Chapter 1. Push and native — for beginners
Native and push are different formats
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A native ad looks like the placement's own material: a headline and a picture in the feed. A push is a notification to a person who agreed to receive it. Both lead to one action, but their reports differ, and in the first week you do not mix them. This chapter is about an honest headline and consent, not about disguising the page.
The headline does not lie about the page
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The headline promises what the person will see on the next page. If the headline is about one thing and the page about another, the click can be cheap, the action will not happen, and the placement cuts that visit. Someone else's fear, someone else's news and “you won” are not used if that is not on the page.
Consent for the notification
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A notification is received only after consent on your page or a partner page, where the person can see what they agree to. A list of someone else's subscriptions is not bought and not uploaded. A refusal of notifications is respected. You do not subscribe again a person who refused.
One headline, one link
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The first test is one headline, one picture, one tracked link, one format: either the feed or a notification. A second headline is added when the first one has clicks and either has an action or does not. Two formats are not launched on the same day: otherwise it is unclear what produced the number.
The page explains the step
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The page after the click repeats the headline and shows one action. It does not have to be long. It does have to be about what the headline promised. The button is named as that action. If you would be ashamed to show the page after the headline, you change the headline or the page before spend.
What you count
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You count the offer's confirmed action, not the click on the headline. The click is there to see whether people open it. If there are many clicks and no actions, the headline led the wrong way or the page did not explain the step. You stop that pair. Scale is more impressions of the same honest pair, not a louder headline.
Chapter 2. Push and native — launch the source: a push network. Approach: a short notification.
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A connect cabinet: your key, a proxy and a launch.
Chapter 3. Push and native — team owner
Chapter 4. Glossary. Push and native
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Short meanings for this role. No cabinet.
Chapter 5. Push and native — the numbers