The Best Ads for Tea

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. Savoy Tea Company

2. The Republic of Tea

STARTER
Marketing Headlines

• It seems that Google’s August 2024 core update (launched two weeks ago) has helped a number of independent sites recover some traffic lost during last year’s September core update. Full recoveries do not appear to be happening but it’s the first time some sites are seeing gains after almost a year of experiencing traffic declines (Read more)

• Ian from Niche Site Growth has helpfully provided data on traffic changes for 2,398 sites from the helpful content update (HCU) to the August 2024 core update (Read more)

• Snapchat rolls out native support for iPads, meaning the app will fill an iPad’s screen. It only took 13 years…(Read more)

MAIN
Cuppa

Tea Trends:

According to Google Trends, search interest for green tea in the last five years has far outpaced both black tea and white tea:

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 get the conversion.

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

#1: Savoy Tea Company

The Good:

• The ad copy does a nice job of leading the viewer into the expected result of buying this product: relaxation. By describing the tea as something that brings “comfort” and “warmth” to the buyer, the ad is selling a feeling rather than a feature. And that is often the differentiator between a good ad and a great ad.

• The image is simple but shows off the tea in a cozy-looking setting.

• The ad has a free shipping offer in the description section, which is the ideal location for that offer.

The Bad:

• The piece of ginger in the image looks like it was sliced in half and placed there without much of a plan. I would work on creating a nicer way to display the ginger, and include other spices, in this image.

The Recommendation:

• I would test having a person in the image, or a hand holding the cup of tea.

• I would test removing the ginger from the image, in addition to testing a whole piece.

#2: The Republic of Tea

The Good:

• This ad also does a great job of describing the benefit of the tea rather than a feature (like taste). The transformation offered by this ad is “energy without the jitters,” and a way to “feel your best.”

• The partnership with the Calm app is a great addition to this ad, as it synergizes well with the benefit of the tea.

• “A Calm Start To Your New Routine” is a fun pun and reenforces the value of the tea for the viewer.

• The image makes the tea the focal point, and the person in the background helps contextualize the idea that this tea is meant to provide calmness during a busy time.

The Bad:

• The three stacked journals, with an apple on top, suggest a school or work setting, but it’s unclear. Having the image background include a mouse and keyboard, instead of the journals, might be more relatable and improve click through rate (it’s worth a test).

The Recommendation:

• Test a variety of image backgrounds to see which resonates the most with the viewer.

• Test a customer quote or review in the Primary text.

Pro Tip

If you want to pursue a career in marketing, or learn about how to manage Google ads, consider becoming Google Ads Certified. This quick guide provides a summary of the steps you need to take.