With mobile advertising, page load time is critical to your success.
Especially with Pop and Redirect traffic, if your pre-lander or break page isn’t loading quickly, you’re going to lose traffic you paid for.
One quick and easy way to increase your page load time is to send traffic to an IP address rather than your domain.
When you send someone to your landing page through the domain, the browser has to complete a DNS look-up which adds to the load time. You can easily eliminate it by going directly to the IP.
If your web server has cPanel on it, you can most likely access your landing pages by going to the IP followed by your username (they call this a preview link).
An example looks like: http://126.96.36.199/~USERNAME
If you’re unsure how to do this, submit a ticket to your web host or ask your server admin. This is very easy to setup and especially if you’re using cPanel you don’t even need to purchase a dedicated IP (since you can add your username to the shared IP).
Some traffic sources may give you a hard time over this and if that’s the case you can first redirect through your tracking domain and then to your IP for your landing pages. You should at least use a premium DNS provider such as Cloudflare, Dyn, Amazon Route 53, or DNS Made Easy.
By going direct to your IP you will save yourself critical load time and will help increase your ROI giving you a leg up on the competition.