Valentine’s Day PPC Tips for Dating-Related Advertisers

With the advent of the New Year and with Valentine’s Day around the corner, January and February see huge increases in searches related to dating and singles.

If you manage campaigns for sites related to speed dating, online dating or helping singles meet new people, follow the ad, keyword and bidding tips below to ensure your campaigns are set up to take advantage of this seasonal peak in traffic.

Ad Copy Best Practices

• Be Specific with Locations: Geo-target ads regionally and use dynamic text... so a searcher in Cardiff knows cupid’s arrow can land on their doorstep, not a 2 hour train journey away!
• Inspire Confidence in Searchers: If you have tens of thousands of members, mention that you have “tens of thousands of genuine singles”.
• Include Seasonal References:  Affirm what the searcher is looking for, for example, “New year, new love” and “Find Valentine’s Love” work better than “Online Dating Site”.
• Use dynamic text: Increase your chances of highly relevant ads by using dynamic text in your ad titles, so a user searching for “London singles” will see your ad that had been set up as “Find {keyword}”... they’ll see it in their results as “Find London Singles”.
• Calls to Action: Encourage searchers to “Join the fun” or “Find love”.
• Brand Your Ads: Make sure you include the brand name within the ad copy. If you are advertising offline or running a display campaign the brand recognition will encourage clicks.
• Include Your Promotion Info: If you have an offer, such as 30-days free membership, make sure to say so in your ad copy.

Keyword and Bid Best Practices

• Build your keyword set: Cover the specifics as well as the generics. That way you ensure you ad displays to searchers looking for “romance in Rhyl”. If you’d like to get some more ideas for keywords, you can view our list of sample dating keywords.
• Update you bid structure for the season: The lift in traffic can see a more aggressive bidding landscape. Advertisers who stay at existing bid level often fail to benefit from this peak.

If you have any questions or comments please visit the adCenter Forum.

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