Plenty of Fish Case Study – Session Depth – Results
Posted by Riley Pool | Posted in Affiliate Marketing, CPM, Case Study, Plenty of Fish | Posted on June 4th, 2010
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As promised in Plenty of Fish Case Study: Session Depth and Plenty of Fish Case Study: Session Depth (repost) I would do a case study where I would test the conversion ratio against the POF user’s Session Depth. After letting this campaign run for a week I was very disappointed with the results of this case study and I’m sure you will be too.
At first I wasn’t getting enough data in the campaigns with the higher session depth counts, so I was constantly raising my bids in hopes of more traffic. Even after a full 7 days of running this campaign I didn’t have enough test data and was tired of running the campaign.
After the initial test run it seems my better images have lost their touch and aren’t getting nearly the CTR they used to. Some of them were less than .10, but for the integrity of the case study I left them running.
The conversion ratios appear to increase as session depth increases but I wouldn’t even come close to saying that the data below is significant after the first thirty impressions. Probably not even after the first twenty. And I think the 7.82% increase in conversions between the first and second sets of data may be nullified after sending the same amount of traffic to the second one. It would probably be best to do another case study for the first twenty impressions, but if you want that data, you’ll have to do the testing yourself.
The only thing I found useful in the case study is that the highest CTR came from the users that had first logged in
| Session Depth | Spent | CTR | CVR | Revenue | Profit/Loss |
| 1 – 10 | $ 359.10 | 0.111% | 5.486% | $ 252.55 | $ (106.55) |
| 11 – 20 | $ 130.18 | 0.107% | 5.915% | $ 86.75 | $ (43.43) |
| 21 – 30 | $ 83.41 | 0.111% | 5.479% | $ 49.70 | $ (33.71) |
| 31 – 40 | $ 53.05 | 0.090% | 7.143% | $ 32.90 | $ (20.15) |
| 41 – 50 | $ 42.77 | 0.072% | 4.412% | $ 12.45 | $ (30.32) |
| 51 – 60 | $ 32.06 | 0.078% | 7.273% | $ 16.50 | $ (15.56) |
| 60 + | $ 32.27 | 0.081% | 8.475% | $ 20.65 | $ (11.62) |
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I am really confused with POF traffic. Some campaigns will be performing extremely well out the gate, but very quickly fail. Ironic that with the same (or even more precise) targeting on POF, the traffic converts worse than on FB.
I have found that laser targeting (actually using many of the options available) increases conversions immensely.
Thanks for the case study Riley, I appreciate it.
Jeremy
Hey man,
What was your CPM bid?
Jared
This was my ending bid. With the higher session depths, I didn’t notice an increase in impressions regardless of the bid.
Session Depth 1 – 10: 0.36
Session Depth 11 – 20: 0.41
Session Depth 21 – 30: 0.46
Session Depth 31 – 40: 0.51
Session Depth 41 – 50: 0.51
Session Depth 51 – 60: 0.51
Session Depth 60+: 0.51
There are 2 things that I hate about POF:
First is that there’s no incremental bidding. Meaning you will PAY what you bid, no matter what the second highest bidder is. Hence, you are just shooting in the dark because you would have to bid only based on your ROI, rather than your ROI and the market force.
Second is that there’s no CPC bidding. This sucks mainly because there’s no consistency in results. Your CTR would be 0.2% now and in the next hour, it would be 0.05%.
Facebook ads interface on the other hand is MUCH MORE consistent because it solves the 2 problems discussed above.
I agree with you completely on the incremental bidding.
Plus i think the results are scewed, simply because of how many affiliates are clicking on ads to see what offers are being promoted.
Good case study though, thanks for this.
I’ve recently started a blog, the information you provide on this site has helped me tremendously. Thank you for all of your time & work.
Thanks for the tip, I use PoF traffic but I’m almost even in most of my campaigns, so session depth maybe a good idea to add to my campaigns.