In order to reap maximum benefit from your organic and paid search results (and your budget), you need to understand how your audience works. Getting into the mindset of a customer will help you to write ads and copy that have the desired result.
If you understand what makes you react first, it will give you a sense of the triggers that work in advertising. Many of us don’t evaluate why an advert has been successful in convincing us to buy, and therefore are even less sure about what will make someone else react.
However, many people fail to recognise that what might make them respond to an advert may not be the same as A.N.Other person. Do not write ads just because they hit your buttons unless you honestly believe you are a typical customer of your own products and services. And even if you are, there will still be non-typical customers to attract as well!
You need to research and test to find the ads or words that will cause your potential customers to respond to your call to action. It is always worth asking your existing customer base, your staff, and even friends and family which words or phrases would make them click on a PPC ad or a call to action on a landing page. Which offer is most attractive? Which is most important when making a purchase decision – is it price, location, free shipping, ease of purchase, after-sales support? Or will your potential customers want someone to talk to first before making a decision?
You will find that a variety of different ads or content pages will bring in better results than just a single type of advert, and Pay Per Click Marketing gives you an ideal opportunity to test, often for a minimal budget if you are targeting long tail keywords rather than the most common and hence competitive keywords.
Think of one thing that is on your personal wishlist, search for it in the search engines and then evaluate why YOU chose the ads or listings that you did to click on. What appeals to you? This type of research can help to inspire your own marketing efforts, and can lead to a better understanding of the psychology of advertising.