Contrary to popular belief, the quality of traffic essentially boils down to performance, that is, how active the users are and whether they click and convert. When looking for ways to scale existing campaigns on Propeller or any other traffic source, social traffic type can be something that can be leveraged to meet a company's KPIs. This article focuses on exploring how to add social traffic to the marketing mix, with the best tips to make the most of this new feature.
What defines the convertibility of traffic?
As part of professional training, marketers tend to perceive traffic as an abstract term that refers to a certain resource, like crude oil. Sometimes, they forget that traffic is actually made up of real users with interests, lifestyles, specific habits, etc.
And these users are obviously online, browsing websites, looking for content, services, products, or maybe even sports to watch. In other words, they have a clear intention. And that's what defines the quality of the traffic: active users who are intentional about their interactions with content and ads.
Choosing between random users who occasionally land on a site's landing page and those who have made a conscious decision to visit it is usually easy for marketers.
What is social traffic?
Social traffic, as the name suggests, is a type of traffic coming from social networks.
At Propeller, the Social Traffic Type (its name in English) 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, the social traffic type 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 need for creatives beyond the landing page;
* Faster results and with highly engaged audiences.
But how does the social traffic type work so well?
All this is 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 go to the publishers' websites, where they can see your ads.
Despite all this being interesting, it's time to present the experienced viewpoint of our account strategist, Alex Shovkun, about his experience with this feature. In addition to answers, we ended up obtaining some incredible statistics and results from experiments.
Main verticals for the social traffic type
Our team has been busy running tests on various verticals. In general, no vertical was found that did not 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 primarily mobile, and there is a high demand for various VPN services among mobile users".
* iGaming – another stellar vertical for the social traffic type. 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 the users are more involved.
* Sweepstakes – a vertical that traditionally works very well with Popunder. Alex adds: "With social targeting, it's possible to achieve results as if they were on steroids."
* Nutra – according to new tests, Nutra, associated with social traffic, presents much higher results than normal popunder traffic.
* E-commerce – "It looks promising, the results were much better than we expected, but the performance will depend a lot on the type of product being promoted," indicates our expert.
As always, it all comes down to proper testing and evaluations. Traffic tends to change, and it's important to stay on top of the game, seeing what's working well at the moment, instead of just looking at old results.
GEOs for the social traffic type
In this section, we analyze which are 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 an impressive performance of iGaming offers in the Latin America region and public services in Tier 1 GEOs was observed.
How can I achieve better results?
According to our optimization team, it's important to keep in mind these aspects:
* Run social traffic campaigns with CPA target bids – this model is perfect for testing, especially with a postback implemented.
* Focus on mobile. As mentioned, most of the social traffic comes from mobile devices, therefore, it's crucial to ensure that the landing and pre-landing 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 now?
In our case, we will continue to test different verticals to find the most profitable packages. In case of interest, PropellerAds pays for insightful case studies and guarantees bonuses for brilliant ideas.
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