Partner Manager, Frazer Comley, gives the lowdown on effectively acquiring US members and traffic.
As in the UK and Australia, it will come as no surprise that Google still dominates paid search acquisition in the US. Using niche and location keywords for AdWords campaigns should help you achieve a good growth rate. Niches that are performing particularly well right now include:
- Single parents
- BBW (Big Beautiful Women)
- City-based (within California and Arizona)
Although Google is performing well, it’s important to diversify your traffic mix. Bing now accounts for 20% of US search queries; a proportion of the market much higher than in the UK and Australia. With significantly less competition in comparison to other acquisition channels, advertising with Bing could be a worthy investment.
While in the UK, affiliates typically drive larger volumes of adult traffic, US affiliates typically have a good volume of General and Mainstream traffic available. So far, partners have found affiliate marketing to deliver strong conversion rates in steady volumes.
Organic search and social media marketing can also deliver a good volume of traffic for US sites. Remember that quality content and frequent posts across your social media channels will positively influence the organic rankings of your site. It’s important not to lose sight of the purpose of social marketing however, even if your goal is purely to influence your organic ranking. To be successful, you should be sure to develop a social media tone that’s appropriate and relevant to US members, as well as posting in the relevant time zones.
Ultimately, the key to success in the US or any market is to create a comprehensive marketing strategy with a diverse traffic mix.
If you have any questions, get in touch with the partner team today.