Advertising Dating Site: Google Ads Part 1
You probably heard about Google ads and how site owners use them to get more sales on their site, right? But how they work and what to do are the questions that stop you from making revenue on your dating site.
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So what’s Google Ads? Google Ads, or formally known as Google Adwords, is a specialized system for placing contextual advertising on Google search engine pages and/or on the partner sites of the Display Network (GDN). You can choose where to display your ads, see their effectiveness and allocate ad budget.
Google Ad platform is based, on the one hand, on a large amount of user data collected by the company over the years. Billions of unique user demographic characteristics and interests are classified and distributed across many groups according to statistically significant criteria.
On the other hand, there are two large parts of Google Ads: Search ads and the Display Network ads. They serve as an environment where each user receives relevant information from advertisers about their products and services based on their preferences and interests.
By advertising to a limited circle of people with certain characteristics, the advertiser reduces the cost of customer acquisition.
AdWords Search Ads
Google displays ads on search results pages.
Google selects ads using sophisticated algorithms, where the key parameters are the qualitative assessment of ads, including CTR (Click-through rate) and relevance of the ad, cost-per-click, ad rating and much more.
Thus, in the paid advertising blocks, the user will see the ads of those goods and services that are most likely to satisfy their needs.
Google Display Network
Designed to show ads to users who are currently not doing any search queries, but are highly likely to be interested in an offer.
The GDN covers thousands of partner sites, including YouTube video hosting, which, in addition to standard text and image ads, allows using pre-roll videos, dynamic ads and other formats.
The targeted audience is based on the demographic and behavioral characteristics that the advertiser sets when the ad campaign is created. This may be students of a particular university, people interested in the general type of movies, and etc. An audience can also be formed from users who have already visited a website and fall into the remarketing audience, or users similar to them (Look-alike).
What you should do
when setting up a Google Ads account for your dating site:
1. When activating the Smart campaign make sure there is enough data for it to learn and become efficient.
It means that your account should have the accumulated statistics for the users, and not only shows and clicks.
To fix that, you first integrate analytics service (Google Analytics for example). Then track and collect the audience sources and goals to analyze target user behavior.
And after that set up the connection between the marketing account and the analytics in order to refer to data related to conversion rates, user behavior, etc.
2. When the tracking part is done, you can start working on your first campaign now.
And while doing that, make sure:
- your ads are not pointing to denied/inactive/non-responding URLs;
- you add location, languages restrictions in order not to scatter your ad over an audience that’s too big (in order to cover all countries and languages you’ll need a big ad budget and you’ll be getting a lot of off-target traffic);
- you create more than 1 ad;
- you don’t promote something from the restricted categories;
- you don’t use the registered trademarks that belong to other parties;
- you don’t cover the countries where services/categories you promote are prohibited;
- you state an age limit for the ads;
- you send your traffic to the most convertible page (usually it’s your landing page).
So, what we suggest doing is:
1 – Opt out for the manual campaign instead of the Smart campaign:
- choose 1 specific group of your target audience (i.e. girls 20-25 from a specific city/state) – it will be much easier to promote for one chosen group than for everyone at once.
- create a landing page for this specific target group, where promo texts and action calls (registration, for instance) should be placed.
- collect the analytics data on this group behavior, adjust the marketing goals, settings, campaign rates in accordance with them.
- once we get one group to converse into the target traffic, we can extend similar actions to other target groups.
2 – Creation of the Google Display Network:
- extend the audience coverage through contextual advertising;
- collect analytics to find the most converting ads, adjust expenses.
3 – Set up retargeting campaigns (so that users see your ads over the Internet if they leave your website without registering, aren’t active for a long time, etc).
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