Introduce Paid App Promotion 
When it comes to heavy guns, a paid ad could be a serious weapon in your fight for the audience. Whatever platform you choose to pay for ad placement, it's all about setting the right targeting. But before we talk about it, let us first clarify the types of ads you could use for your dating app promotion.
App Search Ads appear above organic results in the App Store. Using this type of advertising can be a clever move, as you’re targeting "hot clients" who are not just browsing the internet but are on the hunt for dating. According to Apple, 70% of visitors use App Store's search to find their next app. So if you are willing to invest some money, Search Ads could be a wise choice. There are two promotion options: Basic and Advanced.
With the Basic option, you simply set your campaign’s monthly budget, your desired cost-per-install (you pay for each download generated by the ad), and the countries where you want to run your ads. Apple handles the rest.
The Advanced option is designed for marketing professionals who want to fine-tune their ad placement, timing, and target demographics.
For more details, check out the article "App Store Search Ads: Explanation, Setup, and Advantages."
Google AdWords
Many people assume that Google AdWords is just the ads that appear above organic results in Google search. However, that's just the tip of the iceberg. Google AdWords is a powerful advertising system that helps you target and reach your audience through Google search and partner sites, including Google Play, YouTube, and Google Discover. Besides search ads, you can create and manage:
- Display and text ads on various sites
- Video ads on YouTube
- App ad campaigns across Google Play, YouTube, Google Search, and the Display Network
- Google shopping ads
When it comes to Google Search Ads, don't expect to simply pay some money and have your ad shown for any relevant keyword. The competition among advertisers is fierce, and to win, you need to ensure the quality of your ad, landing page, and website in general.
The main feature of using Google AdWords is its ability to target the audience very precisely. Google collects user data like no other company. While this may be concerning as a user, it’s a blessing for advertisers. For example, if users visit your site without making a purchase or download, they will be followed by your remarketing ad on any partner website.
Social Media Ads (Facebook/Instagram)
Another option for ad placement is Facebook and Instagram. Both social media channels can be managed from Facebook Business Suite. By selecting placement options, ad types, and targeting by interests, you are fully equipped to successfully promote your dating app.
While social media might seem ideal for promoting a social platform like a dating app, it's crucial to consider your audience. For example, if you're targeting a more mature audience, engaging blog posts or informative articles shared on Facebook could be highly effective. On the other hand, for a younger audience, dynamic viral video ads on TikTok could be more suitable.
Source - Hootsuite
Speaking of Tiktok. It's a perfect advertising platform for you if you are targeting:
- Young adults 35 and under;
- Women, especially at the age 18 to 25;
- Asia or the Middle East market.
For the types of ads and possible placement options, check TikTok's Learning Center.
Display Ads
When someone is talking about display ads they are most likely referring to visually engaging ad blocks on different websites. It might be a video, image, or animated element that is placed on third-party websites. As we've mentioned before you can create and run a displayed ad through Google AdWords, Facebook, or any other platform. If you want your ad to deliver great results, make sure that:
- you set the right targeting audience;
- your message is clear: the image is not cluttering; the video is not overwhelming;
- you have a clear call to action (for example, download here or learn more);
- the landing page of the ad is accurate and is logically following the ad.
Display ads could be very helpful when you are just starting to widely promote your dating app brand as it's visual and usually more attractive than search ads, for example. However, there are mainly two big issues with this type of ad:
1) Ad blocks - browser extensions or special desktop programs that hide the websites' ads. This technology has become very popular in recent years.
2) Banner blindness - the users' habit of ignoring display ads due to their excessive use of them. It might be a challenge, so it's up to your creativity could you be able to get the attention or not. Rich media could be helpful in this case: you can use a sound, gamification, or any other engaging element to "hook" a user.
