What’s behind the triumphant strategies of Lite n’ Easy, Jenny Craig, and Total Wellbeing Diet, and how can the companies replicate these successes to improve their rankings?
As winter draws in, everyone’s searching for a fad diet they can stick to before getting fit for Christmas, beginning a months-long quest to be ultra-svelte for the summer.
But do diet plans really work, and which are the most in-demand amongst consumers?
A study by the Journal of the American Medical Association explored the popularity of a variety of diet plans and how they worked on 59 obese adults. It reviewed a number of plans getting heaps of news coverage at the moment, including the Paleo, Zone, and Atkins Diets.
The study wrote: “Named or branded (trademarked) weight loss programs are broadly available to the general public, providing structured dietary and lifestyle recommendations via popular books and in-person or online behavioral support. These programs represent a multibillion dollar industry.
“Debate regarding the relative merit of the diets is accompanied by advertising claiming which macronutrient composition is superior, such as a low-carbohydrate diet being better than a low-fat diet, and the benefits of accompanying lifestyle interventions.”
With that said, we’re taking a look at three meal plan diet companies to see how they’re using PPC to attract consumers’ attention, and looking into which diets are the best to place your bets on at any time of year.
We examined the performance of Lite n’ Easy, Jenny Craig, and Total Wellbeing Diet to see whether any trends developed during the time of year when they boosted spending as well as around the keyword targets they bid on.
[lightbox rel=”group1″ width=”860″ href=”https://www.adthena.com/wp-content/uploads/2015/05/diet_sov_paid.png” title=”Top diet companies share of voice, Adthena data” src=”https://www.adthena.com/wp-content/uploads/2015/05/diet_sov_paid.png”][/lightbox]
Taking a look at the overall PPC trend for a whole range of diet-related words, we can see that Jenny Craig’s share of voice (SOV) decreased substantially over the course of 2014 and into 2015. On the opposite end of the scale, Lite n’ Easy’s SOV shot up to hold almost 70% of the market, up from 20% in April 2014.
Total Wellbeing Diet only entered the sponsored search game in October, and although its SOV only hit a maximum of 18% in January, the height of the summer period, it has managed to maintain some SOV over its harder-hitting competitors.
Let’s take a look at the top keywords in the diet and meal plan sector to see what could have been responsible for the shift in positioning.
Which Diets Were the Most Popular?
[lightbox rel=”group1″ width=”860″ href=”https://www.adthena.com/wp-content/uploads/2015/05/Weight_loss_keywords.png” title=”Top diet keywords share of voice, Adthena data” src=”https://www.adthena.com/wp-content/uploads/2015/05/Weight_loss_keywords.png”][/lightbox]
One of the biggest things to note from this line chart is that the Csiro Diet shot up in popularity over the summer. Although its presence in August and September was literally zero, competitors started bidding heavily on the keyword Csiro diet from October onwards.
The Csiro Diet is Total Wellbeing Diet’s main product – so why the massive jump in keyword share of clicks if it didn’t even manage to lift Total Wellbeing’s SOV very high?
The answer is that Lite n’ Easy is also bidding on the term, and because it’s bidding on a wider range of keywords (including paleo diet, which no other competitors are bidding on), it managed to snatch a much larger share of the market.
[lightbox rel=”group1″ width=”860″ href=”https://www.adthena.com/wp-content/uploads/2015/05/csirodiet.png” title=”Total Wellbeing and Lite n’ Easy share of voice, Adthena data” src=”https://www.adthena.com/wp-content/uploads/2015/05/csirodiet.png”][/lightbox]
[lightbox rel=”group1″ width=”860″ href=”https://www.adthena.com/wp-content/uploads/2015/05/diet_h2h.png” title=”Lite n’ Easy, Total Wellbeing and Jenny Craig keyword head to head, Adthena” src=”https://www.adthena.com/wp-content/uploads/2015/05/diet_h2h.png”][/lightbox]
Jenny Craig and Lite n’ Easy were both bidding on the generic keyword diets, but after leading on the term in 2014, Jenny Craig decided to completely drop its bids in 2015. This could be because, by mid-summer, it had decided to switch positioning – either that, or it realised it should be concentrating on more niche words.
Taking a look at just that competitor’s keyword trend, we can see Jenny Craig put a much greater emphasis on healthy meal plans and diets to lose weight fast.
This suggests it is intelligently switching its keyword strategy to make the most of seasonality and industry trends and get the best of both worlds: the market for those hoping to eat better over the summer, and the one for those who want to lose weight fast for the holidays.
The Importance of Spreading Your Keyword Targets
This research shows that seasonality is essential when planning a sponsored search campaign. Not only must you ensure that you’re hitting the right keywords at the right time, but it’s also important not to excessively limit yourself.
Although Total Wellbeing Diet has managed to gain some traction by heavily bidding on its own product (the Csiro Diet), it hasn’t managed to extend beyond 18% SOV because it’s bidding on comparatively fewer keywords.
Lite n’ Easy’s spread of keywords and seasonal spending has allowed it to leverage its position in the menu and meal planner arena, making for a very prosperous winter to follow a summer of serious growth.
Using competitive intelligence for search can boost your visibility and ensure more customers click through to purchase. Adthena’s platform allows you to see where your competitors are making ground and where you’re losing it, so you can achieve complete success throughout the year.
(Main image credit: Roger Ferrer Ibáñez/flickr)