Secrets of successful VPN offer launch

VPN services are becoming increasingly popular every year, and the growing market offers advertisers many opportunities. In this article, we’ve compiled the main recommendations and approaches on how to promote VPN offers. Let's look at how to choose the most promising GEOs, define launch strategies, and analyze key approaches in creatives. In the end, for the most dedicated readers, we’ve prepared a bonus from Kadam — just in case you want to apply new knowledge ASAP.

Brief info

VPN, or Virtual Private Network, is a service that protects your internet connection and online privacy. By creating an encrypted tunnel between your device and a server, VPN hides your IP address, ensuring secure and anonymous internet access.

Choosing GEO: What to consider

North America: A market with high rates. The most popular GEO in Kadam for VPN is the USA. According to statistics, the USA, Canada, and Mexico demonstrate the highest growth in VPN users. These regions are characterized by high engagement, making them particularly attractive. Demand is high, but so is competition, so we recommend entering these markets with a potentially strong offer.

Asia: Region with growing potential. Asian countries such as Indonesia, Japan, the Philippines, Hong Kong, and South Korea are markets with low competition but rapidly growing demand and great potential for launching VPN advertising campaigns.

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 demonstrate high demand due to content restrictions.

Launch strategies

Android: Start with push notifications. For Android devices, an effective way to launch is through push notifications, both classic and On-site Push. These formats have proven to be the most effective based on our statistics in Kadam.

iOS: Launch specifics. For iOS devices, it's recommended to use push notifications of the OSP format and popunders, which effectively grab users' attention and encourage them to visit the VPN service website.

Approaches in creatives

1. Video player simulation: The user clicks on the push notification and lands on a page with a video player. A popup appears saying, "Install VPN to continue watching".

2. Data storage security: Emphasize the need to update the VPN right now to protect the user's data integrity.

3. Internet connection security, anonymity: Offer the user to protect their phone while using the internet and install VPN with just one click. More relevant for Tier 1 countries, where people are more concerned about their digital footprint and privacy.

4. Highlight the possibility of accessing any website: This approach is relevant for countries where access to websites and services is blocked for various reasons. Offer the user the ability to bypass these restrictions.

What to pay attention to when launching

• Check the rates: It's better to start with lower rates because the low CPA cost allows you to quickly accumulate losses. With lower click costs, you'll be able to manage your budget more effectively and optimize your advertising campaign before increasing rates for scaling.
• Pay attention to the creatives: Сonsider testing 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 using various visuals and analyzing their effectiveness.
• Take into account linguistic nuances: If you are launching campaigns in a GEO with linguistic diversity, separate campaigns by language. For example, when launching in the USA, try targeting different browser languages — English and Spanish. Often, Spanish can be significantly cheaper.

Apply your knowledge in practice with Kadam

Launching advertising campaigns for VPN services requires careful market analysis and understanding of the target audience. North America and Asia present great growth opportunities, while Europe and Latin America require a more specific approach due to local internet policies. By using launch strategies adapted for different platforms and regions, you can maximize the effectiveness of your campaign.