Optimization is one of the most important steps in running a successful push campaign. It is the process of analyzing your campaign results, refining your campaign in order to maximize your ROI. Remember if you ever need extra help reach out to your account managers

Before you can do any optimizing, you need to have sufficient data from a campaign. So let your campaign run and keep an eye on the data you are collecting. It is dangerous to optimize too soon because you could miss out on good traffic sources. 

Your overall win rate is a great indication of how much you should be bidding. Ideally, you want a win rate of around 30-40%. If you are below, consider raising your bid to reach a wider audience. If you are above this, you should lower to avoid overspending. 

For the best results, adjust your bid for each supply ID. Move over to your Campaign Stats Page and select your campaign and then set the dimension as “Supply ID”. This will show how your campaign does across all our supplies. Now you can repeat the aforementioned strategy with each individual supplier.

Tip: Check this often (every few hours) because the prices of push traffic are very volatile. 

We always recommend creating at least 3 different creatives in order to run A/B tests on them. To measure the effectiveness of your push notification, look at the CTR. Head to the Campaign Stats Page and set the dimension to “Creativities” and access the CTR of each creative (Ideally, you want a CTR of at least 2-3%). The creativities with the highest CTR are the most effective. To optimize, change the least effective creatives to varients of the more successful ones. You don't want to simply remove the least effective creativities so you are left with only one because it doesn’t allow for future optimization.

Tip: This process does not end. We recommend that you constantly create new variations of your ads because they have a tendency to burn out over time. Even slight variations can have a big impact on your results and returns.

Similarly to creativities, you must assess the performance of your landing page. We recommend that you run different campaigns at the same time with just different landing pages to be able to run A/B tests on your landing pages. Most people use 3rd party trackers to evaluate their landing pages. The CR (conversion rate, conversions/clicks) is used to measure the effectiveness of your landing page. Ideal CRs vary across verticals and payouts. 

Head to the Campaign Stats Page select your campaign and analyze the differences in device types, operating systems (OS), network types, carriers, user freshness through their respective dimensions. When you find trends in your CTR and conversions, go to the Campaigns Page to edit and refine your campaign to reflect the trends that you found. For example, if you found that you got better results from mobile rather than WIFI, edit your campaign to target only mobile.

Tip: Remember that not all traffic is the same price, the better converting traffic could have a higher average CPC. We recommend that you have duplicate campaigns focusing on different dimensions to see how the cost change and to better calculate your ROI. 

Blacklists and whitelists are used to either exclude or include specific traffic supplies. They can be helpful if you find that some traffic supplies consistently under or outperform others. We recommend that you always start with a blacklist before you move to a whitelist to avoid missing out on profitable suppliers.

A blacklist is a list of all the supply IDs or site IDs, that you do not wish to buy traffic from. Whitelists, on the other hand, are lists of all the supply IDs or site IDs that you want to exclusively buy traffic from. You can easily find under or outperforming traffic supplies in your Campaign Stats Page by setting the dimensions to either supply ID or site id. 

Tip: You can even add site IDs directly to a blacklist in the campaign stats page.