VPN services become more popular every year, and the growing market offers numerous opportunities for advertisers. In this article, we've compiled key recommendations and approaches on how to drive traffic into VPN offers. We'll explore how to select the most promising geos, define launch strategies, and break down key approaches in creatives. At the end, for our most dedicated readers, we've prepared a bonus from Kadam — in case you're eager to apply the new knowledge sooner?
Brief Overview
A VPN, or Virtual Private Network, is a service that protects your internet connection and privacy online. By creating an encrypted tunnel between your device and a server, VPN hides your IP address, ensuring safe and anonymous access to the internet.
Choosing GEOs: What to Pay Attention
To North America: A Market with High Stakes
The most popular geo in Kadam for VPN is the USA. According to statistics, the USA, Canada, and Mexico show the highest growth in VPN users. These regions are characterized by high engagement, making them particularly attractive. The demand is high, but so is the competition, so we recommend entering these markets with a potentially strong offer.
Asia: A Region with Growing Potential
Asian countries, such as Indonesia, Japan, the Philippines, Hong Kong, and South Korea, are markets with low competition but with rapidly growing demand and great potential for launching a VPN advertising campaign.
Europe and Latin America: Markets with Special Conditions
The UK and Venezuela stand out among other markets due to the strict internet policies of local authorities, while CIS countries show high demand due to content blocks.
Launch Strategies
Android: Start with Push Notifications
For Android devices, push notifications — both classic and On-site Push — are effective launch methods, according to our statistics in Kadam.
iOS: Launch Features
For iOS devices, it's recommended to use OSP format push notifications and popunders, which effectively attract users' attention and encourage them to visit the VPN service site.
Creative Approaches
1. Video Player Imitation: The user clicks on a push notification and lands on a page with a video player, where a popup appears saying "Install VPN to continue viewing."
2. Data Storage Security: Emphasize the need to update the VPN right now to protect user data security.
3. Internet Connection Security, Anonymity: Offer users to protect their phone while using the internet and install a VPN in one click. This is more relevant for Tier 1 countries, where there's a greater concern for digital footprint and privacy.
4. Highlight the Ability to Access Any Site: This approach is relevant for countries where access to websites and services is blocked for various reasons. Offer users the ability to bypass these blockages.
What to Pay Attention to When Launching
- Check the Rates: It's better to start with reduced rates because, due to the low cost of CPA, you can quickly drive into the negative. Thanks to the lower cost of clicks, you'll be able to manage your budget more effectively and optimize your advertising campaign before increasing rates for scaling.
- Pay Attention to Creatives: You might want to test more emotional and provocative creatives, as VPN is not a priority service for everyone. Soft creatives may perform significantly worse — don't hesitate to experiment with various visuals and analyze their effectiveness.
- Consider Language Features: If you're launching in geos with language diversity, separate campaigns by languages. For example, when launching in the USA, try setting the target to different browser languages — English and Spanish. Often, Spanish can be significantly cheaper.
Apply Knowledge with Kadam
Launching an advertising campaign for VPN services requires a thorough market analysis and understanding of the target audience. North America and Asia offer great opportunities for growth, while Europe and Latin America require a more specific approach due to local internet policies. Using launch strategies adapted to different platforms and regions, you can maximize the effectiveness of your campaign.
We invite Kadam users to apply these recommendations in practice to expand their presence in the VPN services market and achieve outstanding results. Register via the link with the promo code KADAMVPN and receive +15% to your first deposit! Forward to great results!
