As you can see from the last post, “PPV Case Study wrap up and conclusions“, things did not turn out as expected.

While some critics have chosen to say the case study was a failure, I consider it useful to have gained a couple of lessons in how Direct CPV works.

Yes, I’d stopped the campaign before the URLs had accumulated significant impressions – primarily because the URL targets were displaying content that would’ve been difficult for that particular offer to convert. The ones which were hypertargeted to the offer (about 1,000 from each keyword group) had impressions in the single digits.

In this case, it would have made more sense to switch to a different offer for the URLs which were getting traffic.

This is the first in a series of case studies, as they’re posted in real time, you’ll see situations of low impressions, high impressions with few or no conversions, as well as possibly a couple of winning campaigns. If you’re reading this and you’re hitting winners with every campaign, drop me a note and I’ll feature you in a future post.

Mike Chiasson posted recently about his keyword targeting trial on Direct CPV. You can check it out: here.

If you’re not failing often, you’re probably not trying hard enough.