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So I’m sure you’ve read that split testing is the key to success. But there is an efficient way to split test and an inefficient way to split test, especially when we’re talking about a large # of ads. This post is geared towards advertisers who are on a budget: $20/day, $50/day $100/day, whatever it is.
Here’s a typical scenario: you’re feeling inspired and decide to upload 100 ads (25 images, 4 headlines) for your campaign that is set to a $50/day budget. They say that ~20,000 impressions is a good indicator for future performance. Only problem is, at a $0.50 CPM, properly testing 100 ads in parallel would cost you $1000 & 20 days worth of testing. Can you afford to risk $1000 and 20 days to test 100 ads in ONE campaign?
A better way is to submit all ads, get them approved but test them in a serial fashion. Out of your 100 ads, test 5 at a time & pause the rest. 5 ads at 20,000 impressions each at $0.50 CPM = $50 (which is coincidentally, our daily budget). You get the results from your 5 and then move onto the next batch and so on and so forth. So this way, if you do find a winner, you’ll end up making a bit of money while testing.
Better yet, the winning creative(s) should influence you to determine which 5 ads you should test next (take note of the winning headline, body text and any characteristics of the image). Maybe it’s a picture of a guy who’s wearing an apron to suggest that he cooks, well look for other guys in aprons or guys wearing stuff that suggests he does chores (rubber cleaning gloves, sponge, vacuum etc).
Now if your target demographic is small and you’re unable to spend $100/day in it, then a lower # of impressions would be acceptable. Instead of 20,000, try 10,000 and so forth but 5 creatives at a time is a good rule of thumb.
Hope this helps!
Arguably the hottest vertical right now is POF compliant as of last night. Contact your favorite affiliate manager to get started ASAP! There’s literally no competition right now so get those ads up and score the high ROI’s!
Hello everyone! It’s been a while since I’ve written a blog post but there’s nothing like an EPIC blog to dust off the rust
So POF now has the following banner sizes for you to try out: 250×250, 100×250, 546×64, 120×40, 316×101, 10×20, circles, triangles, hearts…
Catching on yet?
You’re buying the banner space but by no means are you restricted to making banners in that size. So let’s say you buy a 300×250 banner but whether you use the entire space, is entirely up to you. This means that you could have a heart-shaped ad, triangle shaped ad, diamond shaped ad.. all of which the people on POF HAVE NEVER SEEN BEFORE. And we all know what happens when your ad stands out right? CHAAAA-CHING!!! Of course, these ads require a border (or non-white colored background) to differentiate the ad from the website, but the border does not need to go on the outline of the banner space, only on the shape of your ad!
Apologies for the crappy Microsoft paint ads. Actually, no I take that back, these ads would rock
In other news, if you take a look at your POF user accounts, you’ll notice 2 new fields that need to get filled out: eye color and pets. Are these new options going to make it into the ad platform? There’s a good chance! Will you be prepared for it when it happens? I hope so! And as always, if you have any questions, please feel free to email us! Ben@pof.com for me or Shannon@pof.com for Shannon.
With such a positive reception following my last post, I am very pleased to return for the second instalment of How to Advertise to Women. Receiving feedback and opening up a dialogue with many of you about breathing some new life into your female campaigns has been equally as constructive and educational for me, so I hope we can continue to see some fresh new angles being tested out!
Speaking of dialogue…it has become clear to me that ad text for dating offers has taken a major backseat to images in regards to testing, rotation and new content. I see the same stuff pass through the platform over and over, so chances are if I am uninspired by it, our female users may feel the same way. Although the image may be the most powerful initial attention grabber, we need to keep in mind that unlike men, women are more likely to actually read the ad text, and a little TLC in this forgotten area may give you the edge you need against your competitors to capture the female demographic.
My tips are as follows:
1) Catch my attention ASAP. Use keywords in your ad text that will immediately resonate with a female user. The most powerful words can conjure up images and experiences in our heads, making us more likely to click on an ad that incorporates them. Choose words that symbolize the emotional connection that the user is searching for. Romantic words like candlelight, roses, princess, sunsets, brunch, and pearls, all play into the fairy-tale that so many women crave. As amusing as this may sound to a man, women love being showered in affection, so going over the top is the by far the best way to go with your text.
2) Keep me guessing. Everybody enjoys the chase and the challenges that come with it, so create an experience with different layers and insinuations in your text. Be coy – “WILL HE BE INTERESTED?” or “DO YOU HAVE WHAT IT TAKES?” or “FIND OUT WHAT HE’S LOOKING FOR.” Testing out phrases that indicate the user is pursuing a man who has choices will heighten the intrigue and capture the click. Attraction has to go both ways, so invite her to investigate further. The site is already chalk-full of ads boasting men who are uncomplicated and ready to commit without question – where is the mystery in that? Try out some images that insinuate a man may have other options, perhaps including another attractive woman. Push the boundaries and do something different!
3) Show me that you are relevant. Women have become pop-culture mavens. We live in a world where everything is fast-paced, and in real time. A world in which entertainment news, reality shows and social media have allowed us to become hyper connected and plugged-in. As an advertiser, make references to topical issues: “AN EARTHQUAKE WOULDN’T STOP THESE GUYS FROM FINDING YOU.” As humorous as this ad text is, it’s also relevant, and completely out of the ordinary. If you aren’t feeling so daring, at least tap into the time of year and mention fall/winter activities, or upcoming holidays, because every girl wants an Adam to her Eve on Halloween.
If the interest continues I will continue to post tips, so be sure to keep contacting me with any feedback or questions you may have at Shannon@pof.com
(Sorry if you missed this month’s!)
Now that you have an insight on how to advertise to ladies, use this to get your campaigns up and running!
“How Do I Improve the Performance of my Female Campaigns??” Funny you should ask…
Many of our advertisers often press me for tips on how to capture the ever-elusive female demographic. We notoriously click less than our male counterparts, but tend to convert better. This leaves a window of opportunity that remains largely untapped by our advertisers. This is where I come in. It’s time for this male dominated industry to gain some insight on what ads will work for women, from a woman.
Having worked on the ad approval side of POF for over a year, I have seen the majority of creatives and campaigns that have passed through our platform. So, despite being just one woman, hopefully my experience and perspective as a female will inspire you to try some new angles when catering ads to the fairer sex.
My tips are as follows:
1. Personalize my experience. The core of Plentyoffish is about creating connections between people, so an advertisement should make an immediate emotional impression. While an ad that screams “MEN LOOKING FOR SINGLE MOMS” could be interpreted as blunt, insensitive, or even predatory, an ad that reads, “THESE GUYS LOVE KIDS,” will probably not be interpreted the same way. Even a small amount of positive emotional weight can take a user from feeling like she is being blatantly singled out, to feeling like she is pursuing the opportunity to make a connection with a real person on her own terms. The same idea goes for images. A guy wearing sunglasses and hiding his eyes may suggest emotional unavailability, while a guy giving me an inquisitive look, a playful smile, or an eyebrow raise means he wants to connect with me.
2. Give me choices. Variety is the spice of life, so make sure you are providing it for our female users. Pose a question, and give her the option to answer it, because chances are she will – with a click. EX/ “WANT A MAN WHO WILL TAKE YOU SHOPPING?” is worded in a way that puts the power and the choice in the users hands. Also be sure to split test and rotate your images to remain competitive. You never know what small subtlety in a photo will prove to be the next big thing, so cover all of your bases. Guys with shaved heads and tattoos for women who like the bad boys, and athletes standing with trophies, or college grads with their diplomas for women who are seeking achievers and providers.
3. Make me feel important. Every woman likes to feel like she is getting an exclusive deal or scoop on something, and we are nosy social creatures. I will admit that I visit a handful of celebrity and gossip websites daily, and part of the intrigue is the impression that I am privy to private information. Write your ads in a way that conveys urgency and exclusivity to our user. EX/ “SPOTTED: WE FOUND SOMEONE TO SPOIL YOU.” To support this angle with your images, look for candid looking photos that will peak her curiosity to capture the click. We do not allow celebrity images to appear in our advertisements, so find some amateur photos of guys that look as though they could have been snapped by the paparazzi!
I will add 3 more tips on the blog next week, so stay tuned! In the meantime I have also included some research conducted by Web Ad.Vantage about the advertising experience for a woman. No huge surprises, but it really reiterates the importance for strong images and ad text that speaks to the user.
For any feedback or further questions you have about female reaction to any specific ads or campaigns, you can contact me directly at Shannon@pof.com