In order to better understand what the target audience was generally looking for, NMPi undertook a data analysis. Split testing ads with different products and copy revealed that softer ad copy, such as ‘health and fitness’ rather than ‘fitness and training’ was more frequently clicked. It was also established that we saw that women responded well to search queries & ads relating to relaxation supplements. We used this search query and audience data in our display and shopping campaigns, as it formed a fundamental part in our success in converting more first time purchasers.
We tested landing pages to determine which pages lead to the best response, and from these results, worked to switch up the creative on site, using landing pages with images of women, and editing taglines to make products more gender neutral.