Ask Me Anything Dating in Europe: tips on running traffic, top sources and high-converting offers

[Lina Le]

Are you targeting Europe?
Then be sure to read our series of posts with features of European GEOs. Get the ball rolling with Great Britain.

Globally, the revenue from dating apps was down slightly in 2022. But experts expect profits to return to pre-war levels. And come on, there are 1 400+ dating apps in Britain alone. There are separate apps for dog lovers, vegetarians, and for single parents, etc. By the way, if you haven't seen our thread about gay niche offers, check out it here. So what are the nuances of the UK locale?

In January 2022, downloads of dating apps increased by 32%.
According to Apptweak, the Match Group dominates the dating niche in Europe and Britain in particular.
Match Group has approximately 56% of total downloads with its Tinder, Hinge, Plenty of Fish, OK Cupid, Meetic, and Match.com.

Top 5 most converting traffic sources:

1. PPC
2. SEO (wow! but still)
3. Native
4. Social Ads

Social Ads lifehacks

• If you want to get more click-throughs to your site or app, create a link post (98% of advertisers do this)
• If you are in the Adult Dating business, sometimes it makes sense to have a link to a so-called "cross-link" landing page rather than directly to the dating site
• Among formats, video is the second-highest for CTR

Tips for dating creatives to increase CTR

• Authenticity (real photos and videos)
• Creative should correspond to the niche of dating (in casual, it is better not to take too explicit photos, and in gaming, you can use anime characters)
• Use phrases about loneliness and photos of girls (the audience of dating apps is 60% men)

Of course, the VortexAds team has a few converting offers for the UK:

3978: Good-shag [UK]
>> CPL SOI Mobile/Tablet
>> EPC $0.20
>> Payout €1.60

2682: MyDirtyNeighbour [UK]
>> CPL DOI Mobile
>> EPC $0.18
>> Payout $4

Feel free to contact our managers:

Pavel, Dating Affiliate Manager
e-mail pavel.khar@vortexads.com
telegram @pavel_vortexads
skype live:.cid.d636044375edd2ab

Or join us via vortexads.com

 

[Lina Le]

The main peculiarity of the DE worldview — they prefer to date those who are in their observable social circle, with those whom they could potentially know. And while you can't lump all Germans together, this GEO has its own peculiarities for driving traffic. Let us outline some of them.

A demographic cross-section of the market

According to Statista, there are almost 60% of singles under 49 years old. Most of them are women with incomes above average (50.6%). But the core of the target audience is men! According to Focus.online, one in 5 Germans used dating apps to find a partner in 2018.

Dating stereotypes in DE

• Punctuality. It may be stereotypically so, but Germans prefer to be on time. How does this affect the creatives? Don't use appeals of urgency when you create creatives!
• The second fact is that only 21% of online dating apps users forbid the apps from gathering personal information. So webmasters can get more detailed audience statistics.
• The third point is the way to meet potential partners by joining meetup groups in their local area. This means that webmasters should design creatives with a cozy atmosphere and use more natural photos of people.

The potential of the German dating market

According to Sensor Tower, Germany and Italy may have the greatest opportunity for Social Discovery apps, as these countries have relatively low download penetration in the region.

Top 3 most converting traffic sources

• Reviews

Germans are more susceptible to the influence of authority and the opinion of those close to them.

• Native

Frequently visited sources of information or entertainment are more trusted by Germans.

• Social Ads

Especially close-knit or local communities.

Suitable dating offers for DE:

3988: WhatsFlirt [DE]
>> CPL SOI
>> EPC $0.67
>> Payout €8

3922: Heisseluder [DE AT CH]
>> CPL SOI
>> EPC $0.40
>> Payout €2.64

Feel free to contact our managers:

Pavel, Dating Affiliate Manager
e-mail pavel.khar@vortexads.com
telegram @pavel_vortexads
skype live:.cid.d636044375edd2ab

Or join us via vortexads.com

 

[Lina Le]

According to Statista, user involvement in dating apps will be 9.1% by the end of 2023 and is expected to be 10.2% by 2027. But what can we say specifically about the Netherlands? And that this GEO is notable for its heterogeneity and the dramatic leaps in the popularity of dating apps. For example, the popularity of Tinder in the Netherlands was at 61%, then fell sharply to 50%, and then rose again to 62%. Such jumps cause the peculiarities of traffic pouring into this GEO.

3 things you need to know about dating in NL

1. Spending on offline dating is down 11% since 2017
2. 14% of couples found each other online
3. The number of people over 50 looking for companionship online is growing (15% in 2017)

You can experiment here
In the Netherlands, niche dating apps are widespread. For example, for dog lovers or for vegans and vegetarians.
Or the app Elite Singles focuses only on people with higher education. And it is quite successful: despite the admission test to create a profile, the number of participants has already passed the 800 000 per month mark across Europe.

Top 3 most converting traffic sources

• SEO

You may be surprised, but in the Netherlands SEO really works. The Dutch are often looking for new online dating compared to the rest of Europeans. And search engine optimization allows a site or app to rise higher in the rankings.

• In-app advertising

The Netherlands has a high level of broadband Internet penetration and technology. So it is worth focusing on users of other applications — there are many of them.

• Social Ads

As usual, nothing surprising. But in NL, online dating is more common.

Suitable dating offer for NL:

3974 Buurtavontuurtje [NL]
>> CPL DOI
>> EPC $0.41
>> Payout $5.60

Feel free to contact our managers:

Pavel, Dating Affiliate Manager
e-mail pavel.khar@vortexads.com
telegram @pavel_vortexads
skype live:.cid.d636044375edd2ab

Or join us via vortexads.com

 

[Lina Le]

Wow! We've already reviewed the United Kingdom, Germany and the Netherlands as GEOs for driving dating traffic. For now, our team recommends that you consolidate new knowledge and test a few high-performed dating offers for European GEOs

3978 Good-shag [UK]
>> CPL SOI Mobile/Tablet
>> EPC $0.20
>> Payout €1.60

2682 MyDirtyNeighbour [UK]
>> CPL DOI Mobile
>> EPC $0.18
>> Payout $4

3988 WhatsFlirt [DE]
>> CPL SOI
>> EPC $0.67
>> Payout €8

3922 Heisseluder [DE AT CH]
>> CPL SOI
>> EPC $0.40
>> Payout €2.64

3974 Buurtavontuurtje [NL]
>> CPL DOI
>> EPC $0.41
>> Payout $5.60

Feel free to contact our managers:

Pavel, Dating Affiliate Manager
e-mail pavel.khar@vortexads.com
telegram @pavel_vortexads
skype live:.cid.d636044375edd2ab

Or join us via vortexads.com