POF Login Counts
After running the session depth (revisited) case study, I was really interested in testing out Login Counts on POF to see what kind of results I would have.
As usual, I setup my separate campaigns with identical targeting, except for the login counts, which I split up in increments of 50. I used the same ad copy that I have used in most of my POF case studies and the rest of the campaign details are similar as well.
Campaign Details
- Title: Want a Girlfriend?
- Description: Single women in {state:your state} are looking for guys. Sign up and meet them tonight!
- Frequency Cap: 3
- Distribution: Evenly
- Bid: $0.55
- Daily Budget: $25
Targeting
- Country = United States
- Age Between 18, 24
- Gender = Male
- Login Count ≤ 50, Between 50-100, Between 100-150 and Between 150-200
- Marital Status = Single, Divorced, Widowed, Separated
- Session Depth Between 1, 20
- Browser Type ≠ Android, iPhone
- Ads Clicked ≠ 20+
Results
| Campaign | Impressions | Clicks | CTR | Conv’s | Conv. Ratio | Cost | Revenue |
| Login Count 1-50 | 264,299 | 637 | 0.241% | 36 | 5.49% | $145.36 | $135.35 |
| Login Count 50-100 | 261,566 | 371 | 0.142% | 18 | 6.84% | $143.86 | $67.50 |
| Login Count 100-150 | 261,095 | 350 | 0.134% | 13 | 5.1% | $143.60 | $48.75 |
| Login Count 150-200 | 260,864 | 338 | 0.130% | 14 | 5.47% | $143.48 | $52.50 |
With the results of this case study you can see why everybody targets Login Counts ≤ 50. For what it’s worth, I left the bids at $0.55 for the duration of the campaign to maintain the integrity of the results. I wish I would’ve lowered my CPM on the higher login counts to try and make up for the decreased CTRs as I think there is definitely potential at login counts ≥ 50.
Knowing what I know now, I wish I would have tested all the different login counts, especially login counts above 600. When I setup this case study, I wasn’t aware so much traffic was available at login counts that high. Maybe one day I’ll create another case study to do exactly that.
Disclaimer: this POF Case Study was done during May 2011.