Thanks to the less than favourable weather this year, people are hiding indoors rather than getting outside and exercising. Health and fitness companies are trying to convince Australian citizens to start getting serious about their winter workouts.
Although winter certainly isn’t the obvious time for fitness brands to target with their PPC campaigns, especially with the colder than average weather this year according to the Guardian, it would seem that Australian health and fitness brands have realised the potential for healthy-living advertisements during a season that’s usually associated with hibernation, despite it still being hotter than most areas of Europe in summer.
The exercise PPC market has really picked up over the last couple of months, offering customers winter weight-loss products as an opportunity to lose weight before summer starts.
However, those partaking in exercise aren’t as likely to get motivated at the thought of donning their running shoes in the cooler weather, according to Body and Soul, so the health and fitness market needs to proactively seek out those who could become potential customers.
I’m going to take a look at the Australian health and fitness industry to see what 12wbt.com, Life Weight Loss, and Lite n’ Easy are doing to capture the hearts and minds of those looking to lose a few kilos over the winter.
Who Leads the Charge?
[lightbox rel=”group1″ width=”860″ href=”https://www.adthena.com/wp-content/uploads/2015/08/ExerciseSOV-May.jpg” title=”Top compeititors share of voice, May, Adthena data” src=”https://www.adthena.com/wp-content/uploads/2015/08/ExerciseSOV-May.jpg”][/lightbox]
[lightbox rel=”group1″ width=”860″ href=”https://www.adthena.com/wp-content/uploads/2015/08/ExerciseSOV-July.jpg” title=”Top compeititors share of voice, July, Adthena data” src=”https://www.adthena.com/wp-content/uploads/2015/08/ExerciseSOV-July.jpg”][/lightbox]
Although 12wbt.com owned the market up until May this year, the race has completely changed since then, with Lite n’ Easy now holding almost 55% of the fitness-related industry. 12wbt, on the other hand, has dropped from 62% to less than 40% over the last two months.
[lightbox rel=”group1″ width=”860″ href=”https://www.adthena.com/wp-content/uploads/2015/08/Exercise-trend.png” title=”Top compeititors share of voice trend, Adthena data” src=”https://www.adthena.com/wp-content/uploads/2015/08/Exercise-trend.png”][/lightbox]
This decrease is more evident in the trend graph above, which shows that things started to go downhill for 12wbt in October last year, when the downfall was a little more bumpy. But the real nosedive didn’t happen until April, a steep drop that continued until June and eventually allowed Lite n’ Easy to grab the SOV baton.
It’s all in the Keywords
The reason for this shift is the fluctuating popularity of all the keywords these competitors were bidding on. The keyword gaining the most clicks in July (the biggest month of transition) was exercise for weight loss, which only 12wbt and Lite n’ Easy have ever bid on.
Over the course of 12 months, these two companies jostled for the lead, with both earning their fair share of wins.
[lightbox rel=”group1″ width=”860″ href=”https://www.adthena.com/wp-content/uploads/2015/08/Exercise-for-weight-loss.png” title=”Top compeititors share of voice, keyword: exercise for weight loss, Adthena data” src=”https://www.adthena.com/wp-content/uploads/2015/08/Exercise-for-weight-loss.png”][/lightbox]
However, following a big lead for 12wbt in the summer months, Lite n’ Easy came back with a bang in April, preparing nicely for winter and taking away a big share of 12wbt’s clicks.
Although the latter company has clawed back a little in June and July, Lite n’ Easy is much closer to an overall lead, as both are bidding strategically to get some winter traction.
The more interesting insight, though, relates to the keyword gaining the second-highest number of clicks out of the exercise-based keyword set. Best exercise for weight loss shows a much more dramatic change, though, with 12wbt losing a huge amount of its share from April onwards.
[lightbox rel=”group1″ width=”860″ href=”https://www.adthena.com/wp-content/uploads/2015/08/Best-exercise-for-weight-loss.png” title=”Top compeititors share of voice, keyword: best exercise for weight loss, Adthena data” src=”https://www.adthena.com/wp-content/uploads/2015/08/Best-exercise-for-weight-loss.png”][/lightbox]
Throughout the year, 12wbt dominated, dropping out only in August and December – presumably when it tried to save some cash on the high-priced keyword when punters were less likely to work out.
The interesting correlation is in April, when instead of a small dip for 12wbt, the company pulled out of the market substantially, allowing Lite n’ Easy to take over the market share.
It turns out that this happened because 12wbt had decided to change its strategy and attack diet-based terms rather than concentrating on exercise, specifically opting to make a big push on Michelle Bridges-based keyword terms.
However, taking a look at Lite n’ Easy’s top keyword targets for the last month, we can see they are more generic, with most of them exercise and weight loss-targeted keywords.
What Happened to Life Weight Loss?
Life Weight Loss consistently dragged along the bottom of the pond, with only a couple of peaks in October and November and another in April, when Lite n’ Easy’s share dropped. The reason for this is that it just wasn’t bidding on a wide enough selection of keywords, nor was it bidding on them at the right time.
Although Life Weight Loss saw a spike in August, climbing up to 21% share of voice, its share quickly dropped again because it wasn’t bidding intelligently on the limited keywords it was choosing to back.
If the company was using Adthena’s competitive intelligence for search, it would be able to see a pattern in Lite n’ Easy and 12wbt’s strategies and take advantage of it.
By bidding on more of the keywords that were creating successes and less on the keywords that consumers weren’t interested in, it could find real opportunities and increase ROI, even with a limited budget.
Winter provides a big opportunity for all the competitors in this group to take advantage of the season as a time to get customers back on the exercise wagon. By exploring the keywords that competitors are using, the companies could be creating a guide for their own PPC strategy.
No Adthena client data was used in this analysis.