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Our newest feature – Social traffic type – is out in the wild, and we bet you want to see it in action and understand some basic principles of working with this traffic type.
So, how exactly can Social traffic targeting improve your performance?
We asked advertisers who have already tested the social traffic type to share their impressions and recommendations on how to get the ultimate results with this new feature. And, naturally, they shared case studies.
Social Traffic Type x Utilities
Our first advertiser decided to follow the recommendations we gave in our previous post strictly (seriously, we’re impressed) and Canada Phone Number List launched a masterpiece utilities campaign.
He has been running this VPN campaign for a long time, testing different creatives and landing page options such as button colors and hero images, as well as pre-landers and app store pages as target URLs.
Once he had the perfect combination of format and creatives, we suggested scaling his campaign with a social traffic feature.
Here are the key details:
Format Popunder ads
Traffic type Social
GEO US
Targeting Mobile, iOS
Bidding model CPA Goal (With S2S tracking)
Offer Utilities (VPN)
Period April 25 – May 15, 2024
Since the advertiser did not allow us to show his original creatives, we included similar ones to give you an idea of what was used.
Quick note: No matter what format or traffic type you use, you have the opportunity to target social browsers—Facebook, X (Twitter), Instagram—in essence, links that open in social network browsers. For example, if you open the link, the page loads in your Facebook app. To do this, just go to Browser targeting settings and select the ones you need.
Knowing that our media buyer wanted to compare social browser targeting and social traffic type. He chose the Facebook browser for the first campaign and the social traffic type for the second. To test the waters, he allocated a smaller budget to try out the new feature.
As you can see, even though he got more impressions with the first one targeting social browsers (due to a bigger budget as well), the conversion rate of the second one, which only targeted social traffic, proved to be more effective. Quite a striking difference in the number of conversions and, more importantly, the conversion rate, which is 6 times higher for a social traffic campaign!
What are the key takeaways from this partner’s experience?
Use it for scaling successful campaigns
Run utilities with social traffic. It’s a match made in heaven
Don’t be afraid to run comparison campaigns: everything should be subject to testing and measurement to see how it works in your specific case
Social Traffic Type x Mainstream Social Vertical
The next case is a social offer targeting Indonesia. The advertiser was testing the new traffic type with the expectation that it would be a perfect match for their offer.
And indeed it was. Let’s look at the basic details of the campaign:
Format Popunder
Traffic type Social
GEO Indonesia
Targeting Mobile, Android
Bidding model CPA Goal (With S2S tracking)
Offer Social vertical
Period May 10 – May 16
As in the previous case, the advertiser did not give permission for the use of their creative, but here’s a rough approximation of what it looks like:
Once the campaign was launched, our partner was in a constant state of awe. He certainly didn’t expect immediate results and such a high conversion rate – almost 4%!
Here’s what he had to say about our new feature: “I always test new features, but it usually takes me a few days to master the feature, tweak it, and see its true potential. It’s surprising to see conversions right away. Will definitely continue testing on other campaigns.”
So, what do we learn here?
Take your well-performing campaigns and select GEOs with lots of traffic
Sometimes, even a very short test can bring spectacular results
Using a CPA Goal model, give the system a day or two to learn to see much higher traffic volumes in the next days
Advanced Tutorials
User Acquisition in Social Vertical: How to Make It Work?
Social Traffic Type x Gaming
And one more case that is certainly worth your attention. Our partner with a gaming offer also decided to give social targeting a shot. And he didn’t miss.
Have a look at the campaign details:
Format Popunder
Traffic type Social
GEO US
Targeting Mobile, Android
Bidding model CPA Goal (With S2S tracking)
Offer Gaming
Period May 1 – May 16
Our advertiser got a whopping 5.5% CR in less than two weeks. And let’s not forget that he was targeting one of the most expensive and competitive GEOs out there — the US.
The partner told us: “We are now planning to scale other existing campaigns to social.”
Affiliate Marketing
What’s Going on with Gaming Vertical in 2024?
What was done right here?
Target a Tier-1 GEO. Why did he do it? Because his campaign had been tested, and he knew it would work.
Patience. Our advertiser didn’t go all in with the budget, so he didn’t get immediate results. However, he gradually improved his campaign to achieve this sky-high CR.
