Keywords allow publishers to not only tag their content for reporting, but also re-target subscribers based on their content notification engagement patterns.
For publishers to effectively use web push notifications, we highly suggest following this golden rule: always use keywords. When it comes to web push, keywords really are the “key” to top-performing results. Not only do keywords provide insight into content performance and enhance reporting measurements, but also help better target your users with our advanced Smart Segmentation capabilities.
For your team’s optimal user experience, we recommend a few best practices when setting up and using Pushly’s keywords tool.
#1 - DETERMINE TARGETED KEYWORDS
Before starting any web push notification campaign, we recommend our partners use at least two to four high-level keywords per notification. For example, if you run a news site and sent notifications about Donald Trump during his impeachment trial, you could have used the keywords “trump,” “politics,” and “impeachment trial” to later send additional political content to subscribers who clicked on the notification with original interest in the tagged keyword “politics.” See an example of our selection tool below:
#2 - GET YOUR TEAM ON THE SAME PAGE
Next, we recommend your team agree on several high-level keywords depending on how many members plan on creating notifications. That way, if one person adds “NFL” while another tries adding “NFL Football” to their notification dashboard, they won’t be duplicating efforts when targeting the same audience. This helps align your team for greater efficiency of scale. However, if you experience any trouble, our customer support team is standing by to assist in sorting out keywords at any time.
#3 - MIRROR KEYWORDS TO PAGE HEADERS FOR ENHANCED TARGETING
Once you’ve determined your keyword set, we recommend creating page headers on your website before creating notifications. For a news publisher, this would include headers like Politics, Entertainment, World News, etc.. Consideration could also be given to some commonly used “second-level” keywords including Celebrity, Sports, Crime, Movies and Books. Once you start regularly configuring and sending notifications, you’ll get into the habit of determining which keywords get the engagement you want. Although page headers generally vary by publisher, we highly suggest thinking about how you currently organize content on your site, then try to mirror those protocols with your push notification keyword configurations. Our Pushly account team is available to discuss which keywords deliver top-performing results along with providing fresh targeting ideas for your site.
Choosing the right keywords is paramount to success with push. Connect with us here to learn how Pushly is helping premium publishers drive engagement and visitor retention.