In early December 2024, Google made important changes to its rules for promoting dating offers. These updates mean that all campaigns for all dating-related services will now have stricter guidelines.
Ads will be checked based on things like the type of ad, the laws of the targeted geo, the age of the person seeing the ad, and the user's safe search preferences. This approach is designed to create a safer environment for advertising in sensitive areas like dating.
Because of these new rules, it will be harder to promote dating offers, especially since they are already considered grayhat. The restrictions could limit how far and how effectively your ads can reach potential customers and affiliates in this niche need to be aware of these challenges and adjust their strategies accordingly.
To address these issues, the YeezyPay team has analyzed practical ways to promote dating offers using Google Ads. This involves figuring out what tools and resources are needed for successful campaigns and identifying the best geos to target. By concentrating on these aspects, affiliates can adapt to the changes while still reaching their audience successfully.
Attached below is a screenshot showing the top 10 popular keywords for dating, along with their search frequency and estimated cost per click.
Geo targeting
Finding a new audience for dating services can be tough. With the growth of the internet, many people prefer meeting through apps and websites rather than in person. Statistics show that the term “dating” is most often searched in the USA, India, Germany, and the UK.
When setting your audience targetings, consider targeting men aged 25–30 who earn $100,000 or more per year and live in cities. This profile generally fits dating offers, not just in the countries mentioned above. You can test this audience in places like the USA, Germany and so many other geos.
Working with landing pages
The dating market is filled with various trends that cater to different preferences, such as young, older, black, lesbian, Asian, gay, chubby, student, and wealthy audiences. For each of these segments, it’s important to choose the right product. To save on testing costs, you can simplify the process by creating a small showcase on your landing page.
This way, users can select what interests them and click on the corresponding link. This approach allows you to handle all traffic in one flow, making it easier to identify the most popular offers and target them more specifically.
When creating these landing pages, you’ll need some creative ideas, particularly involving images of women. You can either find photos of models or generate them using AI. Many AI tools can create dozens of images of a girl based on specific characteristics. Google Ads doesn’t have strict rules against using AI-generated images, so you can experiment with different options — even those that might not strictly adhere to typical dating ad guidelines.
However, avoid using bold ad creatives that violate regulations — especially if you are using regular farmed ad accounts. To stay on the safe side, it's better to use trusted accounts for your campaigns. You can obtain these through YeezyPay, which provides affiliates with ad accounts that have a clean history and a high level of trust from Google. This gives you a better chance to use bold creatives without facing restrictions or bans.
Ad placements
Google Ads allows you to display ads on various platforms, including the Search Network, Display Network, and YouTube. You can also advertise on Google Maps, but this option is rarely used for dating services, as it’s more suited for offline businesses.
When you're in the initial stages of promoting your offer, it's best to focus solely on the Search Network. Once you start receiving applications, consider combining the Search Network with the Display Network. This approach will help you reach a larger audience and test a broader range of potential customers.
Another important part of their strategy was to look at different subscription plans and local currencies used in the app. The team carefully examined these factors to find out which offerings would attract their audience. This helped them to tailor their ads to meet users' expectations and needs.
They also increased brand awareness in the targeted areas and improved their campaign optimization score to 79%. This case study shows how thorough research and targeted marketing can lead to success in the dating vertical.
You also need to think about your ad creatives. The dating niche can be tricky because you can't use explicit or overly sexual images in your ads. Finding creative ways to engage your audience is essential.
Using trusted accounts is another important factor in promoting adult dating offers. These accounts can help you get your ads approved faster and allow you to use more explicit visuals with a better chance of success. YeezyPay offers these trusted agency accounts for Google Ads, making it easier for you to test your campaigns and scale them up.
Ads will be checked based on things like the type of ad, the laws of the targeted geo, the age of the person seeing the ad, and the user's safe search preferences. This approach is designed to create a safer environment for advertising in sensitive areas like dating.
Because of these new rules, it will be harder to promote dating offers, especially since they are already considered grayhat. The restrictions could limit how far and how effectively your ads can reach potential customers and affiliates in this niche need to be aware of these challenges and adjust their strategies accordingly.
To address these issues, the YeezyPay team has analyzed practical ways to promote dating offers using Google Ads. This involves figuring out what tools and resources are needed for successful campaigns and identifying the best geos to target. By concentrating on these aspects, affiliates can adapt to the changes while still reaching their audience successfully.
What you need to promote dating offers through Google Ads
You need to select keys, make creatives, and get accounts to be more likely to recoup your investment when working with Google Ads. Without this, there is no point in even starting work, and therefore we will briefly dwell on each element.Keywords
Keywords are the words and phrases that people use when searching for products online. The more accurately you choose these keywords, the lower your cost per click will be, and the better you'll be able to reach your target audience. You can analyze popular search queries using tools that are readily available on the Internet.Attached below is a screenshot showing the top 10 popular keywords for dating, along with their search frequency and estimated cost per click.
Ad creatives
To ensure that the ad creatives you upload to Google Ads get approved and aren’t rejected shortly after you start running your campaign, it's important to follow these recommendations:- Avoid using images of naked body parts or sexually suggestive poses. Instead, feature attractive men and women who resemble the locals in the geo you're targeting.
- Steer clear of swearing, sexual content, and any words related to dating that might imply adult themes. If you include phrases that suggest your website is adult-oriented, there's a higher chance your ad will be blocked. For example, saying “Visit this dating website” is acceptable, while “Dating for sex right here!” is likely to be rejected.
Ad accounts
You can't launch a campaign without an ad account. However, setting up and getting your account ready can take a lot of time, and choosing the right one when buying can be even more difficult. When selecting a service for purchasing or renting Google Ads accounts, keep these three factors in mind:- Easy account replenishment: Having multiple ways to add money to your account, along with lower fees, makes it easier to maintain a strong and lasting partnership. The more convenient the payment options, the smoother your financial management will be.
- VAT: Value Added Tax (VAT) is an expense you'll incur when setting up an advertising campaign on Google Ads. In some geos, this tax can reach as high as 20% or more. However, using agency accounts typically exempts you from this tax, allowing you to save a big amount.
- Trust from Google: The level of trust Google has in your accounts directly impacts how smoothly your campaigns run. Higher trust means fewer restrictions, making it easier for you to manage and optimize your advertising campaigns.
How to launch a successful dating offer campaign through Google Ads
Launching a dating campaign with Google Ads is similar to running campaigns in other areas. We all know that there are plenty of guides online for setting up your ads, so in this one, let’s focus on three important parts: GEO targeting, landing page optimization, and ad placement.Geo targeting
Finding a new audience for dating services can be tough. With the growth of the internet, many people prefer meeting through apps and websites rather than in person. Statistics show that the term “dating” is most often searched in the USA, India, Germany, and the UK.
When setting your audience targetings, consider targeting men aged 25–30 who earn $100,000 or more per year and live in cities. This profile generally fits dating offers, not just in the countries mentioned above. You can test this audience in places like the USA, Germany and so many other geos.
Working with landing pages
The dating market is filled with various trends that cater to different preferences, such as young, older, black, lesbian, Asian, gay, chubby, student, and wealthy audiences. For each of these segments, it’s important to choose the right product. To save on testing costs, you can simplify the process by creating a small showcase on your landing page.
This way, users can select what interests them and click on the corresponding link. This approach allows you to handle all traffic in one flow, making it easier to identify the most popular offers and target them more specifically.
When creating these landing pages, you’ll need some creative ideas, particularly involving images of women. You can either find photos of models or generate them using AI. Many AI tools can create dozens of images of a girl based on specific characteristics. Google Ads doesn’t have strict rules against using AI-generated images, so you can experiment with different options — even those that might not strictly adhere to typical dating ad guidelines.
However, avoid using bold ad creatives that violate regulations — especially if you are using regular farmed ad accounts. To stay on the safe side, it's better to use trusted accounts for your campaigns. You can obtain these through YeezyPay, which provides affiliates with ad accounts that have a clean history and a high level of trust from Google. This gives you a better chance to use bold creatives without facing restrictions or bans.
Ad placements
Google Ads allows you to display ads on various platforms, including the Search Network, Display Network, and YouTube. You can also advertise on Google Maps, but this option is rarely used for dating services, as it’s more suited for offline businesses.
When you're in the initial stages of promoting your offer, it's best to focus solely on the Search Network. Once you start receiving applications, consider combining the Search Network with the Display Network. This approach will help you reach a larger audience and test a broader range of potential customers.
Case study
An affiliate marketing team ran a campaign for a dating service focusing on three geos: Norway, Italy, and Romania. Their main challenge was reaching their target audience, which was divorced individuals. To make the campaign successful, they took several important steps:- Choosing the right geo with their target audience: The first step was identifying which geos had the most divorced people. After researching, they chose Italy, Romania, and Norway. Norway turned out to be the best option because it has a high divorce rate among people under 54 years old.
- Analyzing the market: The team didn’t share specific details about what people in Norway prefer when dating, but they did analyze the dating app market there. They discovered that many users were already familiar with Tinder, a popular dating platform. To take advantage of this, they designed their ads to look similar to Tinder’s interface and colors. This approach aimed to make their ads more appealing and relatable to users.
Another important part of their strategy was to look at different subscription plans and local currencies used in the app. The team carefully examined these factors to find out which offerings would attract their audience. This helped them to tailor their ads to meet users' expectations and needs.
- Keyword research: Knowing what potential users were searching for online was crucial. The team researched local keywords related to dating and identified the most common search terms. This information helped them target their ads more accurately based on the locations of users, ensuring that their messages reached the right people.
They also increased brand awareness in the targeted areas and improved their campaign optimization score to 79%. This case study shows how thorough research and targeted marketing can lead to success in the dating vertical.
Conclusion
To promote dating offers successfully with Google Ads, it's important to carefully analyze the search queries in your target geo. The cost of getting a lead depends a lot on the keywords you choose, so selecting the right ones is very important.You also need to think about your ad creatives. The dating niche can be tricky because you can't use explicit or overly sexual images in your ads. Finding creative ways to engage your audience is essential.
Using trusted accounts is another important factor in promoting adult dating offers. These accounts can help you get your ads approved faster and allow you to use more explicit visuals with a better chance of success. YeezyPay offers these trusted agency accounts for Google Ads, making it easier for you to test your campaigns and scale them up.
