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Diet & Exercise PPC Wins: Not Just a New Year's Resolution

  |  January 9, 2014   |  Comments

In the nick of time, Bing Ads has put together research on the most popular diet and exercise search terms and keyword combinations of 2013 and new diet ad copy insights.

Did you make a New Year's resolution last week? Forty-five percent of you did, and 35 percent of you plan to spend at least $25 per month initially on this resolution (University of Scranton, Journal of Clinical Psychology, December 13, 2012).

In fact, the estimated annual spend on New Year's resolutions is $5.6 billion. New Year's is a great time to kick off a marketing campaign targeting this engaged audience - almost half will still be pursuing their health-related resolution in June. 

For 2013, here were the top 5 resolutions:

  1. Lose Weight
  2. Getting Organized
  3. Spend Less, Save More
  4. Enjoy Life to the Fullest
  5. Staying Fit and Healthy

In the nick of time, Bing Ads has put together research on the most popular diet search terms of 2013 and new diet ad copy insights. These ingredients could be combined in a recipe for a healthy marketing campaign.

Health Searches Start with Search Engines

Instead of starting on a site which specializes in health information (say, WebMD or Mayo Clinic), 77 percent of people seeking health information start with a search engine (Pew Internet & American Life Project, January 2013).

Search engines are where people start their research Diet and exercise commitments are often made in the beginning of the year; it's a powerful combination.

Diets come and go, but losing weight was 2013's the number one New Year's resolution. Search engines are great starting points for health and wellness research. So what diets are top of mind? Bing recently published our list of top searches for 2013, including the top diet-related search terms, which were:

johngagnon-bings-most-searched-health-wellness

Which Words Resonate for Diet & Exercise Searchers

Luckily, there is research to inform which words in ad copy resonate with searchers. Bing Ads studied thousands of ads for the Diet and Exercise category, running millions of impressions on the Yahoo Bing Network.

These insights are specific to PPC ads on Bing, but could be applied beyond search marketing.

The study looks to quantify the "clickability" of the words in ad copy. Search marketers can think of this as the CTR of an ad regardless of its position. This research is summarized in a visualization called a Heatmap (see image below):

john-gagnon-heatmap-jan

Health/Wellness, Diet & Exercise PPC Insights from Bing's Heatmap

  1. "Official" in the ad title and "workout" in the ad description drew clicks. 
  2. Using "% Off" in the ad title with "Order", "Savings" or "Today" in the description, were among the top combinations.

Combining both top diet searches, with insights on ad copy messaging may be a recipe for success in 2014. Using incentives like "% Off" or credibility like "Official" could drive your ad's clickability.

Want more insight on tapping into New Year's resolution searches? Check out Bing's New Year, New You research and recommendations:

What are you doing to tap into the oversized health and wellness market? Are there specific challenges you're facing? Let's talk about it!

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ABOUT THE AUTHOR

John Gagnon

John Gagnon is a Bing Ads Evangelist (aka “search nerd”) at Microsoft. He has worked for both Bing Ads and Google AdWords, and is a frequent speaker at digital marketing conferences such as SES, SMX, and others. He has advised hundreds of clients ranging from Microsoft teams like Windows and Internet Explorer to small businesses like local garage door repair shops just getting started.

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