The Best Ads for Smart Rings

THIS WEEK’S FODDER
☀️ Good Morning

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

Today, we’ll be examining the ads of:

1. Oura

2. RingConn

STARTER
Marketing Reads

• Google launched its next big search ranking update on November 11, 2024. This one should take about two weeks to roll out.

• SearchGPT vs. Google vs. Bing

• Optimizing an ecommerce site for holiday shoppers

• A deeper look at how to create helpful content (from Google’s perspective)

MAIN
Rings of Power

Trends:

According to Google Trends, US search interest (over the last five years) for “Oura Ring” has been on a steep upward trajectory since 2021:

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. Features typically describe a physical aspect of the product, while benefits describe a change in the emotional state of the customer.

Alright, let’s see how these companies market their smart rings:

#1: Oura

The Good:

• The ad copy entices the viewer with the idea that they will be able to make health a daily practice with this ring. The second sentence then describes (with features) what insights are available. This is a smart way to structure an ad. Start with what the customer gets (benefits), and then describe the features that make the benefits possible.

• The image is eye-catching and the text on the image reenforces the message of the Primary text.

• I like seeing a .COM url and a “Shop Now” call-to-action.

The Bad:

• I generally like to see the product in use, but it’s not a major issue for this ad.

The Recommendation:

• Quotes and reviews from customers go a long way with products that are expensive and/or are health related. Providing some social proof may help boost the effectiveness of this ad.

• Test images where the ring is being worn.

#2: RingConn

The Good:

• Rather than emphasizing “health” in general, this ad invites the viewer to “discover better sleep.” By targeting a more narrow issue (not sleeping well), this ad is able to find a higher quality audience that is looking for this solution.

• The text on the image claims that this ring is the first “utra-thin smart ring with sleep apnea monitoring.” Highlighting a standout feature can help win a customer over.

• This ad uses the headline section (below the image) to highlight features like weight and battery life. This section is often underutilized so it’s nice to see some extra information about the product in this area.

The Bad:

• The image looks computer generated. Having images of the rings on a table or on a hand would give a better sense of size and style.

The Recommendation:

• Again, testing reviews and images of the ring being worn by a smiling or sleeping person could help boost the performance of this ad.

Pro Tip

Best practices for internal linking:

• Create a logical site structure, including URLs and ecommerce categories or folders.

• Build a comprehensive library with the most important content for your users.

• Link to the most relevant and valuable content users would want to see next.

• Write anchor text that’s concise, effective, specific and relevant.

• Optimize link placement. Links in content higher on the page are more valuable – you’re telling users this is the next step.

• Optimize navigation in headers, footers, sidebars and breadcrumbs. Include valuable pages customized by topic, intent, category or purpose.

• Balance link quantity and distribution.

• Use anchor/jump links to link to a specific section on a page.

• Understand how/when to nofollow, especially for sponsored links.

• Set expectations and a process for everyone involved in your SEO/editorial team.

• Make it a habit to update internal links when new content is published.

• Audit internal links regularly. Optimize links using info like site searches, multipage sessions, dead clicks from heatmaps and user testing.

For the complete list of best practices, check out the full article.