Dating in geos CA, UK, US and AU
Tasks:
- Optimization for registration.
- Optimization for a first deposit.
- Finding a traffic source for a client that meets all his requirements.
The task was to advertise a dating site on the following social networks: Twitter and Pinterest.
The targeted audience was men at the age of 40+ looking for Ukrainian women for dating. From the very beginning, we advertised a dating landing, but all of a sudden, the Twitter algorithm was changed. In 2020 all types of dating ads were possible to place on Twitter, but in 2021 there is no opportunity to place pay ads, only free dating ads can be shown. So we decided to make a dating blog to advertise the landing for Geo: Canada, Great Britain, the USA, and Australia.
Firstly, we chose photos of good-looking young ladies at the age of 20+. Text in creatives was quite generalized, targeting a broad audience.
The ads were not successful, men clicked the photos of girls but did not want to continue with registration. We concluded that men of 45+ were not interested in young model-type looking ladies. So we tried the opposite variant. We chose women with ordinary appearance, at the age of 30-35+ and changed titles as well. Instead of an unclear description, we meant the phrase “For men 45+” and “serious relationships” in the text.
And it worked. As practice showed, men at the age of 40+ looked for mature 35+-year-old women and were more interested in serious relationships, rather than talking to young girls, who were not ready to have a family. In other words, men wanted to have a wife, not a girlfriend.
Creatives on Twitter and Pinterest:
Concerning the creatives on Twitter, we initially uploaded 7 photos + 5 photos later, and 5 videos slideshows/selfies.
On Pinterest we did the same: 5 photos + 5 videos were uploaded, later we removed all videos and added 5 photos, as this social network is more visual, based on images, not videos.
Media Go is a native network that does not indicate gender and age, that’s why it was useless for us to work with it, as it was impossible to target our audience.
Snapchat is a social network that is mostly used by a young audience. The age of the audience here is under 35 years, so it does not fit our requirements, as our targeted audience – men at the age of 45+.
To sum up, social networks are the best platforms for dating ads. Here, we can indicate the age of the targeted audience, which is a key factor in a successful case.
The ad campaign targeting was divided into 2 categories: interests targeted and wide (without interests) also we separated devices (ios, android, desktop) for every Geo.
After we tested Twitter, we decided to left the following campaigns active:
UK – ios/ android – all, desk/ios/android – int photo
CA – ios/ android – all photo, android/ios – all video, android/ios – int photo, android/ios – video
US – desk/ios/ – all photo, desk/ios – int photo, android/ ios – all video, android/ ios – int video
AU – were paused.
Creatives with low efficiency were paused.
Pinterest results:
The ad campaign targeting was divided into 2 categories: interests targeted and wide (without interests) also we separated devices (ios, android, desktop) for every Geo.
After we tested Twitter, we decided to leave the following campaigns active:
UK – mweb/ desk/ android – all photo, webm/ desk/ – int photo
CA – desk/ webm – all photo, webm/ desk – int photo
US – android, desk, webm – all photo, ios, android, desk, webm – int photo
AU – decided to not place any ad
Here, you can look at statistics and see the results of what ads were more effective.
