Facebook App Install Dating Guide
Facebook App Install offers came and hit the dating industry hard. Some of our affiliates saw their first $x,xxx days with these apps so they hold a lot of potential for making some serious money. Different apps perform better on different traffic sources (they can usually be direct linked but feel free to experiment with custom LPs also) so be sure to split test / discuss with your account manager prior to running.
If the offer allows it, we have seen affiliates blow these offers up on PPV. Alternatively, you can send FB traffic to them (wouldn't recommend cloaking Flirt on, they've been actively banning this app for a while). The country you promote in is also an important factor to consider as the payouts vary significantly based on advertiser demand so you have to find an offer where the payout can work with your traffic costs (i.e., don't try to run a $1.50 payout when you're starting click bids are ~$1, this is most likely not going to work out even with a killer ad). The Australian apps have killer payouts, so while the volume is somewhat limited, get creative in finding untapped traffic sources because 200-300% ROI is not unheard of on this offer. Possibly the best country to promote the FB apps in is the UK because they have serious volume and the payout is very workable on a variety of traffic sources including FB.
Targeting: If you're a guy, you'll know that the ad copy itself is only minorly important, and that if the image is right, you're probably going to click no matter what. It's programmed into a man's DNA to respond a certain way to an attractive female, and we have adapted to the internet by becoming clicking machines when it comes to hot women so remember, image is #1. Keep the headline short and sweet ("Meet Hot Locals", "Meet Local Singles", "Like Hot Girls?", or even something as clever as "Want a Girlfriend?" can work with the correct image attached).
A majority of your clicks are going to be from men who are hardwired to respond to your image, not because you are an amazing copywriter (even if you are). This being said, keep the body as simple as the headline, "Browse pics and flirt online", "meet single girls on facebook", "meet local girls on facebook", etc. You might be thinking to yourself that these are stupidly simple, and I completely agree with you. However, advertising has proved time and time again that simple, targeted, and to the point ads will outperform "literary masterpieces". People aren't reading ads the way they read a book for fun, so don't give them some convoluted, Shakespearian message because they aren't going to read it - you have to connect with them, and connect fast because you only have their attention for a second or two max.
Images: I'd spend the most time split testing images, especially if you're promoting on FB as CTR is king. If you want to make facebook work for you, you have to master getting high CTR on there, which can be very challenging as the best CTR images often fall into that gray area that only 1 out of 100 fb approvers will allow. We all know that cleavage sells, but there is another type of image that pulls close to as hard. While all guys are compelled to click on the image of that well endowed supermodel, try splitting in some "girl next door" types. Obviously they still have to be attractive, but this type of image has its own distinct allure. Different guys go for different things so don't be afraid to test in some creative images and girls who might not appeal to all guys. After all, not everyone is attracted to the same features / type of girl, so don't take the shortcut when it comes to testing. In fact, women whose beauty is most controversial tend to have the strongest pull (i.e., 1 guy thinks she's a 5 but she's a perfect 10 to another).
Once you have your winning images, experiment on these one's further with solid borders, dashed borders, different backgrounds, even rotating your image in the opposite direction. There are a million ways to tweak your image so get creative with it and keep improving your CTR until you're in the green.
If you're promoting via banners, experiment with different color themes depending on the sites you're targeting, also create a simple GIF to give your CTR a boost. Our internal buying team has achieved some incredible CTRs using these very simple techniques and rounds of testing so take advantage of the creativity that display advertising allows. We have private creatives available upon request for banners that work great on a bunch of the large exchanges, simply contact your account manager for more information.
