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Distribution and effectiveness of frequency filters in pop and domain redirect campaigns - Zeropark Case Study

zeropark

Traffic Manager
Traffic Manager
ZeroPark
Hey guys,

There are many options for tweaking your campaigns to squeeze out extra profits. You can bid up and down and cut out chunks of traffic that clearly aren’t a good fit. But sometimes the devil lies in the details. And while some campaigns need to be test-run before you can determine what makes a difference, there are settings that just tend to work for all.

And how do we know that? Because we did our research. The Zeropark business analytics team is back in action. This time we took a deep dive into the effectiveness of frequency filters.



The frequency filter is one of the options for optimizing your affiliate marketing campaigns. It determines how often your ads are shown to each individual user. The default recommendation for impression frequency is usually 24 hours.

Zeropark's in-house business analytics team decided to look into the effectiveness of each frequency based on Zeropark’s data from the past 3 months.

☑️ How are frequency filters used in Zeropark campaigns?​

For both pop and domain redirect campaigns, the most popular frequency filter setting is 24 hours. Other popular settings for both types of traffic are 30 mins and 1 hour.

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The overwhelming majority of Zeropark affiliates don’t change their frequency settings during the run of the campaign. Now, it’s time to learn more about optimizing your use of frequency filters.

☑️ How do frequency filters affect campaign performance?​

Changing how often you choose to display the ads to your audience will affect the conversion rate and the profitability of your campaign. The Zeropark analytics team looked at three months' worth of data to tell you exactly what kind of results you should expect with each of the most popular options.

★ For domain redirect campaigns:
  • 12h frequency filter is optimal for high win ratio
  • 24h frequency filter is optimal for high profit
  • 60 min and 12h frequency filters are equally optimal for high conversion rate
★ For pop campaigns:
  • 30 min and 1h frequency filters are optimal for high win ratio
  • 24h frequency filter is optimal for high profit
  • 30min frequency filter is optimal for high conversion rate

☑️ Performance of frequency filters with different verticals​

Last but not least, the Zeropark business analytics team looked into the performance of frequency filters for different verticals. Despite using over 10 thousand campaigns there were not enough data points to assess all available verticals.

Here are the results for niches with enough data to determine precisely what frequency filters bring the best results:

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For example, for the e-commerce vertical, the frequency filter of 24 hours produced an average eCPA of $6.06 while using 30min frequency filter lowered that number to $1.33.

On the other hand, Smartlink offers with a frequency filter set to 12h generated eCPA as high as $4.26 while campaigns with 24h setting produced only $0.45 eCPA.

These particular measurements were taken over a period of 1 month on the basis of over 7 and a half thousand campaigns.

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Let’s take a look at some examples of conversion rates in pop campaigns. In one month the conversion rate for e-commerce campaigns reached 16.38% for the 30 min frequency filter. In the same time period, campaigns with the setting of 60 min achieved a 12.5% conversion rate while the 24h setting brought only a 0.27% conversion rate.

The difference in smartlink offers was not as significant, however, the 30min setting brought only a 0.34% conversion rate while the 24-hour setting produced a 3.32% conversion rate within the same time period.

☑️ Conclusions​

To summarize, most Zeropark users opt for standard 30min, 1h, 12h, or 24h frequency filters and make no further changes to this parameter during the campaign optimization process.

Different frequency filters drive optimal performance depending on what you want to achieve. While sending out impressions more frequently leads to better conversion rates, 24h seems to be the winner for maximizing profits.

What’s more, the optimal setting is different per vertical and, in that case, it might also differ depending on the metric you’re optimizing for.

Magda
 
MI
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