by 
In This Blog Post
Advertising is ubiquitous, present in shop windows, newspapers, TV, websites, and apps. We constantly perceive ads, influencing our buying behavior more than we often realize. But how do advertisers stand out in this abundance and lead us to click, buy, or even develop brand loyalty?
The Rapid Increase in Advertising Messages
In today’s digital age, consumers are bombarded with an unprecedented number of advertising messages. From the moment we wake up to the time we go to bed, our days are punctuated by a continuous stream of ads. This chapter delves into the burgeoning world of ad messages, exploring their growth and the underlying reasons for this increase.
Historically, the exposure to ad messages was significantly lower. Back in the 1970s, an average consumer might encounter around 500 ads daily. Fast forward to today, and this number has soared dramatically. With the advent of digital marketing and social media, consumers are now estimated to encounter thousands of ads each day. This increase reflects not just a change in quantity but also a shift in the advertising landscape.
The proliferation of digital platforms has provided advertisers with unprecedented access to audiences. This has led to a saturation of ad messages in our online and offline environments. From search engine ads, social media promotions, and email marketing to traditional mediums like TV and billboards, the omnipresence of advertising is undeniable. While researchers have criticized the commonly cited figures of 3,000, 5,000, and 10,000 daily ad exposures for lacking solid evidence and being based on outdated or speculative data, the undeniable impact of advertising on our lives remains. Let's delve into how our emotions and decision-making processes are significantly influenced by these advertisements.
Emotional Ads Twice as Successful as Rational Ones
Emotionally driven advertising proves highly effective. Studies indicate that 31% of emotionally charged ads succeed, compared to 16% of rational content-focused ads. This is because emotions resonate more deeply than facts.
Empathy
Empathetic response in advertising occurs when a brand's ad emotionally engages the viewer. Ads often use babies, children, cats, and dogs to trigger this response.
Creativity
Creative response in advertising is about perceiving a brand as innovative or unique. This is achieved through various means, including tone of voice, casting, setting, storyline, and even background music.
Famous Emotional Ad Campaigns
Many successful ad campaigns leverage emotions. Examples include:
Dove's "Real Beauty" Campaign
This campaign celebrated the diversity of women's beauty, challenging the idealized beauty standards.
Coca-Cola's "Happiness Factory" Campaign
This campaign positioned Coca-Cola as a symbol of joy and happiness, depicting cheerful people in lively settings.
Google's "Friends Forever" Campaign
This campaign tapped into the emotional bonds people have with their pets, showcasing unexpected animal friendships.
Effectively Applying Psychology in Google Ads
In Google Ads, space is limited: a few short texts and an optional image. For display, video, and Performance Max campaigns, there are more options, but the choice of assets is critical for clicks and conversions. Let´s have a closer look how psychological techniques in Google Ads can increase click-through rates and ideally, conversion rates.
Scarcity Principle
Humans fear missing out. Highlighting limited-time or limited-quantity offers in ads can drive quick action.
Playing with Emotions
Positive emotions like joy and pride can motivate clicks on ads.
Effective Use of Colors
Color influences emotions and attention. Changing a call-to-action button color can significantly affect conversion rates.
Repetition Principle
Repeated exposure helps remind users of your product or service.
Boosting Website Conversion Rate
The magic of conversion happens on the website. By mirroring the ad's text and image language on the landing page and ensuring mobile-friendliness, we can enhance user experience. Authenticity, seriousness, and transparency, including efficient integration of reviews and privacy notices, are crucial.
Color research can significantly elevate conversion rates, with contrasting colors boosting rates by up to 60%.
Conclusion
Emotions, colors, scarcity, and repetition are key to successful advertising. When we apply these advertising psychology tools correctly in both Google Ads and on websites, we can expect an increase in clicks and conversions.
Sources:
1. University of Southern California, 17.11.2023, Thinking vs Feeling: The Psychology of Advertising 2. The Drum, 23.03.2023, How many ads do we really see in a day? Spoiler: it’s not 10,000
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