Dynamism. If there is one word that characterizes the environment in which we live, it is the speed with which things change. Focusing on the field of marketing, new techniques, strategies and even disciplines are appearing.
This is where the Neuromarketing, a matter that combines the scientific and commercial worlds to find applications that shed light on the complexity of the consumer's mind. So if you want to know more about the relationship between Neuromarketing and paid search continue reading.
FIRST OF ALL: WHAT IS NEUROMARKETING?
Before getting into the subject, let's start at the beginning: What is Neuromarketing? Sticking to the technical definition, it is the application of the procedures and knowledge of Neuroscience to the Marketing field of action. in order to obtain more accurate information that will help in the implementation of more effective strategies.
In other words, to achieve a better and deeper understanding of the consumer in order to offer him what he needs in the most accurate way possible.
Now that we have (more or less) If the concept of Neuromarketing is clear to you, you may ask: what has it got to do with the paid search? Well, although at first glance we do not find a direct relationship as in other fields such as web development or display advertising, Neuromarketing can be of great help in optimizing SEM strategies.
Based on the fact that the majority of our products are decisions are emotional and unconscious and not rational as we all believe (yes, you read that right)It is more effective to appeal to that emotional part of our brain to guide the user to where their interests and ours converge and incite them to action.
HOW CAN I COMBINE NEUROMARKETING AND PAID SEARCH?
Although there is no magic formula that will make our ads work at 100%, a series of principles derived from Neuromarketing that can help us improve structure, copies and overall performance:
- Visual stimuli. That is, images. Our brain processes an image faster than text, so whenever possible, it is more practical to display information in the form of an image.
- Punishment-reward binomial. The primitive part of the brain reacts better to the fear of punishment than to the potential for reward. Avoiding the "pain" of a punishment works better than appealing to the benefit of a reward. In more commercial terms, offer the user the solution to their problem, think about what you can provide to avoid that "pain".
- Importance of price. There are many different pricing strategies to influence the user's decision. These are called "psychological pricing". Endings in '99, free shipping costs or odd numbers can have a greater effect on the user's mind. Depending on the product and the strategy we want to follow, we must apply one type of price or another. It is important to take this into account when including it in the copy of an ad.
- It generates a feeling of scarcity. When a product or service is offered in limited quantities or for a finite period of time, the mind of the potential consumer automatically perceives it as more valuable. This gives us an idea to use CTA's that contain a scarcity message such as "last units" or "only for this week". Ads that include a countdown also create this sense of urgency derived from scarcity.
- Relevance of opinions. It has been proven that users take into account the opinions and evaluations of other consumers before making a purchase, especially in the online world where they cannot examine the product as thoroughly as in a physical store. These reviews influence your decision far more than anything we can tell you about the brand or product in an ad. Until this year, you could use review extensions to include this type of information. Now we will have to be more creative when it comes to being able to include customer reviews.
- Get the most out of the headlines. The possibility of creating several ads allows us to check which formula works best by analyzing its performance. Apart from being able to alternate the text of the headlines and add different descriptions, it is possible to include certain guidelines that make the ad more powerful.In this sense, we refer to the creation of contrasts or contrasts of terms or ideas. Even more powerful contrasts can be created in graphic ads in the Display Network. Thus, the user's brain makes quicker decisions perceived with less risk, since we are providing simpler information. In the same way, making what we offer tangible also brings benefits. That is, writing headlines or texts that are clear and simple about what is being offered helps ads work much better.
- Focuses attention on the user. Including words such as "you" or using phrases directly addressed to the user quickly captures their attention and makes them feel unique, which results in greater effectiveness of the ad.
In short, since Neuromarketing is here to stay, why not take advantage of the information it offers us to complete our marketing strategy? Everything that contributes to enrich and optimize the actions we take should be welcomed. This helps to to focus efforts and reach a point of convergence between the interests of the company and those of the customer. However, we must be cautious because, as we have mentioned before, Neuromarketing is not a magic button for increasing performance and not everything works the same for all types of products, services or businesses.
It is necessary to know adapt to the conditions and specifications that are given in each situation and thus achieve a better management of all the strategies, arriving at the creation of synergies beneficial to all.
Now everything is in our hands and it is time to put these and other guidelines into practice to check the results. Have you already tried any of them? Let us know how this experience has gone for you.