Session Depth

Session Depth – Preview

In my previous POF Case Study, I tested CPM bid vs. Number of Impressions and received results that shattered my original assumption and the results turned out as they should have. The higher the bid, the more impressions you receive. However, my conversions started trending down as my bid was raised. And since Ben from POF told me that the higher the bid, the quicker the ad would be shown to the user, I came to the conclusion that session depth may be a big factor in my conversion rates. So, I’ve decided to do a case study on the session depth targeting criteria.

Since Markus outlawed my previous ad copy, I’m going to have to use a whole new ad copy. And the offer I was promoting just happened to go down the night before I was going to submit the ads. I complained and got a very similar offer, PKM’s Singlesnet 22+ offer that accepts male traffic. I will be targeting single, widowed, divorced or separated males in the United States who are 22 – 24. I will setup separate campaigns to test the session depth targeting criteria as I’ve outlined below. I will bid 35c and my daily limit will be $50 per day per campaign. The distribution is evenly and the frequency cap is set to 5.

Headline: Want a Girlfriend?

Description: There are single women online in {state: Your State}. Sign up now!

Variable: Session Depth

  1. Session Depth 1-10
  2. Session Depth 11-20
  3. Session Depth 21-30
  4. Session Depth 31-40
  5. Session Depth 41-50
  6. Session Depth 51-60
  7. Session Depth 60+

Since I don’t want to lose money on this case study, I’m not going to out the images I use. I’m going to use the ones that perform best for me. However, my ad copy and targeting will all be uniform, except for the session depth criteria.

I finally got this campaign live and I plan on letting it run until I get back from ad:tech on Wednesday. I’ll let you guys know the results at that time.

Session Depth (Repost)

There are a handful of reasons why I never posted a results post. After two weeks, I was never able to get enough traffic to make my results statistically significant and my conversions were just all over the place, so there were no developing trends. So I emailed Ben over at POF and let him know that I had a feeling that they might not have been serving my impressions based on my targeting criteria. He confirmed that the way I setup my targeting criteria, I wasn’t being delivered the inventory I was wanting. Then I went on vacation during the first week of May and I came back and had a number of things to take care of. Unfortunately, this was towards the bottom of my list, but I’ve finally gotten to it.

I’ve rehashed the previous content with the updated offer and campaign details.

In my previous POF Case Study, I tested CPM bid vs. Number of Impressions and received results that shattered my original assumption and the results turned out as they should have. The higher the bid, the more impressions you receive. However, my conversions started trending down as my bid was raised. And since Ben from POF told me that the higher the bid, the quicker the ad would be shown to the user, I came to the conclusion that session depth may be a big factor in my conversion ratio. So, I’ve decided to do a case study on the session depth targeting criteria.

Since Markus outlawed my previous ad copy, I’m going to have to use a whole new ad copy. And I decided to switch up the offer. After asking Yousif what his best performing POF offer is, he told me to run Match – Canada since it accepts 18+ traffic. I will be targeting single, widowed, divorced or separated males in the Canada who are 18 – 24. I will setup separate campaigns to split test the session depth targeting criteria as I’ve outlined below. I will bid 35c and my daily limit will be $50 per day per campaign. The distribution is evenly and the frequency cap is set to 5.

Headline: Want a Girlfriend?

Description: There are single women online in {state: Your State}. Sign up now!

Variable: Session Depth

  1. Session Depth 1-10
  2. Session Depth 11-20
  3. Session Depth 21-30
  4. Session Depth 31-40
  5. Session Depth 41-50
  6. Session Depth 51-60
  7. Session Depth 61+

Image-wise, I’m not going to out the images I’m using this time. I found a new resource of images and picked out a handful of good ones. Hopefully they perform well for me.

I submitted this campaign just a few minutes ago and I plan on letting it run until I obtain statistically significant results. I’ll let you guys know the results at that time.

Session Depth – Results

As promised I would do a case study where I would test the conversion ratio against the POF user’s session depth. After letting this campaign run for a week I was very disappointed with the results of this case study and I’m sure you will be too.

At first I wasn’t getting enough data in the campaigns with the higher session depth counts, so I was constantly raising my bids in hopes of more traffic. Even after a full 7 days of running this campaign I didn’t have enough test data and was tired of running the campaign.

After the initial test run it seems my better images have lost their touch and aren’t getting nearly the CTR they used to. Some of them were less than .10, but for the integrity of the case study I left them running.

The conversion ratios appear to increase as session depth increases but I wouldn’t even come close to saying that the data below is statistically significant after session depths of 30. Probably not even after the first 20. And I think the 7.82% increase in conversions between the first and second sets of data may be nullified after sending the same amount of traffic to the second one. It would probably be best to do another case study for the first twenty impressions, but if you want that data, you’ll have to do the testing yourself. UPDATE: I did a second case study on session depth.

The only thing I found useful in the case study is that the highest CTR came from the users that had first logged in.

Session Depth Spent CTR CVR Revenue Profit/Loss
1-10 $359.10 0.111% 5.486% $252.55 $(106.55)
11-20 $130.18 0.107% 5.915% $86.75 $(43.43)
21-30 $83.41 0.111% 5.479% $49.70 $(33.71)
31-40 $53.05 0.090% 7.143% $32.90 $(20.15)
41-50 $42.77 0.072% 4.412% $12.45 $(30.32)
51-60 $32.06 0.078% 7.273% $16.50 $(15.56)
60+ $32.27 0.081% 8.475% $20.65 $(11.62)

Disclaimer: this POF Case Study has been copied and pasted from my blog at RileyPool.com where I originally did this POF case study. This case study was done during May 2010.

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