6 Tips for Optimizing Information Stream Weight Loss Ads

Want to stand out from the crowd of weight loss ads? Is it just a matter of spending a large amount of advertising budget on random weight loss ads? Today we will learn weight loss advertising techniques through detailed data analysis. First we need to understand the market for weight loss advertising.

Obesity is an invisible health killer. With the improvement of living standards in modern society, people pay more and more attention to healthy living, have higher and higher requirements for physical fitness, and more and more people have a demand for weight loss. The weight loss market is huge. According to the latest statistics, the number of obese people in the world has risen to 1.696 billion in 2020. 49% of people in the United States want to lose weight. Every day, the total cost of weight loss in the United States exceeds $100 million.

There is still a vast market for weight loss, and at the same time, the competition in weight loss advertising is fierce. With the invention of high technology, a variety of weight loss products and methods have emerged. So how can we effectively promote these methods and make more users accept us?

Here we introduce 6 effective methods to help advertisers better place weight loss ads from multiple perspectives:

1. Find a suitable online platform

There are many online platforms that can be used to place advertisements, such as global search engines like Google and social giants like Facebook. Which platforms are more suitable? I used BigSpy to analyze.

BigSpy is a multi-channel advertising monitoring tool. I searched for the keyword "weight loss" on BigSpy and got the following results:

Facebook

Facebook, the largest social networking platform, showed 35,436 recent weight loss-related ads on BigSpy. The creative types of weight loss-related advertisements are mainly videos and pictures. Facebook has a variety of promotion methods and can accurately target users and reach them across platforms. Running weight loss ads on Facebook is the right choice.

Instagram

I didn’t realize through BigSpy that Instagram is also a major platform for weight loss ads. In the past 3 months, there have been more than 7,000 weight loss ads on Instagrsam. Because Instagram and Facebook ads can use the same ad management system, we found that some of the ad creatives on these two platforms are similar.

Youtube

There have been 309 weight loss related video ads on YouTube in the last 3 months. Youtube is a search-based advertising platform where advertisers can place video ads under specific keywords. Accurately implement advertising to let users in need know about the product.

Pinterest

On BIgSpy, we saw that there are 716 weight loss-related image ads on Pinterest. Since Pinterest is a platform with female users as the main users, the advertising ideas here are more inclined towards women. Women have higher demands for body management, so Pinterest is also a suitable weight loss advertising platform.

Through a simple comparison of the above platforms, we can find that Facebook and Instagram are the most suitable platforms for weight loss advertising, and they are also advertising platforms with relatively fierce competition. In addition to the above channels, we can also compare more advertising platforms from BigSpy. After choosing the right advertising platform, we start working on creating eye-catching ad creatives.

Second, we need attractive advertising ideas

Weight loss is one area where Facebook is particularly strict when accepting or rejecting ads. Thankfully, Facebook’s ad policies make it clear what is and isn’t acceptable.

When creating Facebook ads, we first need to learn Facebook’s image requirements for weight loss ads. Before-and-after weight loss images are expressly prohibited on Facebook. In addition, unrealistic pictures cannot be used on Facebook to avoid ads giving users wrong perceptions. Therefore, we need to learn excellent advertising cases from the ad spy tool.

Here, I found two excellent and commonly used types of advertising creatives from BigSpy for everyone to learn.

picture

Although there are many ad formats on Facebook, images are still the main creative type. Pictures are easy to make, and they can vividly express and promote the core value of the product. An exquisite picture can quickly catch the user's attention. In addition, advertisers can use multiple images to do A/B testing to find the best advertising creative. The image creativity of weight loss advertisements should be positive. Because the market is flooded with a lot of false propaganda, the advertisements should mainly make users feel that the product is safe and reliable through the advertising content, so that users can have trust and positive energy.

Successful Cases:

Trim Down Club provides a healthy diet to help users lose weight. The weight loss method it uses is safe and healthy, making more users believe that this diet is a reliable weight loss method. This ad has been running since December 2019 and has received 26.2k likes after 124 days. It shows users recipes of key foods for weight loss that appear to be tasty and low in fat.

video

No advertising content can impress users more than using videos to record real successful weight loss cases. Videos can display more advertising details and allow users to have a deeper understanding of brands and products, thereby achieving higher conversion rates.

Successful Cases:

On BigSpy, we saw a video ad about weight loss: Lei was once an obese patient, and because of obesity she suffered from diabetes and heart failure. Suffering from illness, she considered undergoing weight loss surgery, but the doctor recommended a low-fat vegetarian diet to her. Now she has successfully lost weight through food and her illness has improved.

This ad has very little marketing advertising, it is more about introducing users to weight loss methods. This ad received 24.9k likes in 183 days.

3. Optimize copywriting

Excellent and successful advertising copy is the key to converting users of weight loss ads. A good piece of copy can impress users with advertising, generate emotional resonance, and achieve sales goals! Advertising copy can also cover the product’s features and functional uses, as well as its extended functions, emotional significance, etc.!

Learn how to write advertising copy to improve the conversion rate of weight loss ads. Here are some tips for writing advertising copy for weight loss ads:

Meet the requirements

Facebook advertising requirements: Do not contain content that implies personal attributes, such as a person's race, gender, medical condition (physical or mental), disability, etc. This means advertisers have to be a little creative when writing ad copy to avoid suggesting that users are trying to lose weight.

encourage

Users like encouraging weight loss ads. Losing weight is a long and boring process, and encouraging ads can bring confidence to users.

In addition, you can also use exclamation marks and some emoticons to bring your ads closer to users.

Popular Science

Build your own product into a professional brand to provide users with more professional advice. Providing reasonable suggestions using scientific methods makes it easier to gain users' trust.

For example:

Title: 28 Day Low Carb Meal Plan

Body: Credible advice from a certified dietitian

If you don’t know how to write a suitable advertising copy, you can come to BigSpy to learn. BigSpy can provide you with excellent advertising copywriting case studies.

4. Accurately target your audience

The positioning of advertising audiences is crucial for weight loss advertising marketing, because accurate audiences can directly increase the ROI of advertising.

Geographical positioning:

The scope of positioning advertising is the basis of advertising positioning. Different products have different specific service areas, and it is basic to set the advertising targeting area of ​​the product. Here, you can use BigSpy to see the countries where your competitors are advertising.

Population information positioning:

The main labels of demographic attributes include age, gender, education level, income level, etc. Basic demographic information is the prerequisite for accurate audience targeting. Advertisers can obtain accurate demographic targeting information by analyzing competitors’ audiences.

Behavioral Targeting:

Behavioral targeting is a very important targeting method in display advertising. Its framework is to understand user interests based on their historical access behavior and deliver relevant advertisements. Targeting your audience based on their interests is an effective way to achieve precise audience targeting. Although Facebook will recommend some common weight loss interest words, it is not accurate enough. I use AdTargeting to find more interest keywords hidden by Facebook.

Through Facebook’s interest targeting tool – AdTargeting , we can find hundreds of weight loss-related keywords. We need to classify these keywords and then target the audience using different interests.

I usually divide my interests into 4 categories:

1. Common weight loss keywords:

Weight Loss (Fitness & wellness)

Fitness Tips

2. Diet-related weight loss:

Low-carbohydrate diet

Low-fat diet

3. Exercise-related weight loss:

Sport & Fitness

Physical fitness

4. Competitors’ brands:

Ben Greenfield Fitness

5. Landing Page

Each channel advertising platform also has requirements for landing page design. Therefore, when creating a landing page, avoid exaggerated advertising and marketing promotions. Usually the link to the ad landing page will be set to the website corresponding to the product.

Most advertisers will set the link of the landing page as the homepage of the website, which is actually unreasonable. We should set the website link to the product details page, or redesign a product advertising landing page for the product. BigSpy can monitor the creative links of each advertisement’s landing page. You can use BigSpy to view more landing page designs.

6. Adjust advertising costs and bidding strategies

Ad bids and budgets directly affect ad exposure. To accurately grasp Facebook ad bids, it is necessary to collect relevant cost information from multiple sources and extract important information for focused analysis.

I usually use Adcostly to analyze the bidding strategies of weight loss ads in different periods and different countries. For example, the CPM bids in the United States have shown a downward trend in the last 30 days. According to the overall trend, the CPM bid for weight loss ads should be adjusted downward.

The above are 6 effective ways to help advertisers improve the effectiveness of weight loss ads in 2021. This method analyzes the optimization methods of weight loss ads from six aspects, including advertising channels, creativity, copywriting, audience, landing pages and costs. At the same time, the use of efficient advertising tools can help us achieve the maximum advertising benefits faster. In fact, not only weight loss ads, all advertising optimization can start from the above aspects. Isn’t optimization just testing again and again to find the best solution!

Author: Lin Mazi

Source: Lin Ma Zi