If we take a look at the dating vertical, you'll notice that most affiliates tend to focus on targeting male users while overlooking the female audience. However, this is a missed chance because on popular dating apps like Tinder, the number of men and women in Europe is almost equal.
Many affiliates don't realize the potential of targeting women specifically. There's not much information or resources available for this target audience, which means there's less competition.
So, what makes dating for women different? Why is it profitable to target them? And what should you keep in mind when creating a dating campaign targeting the female audience? This article is going to break it down for you.
What to include on the landing/pre-landing page: When women are thinking about joining a dating website, research shows that more than 73% take the time to check out what the website is all about, including its main purpose and the profiles of other people using it before they actually sign up. So, it's important for affiliates to make it crystal clear right from the start what expectations they should have after joining the website: whether it’s casual fun, long-term relationships, or just finding friends. Unlike men, who can be easily convinced by a few nude photos and a “Sign Up” button, women generally need more information and context to feel interested and comfortable.
When to show your ads: Research shows that women are most active on dating apps after 9 p.m. The popular apps report that people spend about 10–20 minutes on the website, checking it out 10–15 times a day. Usually, men and women both look for partners on Mondays and Tuesdays. However, this can vary depending on the geo. It's important to consider the time zone and typical working hours so that you don't make any mistakes. You can easily find this data on Statista.
What to include in the ad creatives: Beauty standards are subjective, but there are a few known facts. European women tend to pay attention to certain features like men’s eyes, toned arms, slim figure, buttocks, and being clean-shaven. Clean-shaven men are generally more preferred over those with beards. Since you can't include everything in one ad, it's better to choose men with beautiful eyes and a happy expression.
To test one version of ad creatives, you'll need to create around 10–12 pictures. Many affiliates experiment and combine different elements to see what works best. This typically takes a few hours each day, as you'll want to have 3–4 options. However, if you are using the MyBid fully managed advertising network to run your campaigns, you can delegate this task to your personal manager who will find the most successful ad creatives and customize them according to your campaign requirements
What language to use: Targeting the browser language is a reliable option to consider. This allows you to reach a larger audience compared to setting the language based on geo. Some women learn foreign languages with the goal of moving to another country. They switch the interface language to their target language to immerse themselves in the language environment. Therefore, ads configured in the target language are more likely to catch their attention.
Which audience to target? Women generally have a stronger focus on building long-term relationships. That's why there are many dating websites available that cater to specific audiences, such as websites for black singles, older individuals, career-oriented women, and divorced people. It's important to figure out which audience you want to target as an affiliate, and then send them to a website that suits their needs. Gathering relevant statistics for that specific audience is also important.
When it comes to dating, women tend to be more selective compared to men. According to statistics from Tinder, women only give their approval to about every 12th profile they come across, while men swipe right much more frequently. This means that women are more likely than men to actively seek out potential dates and continue their search even if they face initial rejections.
Also, women are more interested in finding long-term relationships. To cater to their needs, there are plenty of dating services that offer advanced features and functionalities, such as additional user tests, rating systems, and detailed statistics. These services often come with a higher price tag, which means that affiliates can earn more revenue from women who are willing to invest in finding a meaningful and lasting connection.
However, we recommend considering push notifications and pop ads. In MyBid, even in Tier-1 countries, the cost per click can start as low as $0.00169. The great thing about push notification ads is that they don't go through a moderation process, so you can use even aggressive and attention-grabbing ad creatives like nudes when promoting dating/ adult offers.
Let's look at these two ad formats:
Push notifications and In-Page Push: These formats can be designed to look like message notifications, which tends to work well in the dating niche. It's always nice when someone initiates a conversation with you, and users appreciate that.
Pop ads: Pop ads are hard to miss because they can cover up to 80% of the screen or even open on a separate page. You can also collect the contact information of potential leads and remind them about your offer if they're not ready to take action right away. So, all you need to do is create a landing page as described earlier, adjust the frequency of the ads, and you're good to go with your advertising campaign.
Another example is if your offer is aimed at a 50+ audience, include images of happy couples in that age range and address the main concerns or objections of your target audience.
Don't forget about the color scheme. In both examples, the call-to-action (CTA) button is blue. Blue is a calm color that tends to resonate well with women and girls. On the other hand, men are often attracted to the color red, which can stimulate the nervous system.
For instance, you could use a straightforward approach like "Find a serious relationship on this website." Alternatively, you can create curiosity to capture attention, which can work particularly well with women who may be more prone to anxiety and worries.
On the landing page or pre-landing page, continue the idea presented in the push notification and then provide a solution, which is your offer or service.
To determine which approach works best, it's important to conduct tests. You can rely on a personal manager from MyBid who can inform you about the high-converting approaches and ad creatives while closely monitoring and optimizing your campaign based on the key performance statistics. This saves you time and allows you to focus on other important aspects of your campaign.
In European countries, girls under 25 are usually not active on dating websites because they are focused on completing their education and starting their careers. If you want to target this group, it's important to create ads that appeal to their emotions. On the other hand, it's better to focus on the 25-32 age range. During this time, women are reaching certain milestones in their lives and looking for a partner. However, they are a more mature and thoughtful audience, so you need to provide them with a well-designed funnel, success stories from your website, and reassure them about data security.
It's also important to consider the availability of education for women in the specific country you're targeting. The easier it is for women to access education, the later they tend to think about starting a family. However, different cultures may have different expectations. For example, in China, it's advisable to target individuals under 27 because if they're not in a relationship by that age, society may see them as "leftover."
For more practical and useful information about affiliate marketing like this one, please check out our blog.
Many affiliates don't realize the potential of targeting women specifically. There's not much information or resources available for this target audience, which means there's less competition.
So, what makes dating for women different? Why is it profitable to target them? And what should you keep in mind when creating a dating campaign targeting the female audience? This article is going to break it down for you.
Key features to consider when targeting women in dating campaigns
When it comes to running dating campaigns targeting women, it's important to understand what they are looking for and how they behave. In this section, we'll explore key features/ characteristics to consider when targeting women in your dating campaigns.What to include on the landing/pre-landing page: When women are thinking about joining a dating website, research shows that more than 73% take the time to check out what the website is all about, including its main purpose and the profiles of other people using it before they actually sign up. So, it's important for affiliates to make it crystal clear right from the start what expectations they should have after joining the website: whether it’s casual fun, long-term relationships, or just finding friends. Unlike men, who can be easily convinced by a few nude photos and a “Sign Up” button, women generally need more information and context to feel interested and comfortable.
When to show your ads: Research shows that women are most active on dating apps after 9 p.m. The popular apps report that people spend about 10–20 minutes on the website, checking it out 10–15 times a day. Usually, men and women both look for partners on Mondays and Tuesdays. However, this can vary depending on the geo. It's important to consider the time zone and typical working hours so that you don't make any mistakes. You can easily find this data on Statista.
What to include in the ad creatives: Beauty standards are subjective, but there are a few known facts. European women tend to pay attention to certain features like men’s eyes, toned arms, slim figure, buttocks, and being clean-shaven. Clean-shaven men are generally more preferred over those with beards. Since you can't include everything in one ad, it's better to choose men with beautiful eyes and a happy expression.
To test one version of ad creatives, you'll need to create around 10–12 pictures. Many affiliates experiment and combine different elements to see what works best. This typically takes a few hours each day, as you'll want to have 3–4 options. However, if you are using the MyBid fully managed advertising network to run your campaigns, you can delegate this task to your personal manager who will find the most successful ad creatives and customize them according to your campaign requirements
What language to use: Targeting the browser language is a reliable option to consider. This allows you to reach a larger audience compared to setting the language based on geo. Some women learn foreign languages with the goal of moving to another country. They switch the interface language to their target language to immerse themselves in the language environment. Therefore, ads configured in the target language are more likely to catch their attention.
Which audience to target? Women generally have a stronger focus on building long-term relationships. That's why there are many dating websites available that cater to specific audiences, such as websites for black singles, older individuals, career-oriented women, and divorced people. It's important to figure out which audience you want to target as an affiliate, and then send them to a website that suits their needs. Gathering relevant statistics for that specific audience is also important.
Why is it profitable to target women in dating campaigns?
The revenue generated by dating apps has been increasing year after year and reached 5.3 billion dollars in 2023. In the past year alone, around 366 million people used these online dating services.
When it comes to dating, women tend to be more selective compared to men. According to statistics from Tinder, women only give their approval to about every 12th profile they come across, while men swipe right much more frequently. This means that women are more likely than men to actively seek out potential dates and continue their search even if they face initial rejections.
Also, women are more interested in finding long-term relationships. To cater to their needs, there are plenty of dating services that offer advanced features and functionalities, such as additional user tests, rating systems, and detailed statistics. These services often come with a higher price tag, which means that affiliates can earn more revenue from women who are willing to invest in finding a meaningful and lasting connection.
Which advertising format should you use?
Affiliates have the option to promote dating offers to women using different platforms like YouTube, teasers, contextual ads, TikTok, Facebook, and Google Ads, among others.However, we recommend considering push notifications and pop ads. In MyBid, even in Tier-1 countries, the cost per click can start as low as $0.00169. The great thing about push notification ads is that they don't go through a moderation process, so you can use even aggressive and attention-grabbing ad creatives like nudes when promoting dating/ adult offers.
Let's look at these two ad formats:
Push notifications and In-Page Push: These formats can be designed to look like message notifications, which tends to work well in the dating niche. It's always nice when someone initiates a conversation with you, and users appreciate that.
Pop ads: Pop ads are hard to miss because they can cover up to 80% of the screen or even open on a separate page. You can also collect the contact information of potential leads and remind them about your offer if they're not ready to take action right away. So, all you need to do is create a landing page as described earlier, adjust the frequency of the ads, and you're good to go with your advertising campaign.
What to consider when creating a campaign
We have prepared some helpful tips to help you create high-converting ad creatives for both pop and push notification ad formats.Pop Ads
For pop ads, pay close attention to the landing page or pre-landing page. It's important that the website loads quickly, ideally within two seconds. Slow loading times can cause you to miss out on potential leads. For example, if you're targeting Asian girls, who often have conservative upbringings and parents who prioritize an educated partner, make sure to include an attractive man who fits the selected geo and clearly indicates who they're looking for on the page.
Another example is if your offer is aimed at a 50+ audience, include images of happy couples in that age range and address the main concerns or objections of your target audience.
Don't forget about the color scheme. In both examples, the call-to-action (CTA) button is blue. Blue is a calm color that tends to resonate well with women and girls. On the other hand, men are often attracted to the color red, which can stimulate the nervous system.
Push Notifications
For push notifications, you should clearly indicate the focus of your offer in the ad.
For instance, you could use a straightforward approach like "Find a serious relationship on this website." Alternatively, you can create curiosity to capture attention, which can work particularly well with women who may be more prone to anxiety and worries.
On the landing page or pre-landing page, continue the idea presented in the push notification and then provide a solution, which is your offer or service.
To determine which approach works best, it's important to conduct tests. You can rely on a personal manager from MyBid who can inform you about the high-converting approaches and ad creatives while closely monitoring and optimizing your campaign based on the key performance statistics. This saves you time and allows you to focus on other important aspects of your campaign.
Conclusion
When choosing a target audience for your affiliate marketing campaign, there are two important factors to consider: the age of the audience and the cultural context of the geo you're targeting.In European countries, girls under 25 are usually not active on dating websites because they are focused on completing their education and starting their careers. If you want to target this group, it's important to create ads that appeal to their emotions. On the other hand, it's better to focus on the 25-32 age range. During this time, women are reaching certain milestones in their lives and looking for a partner. However, they are a more mature and thoughtful audience, so you need to provide them with a well-designed funnel, success stories from your website, and reassure them about data security.
It's also important to consider the availability of education for women in the specific country you're targeting. The easier it is for women to access education, the later they tend to think about starting a family. However, different cultures may have different expectations. For example, in China, it's advisable to target individuals under 27 because if they're not in a relationship by that age, society may see them as "leftover."
For more practical and useful information about affiliate marketing like this one, please check out our blog.
