As a refresher, we went over:

1. Targeting
2. CPM
3. Ad Size
4. Frequency cap

I listed the in order of importance for maximizing on your ROI. So let’s look at it in a little more detail as to how to BEST utilize each step.

1. Targeting
I would start off broad but segmented at the same time. What I mean is, set targeting to only include geo/age/gender (broad targeting set) but segment the demographics up into their own campaigns (segmented). So if you had a campaign that was US, Male, 18-30, I would run it into 3 campaigns:

a) US, Male, 18-22
b) US, Male, 23-26
c) US, Male, 27-30

Just because in my own experience, I feel like I was a different person during each of these times (pending the 27-30 yr old stage) and what I would have clicked on at 21 would not be the same thing that appeals to me now. Then, use our conversion pixel and let the data tell you which demographics to further drill down by. The goal here is to exclude demographics that will not perform for you. By no means are you limited to split testing only 1 variable initially! The more granular you campaigns are, the better first step you’ll take.

2. CPM
Fast forward a week and you’ve found your demographic and it’s performing well for you! Time to ramp up and send more traffic to that specific demographic! There are efficient ways to bid and there are inefficient ways to bid. Here is a tip to sure you’re doing it correctly:

- Track how many impressions you’re getting for your bids. Most people bid in increments of $0.10, starting at around $0.30 all the way up to $3+. The point where you increase bids but receive minimal increases in volume, means you’re reaching the CPM ceiling. Don’t be inefficient and change your bid from $0.52 to $0.58, you’ll get a much bigger effect by increasing past the multiple of $0.10 (to $0.62 for example).

3. Ad Size

110×80 = 60% volume
IAB’s (all 3 sizes) = 40% volume

The people getting the most out of PlentyOfFish are the ones using ALL our sizes. And I’ve also had feedback that the same offer will perform differently based on the ad size you run it on. There will be some major EXCLUSIVE bonuses to the 110×80’s coming up in the near future so look forward to that :)

4. Frequency Cap
By now, y’all should know what this is but how do we use it effectively? I know I touched on this last week but here’s a step-by-step:

1. Establish a “baseline” for performance by using our minimum 3/session frequency cap for 7 days (or at least have weekdays vs. weekend traffic).
2. Then raise it as high as it will go before you see a sharp drop in performance. Do not compare stats on a day by day basis because you’ll be comparing apples to oranges (ex. Tuesday vs. Wednesday). What you should do is compare the same day on different weeks (Tuesday this week vs. Tuesday last week).

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And as promised, here’s some insight into log-in count!

Breakdown of POF users by log-in count
17% 0-50
11% 50-100
8% 100-150
7% 150-200
6% 200-250
5% 250-300
4% 300-350
3% 350-400
3% 400-450
3% 450-500
2% 500-550
30% 550+

There are some really good features in the pipeline for us so bookmark our blog and be the first to know!

And for those attending Ad:Tech San Fran, stay safe and I look forward to the awesome pictures and stories :)

Cheers,

Ben

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