WAP & IAB Traffic on POF

WAP & IAB Traffic on POF – Weekend 1

If you’re a member of PPVPlaybook.com Forums, you’ll already know what’s happening in this campaign as it’s a follow along campaign over there.

I’m testing WAP (mobile) traffic from POF. I’ll be direct linking this offer. I’ll be testing each of the different IAB sizes, 160×600, 300×250 and 728×90 to see which performs the best. I’m split testing two offers, MeetMoi (WAP optimized) and the Flirt Facebook App.

The campaign details and targeting information are below.

  • Budget: $25/day
  • Bid: 50c (70c for 728’s)
  • Frequency Cap: 3
  • Country = US
  • Age Between 25, 29
  • Gender = Male
  • Marital Status = Single, Widowed, Divorced or Separated
  • Browser Type = Android/iPhone

I’ll be using proven creatives with great ctrs and conversion rates.

WAP & IAB Traffic on POF – Weekend 1 – Stats

Stats through the end of the weekend are below.

Offer Clicks Conversions Conv. Ratio
Flirt Facebook App 285 4 1.40%
MeetMoi 790 24 3.04%
       

The Flirt offers paused Friday at midnight and with their dismal performance, I stopped split testing the offer and sent all my traffic to MeetMoi.

Campaign CTR Clicks Conversions Conv. Ratio
160×600 0.119% 63 0 0%
300×250 0.518% 685 19 2.77%
728×90 0.287% 327 9 2.52%
         

On all the campaigns, I would check the creatives daily and paused all the ads with the lowest CTR’s. With the 160×600 having a shitty CTR and no conversions, I decided to pause that campaign late Friday night as well. The 300×250 campaign is showing the most promise and already had a 20% ROI on Sunday. The 728×90 campaign is showing some possibility of being profitable, but with the current targeting the volume will be very low because I’ve had to lower the bid.

Speaking of bids, I’ve been playing with them and I’m still trying to figure out the sweet spots for mobile traffic. Right now I’m at 35c CPM on the 300×250 campaign and 25c CPM on the 728×90 campaign.

I’m also debating on creating some separate 300×250 campaigns to test out additional targeting criteria, such as login count, session depth and ads clicked. My thinking is it’ll follow the same patterns as my previous case studies on regular web traffic, but I’m worried about sacrificing my volume.

Also for those wondering, I submitted 21 creatives and only 15 were approved for the 160×600 campaign. I submitted 37 creatives and only 28 were approved for the 300×250 campaign. And I submitted 13 creatives and all 13 were approved for the 728×90 campaign.

WAP & IAB Traffic on POF – Weekend 2 – Stats

Stats through the end of the weekend 2 are below.

Campaign CTR Clicks Conv’s Conv. Ratio Spent Revenue Profit/Loss
Original Campaign 0.489% 372 5 1.34% $64.01 $17.50 $46.51
Session Depth ≤ 20 0.511% 442 13 2.94% $66.89 $49.00 $17.59
Login Count ≤ 50 0.867% 341 13 3.81% $33.77 $49.00 $15.23
               

I barely did any optimization on the images, I only got rid of the ones that were having the worst CTR, like the worst 10% and that equated to like 2 or 3 images on each campaign. I also submitted 37 creatives for each campaign and all but one creative was approved in every campaign.

My conversion ratio on the original campaign has tanked. I’m contributing that to the other two campaigns. I also wasn’t getting much traffic on the campaign while bidding 40c and decided to raise it to 45c on Friday and 50c on Saturday.

The campaign targeting Login Count ≤ 50 wasn’t getting any traffic so I increased the bid to 50c on Friday and 60c on Saturday and I’m still not hitting my campaign budget of $20 per day. I have a feeling that there’s not a lot of traffic here because users who are new to POF might not know of the iPhone app just yet, but I’m only guessing.

The campaign targeting Session Depth ≤ 20 was getting plenty of traffic, but I raised it to 45c on Friday since I increased everything else and then knocked it back down to 40c on Saturday. I was able to spend most of that $20 budget every day. I’m pretty sure by playing with my bid on this campaign and optimizing the creatives, I could get this profitable.

Plans for this coming weekend are to create a campaign that combines Session Depth ≤ 20 and Login Count ≤ 50. I also want to scale the campaign on Login Count to 50 – 100 and 100 – 150 to see how they perform.

Just so you guys know I’m more about testing out things and seeing how different targeting combo’s work on WAP traffic and not necessarily going for a profit. I’m just trying to find out what works and what doesn’t since I’ve never tested mobile traffic before.

WAP & IAB Traffic on POF – Weekend 3 – Stats

Stats through the end of the weekend 3 are below.

Campaign CTR Clicks Conv’s Conv. Ratio Spent Revenue Profit/Loss
SD ≤ 25 & LC ≤ 50 0.867% 267 10 3.75% $33.44 $35.00 1.56
Login Count 50 – 100 0.578% 54 4 7.41% $12.80 $14.00 1.20
Login Count 100 – 150 0.655% 54 2 3.51% $20.56 $7.00 13.56
               

These stats are probably skewed somewhat because it was July 4th weekend in the US and dating offers are either hit or miss on holiday weekends. It’s always hard to predict and if I had to do this again, I would delay it a week.

I was playing with my bids all weekend and they were all over the place. One day I’d get some traffic and I’d raise my bid only to get less traffic, so I upped it more to get a ton of traffic and that didn’t work, so I went back down to my middle bid and got a lot more traffic. So it was all over the place. Again, I’m attributing this to the holiday weekend.

I did decide to scale out my campaigns to the 18-24, 30-34 and 35-39 demographics and was able to realize profits in all demographics using data I compiled from the tests I did in the 25-29 demographic.

So take this data, make your own campaigns and go make some money!

WAP & IAB Traffic on POF – Profitable Campaigns

I haven’t released this information anywhere else. I’ll breakdown the campaigns I decided to run after I took this case study private. I’ll give you the targeting I ended up using and the best performing creatives. I’m just gonna post the campaigns, targeting and stats for each campaign. All the campaigns had the distribution set to evenly and a frequency cap of 3.

On all the campaigns I created I used the same creatives to maintain the integrity of the results. These are the top 10 creatives, in terms of CTR, for each campaign. Most of the top images were the same in all the campaigns. A number of these creatives received more than 1% CTR on mobile traffic! You can download them here.

MeetMoi – M1824 – US – 300 – LoginCount50
Targeting
  • Country = United States
  • Age Between 18, 24
  • Gender = Male
  • Login Count ≤ 50
  • Marital Status = Separated, Widowed, Divorced, Single
  • Browser Type = Android, iPhone
Stats
Avg. CPM Imp’s CTR POF-Clicks P202-Clicks Conv. Rate Spent Rev. Profit
$0.64 279,050 0.905% 2525 1744 5.39% $178.09 $329.00 $150.91

MeetMoi – M1824 – US – 300 – SessionDepth5
Targeting
  • Country = United States
  • Age Between 18, 24
  • Gender = Male
  • Session Depth Between 1, 5
  • Marital Status = Separated, Widowed, Divorced, Single
  • Browser Type = Android, iPhone
Stats
Avg. CPM Imp’s CTR POF-Clicks P202-Clicks Conv. Rate Spent Rev. Profit
$0.60 1,003,431 0.903 9061 6230 4.80% $603.42 $1046.50 $443.08

MeetMoi – M1824 – US – 300 – SessionDepth10
Targeting
  • Country = United States
  • Age Between 18, 24
  • Gender = Male
  • Session Depth Between 6, 10
  • Marital Status = Separated, Widowed, Divorced, Single
  • Browser Type = Android, iPhone
Stats
Avg. CPM Imp’s CTR POF-Clicks P202-Clicks Conv. Rate Spent Rev. Profit
$0.60 294,590 0.564 1662 1046 5.35% $176.75 $196.00 $19.25

MeetMoi – M3034 – US – 300 – LoginCount50
Targeting
  • Country = United States
  • Age Between 30, 34
  • Gender = Male
  • Login Count ≤ 50
  • Marital Status = Separated, Widowed, Divorced, Single
  • Browser Type = Android, iPhone
Stats
Avg. CPM Imp’s CTR POF-Clicks P202-Clicks Conv. Rate Spent Rev. Profit
$0.63 125,732 0.902 1134 717 4.60% $79.03 $115.50 $36.47

The average CPM is the total number of impressions I received, divided by what I paid for the campaign. I was constantly tweaking the bids and testing new price points to see if I could get more volume without sacrificing my ROI.

While running these campaign I had some serious click discrepancies. I thought it was POF overreporting since it was a new feature. Then I was thinking fraud, but in the last couple weeks I was informed of how crucial speed and the number of redirects for mobile traffic are. Not only was I using Prosper202 for my tracking, with cloaking turn on, I have a custom redirect script built on top of Prosper that redirects my links. POF reported 18,934 clicks total and Prosper only reported 12,717. That means I was losing 33% of my clicks. After doing the math on this, that would’ve equated to 4 figures worth of more profit for me that I missed out on. With the amount of clicks I was losing, it’s amazing I was able to turn a profit on any of these campaigns.

*Denotes that the conversion rate stated are the number of leads divided by the number of clicks reported by Prosper202.

Disclaimer: POF no longer sells their mobile inventory. I think you can still purchase it from AdMob. 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 from June – July 2011.

Speak Your Mind

*