If you have never worked with RollerAds or are just planning to join our platform, you should know that Push, OnClick (Pop), and Direct Click are the network's main ad formats. These are RollerAds’ classics, but that doesn’t mean they will fit any of your campaigns. And while they are somewhat universal, each format still has its own specifics.

Today, 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. On top of that, we’ll share valuable tips and insights from our experts to help you better understand which traffic sources can generate the most profit for you. Without further ado, let’s begin.

Push traffic explained

Push advertising takes the form of Push notifications and targets users who have subscribed to receive your website’s notifications. Web Push ads that appear on the visitor’s website look like personal messages, and after clicking the notification, the user is instantly redirected to the landing page with the ad.

When the visitor agrees to receive notifications, advertisers can reach them via a push traffic network, even when the visitor is no longer browsing that specific website.

After the campaign launches, ads are sent to selected subscribers based on the following targeting settings: GEO, device type, operating system, browser, user activity, and other criteria. Because prior explicit user consent is required for this format to work, Push traffic is often considered less intrusive.

Distinctive features of Push traffic:

• Creatives are required. While the notification itself is relatively small, that doesn’t mean you can skip creatives in this format. A balance among eye-catching creative, the headline, and a short description is a must.

• A range of bidding models. At RollerAds, in addition to CPC (Cost Per Click), you can choose SmartCPC or CPA Goal bidding options, which are especially effective for initial testing. Don’t forget to check out our case study and see which bid models are best for initial tests.

• Advanced targeting options. You can segment traffic by GEO, device, operating system, browser, language, user activity, subscription age, and more.

• Strong potential for re-engagement. Because Push ads appear directly on the subscribers’ devices, the format is effective for reconnecting with audiences that have previously shown interest in similar offers/content.

• Native user experience. As we said, Push notifications show up directly on the user’s device. Because of that, they appear as part of the native interface, allowing ads to blend naturally with regular notifications and the overall user experience, which reduces banner blindness.

OnClick (Pop) traffic explained

OnClick (or Pop) traffic includes ad formats such as pop-ups and popunders. Both of these formats work pretty similarly: ads open in a new window/tab to attract the user’s attention. The ads differ in how they appear, with pop-ups opening over the active page, and popunders under 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. When it comes to creatives, the only thing needed is a pre-lander (which is still optional; you can use your landing page directly). Pre-landers are relatively easy to make and you can warm up the users, so we don’t recommend skipping them.

The usage of pop-ups and popunders depends on your marketing campaign’s goals and the desired user interaction. For example:

• Choose pop-ups for campaigns focused on maximum exposure and immediate visibility because, as we previously discussed, the ad appears over the active window.

• Choose popunders when you want to create long-session engagement and retargeting-oriented campaigns—because the ad appears behind the active page, users can return to it later.

Distinctive features of OnClick traffic:

• Minimal creative requirements. The campaign can get by even using only a landing page URL, but we still advise you to consider using pre-landers, as they tend to improve conversion rates.

• Cost-efficient traffic model. Pop traffic is typically purchased on a CPM basis, making it highly cost-effective for campaigns with strong conversion rates and optimized funnels. However, poorly performing landing pages or low-quality traffic sources can result in wasted impressions.

• Extensive targeting options. Campaigns can be optimized by GEO, device type, operating system, browser, connection type, and user activity.

• High volumes of traffic. OnClick is still one of the easiest ad formats to scale, making it a popular choice for advertisers and media buyers who want to run quick offer tests.

Direct Click traffic explained

Direct Click is like a teleporter that transports users directly to the advertiser’s offer, skipping banners, push notifications, and other creatives. To trigger the format, the user needs to intentionally click on an internal website link and wait for the result. These links are placed specifically in high-traffic areas to get clicks from very engaged users. After the click, visitors are instantly redirected to the offer itself, ensuring better conversions.

Distinctive features of Direct Click traffic:

• Zero creatives needed. The case here is similar to OnClick (Pop) marketing campaigns. All you need for launch is a landing page URL and a pre-lander (still somewhat optional).

• Simple setup. You can bring traffic without multiple ad variants.

• Safe bidding models. RollerAds offers CPC or SmartCPM bidding options, allowing affiliates to optimize for their preferred goals.

• Wide array of targeting options. GEO, device, operating system, browser, carrier, connection type, IAB categories, and other parameters.

• High scalability. High traffic volumes make Direct Click a popular choice for affiliates running offers in competitive verticals.

Which ad format actually makes money?

And now, to the main attraction of this article: which of these formats should you choose for your marketing campaigns? To be honest, there’s no definitive answer. Let us elaborate:

• Push traffic is a way to go with interesting creatives. This ad format can also be considered more dependable in the long run because the audience has given you consent to receive your notifications, allowing you to retarget them for longer. 

• Pop traffic can generate huge volumes of low-cost traffic. The format is a no-brainer if your goals are a broad reach with brand awareness. If you target OnClick ads to the right audience, you can relatively easily achieve the desired number of conversions, as the Pop format has enough space to include all the relevant details.

• If instant action is needed, then Direct Click is the answer. Surveys, domain redirect, even engagement with “Play” and “Download” buttons, everything for users who have strong intent and are ready to take action in their hands. As a result, transitions to the offer are more natural and conversion-ready.

However, please note that professional advertisers mostly use several traffic sources for their campaigns. This approach allows them to test a handful of ad formats, compare performance data, and scale top-notch combos that deliver the best results.

But we know that not everyone is a seasoned affiliate, and this industry can be hard to jump into; that’s why RollerAds is always here for you. Drop our support team a message through the in-platform chat, and we’ll take care of your problems.

And don’t forget to visit our blog, where you can learn about different campaign kits, traffic insights about various verticals and GEOs, and read different case studies.

Best strategies for Push, OnClick, and Direct Click campaigns

Like we already said, to achieve the best results, you need to mix and match ad formats. Certain traffic channels tend to work better in specific verticals and campaign setups. Here are some examples.

Ad format, GEO, and 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, and Direct Click performance insights for 2026

Below, we have included valuable insights from RollerAds experts on each advertising format, along with recommended CPC/CPM ranges for every GEO, traffic type, and vertical.

Extra monetization opportunity

If you want to generate additional revenue, the most effective way is to use push subscription tag technology. With it, advertisers allow landing page visitors to subscribe to browser notifications, creating an audience that can be monetized even after users leave the page.

To learn more about the technology, read one of RollerAds’ case studies, where we examined how using a push subscription tag within a Push campaign can improve ROI.

Closing thoughts

Whether you’re just a beginner in affiliate marketing or an expert in the field, it’s important to continually broaden your horizons and try something new. Today, you learned about some of the most popular advertising formats and when to use them. All that’s left to do is start experimenting and finding your own way.

And if you don’t have any ideas yet, check out the latest RollerAds case studies, campaign kits, and expert insights to see what’s working in affiliate marketing right now.

Join RollerAds if you haven’t already, choose top-performing offers right inside the platform, and launch them on RollerAds traffic with just one click. See you inside!