I won’t pretend I’ve cracked the code completely. I still test and I still miss sometimes. But I’ve started to notice patterns. For example, people who are into certain lifestyle pages tend to engage more with relationship ads. Or people who recently showed interest in self-improvement content are more open to dating-related messages. It’s little details like that which change the outcome.
I also learned that you don’t need to chase everyone at once. It’s tempting to go wide because you think more reach equals more chances. But a smaller, more tuned audience usually does better in the long run. It saves money and feels less like you’re forcing the ad on random people.
If you’re stuck like I was, one thing that might help is reading up on different ways people approach this. I found this article on Choosing the Right Audience Segments for Matchmaking Ads pretty useful because it gave me a clearer picture of how to think about segments beyond just age and gender. Sometimes you just need a new way to frame the problem to get unstuck.
At the end of the day, I think targeting is one of those things that feels small but makes the biggest difference. It doesn’t matter how clever your ad is if it’s shown to people who don’t care. Once I started narrowing things down and paying attention to audience behaviour, I noticed not just more clicks but better conversations happening after people clicked. And that’s what I wanted all along.
So if you’re running matchmaking ads and frustrated with the results, maybe take a closer look at who you’re actually showing them to. You might be closer to fixing the problem than you think.
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