Promoting Rebills on PoF
To run rebills profitably on PoF you are going to need to use a traditional rebill style LP just like on any other traffic source. That being said, PoF allows considerably more detailed targeting options than a traditional media buy or other platform so take advantage of this. While the volume isn't huge, the ROI on a fine tuned PoF campaign like this can be enormous. Do not waste your time / money direct linking this, without the right LP, it won't convert. Another advantage of using LP's on PoF is that PoF will not allow an offer that the terms are not written on the front page. Your offer will be accepted though if you copy paste the terms onto your LP.
Whether you are running weight loss, skin care, or grants, take advantage of all the different banner sizes including the new 310s. The different sizes allow for some unique spins on your ad copy and you can include much larger images than the regular 110s so use this to your advantage. The idea is to get huge CTR - use ad copy that asks a question or something that seems outrageous to get the user to click (i.e., "5 foods you think are healthy that really make you fat" or "cigarettes that you can smoke in a restaurant" or "how to get $XX,XXX from the government"). (NOTE: these are general ideas, I intentionally didn't include the actual top performing ad copy verbatim as it is your job to test and find what gets the best CTR / conversion).
For weight loss, obviously targeting overweight people but be sure to split these campaigns up by body type as well. There are different targeting options of PoF including "Few Extra Pounds" and "BWW" Few Extra and BBW could perform differently and you want to be able to adjust your bids accordingly to the performance. Also, another thing I've found is that the "prefer not to say" category are often times overweight people who are the most insecure about their body type as they aren't even willing to say that they're overweight online. These people are prime targets for weight loss offers and don't neglect to monetize them and play to their insecurity. You can run our Acai offers with a step 2 colon offer as well as long as you're including both of the offers terms on your landing page. PoF is a flexible ad source, and that's why we love them.
For skin care offers, I recommend targeting women 30+, as insecurities start building up at a young age. Before and after images work great, be sure to take advantage of all of the banner space and use catchy / provocative headlines, borders help too. Be sure to split the campaigns down by age groups though, don't run 30-50 in one campaign and expect to get any sort of meaningful data. Also, another nuance to this is you can break it down by ethnicity and tailor your ad copy / LP accordingly, though keep in mind that the majority of PoF's volume is Caucasian but lower volume ethnicity targeting campaigns can be serious ROI. Do not forget to scale your campaigns internationally: our top United Kingdom skin deals are getting EPC's as high as $10.25 internally now. It's money you cannot ignore, and that goes for every trial vertical you hit.
For grants, these are quite a few angles / targeting combinations you can use, I'll outline a few to give you some ideas. Break it down by income targeting first, I find anything below 35k is good, but again, take the time to break it down by each income level bracket so that you can track every last detail. Another angle to take is ethnicity targeting, grants for "___ Americans". These offers are proven to work well. You want to make sure when creating grant banners and 110's that you do not use pictures of cash or cars or clothes. While Biz Opp and Grants are similar, the creatives/images that work for each could not be more different. You want pictures of treasury notes, government checks, and whatever angle you are targeting. Another thing to keep in mind is that given the current state of the economy, a lot of people are either thinking of going back to school or freaking out about how big their loans are getting. Break it down by education level, targeting high school educated people with grants for college, those who are students with grants for student loans, the unemployed for grants for unemployed / to go back to school, etc. It's not rocket science, provide these people with something that they want and need. These are just a few examples, there are quite a few variations (i.e., targeting single mom to put child through college).
As far as login count goes, normally we recommend <50 or <100 for dating to get the freshest audience, but the advantage of promoting a non-dating offer on PoF is that login count becomes less critical. We still recommend breaking your campaigns down by login count so that you can spot any trends / variations in performance based on the different login counts, but it is definitely worth testing in the >50 login counts as there is a huge user base available at lower CPM's
Make sure that you talk to your account manager and let them know what your plan of action is. We will not review your landing pages, so please don't ask us to. We can give general tips and hints but we are not building your campaigns for you, that's your job! However please don't hesitate to ask us for help with creatives, targeting, general ideas about how to build your landing page, etc. Launching without consulting your account manager could mean the difference between a winning and losing campaign. And remember: test, test test.
