How to create a Popunder ad campaign?


What is Popunder?

Popunder ads are a unique type of online advertising where the ad window opens discreetly beneath the main browser window. This format provides advertisers with an opportunity to capture users' attention without damaging their browsing experience. It's the subtlety of the Popunder that makes it an effective and non-intrusive way of engagement with your target audience. This ad format is CPM-based.

A Popunder ad example

What is the peculiarity of the format? When compared to other ad formats, popunders offer an immediate product page view avoiding the pre-landings.

The primary goal of popunder ads is to capture the user's interest right from the first page view. From a technical perspective, there are no significant challenges associated with popunder ad format as all browsers support it, and an ad is considered viewed when it is actually opened and displayed to the user.

Advertisers can work with both Popunder mobile and Popunder desktop formats.

If you don't want to read the guide, watch our video guide on YouTube.

Which niches are the best suited for Popunder ads in 2024?

The best niches for Popunder format:

  • dating;
  • games;
  • mobile apps;
  • betting;
  • gambling;
  • pin-submits;
  • e-commerce;
  • streaming dates.

Which niches are not relevant for Popunder ads in 2024?

Niches that are not relevant for a Popunder format include stores for children, fishing, products for specific professions (e.g., server setup services, car repairs), as well as unique product stores, travel agency websites, and hotel bookings. Wellness products also fall into this category.

Note: to sum up, it is better not to work with Popunder if you have highly specialised offers.

Let's set up a Popunder advertising campaign on the HilltopAds platform together!

How to start a Popunder advertising campaign in HilltopAds?

To create a Banner advertising campaign, you need to register with HilltopAds as an advertiser. You can register using this link.

Next, to create an advertising campaign, you need to:

  1. Go to the Manage Campaign section.
  2. Click on the Add Campaign button.
If you are hesitant about starting your campaign immediately, please do not activate the Status tumbler.

3. Pick a Popunder ad format (desktop or mobile).

We want to remind you that only the CPM Type of pricing is available for Popunder ads.

4. The next step is related to the selection of Traffic channels.
If you run 18+ offers, at this point you need to pick a non-mainstream channel. If you run offers without age restrictions, you need to choose a mainstream one.

Moreover, we recommend launching your first ad campaign to high and medium traffic activities so you could get as many conversions as possible.

5. In the campaign Targeting settings you need to specify the relevant targeting parameters to reach potential customers. Targeting settings depend on the product type, pre-landing language and other details.

By the way, we recommend creating separate ad campaigns for each relevant country. Do not mix countries, especially Tier1 and Tier3 as there are different CPM rates and you wont get as many conversions as you could.

6. Set up Campaign filters and enable proxy traffic for your campaign. We don't recommend applying it because for Proxy traffic you are entitled to set up other targeting settings like language. If you would like to run ads to Proxy users, please create a new ad campaign.

7. Set up an Automatic Optimization tool Campaign Limits and Schedule. Auto Optimization will automatically add non-profitable traffic zones to BlackList.

8. And the last step is about indicating the CPM rates. Please, pay attention here to the Traffic Volume graph. It shows the minimum, recommended and premium CPM rates for your ad campaign. CPM rates are calculated based on the chosen ad format, traffic channel and targeting settings.

And click on the Add Campaign button.


Usually, ad campaigns are approved within 1 business hour. If you create an ad campaign on the weekend, moderation might take more time.


There is a fundamental rule for all types of offers - the simpler the user action is required for a conversion, the better. Popunder ads work best with the offers suitable for a broad audience.

Unfortunately, highly specialized offers run the risk of "getting lost" and not reaching their target audience.

This explains by the fact that the popunder format's audience is extensive, and the likelihood of displaying a product to a specific, narrow audience is quite low.

Important: before you get your first impressions, you need to top up your balance. You can find more detailed information in the guide below.

How to top up my account?
Data is current as of 01/01/2021.About payment methods and transaction fees. Go to the “Add Funds” section and select the required method. You can make a deposit via PayPal, ePayService, Capitalist, Tether (USDT), Paxum, Wire Transfer and a Credit Card. A Credit Card is available upon request.

If you want to monetize your website using a Popunder ad format, please check our video guide for publishers on YouTube or read the guide.