Advanced Meta Ads Strategies for Supplement Brands
Paid Media
November 13, 2024
Intro
If you're a wellness/supplement brand, you exist in a unique category that requires heavy differentiation in messaging to win over skeptical consumers. Here are some non-obvious tactics for health supplement brands to scale through paid acquisition.
Test an Advertorial Style Landing Page
Copy your landing page text and ask chatGPT to convert it into a “5 reasons why” listicle. Supplement purchases are so value prop driven, sometimes the design of your normal landing page is actually hindering information consumption. We do this on the blog we own, Tested and Trending.
Don't Be Afraid to Get Technical
If you exist within a competitive category, larger incumbents have done tons of legwork educating your audience. Address them as such. Does your probiotic have 10x more Lactobacillus fermentum than leading brands? That's not too arcane to test!
Make sure you are tracking subscription conversions in Meta
While it isn’t always ideal to optimize for subscription conversions, you should at least have that data as a column in ads manager to understand audience/ad quality. Tools like Littledata and Elevar can help here.
Treat your PDP image carousel like a LP
No one needs to see your packaging from 4 different angles. The #1 user behavior we see from non-converting users is a brief scroll through your image carousel before bouncing. Fill this carousel with graphics that sell your product!
Test Pricing
This is the most forgotten lever to grow your monthly EBITDA. You probably set a price at launch and forgot about it. Use a tool like Intelligems to A/B test pricing. Try increasing your one-time purchase price to better frame your subscription price. Measure the total profit coming from 1TP vs subscription for each cell over a defined period using the below formula!
Invest in Direct Relationships With Content Creators
Whitelisting from creator handles will drop your CPA. It's difficult to do at scale, which is why it's so effective. Use tools Leadsie, Brands Meet Creators, and a virtual assistant to handle price negotiations, to build this system in-house, affordably.
Intro
If you're a wellness/supplement brand, you exist in a unique category that requires heavy differentiation in messaging to win over skeptical consumers. Here are some non-obvious tactics for health supplement brands to scale through paid acquisition.
Test an Advertorial Style Landing Page
Copy your landing page text and ask chatGPT to convert it into a “5 reasons why” listicle. Supplement purchases are so value prop driven, sometimes the design of your normal landing page is actually hindering information consumption. We do this on the blog we own, Tested and Trending.
Don't Be Afraid to Get Technical
If you exist within a competitive category, larger incumbents have done tons of legwork educating your audience. Address them as such. Does your probiotic have 10x more Lactobacillus fermentum than leading brands? That's not too arcane to test!
Make sure you are tracking subscription conversions in Meta
While it isn’t always ideal to optimize for subscription conversions, you should at least have that data as a column in ads manager to understand audience/ad quality. Tools like Littledata and Elevar can help here.
Treat your PDP image carousel like a LP
No one needs to see your packaging from 4 different angles. The #1 user behavior we see from non-converting users is a brief scroll through your image carousel before bouncing. Fill this carousel with graphics that sell your product!
Test Pricing
This is the most forgotten lever to grow your monthly EBITDA. You probably set a price at launch and forgot about it. Use a tool like Intelligems to A/B test pricing. Try increasing your one-time purchase price to better frame your subscription price. Measure the total profit coming from 1TP vs subscription for each cell over a defined period using the below formula!
Invest in Direct Relationships With Content Creators
Whitelisting from creator handles will drop your CPA. It's difficult to do at scale, which is why it's so effective. Use tools Leadsie, Brands Meet Creators, and a virtual assistant to handle price negotiations, to build this system in-house, affordably.
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We are a growth marketing agency based in Brooklyn, NY.