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How to use psychological principles to improve ad copy
Columnist Jason Puckett explains how you can apply knowledge about human behavior to improve ad copy and increase click-through rate.
Studying psychology as it relates to marketing is no new concept. Using emotions to drive decision-making is a theory that marketers have been taking advantage of since the dawn of advertising. In the realm of search marketing, this is no different.
However, instead of a 30-second television or radio spot, advertisers have a maximum of 170 characters to get the point across. Google’s expanded text ad makes this a bit easier, but not by much.
Typically, the main focus of search marketing has been to increase visibility, but, as certain markets become more competitive, advertisers need to maximize clicks, too. The question is how. Using the following two tactics will not only maximize the efficiency of your impressions but may also use the power of persuasion to inspire a purchase.
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