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Case Study: WAP & IAB Traffic on POF (Weekend 3 – Stats)

Posted by Riley | Posted in Case Studies, Plenty of Fish | Posted on July 14th, 2011

5

Stats through the end of the weekend are below.

Campaign CTR Clicks Conv’s Conv. Ratio Spent Revenue
SD ≤ 25 & LC ≤ 50 0.867% 267 10 3.75% $33.44 $35.00
Login Count 50 – 100 0.578% 54 4 7.41% $12.80 $14.00
Login Count 100 – 150 0.655% 54 2 3.51% $20.66 $7.00

These stats are probably skewed somewhat because it was July 4th weekend in the US.

I was playing with my bids all weekend and they were all over the place. One day I’d get some traffic and I’d raise my bid and get less traffic, so I upped it more to get a ton of traffic so I went back down to my middle bid and got a lot more traffic. So it was all over the place, again, I’m attributing this to the holiday weekend.

I did decide to scale out my campaigns to the 18-24, 30-34 and 35-39 demographics and was able to realize profits in all demographics using data I compiled from the tests I did in the 25-29 demographic.

So take this data, make your own campaigns and go make some money!

Related posts:

  1. Case Study: WAP & IAB Traffic on POF (Weekend 1 – Stats)
  2. Case Study: WAP & IAB Traffic on POF (Weekend 2 – Stats)
  3. Case Study: WAP & IAB Traffic on POF (Weekend 1)
  4. Case Study: Using POF Conversion Tracking to make a Profitable Campaign – Results
  5. Case Study: Using POF Conversion Tracking to make a Profitable Campaign – Phase 2

Comments (5)

Anthony said on July 19th, 2011

Should that “40″ conversions listed under the first campaign be a “10″? Also, how much of an impact do you think session depth makes with mobile traffic? With non-mobile traffic, I haven’t found that SD has much of an impact, but then again, I haven’t tested it much. Maybe I ought to.

Thanks for the case study.

Reply
Riley said on July 21st, 2011

Good catch.

Reply
Alice Brown said on July 25th, 2011

Revenue means profit ,right?

spend $33.44 and get $68.44 back(the profit is $35.00)

hope i wont misunderstand it. ^-^

Reply
John Marino said on July 26th, 2011

Alice,
Revenue doesn’t equal profit. For example, you can spend $100 and revenue $90, thus your profit is NEGATIVE 10.

Great post Riley!

Reply
Jim said on September 13th, 2011

Hey Riley,

I’ve looked at the stats for all 3 campaigns. It seems that initially none were profitable, but you have used the data to become profitable.

Thanks for the info!

Reply

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