Plenty of Fish Case Study: Who clicks? Who Converts? Find out now!
Posted by Riley | Posted in Case Studies, CPM, Plenty of Fish | Posted on May 19th, 2011
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Plenty of Fish recently introduced a new targeting criterion on May 6th, 2011 that allows to target which users that have clicked a certain number of ads. You now have three options available. Hopefully in the near future they’ll split up the middle option into groups of 5.
- Ads Clicked 0-4
- Ads Clicked 5-19
- Ads Clicked 20+
As soon as they announced this I immediately wanted to test this. The campaign details are below. Only thing that changed between campaigns was Ads Clicked. I used the same offer and same creatives for all these tests. The test was run Tuesday, May 10th – Monday, May 16th.
- Country = United States
- Age Between 18, 24
- Gender = Male
- Marital Status = Separated, Widowed, Divorced, Single
- Browser Type ≠ Android/iPhone
- Ads Clicked = 0-4 or 5-19 or 20+
- Frequency Cap: 3
- Bid: 50c
| Campaign | Ads Clicked 0-4 | Ads Clicked 5-19 | Ads Clicked 20+ |
| Impressions | 300,244 | 299,129 | 292,424 |
| Clicks | 407 | 428 | 494 |
| CTR | 0.136% | 0.143% | 0.169% |
| Conversions | 19 | 19 | 12 |
| Costs | $150.12 | $149.56 | $146.21 |
| Conv. Ratio | 4.67% | 4.44% | 2.43% |
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Makes perfect sense. Ctr is higher but conversions are lower with the clickers… mostly affiliates etc haha as opposed to the other ones.
Good stuff! Nice results. Double the CR!
Great post. Time to edit some targeting..
Nice case study.
Seems like 0-4 and 5-19 have similar characteristics then!
Great great stuff. Thanks for sharing
Wow, I just started on POF 24 hrs ago. My CTR is 0.145%. Spend $1.10 and got about 20 clicks(CPM).Hopefully in the next 24 hours I can use your techniques and turn my campaign around.
Thanks for an idea, you sparked at thought from a angle I hadn’t given thoguht to yet. Now lets see if I can do something with it.
It may be a factor that the fewer ads a person clicks on is a good thing for conversion rate. It means these people don’t click on an ad unless they deeply feel it I something useful for them. When people are up in the 20+ clicks, they seem to click on ads for less of an interest, rather than follow through.
Great Post..and thanks for the sharing i have some tweecking to do myself
You need to use the ads clicked with login count to make it relevant. Without it you are likely tareting new users with 0-4 clicks hence the higher conversion rate.
Targeting login count as well lets you focus on new users who click alot of ads. We’ve had some mega ctr’s with this but the volume isn’t high enough to really make significant money.
Considering all the other targeting options that plenty of fish makes available, ads clicked and login count will definitely make it more interesting advertising on POF.
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This is awesome info for any affiliate running a dating offer… I just posted a link this on our Facebook page.
My spouse and i virtually trust someone