After our visit to Google HQ this month, Partner Manager, Dave Adams shares the details of three advertising channels to consider when it comes to marketing your dating site.
Google Display Network
When your search campaigns have reached a good level of performance for example: good volume and an acceptable cost per lead, consider advertising on the Google Display Network. Ask yourself the following questions to assess whether this channel is right for your brand.
Do you have a recognisable brand? As the Google Display Network isn’t a direct response channel, the conversion rate you achieve from it is dependent on how memorable your ad creatives and brand are.
How much budget can you commit to this channel? This is a competitive channel so you can expect multiple brands to bid for the same spot. When allocating budget to this, you should be prepared to take a short term hit in your ROI, you are likely to spend more than you receive back initially, but you should see an eventual increase in return on investment as you’ll attract visitors with a higher propensity to convert, as they obviously have an interest in your brand.
YouTube ads allow you to target visitors based on a wide variety of factors such as demographics, age, gender and interests; the latter can be particularly useful for getting your brand in front of the right audience.
TrueView in-stream ads can be cost effective; a user can skip your ad after 5 seconds, but you only pay for their viewing time if they watch more than 30 seconds of your ad. That means that you only pay for viewers who are interested in your product. Due to the engaging nature of video advertising, if a viewer does click through to your site, you could expect them to have a higher propensity to register and upgrade.
Remarketing is the most effective alongside Search, Display and Video advertising.
Typically only a small percentage of visitors to your site will register on their visit. Remarketing allows you to reconnect with people who have previously visited your site but not converted.
As these visitors already have an interest in your brand, remarketing can be an effective way of reaching quality traffic that is likely to convert, reducing your acquisition costs and increasing conversion rates.
If you have any questions about how to optimise your traffic across any of these channels, please don’t hesitate to get in touch with the Partner team today.
Dave Adams, Partner Manager at White Label Dating®