Why Do 90% of Search Adverts Seem So Lifeless?

We see on average 3,000 different types of advertising every single day. From the Apple icon on your MacBook, the adverts on sides of buses, the pizza leaflets left on our doorstep not to mention the amount of online adverts we unconsciously see floating around our browsers.

Whether you realise it or not, people make most of their decisions based on how they’re feeling.

This is especially true when it comes to purchasing decisions.

So my question is, why do all paid search ads seem to portray the same message? Many of them of course hit some of the 4 P’s in the marketing mix but I think what a lot of businesses can learn from is understanding the emotional human element to each individual online search.

Let’s do a search.

Let’s say I’ve forgotten about my partner’s birthday happening in the next day or so and I need to sort something romantic out. Flowers seem to be a good and obvious choice.

So I start my search with “send flowers to my girlfriend quick delivery”

Here is what we see:

 
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Something as simple as wanting to buy flowers for a loved one pulls on a few emotional strings. The ad I have highlighted is most striking because in my opinion it is portraying an emotion of love & happiness and therefore makes me more likely to want to engage with this company. Not to mention I need these flowers delivered in the next 24 hours...

So what is the best method? How do I know what emotional string is going to work best for my company?

The simple answer… Test.

And then test some more. Especially when it comes to Google Ad Copy, there needs to be constant A/B testing within the ad copy to see the correlations between clicks and conversions. Also think about your brand image, what emotions do you want your clients to feel when they click on your ad and come through to your site?

 
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For the above example, Asda has just won it for me. Firstly, because two of the online grocery chains have won “Best Online Supermarket 2018” which might be true, but unbelievable for the consumer. Plus Asda hasn’t just added a competitive price point, but also highlighted that they go the extra mile to carry the items to your door.

For that, they have won my click.

Let’s not forget that every search has a certain emotion attached to it, no matter what the situation, advertisers need to tap in to these human feelings because 95% of the time humans make decisions based on emotion.

While emotions are subjective, we @ Roar have developed our N-Grams technology to understand the analytical behaviour behind some of these emotive actions.