A couple of months ago (February) I purchased some ad placements on a popular 'tube' style adult video site (site 1). I ran about a dozen ads all in the same placement and targeting . I found that 4 of the ads performed significantly better than the rest, so in March I just ran these 4 ads. For all ads in both February and March I was using the same ad placement - the one that gave me the most impressions for my money (it was Position B on the image below). This month, I took the winner from those 4 ads (which is Ad 3 in the data below from April test) and I decided I would try to figure out how much ad placement matters. I did run it on a different website with the same layout as site 1, but I imagined that since they are both porn sites and both have identical layouts, I could draw the same conclusions. Site 2 just happened to have more traffic (and the placements were more expensive). I ran the same ad in 2 different spots on site 2, and this is what I discovered:
If you look at the diagram above, this is the basic layout of the website. I purchased ad space in position A and position B.
As you can see, position A had a better CTR. Even though position B was quite a bit cheaper on a CPM basis by $0.15, position A actually provided for a cheaper CPC by $0.04.
Here are the exact numbers:
My most recent test: 2 days, $100 budget
Position A: 219 clicks, 72,376 impressions, 0.30% CTR, $0.23 CPC, $0.70 CPM with a total cost of $50.653
Position B: 176 clicks, 89,817 impressions, 0.20% CTR, $0.27 CPC, $0.549 CPM with a total cost of $49.290
April test: 3 days, $150 budget
Ad 1, position B: 408 clicks, 169,373 impressions, 0.24% CTR, $0.08 CPC, $0.202 CPM with a total cost of $34.214
Ad 2, position B: 334 Clicks, 170,286 impressions, 0.20% CTR, $0.10 CPC, $0.202 CPM with a total cost of $34.398
Ad 3, position B: 471 Clicks, 170,258 impressions, 0.28% CTR, $0.07 CPC, $0.202 CPM with a total cost of $34.392
Ad 4, position B: 366 Clicks, 170,170 impressions, 0.22% CTR, $0.09 CPC, $0.202 CPM with a total cost of $34.374
March test: I don't have this data right now.
How much money did I make?
I earned about $400 from the $150 I put in in April. I just finished running the $100 test yesterday, and so far I don't see a single conversion. Clearly I don't have a profitable campaign here, but I am surprised that I don't see any conversions yet.
I don't even know if anyone else will find this data interesting. I don't know if this is even enough data to draw any statistically significant conclusions. It's probably not, since I had such a difference in conversions from April to now. In retrospect, I think that perhaps I should have stuck with site1 which had the cheaper placement. All of these ad spots were purchased from TrafficJunky.com by the way, so that probably gives you a pretty good idea which sites I'm advertising on if you care. This isn't supposed to be some 'case study' or anything profound, just some observations I made. Feel free to share any conclusions you think can be drawn from the data.
If you look at the diagram above, this is the basic layout of the website. I purchased ad space in position A and position B.
As you can see, position A had a better CTR. Even though position B was quite a bit cheaper on a CPM basis by $0.15, position A actually provided for a cheaper CPC by $0.04.
Here are the exact numbers:
My most recent test: 2 days, $100 budget
Position A: 219 clicks, 72,376 impressions, 0.30% CTR, $0.23 CPC, $0.70 CPM with a total cost of $50.653
Position B: 176 clicks, 89,817 impressions, 0.20% CTR, $0.27 CPC, $0.549 CPM with a total cost of $49.290
April test: 3 days, $150 budget
Ad 1, position B: 408 clicks, 169,373 impressions, 0.24% CTR, $0.08 CPC, $0.202 CPM with a total cost of $34.214
Ad 2, position B: 334 Clicks, 170,286 impressions, 0.20% CTR, $0.10 CPC, $0.202 CPM with a total cost of $34.398
Ad 3, position B: 471 Clicks, 170,258 impressions, 0.28% CTR, $0.07 CPC, $0.202 CPM with a total cost of $34.392
Ad 4, position B: 366 Clicks, 170,170 impressions, 0.22% CTR, $0.09 CPC, $0.202 CPM with a total cost of $34.374
March test: I don't have this data right now.
How much money did I make?
I earned about $400 from the $150 I put in in April. I just finished running the $100 test yesterday, and so far I don't see a single conversion. Clearly I don't have a profitable campaign here, but I am surprised that I don't see any conversions yet.
I don't even know if anyone else will find this data interesting. I don't know if this is even enough data to draw any statistically significant conclusions. It's probably not, since I had such a difference in conversions from April to now. In retrospect, I think that perhaps I should have stuck with site1 which had the cheaper placement. All of these ad spots were purchased from TrafficJunky.com by the way, so that probably gives you a pretty good idea which sites I'm advertising on if you care. This isn't supposed to be some 'case study' or anything profound, just some observations I made. Feel free to share any conclusions you think can be drawn from the data.
