Plenty of Fish Dating Targeting Guide
The incredibly specific targeting options on PoF has created a platform where the riches are truly in the niches. Do not hop on PoF looking to target single males age 18-99 in the US and think that's going to be a great campaign. You will face heavy competition from internal company buys, other affiliates and the generic campaign will have a very low CTR (still higher in comparison to Facebook, but low for PoF). Begin your offer selection by looking through the various targeting options that PoF offers, then pick offers that are relevant to those options. The easiest examples of this would be selecting targeting that EWA has existing offers for. For example: Single Father > Single Parent Meet (US, CA) (25+). Black Male > Black People Meet (US, CA) (30+).These campaigns all can turn great ROI, but you will notice that their are many targeting options that do not have directly relevant offers.
These targeting options will have the least competition and offer great chances to turn high ROI. One example of a targeting option that lacks competition would be the drinking targeting option. It offers three potential targeting choices. Although a specific landing page doesn't exist, by picking this targeting option and building ads around it, you can build very high CTR ads, and then just point them to a generic dating landing page. If you were to build a US CPA campaign with no specific targeting options, a reasonable CTR to expect to maintain after the first 100k impressions would be around .10. With the right targeting options you can easily sustain .3-.4 CTR's or higher. Conversions will be about the same for a targeted or untargeted campaign (heavily dependent on image/ad text so split test). In the US, True Christian Singles, SinglesNet, Mate1 and MateLocal all work great as a generic lander.
Important Notes When Promoting on Plenty of Fish
- Make sure that you watch your campaigns so if, for whatever reason, they redirect to Zoosk or any unapproved dating site when it hits a cap or the offer goes down. PoF does actively patrol to make sure zoosk is not being run anywhere and will ban accounts over this no questions asked.
- Targeting Based around age and state. When PoF first rolled out their text ads, ads based around targeting age and state (i.e. Are you 26 and single in New York?) pretty much printed money. Its the most logical and easiest use of the targeting option to create micro niches. Sadly its been overused and is significantly less effective at getting sky high CTR's these days on untargeted campaigns. Its still a great way to bump up the CTR of a targeted niche, but do not build campaigns out solely around targeting age or state and expect great results. An example of effective use of age or state targeting combined with another targeting option would again be with the drinking targeting Select to target social drinkers or above in new york and display an ad that says something along the lines of "Do you drink? Meet women in New York who love to drink! Chat for free!"
