POF Case Study: Jewcier

Plenty of Fish is a great traffic source that a lot of my publishers at PeerFly are really starting to take advantage of. In my article on traffic sources based on experience I explain that unless you’re completely new to affiliate marketing, I think you can probably handle setting up and running a campaign on POF. Running a campaign on POF is easy, but getting it profitable isn’t quite as easy. There are a lot of different targeting options you can test and there are a ton of great dating offers you can promote to those targets.

Earlier this month I setup a campaign using an old banner I created for an offer we recently added to PeerFly again called Jewcier. Well, I’ve decided to share everything about that campaign so you can use that information to setup your own successful campaign!

Jewcier Banner

jewcier bannerI have only been using one banner the entire time I have been running this campaign. I am sure just about every affiliate marketer you will ever meet will tell you that is a bad idea and I agree. However, this banner (shown to the right) has gotten a pretty good clickthrough rate the entire time I’ve been running the campaign so I decided to just keep using it. Below is a screenshot of my POF stats for my two campaigns Jewcier campaigns combined.

Screen Shot 2012-12-13 at 1.33.07 PM

The banner features a girl on the left with a cool border created using CrazyCTR. I included the site’s logo on the right, a small headline, and then a big headline at the bottom. The gradient background helps make the banner stand out from the standard 110×80 image/text ads. I’ve pre-qualified users not only with the banner, but also with my targeting.

Jewcier POF Targeting

Jewcier POF TargetingThe targeting on POF is the secret sauce to setting up a successful campaign. Creating a good banner to get a high clickthrough rate is important, but with good targeting you will get an even better CTR and your conversion rate will be much better.

With my Jewcier campaign I targeted jewish users from the United States (the offer’s only Allowed Country), who had logged in less than 150 times, and were not using a mobile device (Android or iPhone).

Considering that Jewcier is a jewish dating site it only made sense to target jewish users. This decreases my exposure, but it makes sure that the impressions I am paying for are worthwhile.

Targeting New Users
With this campaign I decided to lessen my reach even further by only targeting users who had logged in 150 times or less. Now, these aren’t exactly “new” users if they have logged in 50-150 times, but they also aren’t the old users who have been on POF forever and seen every dating ad out there. I’m direct linking to the Jewcier offer and it’s likely I have some competition also promoting this offer. Well, by targeting users with a lower login count it’s more likely that they haven’t seen Jewcier yet when they click my ad. By including the logo in my banner I’m also kind of pre-qualifying that as well. Someone that has signed up for Jewcier or at least checked out the site is likely to remember the logo or name and if they see it in my banner they probably won’t click.

No Mobile Traffic Please
I am tracking the traffic from my campaign using Prosper202 and I noticed in the Spy view on Prosper202 that a lot of my clicks originally on my Jewcier campaign (about 50%) were coming from mobile devices. The landing page for Jewcier is not optimized for mobile devices so I went in and removed Android and iPhone devices from my targeting. If you’re running a POF campaign that is not mobile optimized I highly suggest doing this.

Jewcier Conversions

So, what most of you probably think is the most important factor, was this campaign profitable? Yes! Here is a screenshot of my Prosper202 stats today for the campaign:

Jewcier campaign stats

The cost on this isn’t accurate because when I setup my CPC cost on Prosper202 I take whatever my default CPM bid is and use that. Prosper202 is setup for a $0.79 CPC, but I actually paid around $0.31 CPC. My true profit right now is $21.54. The campaign is profiting and has been profiting since I started running it. I’m going to continue to run it at the rate it’s at until it’s no longer profitable. My main purpose of setting up the campaign was to create a case study for tightly targeted POF campaigns, not making a bunch of money.

I am not trying to downplay the amount of work that goes into building a success affiliate marketing campaign, but anyone should be able to get a dating offer profitable on POF. You’re not going to make a ton of money setting up a tightly targeted campaign like I have shown above, but it if you’re making money you can reinvest that money into a broader campaign without having to worry too much about spending your budget. Give it a try yourself and let’s make some money!


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