In the mock ad copy, we called hotel rooms “cozy,” which is often used as a synonym for something that is smaller in size. The ad emphasized the value of the hotel by highlighting that you probably won’t be spending much time in the room anyway. The copy used an apparent imperfection—a small room—and framed it to sound like a benefit. You’ve probably seen this effect in real-life advertising, too. For example, Guinness mentions that its drinks take a long time to serve to emphasize that they’re worth the wait.
While you can power your ad copy with all the principles of behavioral science office 365 database most of the change usually comes from a few of them. Automation can help you get creative with your ad copy while systematically testing which changes have the biggest impact for your brand and product.
Bottom line: Even if you’re not at the top of the search results page, or no one’s heard of your brand, you can bridge the gap between trigger and purchase by supercharging your ad copy.
For established brands, research shows the importance of protecting your brand investment in Search and being top of mind. For challenger brands, it highlights that applying behavioral science principles to your Search ads can help level the playing field. Yes, page rank has power, but you need to empower your ad copy if you truly want to optimize your ROI.
Bridging the gap between trigger and purchase is key, so whether your brand is well-established, new to the market, top of the page or not, take advantage of Search capabilities .
Combining automated tools like Dynamic Search Ads with behavioral science allows you to efficiently respond to the complexity of the consumer buying process.
And finally, do the tests.
Everyone is thinking about the enormous challenge of digital transformation, but think of this as low-hanging fruit. Any brand can start implementing these changes today, but they will work best when used creatively. Use the tools available and start mixing behavioral science with creativity to drive results.