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There is a lot of discussion about consumer psychology in advertising in marketing circles, which is becoming even more vivid with the publication of new scientific research. In the context of extremely high competition for consumers, any new and potentially useful information is quickly implemented in marketing strategies. However, a strong desire to generate quick revenue can be dangerous for an advertising budget if a marketer neglects to know the basics of consumer psychology. Today, as part of the ADV Advantage blog post, we’re going to look at everything you need to know about how to attract consumers through advertising. If you want to learn more, we can recommend a great book by Bob M Fennis – Psychology of Advertising.
The main factors of advertising consumer psychology
When developing and implementing an advertising strategy, it is crucial to research the specifics of the customer’s business to give them (and yourself) answers to the following questions:
- Does the product/service meet the needs of consumers? The mechanism for solving their problem should be clearly demonstrated in advertising creatives. In addition to solving problems, a business can offer means to improve status, ways of self-expression or social belonging. If a business does not solve customer needs, what is its value?
- Does the advertising creative bring out the emotions? It is the emotional component that often leads to deliberate (and not so deliberate) purchases, which later develop into high brand engagement. Vibrant, emotionally evocative advertising aims to create a positive image of a brand, product, or service.
- Does anyone else already have a user experience? New consumers are much more willing to trust a brand with a lot of real reviews and recommendations. These points should be further emphasized in advertising creatives.
- How is the brand and its advertising perceived in general? To answer these questions, it is worth reading more about the psychology of color, sound, and images that best encourage conversion. Don’t forget about uniqueness and creativity, especially when compared to competitors.
- Is the logic of the reaction to the ad clear? Effective advertising should contain a clear call to action and a list of arguments for choosing this particular business.
The above-mentioned factors of consumer psychology should be properly implemented in your Google Ads account. Below, we’ll show you how to use consumer psychology information in your advertising creatives.
Texts for search ads
For classic search ads, the quality of keywords and textual information in titles and descriptions is crucial. What should a search ad text look like? The best search headlines follow the following formula: “precise title or question – description of the consumer’s problem – solution – call to action”. In addition to following this formula, you shouldn’t forget about keyword richness, clear and interesting wording, personalization of the offer, and a call to action. It is very rare for a truly effective search ad to immediately get the desired response from consumers, so don’t forget about A/B testing different variants of title-description combinations along with additional ad objects.
The advertised product in action
You must admit that it is always useful to learn about the peculiarities of using a product at the stage of its selection. Not every country in the world clearly regulates the process of returning/exchanging goods, so consumers are eager to study the product before they buy it. Effective advertising should demonstrate not only the benefits of the product, but also the detailed process of its operation and the expected result. If the most effective product demonstration involves ordering advertising from bloggers, Google Ads provides opportunities to promote this content across a wide media network. Real-life circumstances of product use are more likely to encourage people to choose the brand in question. Google Ads offers several ways to promote video ads: on YouTube, through the display network, and in apps. Video ads can be an independent object in an advertising campaign and additionally encourage conversion.
Quick assimilation of information and psychological triggers
It is generally accepted that the content of an advertising creative should be read by a new consumer in 2-3 seconds on average. It can be text or multimedia information. In these few seconds, you need to have time to tell general information about the brand, its activities, and offer. It is important not to oversaturate the ad with unnecessary arguments and, if necessary, do not forget to add psychological triggers of limited or exclusive offer. Popular marketplaces have long since mastered techniques that exploit the fear of missing out. As for Google Ads, for example, you can add an object to your search ads that notifies you of a promotion and contains a countdown timer until the end of the promotion.
Conclusions
Analyzing consumer behavior with advertising is a complex topic for research. Not only marketers, but also scientists deal with this issue, so it is important to apply the knowledge gained correctly to stay within the advertising budget and not damage the brand status. Most mistakes in creating advertising creatives can be corrected after the launch, but history knows of cases when unsuccessful advertising led to the downfall of big names. Perhaps they were not familiar with the basic factors of the psychology of advertising consumers today. If you want to learn more about online advertising or order business promotion services, please contact ADV Advantage specialists using the appropriate form in the Contact section.
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