will make the campaign more profitable leading to an ROI higher than 120%.
To understand how to adjust your bid per publisher feed please use this very helpful article: https://bit.ly/2Y9RlBk
It's also worth mentioning, that by implementing our postback you can get the data aligned in the dashboard so its easier to measure the performance.
You can learn about postbacks here https://bit.ly/2XKpc4s
Another drill down in push campaign optimization is optimizing campaigns by subid's.
Subid stands for a specific traffic source where the user was collected as a subscriber or where the pop was originated. As opposed to pop, push notifications are being sent to users even if they are out of the website where they originally subscribed at. As a result, the subid plays a smaller role on push vs pop.
Our experience shows, that you should start cutting specific sub ids from your push campaign only after you are 100% sure that a specific sub id is under-performing in particular.
You can easily cut sub id's using this article: https://bit.ly/2XNUbMK.
To sum up:
Each publisher feed performs differently depending on the content of your campaign, so you should always make sure to thoroughly test your offers on all feeds and refrain from coming with predestination opinions on the way push traffic behaves. There are gold nuggets everywhere, you just need to find them.
Then, optimize smartly:
- Make sure you have enough data to rely on statistically & Implement postbacks.
- Optimize on a publisher feed level
- Drill down to the sub id level.
- Don’t forget other targeting attributes (GEO, Device, etc).