After their panel session at Affiliate World Europe 2019, push ads experts Anton Kornev and Ian Fernando shared with Philipp Schoeffmann their knowledge on the traffic source and why it is the new pop. Watch the Push Ads Panel full AWE19 presentation here.

This post, “Anton Kornev & Ian Fernando On Why Push Ads Are The New Pop” was first seen on the official AWC Facebook page.

AWeurope Interview with AWE19 Push Ads Panellists: Anton Kornev & Ian Fernando

Push Ads Are Going To Be Huge

Phil:
🎙️ Affiliate World Conferences 2019, we are in Barcelona, and I have Anton and Ian with me and we are going to talk about push ads.

Push ads are the new pop, isn’t it?

Anton:
Yeah, push ads have definitely become very popular lately and it’s going to be huge.
Ian:
It definitely is the new pop, for sure. The new traffic source that everyone wants to do.
Phil:
🎙️ Alright, so if I would want to run push ads traffic, let’s assume I’m new to this world. I don’t even know what push ads are.
Ian:
It’s basically an alert on your phone, that’s all that you get, or an alert on your desktop.

Getting Started With Push Ads – Things To Know

Phil:
🎙️ Alright, cool. So I’m an affiliate and I see that and I realise, I want to use that for my marketing. What do I do?
Ian:
There’s a bunch of vendors here ready to talk to. I would probably talk to the most popular ones like PropellerAds, Datspush, and just talk to them about how to buy traffic. It’s just simply an RTV system where you can just buy inventory.
Anton:
Yeah, and I see push ads almost like a native. It’s the same concept. The user sees an icon, they see creatives, they click on it. So if you have any experience with native before, it’s going to be very easy for you.
Phil:
🎙️ So I enter my headline, my message.
Anton:
And your icon.

Push Ads Campaign Formats

Phil:
🎙️ What can I have pushed? Is there like videos and images?
Ian:
Yeah, the campaign comes in three formats, I guess. You have the icon, the headline, and body, and that’s basically the basis of your push ads notification. You buy that through the RTV platform.
Phil:
🎙️ Right, okay cool. So I guess the headline is extremely important right?
Anton:
Yeah, basically the first thing that people read is going to be the headline. So you want to catch their attention.
Phil:
🎙️ How long can that be?
Ian:
It depends on the network. So some of them are 40, some of them are 60, some of them are 100, but it’s average on the safe side, about 40 characters, right?
Anton:
And the thing is you can actually have more but it just depends what they see on their phone, the words that they see first. And it’s usually like 5-6 words.

No Targeting In Push Ads

Phil:
🎙️ Right, so I assume that also it depends on the device that people are using and so forth. What are targeting options?
Anton:
With push ads, you don’t really target. Like Facebook you can target, but with push ads, it’s more like just send it to everybody and hope it converts.
Ian:
Yeah, some networks would do it via device, iOS and Android, that’s kind of about it and targeting maybe by country but I think there’s not a big way to really target on push ads. It’s throwing it out there and what clicks.
Phil:
🎙️ Okay, alright. So that also means that push ads are rather cheap, I guess right? Because you’re not targeting.
Ian:
Correct, yes. It is very, very cheap. Just because you’re buying inventory at a very cheap rate and just throwing it out there for the impressions.

What To Focus On In Push Ads

Phil:
🎙️ Gotcha. What is, in your experience, the most important things that people have to focus on in push ads? Is it the headline? Is it the icon? Is it targeting or probably not.
Ian:
Well for me, like we just talked about on the last session, I emphasised on ad copy and definitely more the headline. Push ads copy of the headline is the most important, I believe.
Anton:
Yeah, same thing. The angle, just the overall idea, the message that you want the user to receive, that’s what I would start with.
Phil:
🎙️ Okay, so speaking headlines or ad copy, any pointers here? What’s crucial there?
Anton:
Well, in push ads you only have a few words to capture their interest. So make them worth it.
Ian:
For me, definitely you have to write the ad copy in a way that surprises them. Not like a traditional info ad copy style, you’ve got to be like, “Hey, you’re about to die” you know, click here.

Push Ads Traffic, Data, and Pixels

Phil:
🎙️ Okay. Alright. I’ll make a note of that. Alright, good so in terms of offers then, so we have push ads as the traffic source, I assume you usually send traffic to a landing page then? Either you have your own or a network provides it.
Anton:
Yeah, usually we have our own. I mean, more times than not it increases performance so why not?
Ian:
Yeah, I do the same thing. I send them to a landing page first before sending them to the offer.
Phil:
🎙️ Okay, makes sense. Also of course, you collect a lot of data. Speaking of data, does it make sense to retarget people and can you actually do that with push ads traffic?
Ian:
So you can’t retarget with push ads, but you can use push ads traffic and retarget with AdRoll, Facebook retargeting, Google retargeting, and things like that.
Anton:
And that’s exactly what we do. We use our database and we pixel our audience. Let’s say we’re running auto insurance, we pixel them, throw it up on Facebook, and it’s always amazing results.
Phil:
🎙️ That’s a very nice idea.
Anton:
It’s like a headstart on your pixel, basically. That’s how we get a headstart, and just keep moving forward after that.

Best Offers In Push Ads For Ian and Anton

Phil:
🎙️ Okay, that’s cool. And then for offers, I guess anything goes, but what are you guys focusing on? If you want to share that.
Anton:
Yeah, I mean on push ads anything can work. The best one for us currently is dating. Dating, single opt-in offers. They’re killing it. And then sweepstakes. Typical, sweepstakes, utilities, and nutra.
Ian:
I do the same thing. I do a lot of sweeps, I do adult dating. I don’t do any of the CPIs or anything like that. More so just dating and yeah. Sweeps.
Phil:
🎙️ Sweet, sweeps. Alright. Okay, well that was good. Anything else that you want to add that somebody really has to look into to get started on push ads?
Ian:
I think it’s literally easy to start on push ads, like literally right now. You can just easily buy inventory and figure it out.
Phil:
🎙️ That’s one thing right. It will change. I heard that Google is working on an update for Chrome and that’s very good for desktop right. What’s your perspective on that? Is push ads something that will come and go? Or is it likely to stay?
Anton:
In my opinion, it’s likely to stay. We’re just going to have to adapt to it. There’s going to be some major changes, and there’s going to be workarounds, so when they come we’ll know what to do.
Phil:
🎙️ Alright, that’s perfect. Well thank you so much. That was amazing I’ve learned a lot.