Session Depth (Revisited)

I’m not really sure why, but I wasn’t happy with the first session depth case study I did. After I completed this case study as I intended, I decided to go back and breakdown the session depths even further with some interesting results.

Session Depth (revisited) Part 1

The campaign details and targeting are below. I decided to split session depths into groups of 10, for example, I would create separate campaigns for session depths 1-10, 11-20, 21-30, 31-40, 41-50 and 51-60. I sent these users to True.com because it’s my most favorite dating offer on the planet. I’m using some creatives that were good performers for me in the past. PRO TIP: scroll to the bottom of this page for the creatives.

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: $0.60
  • Daily Budget: $25
Targeting
  • Country = United States
  • Age Between 18, 24
  • Gender = Male
  • Login Count ≤ 50
  • Marital Status = Single, Divorced, Widowed, Separated
  • Session Depth Between 1-10, 11-20, 21-30, 31-40, 41-50 and 51-60
  • Browser Type = Internet Explorer, Firefox
Results

On some of the higher login counts I was playing with my bid in an effort to get more traffic, but it made little difference with such tight targeting. I also optmized off creatives that weren’t getting a .15 CTR or higher.

Campaign Impressions Clicks CTR Conv’s Conv. Ratio Cost Revenue
Session Depth 1-10 287,970 546 0.190% 37 7.72% $170.20 $138.75
Session Depth 11-20 204,518 377 0.184% 37 9.79% $127.95 $138.75
Session Depth 21-30 129,679 164 0.126% 12 7.10% $84.95 $45.00
Session Depth 31-40 81,260 95 0.117% 7 7.53% $49.65 $26.25
Session Depth 41-50 66,462 41 0.062% 2 4.55% $40.56 $7.50
Session Depth 51-60 43,616 28 0.064% 1 3.7% $26.68 $3.75
               

Session Depth (revisited) Part 2

After analyzing results of the data I just posted above, I wondered what would happen if you broke down the session depths even further. Specifically, I wanted to know if the first couple session depths were worthless because of people checking their messages, replying, etc… So I broke session depths down into groups of five which gave me 6 campaigns targeting session depths of 1-5, 6-10, 11-15, 16-20, 21-25 and 26-30. I used very similar campaign details and targeting. Again, I used True.com for my offer. PRO TIP: scroll to the bottom of this page for the best creatives.

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
  • Marital Status = Single, Divorced, Widowed, Separated
  • Session Depth Between 1-5, 6-10, 11-15, 16-20, 21-25 and 26-30
  • Browser Type ≠ Android, iPhone
  • Ads Clicked ≠ 20+
Results

Again, I optimized off creatives that didn’t have a 0.15 CTR or better. With some of these campaigns being profitable, I scaled them up by increasing my budget and letting them run. One of them I ran for well over a month with a positive ROI. So it is possible for a lengthy campaign on POF. I really don’t have an explanation, guess or even theory for what happened to the conversions on Session Depths 11-15. That’s plenty enough data to be statistically significant. It’s probably worth it to test again sometime.

Campaign Impressions Clicks CTR Conv’s Conv. Ratio Cost Revenue
Session Depth 1-5 307,506 829 0.270% 55 6.53% $168.09 $206.95
Session Depth 6-10 247,321 560 0.226% 34 5.94% $136.03 $127.50
Session Depth 11-15 169,785 400 0.236% 15 3.67% $93.38 $56.25
Session Depth 16-20 138,796 324 0.233% 25 7.81% $76.34 $93.75
Session Depth 21-25 105,010 161 0.153% 4 2.53% $57.76 $15.00
Session Depth 26-30 51,821 77 0.149% 3 4.00% $28.50 $11.25
               

BONUS: CREATIVES

Since you guys are spending your hard earned money, I’ve decided to hand over my best creatives from these campaigns. I’m pretty sure they are all included in the creatives section, but its always nice to know which creatives are kick ass. So if you have a campaign you’re getting ready to fire up you can start by testing these creatives to get your data and minimize your testing costs. Even after running this last campaign for well over a month some of these creatwives had CTR’s above 0.4%. There will probably be some duplicates in the creatives below.

Download: Session Depth (Revisited) Bonus.rar – 785kb – 87 creatives

Disclaimer: this POF Case Study was done from April – May 2011.

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