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SkaDate Dating Software Marketing Tips: Dating Site Ads and Facebook

Facebook Ads are great for bringing traffic to your dating site, but the social network has a lot of restrictions. Our post will help you avoid common pitfalls.

Advertising Dating Sites on Facebook

When you are starting your own online dating business, creating a website is only the first step, albeit a pretty tough one. Your site must be unique, appealing, user-friendly, functional and easily monetizable (able to make you money). Luckily, SkaDate dating script takes care of all of that with the help of our friendly support team.

Next is marketing, because even the most beautiful of sites is useless without incoming traffic. Previously we’ve already covered basics of marketing tactics for Google AdWords, and now let’s take a deeper look at social media. This is where Facebook takes the advertising crown.

Indeed, Facebook is very useful for the promotion of dating sites, but of course, there’s a catch. The biggest social network in the world imposes pretty strict limitations and regulations when it comes to advertising any services and businesses even remotely related to dating. This is understandable since a lot of people in different age groups use the platform every day.

Facebook Ad Policies and Regulations for Dating Sites

In general, ads for any online dating services are only allowed with explicit authorization from Facebook. At the same time, the social network restricts the placement of ads for dating sites which emphasize finding a sexual partner.

In fact, any primarily sexual emphasis is a big no-no. This means that sites for affairs, casual dating, hookups and the like, are off the list from the start. The same goes for sites with ‘couple’ or ‘group’ options, which imply a very adult kind of interaction between people.

Mail order bride sites and services are also restricted when it comes to advertising on Facebook. For example, you cannot place ads like these –


But the rest is fair game, although the restrictions lead to harsher rules regarding images, targeting, and language used in your ads.


Dating ads should not contain images that even hint at nudity or can be considered sexually suggestive. Begone any excessive skin, cleavage or inappropriate clothing! The pics must not be blurry, fuzzy, or have visible pixelation – in short, they should be of good quality. And last, but not least rule regarding ads pics – no selfies (which, at this point, should be a government regulation or something).



These images are clear and neutral but can appeal to people looking for romance and dating.



This time, the images are either of poor quality, too suggestive or explicitly sexual in nature.


To pass the Facebook approval process, you have to properly set up your ads during the detailed targeting stage of the ad creation. Most notably, you have to create separate ads targeting men and women if you want to reach both. In addition, you must follow these steps –

  • Set the ‘Relationship’ parameter to ‘Single’ or ‘Not Specified’;
  • Set the ‘Sex’ parameter to either ‘Men’ or ‘Women’;
  • Set the ‘Age’ parameter to at least 18 years;
  • Set the ‘Interested In’ parameter to either ‘Men’ or ‘Women.’


Like with the images, the language requirements follow general guidelines. Using common sense expected from a corporate giant like Facebook should be enough. Thus, profanities, vulgarities, and insults are not allowed. Ad texts (even if placed on images) must clearly state and represent the service or company advertised, with no fictitious characters or specific individuals. Also, ads may not suggest that a person may be, will be, is, or has been searched for or interacted with in any way.

All caps or any other intrusive ways of presenting text is off the list as well, just like any attempts at directly requesting user attributes or indicating particular age bracket (even if your ad is set up for a specific age group). In addition, your ad must include the name of the site you advertise.


“Looking for a Girlfriend?”

“Find a Date Today!”

“Looking for Love? We’ve got the answers.”


“Chat with Boys on Facebook”

“(1) Message For You” (These imply that there is a connection between the Facebook chat and message products and your service.)

“Single and Lonely?” (This statement indicates a negative sentiment for the person.)

In Closing

Going by the vast experience of SkaDate Dating Software and the army of our clients, complying with all the regulations is not a guarantee your ad will be approved at first attempt. That’s no reason to panic. In most cases, a rejection means that either you missed some complex rule or the person accepting your ad did not do their job properly. You won’t believe how often that happens. In any case, an appeal to Facebook support or resolution center usually solves the issue.

On top of communicating with Facebook and requesting a repeat consideration, you can also set up three different ad groups, with different texts, targeting, and images. This way you give Facebook moderators several options to choose from, and also shift the focus on various ads, which significantly increases the chance of success.