Match.com

: : Background

Match.com is a leader in online dating services. When they wanted to drive registrations to their service, they turned to MIVA.

: : Campaign Objective

Match.com wanted to increase members to its online dating service whilst maintaining a specific target Cost-Per-Acquisition (CPA).

: : Campaign Strategy

Match.com has over 1.2 million users in the UK, and although its core member base is made up of professional 30-somethings, users can range in age from 18 to over 80 and naturally have different needs and expectations from dating. MIVA worked with Match.com to develop a campaign to reach this diverse group.

Keywords:

Match.com uses approximately 1,000 generic (e.g. 'Dating') and specific (e.g. 'chat women Bristol') keywords
Match.com uses up to 4 part keywords, often including gender and location specific qualifiers, e.g. Singles in Norwich. Placing specific locations within the keyword helps drive highly target people to the registration page whilst maintaining a low cost-per-click

Titles & Descriptions:

All titles and descriptions incorporate the keyword to further demonstrate relevancy to users. This helps pre-qualify users, ensuring that only relevant users click through. E.g. a user searching for 'Women London' would see the result 'Meet women in London at Match.com UK'. To keep Match.com's offering fresh and exciting they change their titles and descriptions on a monthly basis

OPTIMISATION:

MIVA works with Match.com to identify under-performing terms and re-allocates budget to those that deliver the best ROI. New keywords are suggested to match trends in the dating market
The flexibility of MIVA's model allows Match.com to manage their spend allocating more budget during seasonal periods, such as Valentine's day or during the summer, when the dating market is at its busiest

: : Results

Conversion Rates: Match.com saw an increase of 9% in conversion from click to registration from MIVA versus other types of media
CPA: MIVA consistently beats Match.com's target CPA by 8%

: : Client Comment

"Our MIVA campaign has been a great success. MIVA represents a vital part of our marketing strategy, consistently exceeding our target CPA and delivering conversion rates that outstrip many other forms of advertising."

James Hamlin, Online Marketing Manager, Match.com