How to choose an international advertising network for effective business promotion
How to choose an international advertising network for effective business promotion
Entering the global market opens up enormous opportunities for businesses, but at the same time poses complex challenges in attracting target audiences in different countries. An effective tool for solving this problem is a properly selected international advertising network. The process of choosing a suitable partner requires deep analysis and understanding of the key factors on which the success of advertising campaigns directly depends. In order not to make a mistake at the start and save time on studying dozens of platforms, you can get an initial consultation - for this, it is enough to Write to the manager and ask questions of interest.
Choosing a platform for purchasing traffic is not just a technical solution, but a strategic step that determines the return on investment and the speed of scaling. Each international advertising network has its own characteristics, specialization and set of tools. Ignoring these nuances often leads to a drained budget and a lack of expected results. In this article, we will take a detailed look at the criteria that you should rely on when choosing a reliable partner for global promotion.
Key criteria for evaluating advertising networks
When starting to analyze the market, it is important to look not at promises, but at specific parameters. An effective international advertising network is a balance of technology, traffic quality and level of support. Let's consider each aspect in more detail.
Geographic coverage and specialization
The first thing to start with when choosing is geography. You need to clearly understand in which countries and regions you plan to promote your product or service. Not every international advertising network is equally strong in all geolocations. Some specialize in Tier-1 countries (USA, Canada, Western Europe), offering high-quality but expensive traffic. Others focus on developing Tier-2 and Tier-3 markets (Latin America, Asia, Africa), where the audience is cheaper, but may require a different approach to creatives and funnels.
Check with the network representative what traffic volumes are available for your target countries. It’s not just the presence of a country on the list that matters, but the actual depth of coverage. Find out if the platform has local publishers and how well it understands the specifics of the local market. A quality international advertising network often has regional offices or managers familiar with the cultural and behavioral characteristics of the audience.
Available advertising formats
The variety of formats is the flexibility of your advertising campaigns. Make sure that the selected international advertising network supports the formats that best suit your goals. The main ones include:
Push notifications. Great for retargeting and quick announcements, providing a high CTR.
Pop-under and Pop-up. Aggressive formats that, if used correctly, can bring in a large volume of cheap traffic.
Native advertising (Native Ads). Advertising units that mimic the main content of the site. They inspire more trust in users and show good engagement.
In-Page Push. A variation of push notifications that does not require a subscription and works on all platforms, including iOS.
Video advertising (In-Stream, Out-Stream). One of the most effective formats for increasing brand awareness and demonstrating a product.
The wider the choice of formats, the more opportunities you have to test hypotheses and find the most converting combination. A good international advertising network always offers several options to achieve various marketing goals.
Payment models and pricing
The economics of your advertising campaign directly depends on the payment model. It is important that the international advertising network offers several options, allowing you to choose the best one for your tasks.
CPM (Cost Per Mille). Payment for 1000 impressions. Suitable for campaigns aimed at increasing brand awareness and maximum audience reach.
CPC (Cost Per Click). Payment for each click on the ad. A classic model for driving traffic to a website or landing page.
CPA (Cost Per Action). Payment for a target action (registration, app installation, form filling). The safest model for the advertiser, since a specific result is paid for. However, not all networks work on CPA with new partners.
RevShare (Revenue Share). An affiliate model in which the advertising network receives a percentage of the income generated by the attracted user. Often used in gambling, betting and other verticals with a long customer life cycle (LTV).
Pricing transparency is another important marker. Make sure you understand how the price is formed, what commissions there are and whether there are any hidden payments. A reliable international advertising network always provides detailed statistics on expenses.
Technological component and traffic quality
YesEven with ideal geo and formats, the campaign will fail if the network's technological base is weak and the traffic is of low quality. These aspects should be given special attention.
Targeting and optimization tools
A modern international advertising network is a complex technological platform. Its effectiveness is determined by the depth of targeting settings. The more accurately you can target your audience, the higher the conversion and ROI will be. The standard set of options should include:
Geotargeting (country, region, city).
Targeting by devices (desktop, mobile) and operating systems (iOS, Android).
Targeting by browsers and languages.
Targeting by providers and connection type (Wi-Fi, mobile Internet).
Advanced platforms offer more granular settings, such as targeting by interests, behavioral factors, as well as the ability to create white- and black-lists for sites. Having an API for automating campaign management is a big plus for large advertisers. Understanding all the intricacies of the settings can be difficult. If the interface and capabilities of a particular platform seem complicated, do not hesitate to ask for help. You can always Write to the manager to get clarification on the functionality and help in setting up your first campaign.
Fraud protection systems
Fraud (fraudulent traffic) is the main headache of any arbitrageur and advertiser. Bots and low-quality sites can click away the budget without bringing any real results. Therefore, having a powerful anti-fraud system is a mandatory requirement for any serious advertising network.
Find out what technologies for filtering traffic are used by international advertising network. These can be either in-house developments or integrations with market leaders (for example, FraudScore, Protected Media). A good system analyzes many parameters in real time: behavioral factors, CTR anomalies, click and conversion timestamps. A high-quality international advertising network does not hide its methods of combating fraud and is ready to provide reports on the quality of traffic.
Support and terms of cooperation
The last, but not least, factor is the human factor. The level of service and support can either save a difficult situation or ruin a promising campaign.
Quality and speed of support
Problems and questions always arise. It is important how quickly and competently the support responds to them. Ideally, you are assigned a personal manager who speaks your language and understands the specifics of your business. He will help with the settings, recommend working links, and tell you how to optimize the campaign. The speed of response is a critical parameter. The problem with traffic must be solved within hours, not days.
Financial terms
Carefully study the terms of account replenishment and withdrawal of funds (if applicable). Specify the minimum replenishment amount (deposit), available payment systems (bank cards, PayPal, WebMoney, cryptocurrency). Flexibility in financial matters is a sign of customer focus, which is characteristic of a reliable international advertising network.
Summing up
Choosing an international advertising network is a complex task that requires a balanced approach. There is no one "best" network for everyone. The optimal choice always depends on your specific goals, budget and target audience.
Conduct a preliminary analysis based on the criteria described above: geographic coverage, available formats, payment models, technology, traffic quality and level of support. Make a shortlist of 2-3 most suitable candidates and launch test campaigns with a small budget. Only practical results will show which international advertising network will become a truly effective partner for your business in developing the global market.
Try it in practice
Theoretical knowledge is important, but only practice brings real results. In order to see live how targeting tools work, evaluate the volume and quality of traffic in your target countries, it is not necessary to immediately risk a large budget. You can get a personalized demonstration of the platform's capabilities and advice on launching a test advertising campaign. To do this, simply contact an expert.