1. What is push notification advertising?
Push notifications are brief and clickable messages that websites send to their users. It could be an important update, a new blog, a new job, new sales offers, and so on. And, when push notifications format is used to display native ads instead of regular content updates, is termed as push advertising. Push ads are delivered straight to users’ devices.
When subscribers click on these push ads, they are redirected to the landing pages of the advertisers which increases the conversion rates further.
Anatomy of a Push Ad
A push advertisement comprises the following details:
Publisher domain
It includes the domain of the website that users have subscribed to.
Sponsored tag
The sponsor tag informs all the subscribers that the push notification is not the regular update from their subscribed website. Instead, it’s the ad campaign for promotional activities.
Push ad content
The push ad includes the title, description, and eye-catchy banner image. You’ll read more about this later in the blog below.
2. Why is push advertising important for advertisers?
The benefits of push notifications have now been realized by businesses recently where it yields a loyal audience to engage and convert.
Push notification ads are important for advertisers because there’s a lot of competition in the other advertisement space like search ads, etc. Here are the benefits of using push advertising.
Building Lifetime Revenue
Push notifications are a great source of building an audience that wants to get connected with your brand.
Therefore, having an audience that associates with you, you can push relevant native ads to them and encash the engagement into the revenue-generating stream.
Push Notification ads, given their snappy nature, also enjoy extremely high viewability and CTRs. CTRs for push notification ads vary from 0.5% to as high as 3%.
No more intrusive ad experience
Everyone who has access to the internet knows how intrusive ads could become with your online experience. Wherever you browse, you might see ads on your web pages.
When it comes to pushing ads through push notifications, it is delivered straight to your user’s devices and not on web pages. And, the important thing to consider is push ads are delivered to users who opt for them. Therefore, you are not targeting a broad audience, instead of the ones who show interest in your products and services.
Push ads have more visibility
Push ads have grabbed the location that other ad formats can not, i.e., the user’s devices- desktops and mobile screens.
When ads are displayed directly on the user’s screen, it has the highest share of visibility among other ad formats. Push ads don’t compete with banner ads that are crowded and present along with other brand’s advertisements on blogs, etc.
Faster implementation
Unlike other ad formats, push ads are quick and easy to implement. Push ads require a short title and description along with one catchy image- and it’s good to send to your audience.
On the other hand, ad formats like display ads require extensive ad copy with images and content that compete with other ads on the page. Therefore, it becomes tough to create an ad copy that converts.
Higher conversions with push ads
According to Smart Insights, the average click-through rate on push advertisements ranges from 0.5% to 2%, which is almost five times the click-through rates other ads receive.
Therefore, push ads have the capability to make the business profitable with higher conversions.
Push ads give the control to users to receive it
Push ads are delivered to the devices of users who opted in to receive those ads. Similarly, the users have the option to opt out of it. This gives users a sense of control over what they want to see and what they don’t.
3. How does web push advertising work?
To understand web push notifications advertising, assume there are three parties present in the game; Your brand (advertiser), a push ad traffic source, and a database of subscribers.
- Advertisers are the stakeholders who look to promote their products and services using push ads.
To brief it up further, the advertisers can use the push traffic source platforms and create push ad campaigns that are delivered straight to the subscribers base of publishers networks.
As you now know the importance of push ads for advertisers and how it works, now let’s dig into how to build an ad copy that is optimized and brings in conversions.
4. How to optimize your Push ad format
A push ad copy contains an image, title, and description. here’s how you can optimize it.
Image selection for push ads
Choose the image which speaks
If you look at any push ad, you will notice it doesn’t give you many options to customize it unlike other ad formats with different sizes and customizations. However, you can still make it look eye-catchy with the right image. Choose an image for your push ads that give the users a clear indication of what is an ad about.
For example, if the ad talks about a sale with a 50% discount, then make sure your ad image speaks about it.
Using push ad platforms, you will mostly have the option to do A/B testing on your images and see which one is performing well and which isn’t.
Include icons and simple animated vectors
To make your push ad more interesting and look less complicated, you can always experiment with including icons and vectors. This will allow you to give more space for content.
You can look at it this way, a user receives ads on web pages like display ads. These ads are more complex in graphics with too many elements and bigger in size format. With too much information to grab, users tend to ignore the complete ads.
Whereas, if you talk about push ads, and include animated vectors or simple icons, it becomes easier for the viewer (users) to understand what the whole deal is about.
Colour are crucial for ads
One thing that most advertisers miss out on is the colors of their ad copy.
Picking up the right color plays a crucial role in a user’s mindset. Colors perception is linked with human psychology and should be considered for your good.
For example, if you use red in the ad images, it might give your users a feel of alert or action, you can use red color CTAs to fetch more clicks. However, the usage of red should be limited as users might associate it with spam, etc.
Similarly, if you include light colors like green, grey, blue, etc, it soothes the image perception and users might find it engaging rather than avoiding it.
For festive seasons, include ad images that are colorful, sparkling, and something that resonates with the festive vibes.
Don’t forget the role of emojis in push ads
Emojis are eye-catching and users find it easy to relate to them as it builds up emotions and makes it look more humane.
Including emojis in your ad campaigns can increase your CTR by 25-40% which is quite high.
Make sure not to overdo it and keep the count to one or so. You can include emojis in the image and make it look funny to go out of the box.
You can always research your competitor’s ads and create a copy as highly competitive as theirs. Researching your competitor’s ad copies will give you much deeper insights on how to make converting push ads. Remember not to copy your competitor’s push ads as any brand should have a distinguished approach while engaging their users.
Once you know how to use images in push advertisements, there are two more things to consider- the title and description.
Choosing the right title for your push ads
Your push ad title needs to be crafted intelligently. Your users can differentiate the ad title and description in a way that the title appears in bold fonts usually whereas the description doesn’t.
Some of the important parameters you need to consider for creating the right title are as mentioned below.
- Keep your titles engaging.
- Include keywords in the push ad title. Your push ad copy should have keywords in it that match your user’s queries. It’s important to optimize your title in just a few words (around 5-6 words is the ideal count for the title).
For example, if your brand sells Nike shoes, then make sure to include the keyword ‘Nike’ in it rather than a generic keyword like ‘Shoes’, ‘boots’, etc.
Remember that push ad are meant for the targeted audience. Therefore, focus on keywords that are highly relevant to your subscriber base. - Ask questions in your titles. This will further prompt your users to click on it.
For example,
‘Are you ready for the new sale?’
‘Looking for marriage counselor services?’, and so on. - Solve user’s problems in the title. As long as you tell users that you are here to solve their problems with the best solutions, your push ad will do wonders.
- For example, some of the titles with a problem-solving approach are as follows-
‘ Save money during festive times’,
‘Get free course you always wanted, and so on. - You can always include emojis in your titles as well. But make sure not to repeat in the image part. Choose the one which performs well during the campaign testing.
Push ads description
The push ad message body or the description part has no significant difference from the title part. The message body will provide you with more characters (up to 75 characters is the ideal length for a push ad description), therefore you can elaborate more about your products or offers in the description. Rest all the rules that are applicable to the title are applicable here as well.
Conclusion
Push ads are a great source to generate revenue for your business. It’s an important mode of engaging the niche user base. Once you learn the art of making compelling push ad copies, you will see how it builds value and brings in conversion for the longer run.
Tell us how you make the push ads that convert?
