What defines traffic convertibility?
As part of their professional training, marketers tend to perceive traffic as an abstract term that refers to a particular resource, such as crude oil. They sometimes forget that traffic is actually made up of real users with specific interests, lifestyles, habits, etc.
And these users are obviously online, browsing websites, looking for content, services, products or perhaps even sports to watch. In other words, they have a clear intention. And that's what defines quality traffic: active users who are intentional about their interactions with content and ads.
The choice between random users who occasionally arrive at a site's landing page and those who have made a conscious decision to visit it is usually an easy one for marketers.
What is social traffic?
Social traffic, as the name suggests, is a type of traffic that comes from social networks.
In Propeller, the Social Traffic Type is an Onclick/Popunder segmentation that allows you to easily reach only ad zones with social traffic from the most popular networks, such as Facebook and Instagram (and many others).
As presented in previous posts, this type of social traffic has several advantages, such as
* Real social users without the limitations and restrictions that social networks impose on advertising campaigns in certain verticals (iGaming, for example);
* Conversion rates up to 2.8 times higher compared to normal Popunder traffic;
* No creatives required beyond the landing page;
* Faster results and highly engaged audiences.
But how does social traffic work so well?
It's all thanks to the nature of social networks. People follow pages based on their personal interests and interact with content that really “triggers” them. These active users then go to the publishers' websites, where they can see their ads.
While all this is interesting, it's time to present the experienced point of view of our account strategist, Alex Shovkun, on his experience with this feature. As well as answers, we ended up with some incredible statistics and experiment results.
Key verticals for the social traffic type
Our team has been busy running tests in various verticals. In general, we couldn't find a vertical that didn't perform well, but here are the verticals that showed exceptional results.
* Utilities/VPNs - This vertical, combined with the social traffic type, brings excellent results. As Alex says, “this is mainly because social traffic is mainly mobile, and there is a high demand for various VPN services among mobile users.”
* iGaming - another stellar vertical for social traffic. In terms of user acquisition, social traffic not only affects a better customer experience, but also generates better retention rates and brand loyalty, and all because users are more engaged.
* Sweepstakes - a vertical that traditionally works very well with Popunder. Alex adds: “With social segmentation, you can get results as if they were on steroids.”
* Nutra - according to new tests, Nutra, combined with social traffic, shows much higher results than normal Popunder traffic.
* E-commerce - “It looks promising, the results were much better than we expected, but performance will depend a lot on the type of product being promoted,” says our expert.
As always, it all comes down to proper testing and evaluation. Traffic tends to change, and it's important to stay on top of the game by seeing what's working well at the moment, rather than just looking at old results.
GEOs for social traffic
This section analyzes the 3 GEOs with the highest traffic in the last 30 days, noting that this is exclusive traffic and volumes are limited:
Alex adds that there has been an impressive performance of iGaming offers in the Latin American region and public services in Tier 1 GEOs.
How can I get better results?
According to our optimization team, it's important to keep these aspects in mind:
* Run social traffic campaigns with CPA goal bids - this model is perfect for testing, especially with a postback in place.
* Focus on mobile. As mentioned, most social traffic comes from mobile devices, so it's crucial to ensure that landing and pre-destination pages are optimized for mobile devices.
* Set higher bids. This type of traffic has limited availability and high competition, so it's a good idea to increase the bid to buy more traffic.
What's next?
In our case, we will continue to test different verticals to find the best profitable packages. If you're interested, PropellerAds pays for insightful case studies and guarantees bonuses for brilliant ideas.
