Push, OnClick (Pop), and Direct Click (DC) are the main ad formats when working with RollerAds. They all get the job done, but these ad formats excel in different spheres; in other words, there’s a bit of specialization to them.
In this article, we’ll break down how Push, OnClick, and Direct Click traffic work, where each format performs best, and what advantages they offer for different business goals. We’ll also share practical recommendations and insights from RollerAds experts to help you understand which traffic channel is most likely to generate sustainable results for you.
What is Push traffic
Push traffic is a notification-based form of advertising that reaches users who have subscribed to receive notifications from your website. Web Push notifications are personal-like messages that appear in a browser. When a user clicks a notification, they are taken directly to the landing page with an ad.
Once a user is subscribed, advertisers can reach them through a push traffic network, even when the user is no longer browsing that particular site.
When a campaign is launched, ads are sent to selected subscriber audiences based on targeting settings such as GEO, device type, operating system, browser, user activity, and other parameters. Push traffic is often considered less intrusive because it requires explicit user consent.
Push traffic’s distinctive features
- Requires a creative. Though a notification is relatively small, that doesn’t mean it can be neglected. It’s important to balance creative design with the headline and a small description. Basically, you need to be good at minimalism.
- A range of bidding models. At RollerAds, apart from CPC (Cost Per Click), you can also choose SmartCPC or CPA Goal bidding options, which are especially effective for initial testing. Check out our dedicated case study to see how these bid models perform within a similar Push campaign.
- Advanced targeting options. Affiliates can segment traffic by GEO, device, operating system, browser, language, user activity, subscription age, and more.
- Strong re-engagement potential. Since Push ads are delivered directly to subscribed users’ devices, they are effective for reconnecting with audiences who have already shown interest in similar content or offers.
- Native user experience. Push notifications appear as part of the device’s native interface, allowing ads to blend naturally with regular notifications and reducing banner blindness.
What is OnClick (Pop) traffic
OnClick (Pop) traffic includes ad formats such as pop-ups and popunders. Both work similarly: ads open in a new window or tab to attract the user’s attention. The main difference lies in how they appear—pop-ups open on top of the active window, while popunders open behind it.
Most Pop traffic platforms support CPM or SmartCPM bidding models (CPA Goal on RollerAds as well), along with targeting options such as GEO, device type, operating system, browser, and connection type. While creatives aren’t required, some advertisers still use pre-landers to warm up traffic and improve conversion rates.
Choosing between pop-ups and popunders depends on campaign goals and the desired user interaction.
- Pop-ups are better suited for campaigns focused on maximum exposure and immediate visibility, since the ad appears directly in front of the active page.
- Popunders, on the other hand, create a less disruptive browsing experience by opening behind the active window. Users can return to them later, which often makes this format more effective for long-session engagement and retargeting-oriented campaigns.
OnClick traffic’s distinctive features
- Minimal creative requirements. Campaigns can be launched using only a landing page URL, although pre-landers are often recommended to improve conversion rates.
- Cost-efficient traffic model. Pop traffic is typically purchased on a CPM basis, which can make it highly cost-effective for campaigns with strong conversion rates and optimized funnels. However, poor-performing landing pages or low-quality traffic sources can result in wasted impressions.
- Broad targeting options. Campaigns can be optimized by GEO, device type, operating system, browser, connection type, and user activity.
- High traffic volumes. Pop remains one of the easiest formats to scale, making it a popular choice for affiliates looking to test offers quickly.
What is Direct Click traffic
Direct Click traffic works like a highway: it transports the user to the advertiser’s offer without any stops like banners, push notifications, or other creatives. It is triggered when users intentionally click on an internal site link and wait for the result. These links are strategically placed in high-traffic areas to capture clicks from strongly engaged users. Once clicked, users are taken directly to an offer, ensuring better conversions.
Direct Click traffic’s distinctive features
- No creatives required. Just like Pop campaigns can be launched just with a landing page URL, no need to design and test ad creatives, except for the pre-lander.
- Simple setup. Advertisers can drive traffic without preparing multiple ad variations.
- Safe bidding models. We offer CPC or SmartCPM bidding options, allowing affiliates to optimize for their preferred goals.
- Advanced targeting. Traffic can be segmented by GEO, device, operating system, browser, carrier, connection type, IAB categories, and other parameters.
- High scalability. Large traffic volumes make Direct Click a popular choice for affiliates running offers in competitive verticals.
Which ad format actually makes money?
The question of the hour is: which of these formats should you choose? And the answer is—it depends. Let’s break it down with examples.
- Push traffic is very effective when you have eye-catching creatives with cool design or interactive elements. Push traffic can be considered fairer and more dependable, as the audience has voluntarily agreed to receive notifications from you.
- Pop traffic can generate huge volumes of low-cost traffic. It is great for a broad reach and brand awareness. If you target it at the right audience, you can achieve a desirable number of conversions thanks to the fact that Pop ads have enough space to squeeze in all the relevant details.
- Direct Click is a high-intent traffic mix built from users already taking action—such as survey completions, domain navigation, or engaging with buttons like “Play” or “Download.” As a result, users arrive with stronger intent, making the transition to the offer more natural and conversion-ready.
Notice that experienced affiliates rarely rely on a single traffic source. Instead, they test multiple formats, compare performance, and scale the combinations that deliver the best ROI.
We understand that starting from scratch may be hard. That’s why we are always here for you—just drop a message to our support team (via the in-platform chat), and we’ll take care of the rest.
Consider also checking our RollerAds blog, where we regularly publish case studies, campaign kits, and traffic insights showing what works right now across different verticals and GEOs.
Winning strategies for Push, OnClick (Pop), and Direct Click campaigns
As mentioned earlier, you need to experiment and combine formats to achieve better results. Certain traffic formats tend to perform better in specific verticals and campaign setups. Here are some examples.
Top-performing GEO + vertical combinations
Push:
India + Entertainment
US + Software
France + Finance
Brazil + Entertainment
Indonesia + Nutra
OnClick (Pop):
India + Entertainment
Brazil + VPNs
Indonesia + eCommerce
United States + VPNs
Germany + Finance
Direct Click:
US + VPNs
China + Entertainment
Japan + Software
Germany + Finance
Indonesia + Sweepstakes
Push, OnClick (Pop), and Direct Click benchmarks for 2026
Below, you’ll find insights from RollerAds experts on each ad format, including recommended CPC/CPM ranges for every GEO, traffic type, and vertical.
Additional monetization opportunity
One of the most effective ways to generate additional revenue is using push subscription tag technology. Push tag allows landing page visitors to subscribe to browser notifications, creating an audience that can be monetized even after users leave the page.
In one of our case studies, we examined how using a push subscription tag within a Push campaign can improve ROI. You can read the full breakdown on our blog.
Conclusion
It doesn’t matter whether you are a newbie to affiliate marketing or a pro; it’s crucial to explore new horizons and try new formats. We showed you some of the most popular traffic formats and when to use them; now it is up to you to experiment and find your own ways.
And if you’re looking for inspiration, don’t forget to explore the latest RollerAds case studies, campaign kits, and expert insights to see what’s working in affiliate marketing right now.
