Push Traffic

Publication date: 19 Feb 2024

What is push traffic?

Push traffic in the traditional sense refers to users who receive promotional messages via push notifications. These users have signed up for push notifications on a particular website and are now receiving notifications. Push notifications can appear on a computer desktop, smartphone screen or other device, even when the user is not active. They typically contain a small amount of text and a headline, and may also include an image and a link to a website or app.

• 3SNET has offers from advertisers who welcome push traffic. Check your personal 3SNET account for details.

How do push notifications work?

Technically, push notifications are a type of script that runs on an external server. The task of this script is to send certain messages to a group of users.

The text of the message and the time at which it is sent depends on a number of factors. For instance, if push notifications are used for promotional purposes, they may be sent at the moment a sale or promotion starts.

Social networks use push notifications to attract users’ attention and encourage activity in the application. Shops use them to inform about discounts and special offers. Messengers send push notifications to inform users of other users’ actions, etc. Push notifications literally force a person to visit and interact with the application.

The pros and cons of push notifications

Push notifications have several advantages that make them attractive to advertisers:

1. When the subscriber clicks on the notification, they are immediately taken to a pre-landing page.
2. Ability to segment audiences by GEO, device, browser, etc.
3. Push notifications typically have high conversion rates because they appear on the user’s device screen and can be read without user activity.
4. Push traffic tends to be low cost compared to other types of advertising. This makes it affordable for many advertisers, especially those who are just starting out or have a limited budget.
5. Easy to set up. Push notifications have no complicated targeting that can cause difficulties for webmasters.
6. Ad networks offer advertisers different sources of traffic.

However, push traffic has some drawbacks:

1. Push notifications have limited space for text and images, which can make it difficult to convey complete information about a product or service. It is also impossible to use complex interactive elements within the notification.
2. Not all verticals are suitable for using push notifications, there are certain niches where this type of traffic may not be effective.
3. Care must be taken when choosing an advertising network to work with push notifications, as some networks may contain bots.
4. To work successfully with push traffic, it is necessary to be skilled in creating attractive creative and copy that grabs users’ attention and generates leads.

Types of push notifications

There are several types of push notifications that can be used to deliver promotional messages:

1. Transactional notifications: These notifications inform customers about the status of their financial transactions with an application or service. Banks, for example, can notify you when funds have been withdrawn or transferred; shops can notify you when goods have been successfully paid for; online services can notify you when a card has been successfully charged for a subscription renewal.
2. Promotional messages: These messages are used to inform customers about special offers and discounts. They can be sent to all customers at a specific time, such as before a promotion or immediately during a promotion.
3. Personalized Notifications: These notifications are sent to specific groups of customers rather than everyone at once. To illustrate, new users can receive a welcome message with an offer on their first purchase, while loyal customers can receive a message about an exclusive discount.
4. Product/application review requests:

This is a popular way of interacting with customers that helps with business development. After a few days of shopping on the app or website, the customer can be asked to review or rate the product.

Push notifications are also segmented by view and device type:

• Browser-based;
• Mobile.

In this way, push notifications provide an effective way to interact with customers and encourage them to engage with the application or service.

Peculiarities of push notifications

Push notifications have several characteristics that should be taken into account when working with them:

1. Timing: Push notifications can be delivered at any time of day, so it’s important to choose the best time to send them to maximize their effectiveness.
2. Personalization: Push notifications can be customized for each user, including their name or other information, to make them more relevant and engaging.
3. A/B testing: To find out which push notifications are most effective, you can A/B test different variations and analyze the results.
4. Compliance: When dealing with push traffic, you need to follow the rules and guidelines of the platform to avoid being blocked or having a negative impact on your brand reputation.

Overall, push traffic is an effective advertising tool that can help attract new customers and increase conversions. However, you need to use it carefully and follow the rules to get the best results.