Best Ways to Implement Matchmaking Advertising into Your Campaigns

Got a matchmaking business to help your audience find the partner of their dreams? What a lovely thought. But it's not always easy. The dating and matchmaking world is crazy right now. People have different demands, different preferences. Let's not even talk about the competition.

So, what can you do to make sure your business stands out? A lot, actually.

We're here to help you match with your audience and win them over. Let's explore the best practices for matchmaking advertising things you should include and things you should avoid.

<<Get Advertise Your Business Now>>

What is Matchmaking Advertising?

Suppose you have a matchmaking business (an app, a website, or anything) where you connect people based on their shared interests or needs. You'll need to promote that first to get users on your platform. One such method of promotion is advertising. Or we can call it matchmaking advertising. You can run ads and target them to your audience to onboard new users on your platform.

It's very similar to dating advertising. You can easily find matchmaking and dating ad campaigns on every other site. They are filled with promises of how you can find 'the one' on their platform.

Best Practices for Matchmaking Advertising

As exciting as matchmaking advertising looks, there are still certain rules to follow. Let's take a look at some of the best practices you can implement in your ad campaigns to get the best results.

What the audience wants

It all begins with understanding what your audience wants. As a matchmaking business, you can be for everyone or only for a specific group of people. Get to know everything about them.

their demographics (age, gender, ethnicity, income, education, occupation)
their interests (hobbies and activities they take pleasure in)
their behaviour (interaction with similar platforms)
their sexual orientation and dating preferences
their location (where they reside and who they're looking to date)

You'll then know how to design and create better targeted ads.

The better ad format

Although the performance of your ads depends on how you create them, there are still certain winning ad formats. On our ad network, 7Search PPC, we have seen dating advertisers get results with banner, native, and text ads.

Banner ads can be highly visually appealing and bring out the aesthetics of the platform. Native ads are subtle and provide information about dating offers cautiously. Text ads are more direct and often use catchy phrases to attract attention.

Learn more about how 7Search PPC is the ideal ad network for your matchmaking advertisements with our case study.

Showcasing diversity

Respecting diversity has become a part of the dating culture, and all businesses need to catch up. You can:

show models and individuals from diverse backgrounds (race, ethnicity, age, body type, etc)
be mindful of people's sexualities and present yourself as inclusive (if applicable)
avoid generalization and stereotyping
consider diverse lifestyle and relationship preferences (casual, serious, etc.)

This can appeal to a wider audience, make you look relatable, and foster a sense of belonging and recognition.

UGC

People rely more on what others have to say than what a brand has to say. UGC, or user-generated content, makes sense in this case. Show how people have found their partners through your matchmaking, what their experience was, and what else they have to say.

You can either get an actual user to narrate their whole story or ask them to leave a review that you can use in your ads. UGC ads build trust and often lead to higher conversions. Plus, real people's experiences are just more believable than any made-up story.

Hop on trends

Trends cannot be escaped when you're advertising something like dating. Every new catchphrase that comes up, every slang term that the generation you target uses, can be converted into an engaging ad. If your ad is good enough, trends will drive it to better reach, shares, and conversions.

Plus, it's not just about the content trends. You can also watch out for dating trends. The younger generation now looks for all kinds of matchmaking on such apps, whether it's a friend, a lifetime partner, a one-time thing, situationships, or a community of like-minded people. Older generations are also being more vocal about dating nowadays.

Personalize wherever possible

Matchmaking advertising is incomplete without personalization. Just like how you connect people based on their personal interests, your ads also need personalization to engage the right people. You can:

segment your audience: based on their interests, dating goals and preferences, and other characteristics
tailor ad copy: for different segments in a way that solves a problem or feeds into a desire your audience has
visuals: that go well with what your segmented audience prefers
CTA: to serve people at different stages of the user journey, like 'Learn More' or 'Sign Up'

Personalization gives a unique touch to your online matchmaking ads that makes them even more effective.

Bid and budget

Let's not forget about the bids and budget. Advertising can eat up a lot of your marketing budget unless you strategize it first. Start by considering your overall budget and opt for ad networks that work within it. On 7Search PPC, you can start with as low as $15 per day. Set daily budget limits or turn off your campaigns whenever not required.

If you're a beginner, it's best not to put all your funds in a campaign on the very first go. Test with small amounts to analyze the responses and then make further improvements and investments.

Things to Avoid

Dating and matchmaking are quite touchy subjects. One wrong move and you might offend a whole group of people. Here's what you need to watch out for:

Stereotypes

It's common to fall into stereotypes, but don't let that happen to your brand. Avoid making fun of a community, using slurs, ageism, exclusion, or generalizations. It might backfire even if you've done it for humor. Stereotypes can seriously harm your reputation, so it's better to research first.

Overused pickup lines

Overused pickup lines are cheesy and often get people to roll their eyes. But we're not saying to avoid using pickup lines completely. Come up with something new. Or if you can make the classic 'roses are red, violets are blue' look good, then that works too. Give your audience something original and fresh if you want to impress them.

Shortcuts

It's better to avoid taking shortcuts just to speed up the process. Plan your every move beforehand, create content that doesn't compromise on quality, and take time to analyze your results. Come up with something unique that directly engages your audience and works well in the long run. Evergreen content is the best option unless you're working with trends.

Not Testing

The biggest mistake to avoid is never testing your ad campaigns. A/B testing ad elements and targeting is needed to check what has worked for your ads. Create different variations and test them out to see which gives a better response. Many dating ads posting sites provide this feature.

Conclusion

Matchmaking advertising has got to be one of the most uncertain niches, but that doesn't make it any less rewarding. Things like knowing what your audience wants, finding better ad formats, showing diversity, using UGC, hopping on trends, personalizing, and managing budget will really get you places. Just make sure you avoid all kinds of stereotypes, overused pickup lines, and shortcuts. It's best to test out and see what elements match you with your audience the best.

Frequently Asked Questions (FAQs)

What is matchmaking advertising?

Ans. Matchmaking advertising refers to promoting matchmaking platforms (apps, websites, and others) to your target audience.

What are some best practices for matchmaking advertising?

Ans. You can improve your matchmaking ads by understanding what the users want, showing diversity, using UGC, hopping on trends, personalizing, and managing budgets.

What are some things to avoid in matchmaking ads?

Ans. Avoid presenting stereotypes, overused pickup lines, using shortcuts, and not testing in your matchmaking ads.

How can I make engaging matchmaking ads?

Ans. Focus on using high-quality visuals and compelling ad copy to make your ads more engaging. You can also test with different audience segments to see how each responds and adjust accordingly.