pop up strategy

Just a few years ago, pop-up ads were only seen as junk or spam by most consumers, but since then, many companies decided to improve their pop-up ad efforts to get more users to respond to their ads.

These days, a targeted and relevant pop-up ad can convert a lot of consumers, as long as the ad is well-timed and targeted to the right audience.

Pop-up ads are any ads that show up to internet users in a window overlayed on a website they’re looking at. The goal of these types of ads is to generate a specific action from the potential consumer, such as joining a course or webinar, subscribing to a newsletter, or making a purchase.

These ads can show up when a consumer first visits a website when they’re about to leave, or they can show up continuously when triggered by specific actions.

Depending on the user experience they’re meant to deliver, pop-up ads can be seen as either helpful or unhelpful by consumers. This all depends on whether the ads are providing consumers with value regarding what they’re looking for on the website.


Most companies believe they shouldn’t be interrupting their consumers in their buying journey, out of fear of hurting conversion rates. However, there are also times when not interrupting consumers negatively affects conversion rates.

Plenty of consumers have expressed that they’re not sure what to expect from a business when scrolling down a website, which makes them want to leave the page. Showing a pop-up ad at the right place on a page can re-engage consumers, and guide them in their buying journey.

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It’s important to remember that any pop-up ads that have different visual elements in them, such as videos, games, or photos, can convert consumers better than ads that don’t have such elements.


The only thing that separates an ad that’s successful from one that isn’t is value or giving consumers what they want. To do that, companies first need to understand what the consumers want in the first place, which is where context becomes important.

Showing consumers ads that are relevant to their needs or interests can convert them at about 40% higher than ads that aren’t in any way relevant to them. The goal of a pop-up ad is to make consumers feel like they’re getting a great deal, and like what they’re looking to purchase is worth their time or money.

By offering something truly valuable in pop-up ads, businesses can benefit from more consumers actually taking the company’s desired action, which most of the time is moving on to the next stage of their buying journey.


Back in the day, the ads that appeared on the side or top of a website were only able to convert at around 0.3%, and those rates have only been decreasing.

It’s quite easy for people to ignore a static banner at one end of a website or another, but it’s not easy for them to ignore something that shows up in the middle of the page.

Most people have gotten so used to coming across ads in every spot they go to, that it’s almost impossible for these ads to grab their attention unless they have no other choice. With the help of a well-timed and well-placed pop-up ad, companies can achieve precisely that.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.