Retargeting PPV Pop-ups
Repeat PPV pop-ups from the same IP address seem to correlate (at least at a glance) with a drop in conversions and a dip in ROI. In other words: As days roll by I find myself spending on repeat pop-ups to people that didn’t bite the first time around, and they haven’t been chugging any of Morpheus’ blue pills either, so I’m wasting my money. Take a look at these two graphs – The first one is the Repeat clicks – The definition of repeat here is “coming from the same IP during the last 24hs” – which is leaving out repeat IPs hitting 25 hours later or two days later. I’m betting after running for any significant length of time this adds up fast. The second graph is the ROI for the same period.
I tried to avoid repeats by tweaking the settings on the ad network – which seems to work for a time, and more or less randomly for me.
So here’s a thought… Stick a cookie in their machine as they pass by and read it back when they’re coming in to create a sequence of landers/ads/offers that you can take the person through. Instead of trying to pull a one-hit-wonder, how about presenting them with escalating offers? Or how about switching to another niche?
Interesting idea. It isn’t full-on retargeting – its still an interesting idea that could lengthen the life of a campaign.
Slave Rat and 
Joseph are discussing. 
Joseph 11:21 pm on August 21, 2010 Permalink |
Great idea but Executing this must be difficult?
Slave Rat 4:20 am on August 22, 2010 Permalink |
Joseph… Clearly, I’m not a genius here. Later in the afternoon it hit me that I’ve actually seen this before – I just didn’t pay attention since I thought it was just a fancy way to split-test.
Doing this is dead-easy from the technical point of view. Just search for “cookie landing page rotator”. Barman from PPC.BZ posted a really nice one over at PPVPlaybook (membership required, not an affiliate link).
Barman’s script can not only walk through a sequence of landers, it can also walk through a sequence of multiple sets of landers. Sounds confusing – essentially if you configure it right, it allows you to split test your sequence of landers; So if you have three for the first step, four for the second step, and two for the third step it will walk through the steps and randomly chose a lander from that set/step. That way it does both things at once – advances a sequence and split-tests it.
The wizardry comes in building/choosing the right landers to put in sequence.