How advertising on social media decreases conversion cost for online dating site by 8 times

Social media is now a popular platform for different types of online marketing.  Almost every day we read about other social networking site adding new feature in attempt to cater the needs of brands of free and paid promotion and induce brands to use social media advertising.  So no wonder that social media begin to be widely used by companies to reach the target audience and increase conversion rate. 

Online dating services can also benefit greatly from rising popularity of social networking sites as they are the place where the perspective customers can be found. According to statistics, over the last three years the percentage of Americans who are using Facebook aged between 25 and 34 has grown by 32,6%, those between 35-54  – by 41,4%,  and astonishing growth of 80,4% is being observed for the age group 55+. At this point, as of January 2014, US male share in Facebook audience is 45,6 %, which is by 18,8% more than in 2011.

People use Facebook and Twitter to check on someone they are considering a romantic partner, to reveal more about current relationships (photos, status updates), and to search for a future soulmate. In the emerging world Facebook is reported to be a number one online dating site at all.

Facebook as the biggest social network nowadays has been especially widely talked about.  Marketing opportunities within Facebook are affluent, and one of the most fast-growing spheres and popular Facebook marketing tools is Facebook ad campaigns. They can be used by companies to increase brand awareness, generate stream of perspective customers and improve users’ engagement with the brand.

About the project

Our customer is a successful online project offering online dating service. The company has been on the market for many years and has helped numerous singles from all over the world to meet each other and start happy married life.  The site offers a number of different options and communication tools and has been favored by many men as a reliable agency offering safe and quality services for its visitors.

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The task

The customer was interested in driving more relevant traffic to the site and increasing the number of registrations on site. Since the service has two options – free and paid account creation, the primary goal was to receive more paid registrations. The customer was also willing to see more signups from   men from the United States.

The solution

Considering rising popularity of Facebook as a marketing platform, apart from buying traffic from AdWords, we launched project promotion with Facebook Ads.

  • in our marketing strategy we heavily used targeting options which Facebook Ads which had two aims: to narrow down the audience and to reduce the cost of click
  • we employed two different types of advertising banners: sidebar banners and photos appearing in the users’ newsfeed. The advantage of the later is that they are considered to be more natural to the users as they are associated with news from user’s friend rather than some kind of advertising.

The results

By promoting the project via Facebook marketing campaign we managed to achieve the growth in all of site key performance indicators.

Refferal traffic from Facebook to the site has shown steady growth

Achieving more paid registrations than free signups from site visitors was quite challenging as it depended on visitors intent and behavior. However, thanks to carefully chosen criteria by which we selected the audience to whom the ads will be shown, we managed to target the men on Facebook very precisely, which in turn generated quality traffic to the site.

As a result, the number of free account creation has grown

What is even more important, the number of paid registrations has increased substantially

The proof that we have defined very relevant audience interested in agency services was the considerable users’ engagement:

A high number of shares and comments

Increase in number of pages per visits and time user spends on the site

In compliance with task put by customer in the beginning, the majority of men (89%) coming from Facebook were from the United States:

Finally, thanks to marketing strategy implemented by Promodo on Facebook, we managed to decrease the cost of one conversion (paid registration on the site) by 8 times in comparison with AdWords.

PPC with Promodo

Promodo has been specializing in site promotion in the paid search for many years.  We are certified specialists by Google AdWords, Bing Ads, and Yandex.  Our company is a certified Google Analytics partner and our PPC management services are being  ranked in the top positions by Topseos.com.  We also specialize in online project promotion on Facebook, we visit conferences dedicated to Facebook Ads best practices and keep up with the latest tips and techniques in this field.

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