It seems that working in the Dating niche, most affiliates and webmasters focus on male audiences, paying little attention to the female segment. There is even interesting statistics. In Tinder, the most popular dating app, the ratio of men to women in Europe has almost evened out.
So we may come to a conclusion that many affiliates might be missing a very lucrative segment of the audience — the female demographic. There are few case studies and articles on targeting this user category, resulting in significantly lower competition.
We reviewed our previous campaigns, looked through current research on women and dating, and then prepared this material. Read on to find out what makes dating for women and girls unique, why targeting this audience is profitable, and what to consider when preparing your campaigns.
You can find more about other low-competition niches of affiliate marketing in our special article!
Features of Targeting Women in Dating Offers
Examples of campaigns targeting men are easy to find. However, the situation changes with the female audience. Here are some tips to help you hit the target audience without making mistakes.
What to Include on the Landing/Pre-Landing Page. More than 73% of girls and women carefully study the site’s focus and user profiles before registering. Therefore, the affiliate should immediately state what people usually seek on this site: casual sex, long-term relationships, or friendship. With men, you don’t need to be so meticulous — showing a couple of pictures usually suffices. For example, a few photos of semi-naked women and a “Register” button will work better than a wall of text.
When to Show Ads. Research shows that girls and women most frequently use dating apps after 9:00 PM. Popular apps record an average session time of 10-20 minutes, 10-15 times a day. Typically, the opposite sex looks for partners on Mondays and Tuesdays. However, the data varies across different geos. It’s important to consider the time zone and the average working day duration to ensure accurate targeting. These data can be easily found on Statista.
What to Add to Creatives. Perceptions of beauty are individual. However, European women often pay attention to eyes, toned arms, a slim figure, the buttocks, and cleanliness. Clean-shaven men are generally preferred over bearded ones. It’s not possible to include all these attributes in one creative, so it’s better to choose men with attractive eyes and cheerful expressions.
For testing one variant of a creative, you need to create 10-12 images. Previously, we combined elements ourselves, calculating the most converting ones. This took a couple of hours a day since you need 3-4 variations. But you can delegate this task to your personal manager of your ad network, who can independently select the best ones and adapt them to the required advertising format.
Which Language to Use. A foolproof option is to target the browser language. This helps capture a larger audience than targeting the language of the geo.
Some women study a foreign language to move to another country. They change the interface language to the language they are learning to immerse themselves in the environment. Therefore, ads set up this way are more likely to be noticed.
Which Audience to Target. Women are more focused on building long-term relationships. There are dozens of sites for this purpose: for black people, seniors, career-oriented women, and divorced individuals. It’s important to understand the audience the affiliate will target, then choose the right product and find corresponding statistics.
Why Targeting Women Is Profitable
Revenue from dating apps has been growing year by year, reaching $5.3 billion in 2023. Last year, around 366 million people used such services.
Girls and women are more selective in dating than men. According to Tinder statistics, women approve only one out of every 12 profiles. Men, on the other hand, swipe right on every second profile. Therefore, women are more actively looking for dates and continue their search more persistently in case of failure.
We’ve already mentioned that girls mainly look for long-term relationships. There are many offers that provide extended functionalities for this purpose: additional tests for users, rating systems, statistics, etc. Subscriptions to such services are more expensive, meaning the webmaster will earn more.
Which Advertising Format to Choose
Affiliates target dating ads at women from various sources: YouTube, teaser ads, contextual ads, TikTok, Facebook, Google Ads, and others. However, we recommend the sources we use ourselves — push and pop ads. We’re accustomed to them because these formats are cheaper for testing combinations and finding successful approaches. In some ad networks, even for Tier-1 countries, the cost per click starts at a really low cost. Moreover, push ads are not moderated, allowing you to use even explicit creatives in different niches.
Push and In-Page Push Ads. The design of these formats can easily be styled to look like a message notification. This approach has proven effective in dating. All users love it when they receive the first message.
Pop Ads. Pop ads are hard to miss because they can occupy up to 80% of the space on a tab or even open on a separate page. You can also collect lead contact details and remind them about the offer later if they are not ready to interact immediately. Therefore, simply create a landing page as described above, set the frequency of impressions, and you can start your ad campaign.
What to Consider When Creating a Campaign
We’ve prepared a few tips to help you create converting creatives for both pop ads and push ads.
Pop Ads
Focus primarily on the landing page or pre-landing page. It’s important that the site loads in two seconds or less; otherwise, you risk losing the lead. The target audience for the creative below is Asian girls. They are quite conservative in upbringing, and their parents often require an educated partner. Therefore, the affiliate successfully added an attractive man suitable for the selected geo and specified what kind of person they are looking for on the page.
Here’s another example. The offer targets an audience aged 50+. Therefore, the webmaster added images of happy couples in this age group and addressed the primary concerns of the target audience.
Don’t forget about the color scheme. In both examples, the CTA button is blue. This is a calming color that is more appealing to women and girls. Men, on the other hand, prefer red, which stimulates the nervous system.
Push Ads
In this format, it is important to clearly indicate the focus of the offer. Here is a successful example:
The lead immediately understands that the site is for serious relationships. Another option is to create intrigue. Women are more often prone to anxiety and worries, so an intriguing headline can work well.
On the landing page or pre-landing page, you should continue the idea suggested in the push ad and then offer the solution — the offer.
The only way to determine which approach works best is through testing. At some ad networks, personal managers help affiliates with this. They assist in selecting effective approaches and creatives and meticulously track the statistics for the parameters you need. This saves a significant amount of time and keeps you focused on more important aspects of the campaign.
Conclusions
When an affiliate sets up targeting, they must clearly define two factors: the age of the target audience, and the culture and development of the chosen region.
In European countries, girls under 25 are rarely on dating sites because they have recently completed their education and are starting their careers. If a buyer decides to target them, more emotions should be added to the creatives. In other cases, we recommend focusing on the 25-32 age range for testing approaches. At this age, women achieve certain heights and are looking for a partner. However, “castles in the air” won’t impress them, as they are a more thoughtful and experienced audience. A well-thought-out funnel, statistics on successful matches on the site, and data security are what will attract these users.
It is also necessary to analyze the accessibility of women’s education in the country. The easier it is for women to get an education, the later they think about starting a family, and vice versa. But there are also cultural nuances. For example, in China, it is preferable to set the target age to under 27. If they don’t enter into a relationship by this age, society considers the woman “sheng nu,” or “leftover woman.”
