3 Ways to Influence Consumer Decisions Through Paid Search

September 20, 2018

The consumer decision making process is complex. Think about it, how many things contribute to whether you buy something? Do you need it or want it? Maybe you need it, but which one will give you the most bang for your buck?

In addition to making sure consumers are aware of your product or service, it also needs to be appealing or attractive to them. There are numerous studies that show that when consumers see images of certain brands, their brains light up and it triggers an emotional response. Here are 3 ways you can light up people’s brains through paid search messaging.



Our senses help us decide which products stand out and if they appeal to us. While all five senses can play a major part in the customer’s buying decisions, as digital marketers we mostly focus on sight. Colour is known to evoke different feelings including relaxation and even hunger. The size of the ad can also contribute to a person’s perception.

In paid search, we test various punctuation in our ad copy and extensions to evoke different responses and attract various audiences. We know that using an exclamation mark to express urgency works well for low-cost clothing retailers, while these aren’t received as well when advertising high-cost technology solutions.

Not all colours, sizes, images or even punctuation are the right fit for every product or service. First you need to determine your audience and how you want them to perceive your brand.

Company Ethics & Values

Aligning your company values with your target audience makes a huge impact on the customer decision making process. Nielsen found that 50% of consumers are more likely to buy from a company that gives back. The simple truth is that customers like to buy things that make them feel good about themselves.

I once worked with a small Orchard company that had been in the owner’s family for years. We included “family owned and operated” in our ads because we knew that our target audience would appreciate purchasing from small operation. Adding this as part of our paid search ad copy made our ads stand out amongst a very competitive landscape.

Is your product eco-friendly? Do you work with local charities? Let your customers know it! Now with an additional headline, description and ad extension space, we have plenty of room to highlight these without taking away from other important company USP’s and messaging.

Brand Reputation

Is your product known as the best quality on the market or as the most cost-efficient? It is important that your brand reputation aligns well with your product and PPC is a great way to help control your reputation.

I’ve recently been working with an airline client who prides themselves on the experience they provide. We’ve used our PPC ad copy to highlight the outstanding travel experience you receive because we want the brand to be portrayed as high-quality rather than the lowest cost option. This better qualifies our ads to our target audience, which helps to improve conversion rates while protecting the brand reputation.

These are just some of the ways you can influence your customers decisions with PPC marketing. And the best part about PPC? You can test it and get answers fast. Determine the click-through-rates and conversion rates of your messaging and combine these learnings with your brand knowledge and goals to strengthen your marketing strategy.

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