Why do people search on search engines? Letís confess this seems like a basic question, right? People search because they are looking for something. Complicating that question are these questions. For what are they looking? Why are they searching? What compels them to act?
Plus, how does all of this relate to Internet and pay-per-click marketing?
Letís reason that searches can be broken down into two classifications: factual and emotional. Factual or informational searches occur as people look for general facts and information about a particular subject matter. Findings from this type of search may or may not cause the person searching to respond or act.
Hereís a fact or truth for you. Human needs and feelings drive emotional searches. When a person's emotions are activated, an individual is more likely to respond to gathered information by taking action. So, where does this awareness lead us and how can we relate it to Internet and pay-per-click marketing?
People search for three reasons:
- To gather facts or information -- an informational search.
- To satisfy a need or desire -- an emotional search.
- To solve a problem -- an emotional search.
Did you catch those three reasons? You may not realize it, but these three reasons will be the keys to effective pay-per-click ad copy and ad click-through and conversion success.
Letís now review a typical search process. Suppose youíre contemplating buying a personal digital assistant (PDA). First, you search the Internet for product selections. After locating suitable options, you search for product reviews to determine the most appropriate choice. After narrowing your choice to one or two PDAís, you search for product sources, prices and availability. As you continue searching, you gradually become emotionally involved as the fine points draw you further into the process. Otherwise, you wouldnít have continued searching for more details.
At some point, the motive for your search changed from informational to emotional. Why did you look for a PDA to begin with? Oh, you are stressed. Your daily life is chaotic! You have a time management and organizational problem and you perceive a personal digital assistant may solve it. Emotional elements were under the surface of your search all along!
Very simply, two things can happen in a search engine search. The search initiates as a fact-finding task and at some point the factual search transcends to an emotional level. Or, the search commences to fulfill an emotional desire or to solve a problem causing emotional discomfort. The more emotionally involved a person becomes, the more likely he or she is to respond or act by converting the search into the acquisition of a product or service.
As a smart Internet or pay-per-click marketer, you should apply this insight to reach your target audience. Consequently, you capture your target market by satisfying emotional needs or solving emotional problems. You begin by utilizing targeted keywords and targeted ad text. Consider what the following words or word pairs denote: learn, tip, help, solution, idea, how to, how would, discover. They express an ability to identify and solve a problem.
Letís now take a moment to summarize the first secret or fact of Internet and pay-per-click marketing:
You must understand that people who "search and convert" are emotionally driven to satisfy a need or solve a problem and you must target your keywords and ad text with emotional content to motivate action.
Letís confess this lesson may seem as basic as Marketing 101. However, many savvy business owners miss what may not be as obvious as one would think. Take a look at some ads on Overture or Google AdWords. Youíll be surprised to learn how many misinformed advertisers are wasting money!