Campaign Setup

Let’s get started setting up our campaign. These are the stepping stones to getting your campaign going. The changes you make here will effect every ad in your entire campaign. We’ll want to get these things done right the first time.

Name Your Campaign

Standardizing the way you name your campaign will help keep you organized and save you time. Personally I prefer to have it in the format CountryCode-OfferDemo-Network-Options. For example, if I was running on Adsimilis targeting 25–34 year old males in the United States it would be US-TrueM2534-Ads. (Ads is my abbreviation for Adsimilis). If I was targeting Session Depth ≤ 50 and using a lander named Wheel I would name it US-TrueM2534-Ads-SD50-Wheel.


With POF, you only get one bidding model option, CPM. Using this model you specify how much you will pay for your ad to appear 1000 times. POF doesn’t have a real-time bidding platform. You will pay exactly what you bid, nothing more, nothing less. POF rewards the highest bidder with the most volume, not the highest CTR. Generally speaking the higher your CPM, the sooner the user sees the ad.

If you’re playing with your bid, trying to determine if your volume increases or decreases, I highly suggest you change your bidding, leave it for 24 hours and then come back and run your reports to see if your number of impressions has increased or decreased. It is very tough to figure out a good CPM to bid. The only way to figure it out what it should be is to test.

It’s commonly accepted that for dating offers with a mass appeal, you can get away with bidding lower than what you could if you have a lot of targeting criteria. If you have very precise targeting, you may need to bid upwards of $0.90 – $1 or possibly more, depending on competition. I do a lot of broad targeted campaigns and start my bids around $0.50 – $0.60. This same traffic for other countries should be quite a bit cheaper.

There have been some some pretty good posts about bidding done, including a case studies done by me. I’ve covered them in the research section. I’ve also included an image below that gives you a general idea of what people in the US are bidding on POF.

(click the image to enlarge)


You can specify dates for your campaign to start and/or end on. This is useful if you’re setting your dating campaign up on Monday and don’t want it to start running until the weekend. It can also be helpful if you find out an offer will be going down at at the end of the week. You can set your end date and not have to worry about being in front of a computer to pause it.


Max Daily Spend

You can limit how much your advertising campaign will spend per day. This is especially useful when testing out new campaigns so you don’t blow through your entire budget for a day.


Your options are Distribute ASAP or Distribute Evenly. If you choose Distribute ASAP, POF will send you impressions as quickly as possible. This option is typically only useful if you’ve already optimized your campaign. Otherwise you might not get traffic from 8pm – 11:59pm and those may just be your best converting hours. If you choose Distribute Evenly, POF will spread out your impressions throughout the day and you will continue to receive impressions up until the end of the day.

Frequency Cap

Frequency cap is an often misunderstood term, but is a really simple and very useful tool. This is the number of times the user is allowed to see your ad.. By default, it is set to 5 if you don’t specify a value. I always start my campaigns out at 3. I believe that’s the minimum value allowed. This is something you will want to tweak on your campaign. A higher frequency cap will allow for more a larger number of impressions but your CTR may suffer. POF has now added a dropdown box beside frequency cap. You can specify frequency cap per visit, per day or per hour. I would always start out with per visit. Again, this is something you will want to tweak on your campaigns.

For example, say your frequency cap is set to 3. If a user logs in and sees your ad immediately, that counts as 1. If they check their messages and see your ad, that will be two. If they click their first message and again sees your ad they will no longer see your ads anymore until they return to the site and log back in.

Value of Conversion

You can choose to specify how much a conversion is worth. This is completely optional and really is only useful if you’re using POF’s Conversion Tracking capabilities.

Add a Creative

You’ll make your first ad here to create the campaign. We’ll cover, in depth, how to create an ad on POF, including ad copy ideas, tips and tricks you’ll want to incorporate into your ads in the next section.

Creative Preview

This gives you a rough estimate of what your ad will look like when it comes to the text layout. Unfortunately, it will not show you a preview of the ad including the image, just the text.

Campaign Duplication

If you need to quickly duplicate a campaign you can go to the Manage Campaigns page, the page you see when you login, and click the icon at the far right. This will duplicate your existing campaign. You’ll have to give it another name, but all your targeting, creatives, approval status and bids will be copied to your new campaign. The only problem with this is you may have to edit your tracking links manually if you want to track this campaign separately. And if you edit your tracking links, it’ll have to be reviewed again. Personally I think its easier to use Mr. Green’s POF Ad Uploader Tool to create a new campaign. This feature is disussed more in the scaling your campaign section.


  1. Not sure if I'm total clear yet on naming format.

    If you'r running a camp "US-TrueM2534-Ads-SD50-Wheel" & u have 3 ad copies on this camp, would u simply add an"-1, -2, -3" sort of thing since same targeting, just different ad copy.

    • rileypool says:

      If I'm split testing my ad copy, I do use separate campaigns. But what I usually do is use a keyword from the ad copy. Like if i was split testing the ad copy Want a Girlfriend? and Need a Girlfriend? I would name each campaign US-TrueM2534-Ads-SD50-Wheel-Want and US-TrueM2534-Ads-SD50-Wheel-Need, respectively.

      I don't really name my creatives on POF. I use the {creativeid:} dynamic tag to see what's converting.

  2. This makes perfectly sense. Are you targeting the whole age range ( let’s say 40 – 55 ) during this split testing phase? And when you’ve found your winning head lines / ad copies, you spit these age groups in different campaigns?

    • Unless I’m specifically split testing ages, I keep the age ranges much smaller. 5 years of age makes a huge difference, especially with mindset so you can better tailor your ads to your specified demographic. With ages, I usually split them like 31-34, 35-37 and 38-40 or 31-35 and 36-40. I will typically only use one age range when split testing other variables like headline and ad copy. Then once I find a winning combination, I scale it out to all ages (but still split it up in age increments).

      Hopefully that makes sense and I didn’t confuse you there.

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