1. What is push notification advertising?
Push notifications are short 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. When the push notification format is used to display native ads instead of regular content updates, this is known as push advertising. Push ads are delivered directly to users’ devices.
When subscribers click on these push ads, they are redirected to the advertiser’s landing pages and further increase conversion rates.
Anatomy of a push ad
A push advertisement looks something like this:
A push advertisement contains the following details:
It contains the domain of the website that users have subscribed to.
The sponsor tag informs all subscribers that the push notification is not the regular update from their subscribed website. Instead, it is the advertising campaign for promotional activities.
Push ad content
The push ad contains the title, description and the eye-catching banner image. You can read more about this later in the blog below.
2. Why is push advertising important to advertisers?
The benefits of push notifications have recently been recognized by businesses looking to attract a loyal audience for engagement and conversion.
Push notification ads are important for advertisers as there is a lot of competition in other ad space like search ads etc. Here are the benefits of using push advertising.
Achieve lifelong income
Push notifications are a great source for building an audience that wants to connect with your brand.
So if you have an audience that is connected to you, you can route relevant native ads to them and get engagement into the revenue-generating stream.
Push notification ads also offer extremely high visibility and click rate due to their speed. Click-through rates for push notification ads vary from 0.5% to 3%.
No more intrusive ad experience
Anyone with access to the internet knows how intrusive ads can get with your online experience. Everywhere you browse your web pages you may see ads.
When it comes to serving ads via push notifications, they are delivered directly to your users’ devices, not websites. The important thing is that push ads are delivered to users who choose them. Therefore, you are not targeting a broad audience, but rather those who show interest in your products and services.
Push ads are more visible
Push ads have tracked the place where other ad formats aren’t available, e.g. B. the user’s device desktops and mobile screens.
When an ad is displayed directly on the user’s screen, it has the highest percentage of visibility among other ad formats. Push ads do not compete with crowded banner ads presented alongside other brands’ banners on blogs, etc.
Unlike other ad formats, push ads are quick and easy to implement. Push ads require a short title and description, and a catchy picture – and they’re good to send to your audience.
On the other hand, ad formats like display ads require a large ad copy with images and content to compete with other ads on the page. As a result, it becomes difficult to make a copy of the ad that can be converted.
Higher conversions with push ads
According to Smart Insights, the average click-through rate for push ads is between 0.5% and 2%, which is almost five times the click-through rate that other ads get.
Push ads therefore offer an opportunity to make the business profitable with higher conversions.
Push ads give users control over how to get them
Ads are delivered as push to the devices of users who have decided to receive these ads. Users also have the option of logging out. This gives users a sense of control over what they want and don’t want to see.
3. How does web push advertising work?
To understand the promotion of web push notifications, assume that there are three parties to the game. Your brand (advertiser), a source of push ad traffic, and a database of subscribers.
- Advertisers are the stakeholders who want to promote their products and services using push ads.
Now that you understand the importance of push ads to advertisers and how they work, let’s move on to creating an ad copy that is optimized and converts.
4. How to optimize your push ad format
A push ad copy includes an image, title, and description. Here’s how you can tweak it.
Image selection for push ads
Choose the picture that speaks
When looking at a push ad, you will find that unlike other ad formats with different sizes and customizations, you don’t have many options to customize. Still, with the right picture, you can make it stand out. Choose an image for your push ads that gives users a clear indication of what an ad is about.
For example, if the ad says a 50% discount sale, make sure your ad image speaks about it.
Most of the time, when you use push ad platforms, you have the option to A / B test your images and see which works well and which don’t.
Add icons and simple animated vectors
To make your push ad more interesting and look less complicated, you can always experiment with symbols and vectors. That way, you can create more space for content.
You can think of it this way, a user receives ads on websites such as display ads. These ads are more complex and larger in size in graphics with too many elements. Because there is too much information to fetch, users tend to ignore the full ads.
Conversely, when you talk about push ads and insert animated vectors or simple icons, it becomes easier for the viewer (user) to understand
Deal is over.
Color is critical to ads
One thing that most advertisers miss is the colors of their ad copy.
Choosing the right color plays a crucial role in a user’s mindset. The perception of colors is linked to human psychology and should be considered for your best.
For example, using red in the ad images can give your users a sense of warning or action. You can use red CTAs to get more clicks. However, the use of red should be limited as users may associate it with spam, etc.
If you include bright colors like green, gray, blue, etc., it will calm the image perception and users may find it more engaging instead of avoiding it.
For festive seasons, add ad images that are colorful and sparkling, in keeping with the festive mood.
Don’t forget the role of emojis in push ads
Emojis are eye catching and users find them easy to relate to as they build emotions and make them appear more human.
Including emojis in your ad campaigns can increase your click-through rate by 25-40%, which is pretty high.
Make sure you don’t overdo it and keep the count at one or so. You can put emojis in the picture and make it look fun if you are ready to go right away.
You can always research your competitors’ ads and create copies that are just as competitive as yours. Researching your competitors’ ad copies will give you much deeper insight into push ad conversion. Remember not to copy your competitors’ push ads as every brand should take a different approach to engaging their users.
Once you understand how images are used in push ads, there are two more things to consider: title and description.
Choosing the right title for your push ads
The title of your push ad needs to be smartly designed. Your users can distinguish the title and description of the ad so that the title is usually shown in bold while the description does not.
Some of the important parameters you need to consider in order to create the right title are listed below.
- Keep your titles engaging.
- Include keywords in the push ad title. Your push ad copy should contain keywords that match your user’s queries. It is important that you optimize your title in just a few words (around 5-6 words is the ideal number for the title).
For example, if your brand sells Nike shoes, you would need to include the keyword “Nike” in place of a general keyword like “shoes”, “boots”, and so on.
Remember that push ads are meant for the audience. So 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.
“Are you ready for the new sale?”
“Looking for marriage counseling services?” And so on.
- Solve user problems in the title. As long as you let users know that you are here to solve their problems with the best solutions, your push ad will work wonders.
- For example, some of the titles with a problem-solving approach are as follows:
“Save money at festive times”,
“Get a free course you’ve always wanted, and so on.
- You can also include emojis in your titles at any time. However, be careful not to repeat the part of the image. Pick the one that performs well during the campaign test.
Description of the push ads
The push ad message text or the description part does not differ significantly from the title part. The message body gives you more characters (up to 75 characters is the ideal length for describing push ads). Therefore, you can find out more about your products or offers in the description. Note that all the rules that apply to the title also apply here.
Push ads are a great source of revenue for your business. This is an important way of reaching the niche user base. Once you’ve learned the art of creating compelling push ad copies, you’ll see how it creates value and leads to long-term conversions.
Tell us how do you create the push ads that convert?