Before we get into the strategy details, let’s introduce our partner. This is a direct advertiser—a mobile app developer focused on VPN (Virtual Private Network) services. Their product, tailored for iOS users, stands out as one of the top performers in the market.
Our partner has worked with PropellerAds for a long time and consistently achieved excellent results. They’ve tried various ad formats, all of which have been effective. However, they wanted more.
With a new campaign on the horizon, the advertiser aimed to push the boundaries of profitability. Their choice? Social Traffic, known for higher conversion rates and improved earnings per click.
PropellerAds’ Social Traffic is a unique feature targeting social media users. It bypasses the strict ad regulations imposed by social media platforms, allowing advertisers to engage users without the usual restrictions.
It has the potential to boost user engagement rates and reach a broader audience seamlessly. This was an attractive proposition for our partner, who allocated a significant portion of their budget to Social Traffic, aiming to outperform their already profitable campaigns.
This campaign targeted iOS users globally, with the U.S. emerging as the most profitable market due to its large iOS user base, high purchasing power, and heightened awareness of online security issues.
Campaign Highlights:
-Product: VPN for iOS
-Targeting: iOS 15, 16, and 17
-Traffic Source: PropellerAds
-Ad Format: Onclick
-Traffic Type: Social Traffic
-GEO: Global
-Total Campaign Spend: $250,000
-Social Traffic Budget: $114,000
-Campaign Period: June 23 – July 23, 2024
-Conversion Goal: Paid subscription of the VPN app
Note: While app downloads and installations were essential, the campaign’s ultimate goal was sales—paid subscriptions. The advertiser also monitored installation-to-trial rates as a crucial performance metric.
Our partner utilized PropellerAds’ internal server-to-server (S2S) tracking and the Singular platform for conversion tracking and performance analysis. This allowed real-time monitoring and data-driven decision-making.
Key optimization efforts focused on zone optimization, where underperforming zones were blacklisted to prevent budget waste.
The partner used their own pre-lander featuring classic VPN-related elements: smartphones, shields, locks, and other security icons—clear visuals that resonated with users. While confidentiality prevents sharing their exact landing page, here’s a similar example:
A crucial aspect of this campaign was comparing the performance of Social Traffic against other formats, like regular Popunder traffic. Interestingly, the installation-to-trial ratio was nearly identical across formats. However, Social Traffic outperformed in conversion rates (CR) and effective cost per thousand impressions (eCPM).
* High Engagement Levels:
Social Traffic targets users already engaged with content on social media platforms. These users are more likely to interact with ads, leading to higher conversion rates.
* Impression Volume vs. Efficiency:
While Popunder traffic delivered a higher number of impressions, Social Traffic was more efficient at converting these impressions into sales, as reflected by its higher eCPM.
* Traffic Quality:
Social Traffic often aligns with intentional traffic. In this case, the audience included tech-savvy, security-conscious users—a perfect fit for the VPN product.
The success of this campaign offers several critical lessons for advertisers looking to maximize their ROI:
* Social Traffic Drives Massive Growth:
With the right targeting and creative strategy, Social Traffic is highly effective as a standalone traffic source and for scaling campaigns in competitive markets like the U.S.
* Data-Driven Decisions are Essential:
Advanced tracking tools enabled real-time performance monitoring, allowing for continuous optimization and better results.
* Product Quality Matters:
Even the best traffic source relies on a quality product. The advertiser’s VPN service was well-suited to their audience, leading to higher conversion rates.
In just 30 days, PropellerAds’ Social Traffic helped this VPN service achieve over $100,000 in revenue growth. This campaign’s success showcases Social Traffic’s power as a high-conversion tool, offering a compelling alternative to traditional methods in competitive industries.
By combining social media engagement with the freedom to operate without restrictions, Social Traffic provides unparalleled scalability and performance.
Ready to experience the difference? Try Social Traffic for your business today, and don’t forget to check our blog for more resources.
Source: PropellerAds
