The Ultimate Popunder Guide

The Ultimate Popunder Guide

Popunder is a fantastically versatile tool capable of solving a wide variety of tasks. In addition, it is extremely easy to use. Together, these factors help Popunder maintain its place as one of the top ad formats.

In the ever-evolving landscape of digital advertising, not a lot of ad formats have gained popularity, such as popunder ads. It is an essential tool in the toolbox of any affiliate marketer, and knowing what popunders are is a must in the industry.

We have prepared an ultimate guide on popunders in the year of 2023, that is designed to gather all the essential popunder-related information in one source.

What is popunder?

A popunder is a form of online advertisement that appears in a new browser window underneath the main browser window, typically after the user clicks on a link or interacts with a website. Unlike popups, which appear on top of the main window and often interrupt the user's browsing experience, popunders are less intrusive and tend to receive higher engagement rates due to their subtle nature.

Popunder vs. Popup Ads: Understanding the Difference

The key distinction between popunder and popup ads lies in their presentation and user experience. While popups demand immediate attention and can sometimes be perceived as disruptive, popunders are designed to reveal themselves once the user has finished their current browsing session, allowing for a more user-friendly experience. This unobtrusive approach can result in a more positive user response and increased conversions.

The way popunders work is quite easy. Once a user ends up on the website with popunder ads and performs an action that triggers the appearance of a popup ad (such as clicking a link), a popup window appears in a separate tab.

When a user clicks on a Popunder ad, they are either redirected directly to the advertiser's website or they end up on a pre-lander. Since Popunder works great across platforms (desktop, mobile, tablets), this makes it quite popular as it allows you to reach your audience wherever they are.

Here is an example of how a user sees a Popunder advertisement:

An example of Popunder ads

Pros and cons of popunder ads

Like any advertising format, popunders come with their own set of advantages and drawbacks.


  1. Higher Engagement: Popunders often receive higher engagement rates due to their non-intrusive nature, leading to improved click-through and conversion rates.
  2. Targeted Reach: Popunders can be targeted based on user demographics, behaviors, and interests, allowing advertisers to reach a specific audience.
  3. Cost-Effective: Popunder ads can be relatively cost-effective, offering good value for the potential return on investment.
  4. Enhanced Branding: Popunders provide ample space for creative visuals and messaging, aiding in brand exposure and recognition.


  1. Ad Blockers: A substantial number of PC or desktop users may have ad blockers installed, preventing popunders from being displayed. However, HilltopAds is more than prepared for this, by utilizing several cutting-edge anti-Adblock solutions. Publishers can select either Popunder S2S anti AdBlock or Popunder script with anti AdBlock, so that you don't have to worry about losing your traffic due to Adblock solutions.
  2. Viewability: Popunders may not always be noticed if users close the browser window immediately after interacting with a site.
  3. User Experience Concerns: While less intrusive than popups, popunders can still affect user experience if overused or improperly timed.

Best Verticals for Popunder Traffic

Popunders can be effective across a variety of verticals, but certain industries tend to benefit more from this advertising format. Some of the best verticals for Popunder traffic include:

  1. Gaming and Gambling: Online gaming platforms, casinos, and betting sites often see positive results with popunder ads due to their engaging nature.
  2. Sweepstakes: Popunders can effectively showcase products and promotions for sweepstake proposals.
  3. Utilities: VPNs and other utility providers can leverage Popunders to attract users.
  4. E-commerce: One of the verticals in which Popunders perform very well.

Best Geos for Popunder Traffic

The success of Popunder ad campaigns can also be influenced by geographic targeting. Some of the best geos for Popunder traffic include:

  1. Tier 1 Countries: Developed countries like the United States, Canada, the United Kingdom, and Australia often yield high-quality traffic and better conversion rates.
  2. Emerging Markets: Countries with growing internet usage and digital adoption, such as India, Brazil, and Southeast Asian nations, can also offer promising opportunities. These countries can be more suitable for beginners, who don’t have proper budgets for testing.

Do I need creatives for Popunder ads?

Generally speaking, you don’t need creatives for Popunder ads, since once the Popunder is triggered, it opens up a landing page right away. Some verticals, however, benefit from having a pre-lander element. If the CPA network that provides the offer also has multiple pre-lander elements, depending on your vertical, it is recommended to use A/B testing to figure out the best approach.

How do I add a Popunder zone to my website?

We have already prepared a detailed video guide on how to add the onclick zone to your website.

You can also read our guide
How you can monetize your popunder traffic in the best way
A popunder ad is a type of advertisement that appears in a new window or tab behind the current one. This type of ad is better compared to a pop-up ad because it doesn’t interrupt the user’s browsing experience that much.

How to set up a Popunder ad campaign

  1. Go to the Manage Campaigns section on the left menu bar
  2. Click Add Campaign button
  3. Choose ad format: Popunder desktop or Popunder mobile
  4. Select traffic channels: Mainstream or Non-Mainstream 18+ (High, Medium, or Low)
  5. Name ad campaign
  6. Fill in the Final Destination URL field (your domain starting with http)
  7. Choose targeting options
  8. Activate Automatic optimization
  9. Set Campaign limits (impressions, budget)
  10. Schedule your campaign
  11. Check Traffic Volumes to find a best fitting pricing model
  12. Press Add Campaign button

Your personal manager is always there to help you find the best match of pricing and conversion, so feel free to ask for personal offers.


The list of available targeting options

Of course, the exact targeting settings depend on the goals of your campaign, however, there is one rule of thumb: it's better to not overtarget in the beginning: start broad, and hone in the targeting along the way.

However, become acquainted with all of the available targeting options, since they are designed to help you find your perfect audience.

Tips for Effective Popunder Ad Campaigns

Running successful popunder ad campaigns requires strategic planning and execution. Here are some tips to optimize your popunder campaigns:

  1. Precise targeting: Utilize audience segmentation and targeting options to ensure your popunders reach the right users at the right time.
  2. One geo - one campaign: These settings tend to show the best results.
  3. Frequency capping: Avoid bombarding users with too many popunders by implementing frequency capping to maintain a positive user experience.
  4. Optimize landing pages: Ensure that the landing pages users are directed to are optimized for conversion, providing a seamless transition from the popunder ad.
  5. Utilize whitelists: White and blacklists can be extremely effective in helping out your ad campaign, however, use them wisely. Not all of the whitelists work with all offers/verticals. We recommend you to contact your personal manager for any help with whitelists.
  6. A/B testing: Continuously test different approaches, landing pages, and targeting options to identify the most effective combinations.
  7. Monitor and adjust: Regularly analyze campaign performance metrics to identify trends and make necessary adjustments to improve results. You can learn about the best trackers that you can use with HilltopAds here.


In conclusion, popunder ads offer a less intrusive yet effective way to engage users and promote products or services. By understanding their benefits, differences from popup ads, ideal verticals and geos, and implementing best practices, marketers can unlock the potential of popunder ad campaigns and achieve their advertising goals in the dynamic digital landscape.