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Frequency cap for pops? (8)

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Any thoughts on a good frequency cap for pops?

For test campaigns I've been running at one pop every 24 hrs. However, for whitelist campaigns would you recommend increasing this?

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Left it at the same for my WL campaigns as well (1/24).

Sure be interested in knowing other people's take on this too

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Also really interested what is the best to start the campaign.

It is important to splittest with this, when running a campaign, since I saw significant changes while doing this. Sometimes it helped to turn it off and get raw traffic, but also setting down the bid a bit -> You get more volume for a cheaper price. UNfortunately this doesnt always work and also went really bad for some campaigns, so I guess its very unique for every trafficsource/country.

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Beware of ads blindness! There is a difference between between 1/12 and 2/24. Think about it!

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The only way to find out is to test. (Duh Amy tell me something I don't know!)

When I'm testing a new offer, I always set frequency to 1/24 and bid high (like first-ranking high) in order to establish a ceiling on the conversion rate. If even the best quality traffic can't entice some conversions from the offer, I would ditch it - at least for that traffic source.

You can easily see the effects different frequencies have on traffic quality. Take your whitelist camp, replicate it several times, and set each to a different frequency (1, 5, 10, raw for example). Once you see a pattern you can set up additional tests with narrower range to find the optimal frequency. Say for instance if f=1 performs better than f=5, f=10 and f=raw - you could then set up tests for f=2, f=3, f=4...

Something to keep in mind is that you're wanting to maximize profits, not conversion rates. F=1/24 will often give you the best conversion rate, but if by setting frequency to a higher value, you get more traffic volume AND more profits overall, then you wouldn't care even if the conversion rate was lower. Also keep in mind that the "optimal frequency" will largely depend on the quality of your creatives. For example, if you have really good creatives, you may be able to make more overall profits at a higher frequency in spite of a lower conversion rate. So each time you introduce significantly better landers/offers, you may want to retest to find out whether you can get more profits at a higher frequency (i.e. more traffic) than before.

You can do similar testing with other camp settings, such as staggered bids. If you don't want to clone the original camp you could just change the value (e.g. frequency), write down the before and after stats each time you change it, and compare that way. Doing test like these will give you insight into how a traffic source works, which will allow you to run your camps on that source more efficiently than your competition.


Amy

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Great reply Amy, I still owe you that virtual coffee I promised you in a previous thread! I'm actually re-reading some of your advice you gave here - http://stmforum.com/forum/showthread...worth-of-Stats

I'm at this stage now where I'm basically breaking even or thereabouts, the good thing is its now costing very little to test but the bad thing is I'm at the point where I've cut so many placements the volume isn't really there! This is US geo with a sweeps offer.

I like your bidding stratgey, setting it to highest to start and seeing if there are conversions to be had in the first place. I wondered how you go about analysing your data, after placements whats the next thing you look at?

Thanks for your help!

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Haha thanks! It's my job to reply to posts but your appreciation is noted and reciprocated for sure.

Hmm...if you're targetting US, volume shouldn't be a problem! What you need to do is continue to test and optimize every aspect of your camp to improve performance so that some (preferrably a lot!) of the placements that were not profitable before, will become profitable for you. This is why I always advise to not focus on ROI in the initial testing stages because you need that traffic to test stuff, and when it comes to placements it's really unfair to be cutting them when it may be because your offer or creatives are not good enough. A better strategy would be to run at a loss, only cutting the worst placements that are obvious budget drainers that are spending considerable money without making conversions, so that you're running lots of traffic to speed up your testing of offers, banners, landers etc.

And of course - expanding to other traffic sources is always an option.

I test stuff in stages. First I may test 2-3 of the hottest offers in a particular vertical and geo, identify the best one. Then maybe spy and rip 5-10 landers and test those, identify one or more that show the most promise and test versions. All the while I'd only blacklist the very worst placements. Once I have a decent offer + lander combo I'll start cutting bad placements and whitelisting good placements. Like I've mentioned I'm still not very experienced and my bidding strategy is still being developed, but as long as SOMETHING is always being optimized I'm happy. And I'll often either test one variable at a time (i.e. offers or landers for pop, also add banners to the list for display) or set up multiple camps to use each camp to test a separate variable.


Amy

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Thanks Amy, all valuable advice. I'm off to do some more testing (is it bad that its enjoyable?!).

I will keep you posted and see how things go over the coming days. =)

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