Targeting

Your campaign’s targeting will determine whether or not your campaign will make you money or not. Your targeting is crucial! There are so many options here, we’ve created it’s own page. I’ll detail each criteria, your options and any campaign angle ideas that come to mind.

Operators

On every targeting option you will have to choose which operator to use. I’ll describe how each one is used below.

Between

This will target between the given values.
For example, if you target users between the ages of 18 and 20, your ads will be shown to 18, 19 and 20 year olds. This operator is inclusive.

Is Equal To (=)

This will target only the given value.
For example, if you target users equal to the age of 18, 19 and 20, only users that are 18, 19 and 20 years old will be shown your ads.

Is Not Equal To (≠)

This will target everything except the given value.
For example, if you target users not equal to 18, 19 and 20., your ads will be shown to every user that’s not 18, 19 or 20.

Is Greater than or Equal to (≥)

This will target everything greater than or equal to the given value.
For example, if you target users who are greater than or equal to the age of 21, your ads will be shown to every user older 21 and older.

Is Less than or Equal to (≤)

This will target everything less than or equal to the given value.
For example, if you target users who are less than or equal to the age of 20, your ads will be shown to every user that is 20 and younger.

Gender

You can target users based on their gender. You can use the {gender:} dynamic insertion tag to insert the user’s age into the ad copy or tracking link for tracking and optimization purposes.

  • Male
  • Female

Age

You can target users based on their age. You can use the {age:} dynamic insertion tag to insert the user’s age into the ad copy or tracking link for tracking and optimization purposes.

  • Ages: 18 – 99

Country

You can target users based on which country they live in. As of right now Plenty of Fish is available only in English so you’ll find predominately English speaking countries here. They are building up their userbase in Europe and I expect them to open up those countries before too long.

UPDATE: as I expected on December 14th, 2011, POF allowed for advertisers to start targeting their userbase in Brazil, France, Mexico and Spain. I did a small test with only country, gender and age targeting and I got literally zero traffic, but then again I was targeting users 30-39 and older users aren’t the first to adopt new technology or even start using a dating site online.

  • United States
  • Australia
  • Brazil
  • Canada
  • France
  • Ireland
  • Mexico
  • New Zealand
  • Spain
  • United Kingdom

Marital Status

You can target users based on on their Marital Status. I always like to include this criteria in my campaigns. I try to hit all the “single” statuses, such as single, divorced, widowed and separated. You can split test the different “single” statuses, but there is very little traffic available. There are even a few dating offers that are specifically for divorced users and widows and widowers.

  • Single
  • Married
  • Living Together
  • Divorced
  • Widowed
  • Separated
  • Not Single/Not Looking

Income

You can target users based on their income. In my tests, I have found that this isn’t a very effective targeting criteria. Most people exaggerate or flat out lie about their income and a lot of users don’t prefer to disclose their income. There are a few income-based dating offers and you can test it, but I didn’t have very much luck when it came to income targeting. It may also be useful if high income individuals convert better for different types of offers, but that’s something you’d have to split test yourself.

  • Prefer not to say
  • Less than $25,000
  • $25,001 – $35,000
  • $35,001 – $50,000
  • $50,001 – $75,000
  • $75,001 – $100,000
  • $100,001 – $150,000
  • $150,000 +

Body Type

You can target users based on their body type. These targeting options will be extremely helpful if you’re promoting a weight loss product or one of those niche BBW dating offers. Most people tend to stretch the truth a little bit about how skinny they are or aren’t.

  • Prefer not to say
  • Thin
  • Athletic
  • Average
  • A Few Extra Pounds
  • Big & Tall/BBW

Zip/Postal Code

You can target users within a certain radius (options below) of a specific zip code. You can now target more than 1 postal code. Matter of fact you can target as many zip codes as you would like, along as they’re in the same country. If you really want to geographically drill down where you’re targeting, this has the most granularity available on the platform. If you’re doing this you can also single out the user in the ad copy based on their location.

This, combined with income targeting, is the best way to target affluent or low-income neighborhoods. Doing this will really allow you to grab the user’s attention and/or qualify the user in the ad copy if you include something about income and locale.

  • 10 miles
  • 15 miles
  • 25 miles
  • 50 miles
  • 75 miles
  • 100 miles
  • 250 miles

Ethnicity

You can target people based on their ethnicity. This is a great way to target users for those niche dating offers that are real popular such as Black Singles, Asian Dating or even Interracial Dating. I remember reading somewhere that their is a far majority of Caucasian users on POF. Something upwards of 90%, but don’t quote me on that. I’ve even done some tests on other ethnicities and just couldn’t get any meaningful traffic that would help legitimize that claim.

  • Black
  • Caucasian
  • European
  • Hispanic
  • Indian
  • Middle Eastern
  • Native American
  • Asian
  • Mixed Race
  • Other Ethnicity

Intent

You can target users based on their intention of being on PlentyOfFish. These intentions are probably better to use when you’re looking for quality users for an offer like eHarmony, RealMatureSingles or other dating advertisers that are real picky about quality.

  • Serious and want to find someone to marry
  • Putting in serious effort to find someone
  • Want a relationship
  • Want to date but nothing serious
  • Looking for casual dating/no commitment

Search Type

You can target users based on what they want from PlentyOfFish. This is real similar to the intent criteria that we just went over. You don’t want to target users who want to hangout and send them to a dating offer that is picky about the type of traffic you send them. That kind of traffic would be better for an offer like JustHookUp.com.

  • Hang Out
  • Talk/Email
  • Long-term
  • Other Relationship
  • Dating
  • Friends
  • Intimate Encounter
  • Activity Partner

Has Children

You can target users based on whether they are a parent or not. There are a handful of really popular dating offers for single parents. JustSingleParents and SingleParentsMeet.com both come to mind. If a user has chosen prefer not to say, it’s most likely that they do have children and don’t want to scare of potential dates before even talking to them.

  • Prefer not to say
  • Yes
  • No
  • All children above 18

State/Province

You can target users based on their State or Province. Your options will be determined by country and there are plenty available. If you’ve analyzed your campaign data enough to know which states do or do not convert you can adjust your campaign accordingly. There are even some localized dating offers that are specifically tailored to certain states and cities and even some offers that pay more or less for certain states. You can use the {state:} dynamic insertion tag to insert the user’s State/Province into the ad copy or tracking link for tracking and optimization purposes.

Education Level

You can target users based on their education. This option will be useful for creating angles to take on your dating campaigns. For example, you can target users with a Masters degree and ask if they want to meet other users who have their Masters degree too. You’ll probably have to use a lander to sell your user even more because there aren’t any offers geared to higher educated users that I know of. Additionally, this is also another way to creatively target more affluent individuals.

  • High school
  • Graduate degree
  • PhD/Post Doctoral
  • Associates degree
  • Some college
  • Bachelors degree
  • Masters degree
  • Some university

Login Count

You can target users based on how many times they have logged into PlentyOfFish. This is a very simple, but often misunderstood criteria. Login count is simply the number of times a users has logged into their account on POF. Word on the street is that traffic for login counts greater than 550 is cheap!

POF Login Counts – Case Studies – Research – POFPrimer.com

  • 50
  • 100
  • 150
  • 200
  • 250
  • 300
  • 350
  • 400
  • 450
  • 500
  • 550
  • 600

Session Depth

You can target users based on how many pages they’ve seen while they’ve been browsing PlentyOfFish. Every time a user views a page on POF, their session depth increases by one. Your options start at 1 and incrementally increase by 1 up to 60. Again, there’s a lot of confusion on this one. For example, when a user logs in to their account their session depth will be at 1. If they immediately click on their Inbox their session depth will be at 2. If they then click on their first message their session depth will be at 3 and so on.

Session Depth – Case Studies – Research – POFPrimer.com
Session Depth (Revisited) – Case Studies – Research – POFPrimer.com

Ads Clicked

You can target users based on how many ads they’ve clicked before. This number is the amount of ads the user has clicked on for the history of his or her account. This criteria is not available on IAB banners.

POF Ads Clicked – Who Clicks? Who Converts? – Case Studies – Research – POFPrimer.com

  • 0-4
  • 5-19
  • 20+

Religion

You can target users based on their religious preference. This one is awesome for sending quality traffic to those religious dating offers. It will also be useful if you wanted to create an angle for other dating offers such as single, christian parents.

  • New Age
  • Islamic
  • Jewish
  • Catholic
  • Buddhist
  • Hindu
  • Non-religious
  • Anglican
  • Sikh
  • Methodist
  • Christian
  • Baptist
  • Lutheran
  • Presbyterian
  • Other

Smoking Habits

You can target users based on their smoking habits. This can be very helpful if you are promoting one of those eCigarette offers.

  • Prefer not to say
  • No
  • Occasionally
  • Often

Car

You can target users based on whether or not they have a car. Prefer not to say will usually mean they don’t have a car. Obviously you want to target people who own a car for an auto insurance offer. You could even use this as a dating angle and say don’t have a car? Find a girl who does. Or you can do the opposite and say tired of dating guys who always use your car? Find a guy who has his own.

  • Prefer not to say
  • Yes
  • No

Profession

You can target users based on their profession. If you’re promoting a business opportunity you might be interested in targeting the unemployed individuals who may be out of work and looking for a job, but if you’re doing that you’ll probably just have to target all professions and find out which ones do or don’t convert and then modify your targeting appropriately. Dating angles are abound too if you can convince the user to date an individual in the same field. Retired dating might be good for the mature dating offers. Or you could use an approach such as Working all the time? Find a girl who understands because she has her own career.

  • Business owner
  • Blue collar
  • Sales
  • Medical field
  • Student
  • Education
  • Unemployed
  • Legal
  • IT
  • Finance
  • Marketing
  • Engineer
  • Assistant
  • Hospitality
  • Executive
  • Lifestyle
  • Government
  • Real estate
  • Managerial
  • Retired
  • Professional

Drinking Habits

You can target users based on how often they drink. A vast majority of POF users drink socially when looking at some of my reports. I also read a figure somewhere a long time ago from a credible source that said like 98% of POF users have drink socially selected on their profiles.

  • Prefer not to say
  • No
  • Socially
  • Often (>3 times/week)

Looking to Marry Soon

You can target users based on their intention of getting married soon. This would also be a good criteria to use when sending traffic to offers that are really picky about quality or for offers that are geared specifically towards matching users up for serious, long-term relationships.

  • Disagree
  • Somewhat disagree
  • Somewhat agree
  • Agree

Height

You can target users based on their height. You can choose Less than 5’, any height in inches up to and including 7’0” and Greater than 7’. I haven’t come across any campaigns that could properly utilize this user attribute, but there are a few angles you could take. You can target short girls who like to date tall guys. You could target short guys who want to find a short girl. You could also target tall guys who are into short girls. Likewise, you can target tall girls who want to date tall guys.

Games and Puzzles

You can target users based on their interest in games and puzzles. This would be especially useful when advertising a gaming offer. A long time ago, before this criteria was available I ran a dating offer in the UK that was profitable, so it is possible to run gaming on POF.

  • Really dislike
  • Somewhat dislike
  • Somewhat like
  • Love

Hair Color

You can target users based on their hair color. If you have a hair-related offer such as hair regrowth, this could be especially useful with the correct targeting. Some daters are especially interested in redheads, so if you have a specific landing page try taking advantage of this targeting criteria.

  • Unknown
  • Black
  • Blonde
  • Brown
  • Red
  • Gray
  • Bald
  • Mixed Color

Browser Type

You can target users based on which browser they’re using. It might be in your best interest to split test browsers since some users are supposed to be more sophisticated than others.

You no longer have to worry about excluding mobile traffic as they have sold all their mobile inventory to a mobile traffic company. I believe they sold it to Google (AdMob) for those of you interested. I did a case study on their mobile traffic and got it profitable despite massive click loss (40%) due to my incompetence.

Split Testing Browsers – Case Studies – Research – POFPrimer.com
WAP & IAB Traffic on POF – Case Studies – Research – POFPrimer.com

  • Firefox
  • Internet Explorer
  • Safari
  • Chrome
  • Opera
  • iPhone
  • Android

Pets

You can target users based on whether or not they have pets, and if so, which kind of pet(s) they have. The first thing that comes to mind is using this as an angle on a dating campaign. Date other dog lovers. Or Can’t Stand cats? Date someone who doesn’t own cats. Personally, I think the dog lover angle has a ton of potential.

  • No pets
  • Cat
  • Dog
  • Cat and Dog
  • Birds
  • Other

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