The Best Ads for a Keto Diet Plan

THIS WEEK’S FODDER
☀️ Good Morning

You’re reading Marketing Fodder, a newsletter dedicated to helping you improve your Facebook and Instagram ads.

Today, we’ll be taking a closer look at the ads of these two companies:

1. Keto Cycle

2. Keto Diet App

STARTER
Marketing Headlines

• Google launched a core update on August 15. This update appears to be aimed at helping “small or independent sites” that were crushed in the March 2024 core update (Read more)

• Google is now showing AI Overviews for users not signed into their Google account, including in incognito mode (Read more)

• If you’re unfamiliar with Google Trends, and how it can help you understand interest in a search term over time, check out this video walkthrough from Google Search Central.

MAIN
Going Keto

Keto Diet Trends:

According to Google Trends, search interest in the ketogenic diet peaked in January 2020 and has declined steadily since then, although it remains very popular:

How I Analyze Facebook Ads

A great Facebook ad communicates the benefits of the product or service, not solely the features. Think about it like this: a feature makes the product better but a benefit makes the customer’s life better. So, focusing on how your product or service makes your target customer’s life easier (or better) helps you get the conversion.

Alright, let’s see how these companies market their keto diet plans:

#1: Keto Cycle

The Good:

• Using a timeline to demonstrate how this keto diet plan provides the desired benefit (weight loss) is especially effective for a product or service that requires an extended period of time to see the benefit.

• The image uses keto-friendly foods to draw interest. Having a sunny-side-up egg instead of an avocado pit makes the image interesting because it’s different.

The Bad:

• The confusing part of this ad is that the ad copy (the Primary text) describes changes over the course of 28 days, but the image text and description section (under URL) suggest a 14-day transformation. While transformations could occur at day 14 and day 28, it’s a little confusing that both would be mentioned in one ad.

The Recommendation:

• Pick either 14 or 28 days as the length of the plan, not both.

#2: Keto Diet App

The Good:

• The ad copy in this ad uses emojis, which helps it feel more approachable and less salesy.

• The image, like the previous ad, uses a piece of fruit with to draw in interest. Using a blue banana likely helps prevent the viewer from scrolling past the image because it’s out of the ordinary.

• Using white text on a black background makes the image text easy to read. I see far too many ads where the text is too small or hard to read at a glance.

The Bad:

• The ad copy above the image (the Primary text) doesn’t mention the benefit (losing weight).

The Recommendation:

• Spell out the benefit of the plan in the Primary text; some potential customers will focus on that and others will focus on the image so having it in both places is smart.

Pro Tips for Ads

This week’s tips for optimizing your Google ads comes from Search Engine Land:

1. Keep broad match keywords in separate campaigns from phrase and exact match to allow for different bidding strategies and more aggressive targets for broad match

2. Use custom segments for competitor conquesting by targeting people who have visited competitor websites or used competitor apps

3. Leverage Microsoft Advertising search term reports to find keywords to add or negate in Google Ads campaigns, as Microsoft often provides more detailed search term data

Read the full article to see all 10 tips.