Pop-ups have been around for decades and are one of the oldest forms of online advertising. While the internet has changed dramatically, pop-ups have managed to adapt and remain a staple for marketers.
But are pop-ups still effective in 2025, or have they become a relic of the past? Let’s dive into the world of pop-ups and see why they continue to be a valuable tool for modern marketers.
What Are Pop-Ups? A Quick Recap
A pop-up is a type of online advertisement that appears in a separate window or overlay on a webpage, typically designed to grab the user’s attention and prompt an action (subscribing, making a purchase, or clicking on a link).
These formats are designed to grab the user’s attention and lead them to specific offers, landing pages, or products.
Why Pop-Ups Are Still Relevant in 2025
Despite the appearance of new ad formats, pop-ups are still very effective. Here are some of the reasons why:
1. High Visibility and Engagement
Pop-ups are hard to ignore. Unlike banner ads or native ads, pop-ups demand the user’s attention, making them an excellent format for increasing brand awareness or driving conversions.
2. Cost-Effective Traffic
Pop-up advertising works on a CPM (cost-per-thousand-impressions) basis, and the cost is often much lower compared to Facebook or Google Ads. For marketers on a budget, this affordability makes pop-ups a go-to option for testing and scaling campaigns.
3. Large Traffic Volumes
Pop-ups are available on a wide range of websites, from entertainment hubs to news blogs, giving marketers access to a broad audience. This versatility makes them suitable for niches like dating, iGaming, eCommerce, and mobile utilities.
4. Works Across Devices and Platforms
Unlike push notifications, which require user permission, pop-ups are device-agnostic and function seamlessly on desktops, tablets, and mobile devices. This reach ensures no audience segment is left behind.
Pop-Ups vs. Pop-Unders: Which One to Choose?
Not sure whether to use pop-ups or popunders for your ads? Here’s a quick comparison to help you decide:
- Pop-up: Immediate visibility but can be intrusive. Ideal for time-sensitive offers.
- Popunder: Less intrusive and often seen when users finish browsing. Better for offers requiring a more thoughtful decision-making process.
Both formats can yield excellent results when paired with a strong offer and a high-converting landing page.
Pros and Cons of Using Pop-Ups
Pros:
✅ Easy to Set Up: No need for complex creatives. A simple landing page is enough.
✅ Low Cost: Pop-ups remain one of the most affordable ad formats.
✅ High ROI Potential: With the right targeting and optimization, campaigns can achieve up to 200% ROI.
✅ Adaptability: Works across devices and platforms, ensuring wide reach.
Cons:
❌ User Annoyance: Overuse or poor targeting can frustrate users.
❌ SEO Risks: Excessive use on a website may impact search rankings.
❌ Bot Traffic: Some networks may have fraudulent traffic, so choosing a reputable ad network is crucial.
How to Succeed with Pop-Ups in 2025
Success with pop-ups depends on three key elements:
- A Strong Offer: Focus on verticals that work well with pop-ups, such as dating, gambling, and eCommerce.
- A High-Converting Landing Page: Ensure your page loads quickly and aligns with user expectations.
- The Right Ad Network: Choose platforms with quality traffic and robust fraud detection.
What’s more, optimization is critical. Start with broad settings and adjust based on data. Create blacklists and whitelists to focus on traffic sources that convert. Analyze user behavior to refine targeting by region, device type, or time of day.
What’s Next for Pop-Ups?
In 2025, pop-ups are far from outdated. With advancements in ad technology and better targeting options, they remain a viable format for advertisers aiming to maximize ROI.
Whether you’re a beginner or an expert marketer, pop-ups offer an affordable, high-impact way to drive traffic and conversions.
Ready to Try Pop-Ups?
Keitaro Tracker is here to help you monitor and optimize your campaigns in real time. Gain insights into your pop-up performance, track conversions, and create whitelists/blacklists effortlessly.
Start your free trial with Keitaro Tracker today and elevate your pop-up campaigns!
