Marketing on the Web

Emotional and Rational Search engine ads

In my last posting I was discussing the basic features of an adwords ad
1. value proposition
2. Third party endorsement
3. calling to action
4. Special wording that might relate to consumer perceived thinking.

But missed out the important characterstic of search engine ad that is “Appealing”.
As we know appealing is a fundamental concept of any advertisement. Appealing techniques that apply to
traditional advertising mediums (call them legacy ) like TV, newspaper and radio
will go good with Search Engine advertisement too.
Appealing comes with two choices, either it can be Emotional or Rational.
But that choice is depended on the product type, that advertiser is intending to sell.

Rational Ads

Writing Rational ads that sells cognitive related products in other words products related to thinking , analyzing and
Calculation will give higher click through ratio (CTR) and better conversion rate.
Product which requires higher involvement of customer time, efforts can be sold easily by rational adwords ads.
For example, selling book about Internet marketing Secret or ads for outsourcing or fixed wing aircraft part retail store.

Emotional Ads

Adwords ads, that sells / promoting emotional products (example Jeans, Valentines Gift, Music or selling Britney Spears’s hair )
should have the blend of both emotional and entertaining appeal.

Please aware, entertaining ads might attract visitors who has no intention of buying by expense of google adwords click.
It is very hard to sell visitors who is
• Seeking fun or curious
• Some kind of social interaction like pen pal, online dating
• Looking to pass time like chatting, forum posting, reading news
• Escaping from boring work or job, Information overload
Such users are good for implanting the Brand name but can not be counted for direct response.

As per Hoffman’s Network Navigational theory of internet Advertisement!

Extrinsic Searchers, who has motive behind the search ( looking to buy a product, researching a online service or product)
traverse (browser) more than one organic search result page before clicking on any search engine adwords ads.

Intrinsic Searchers (who is looking for entertainment or lost in world wide web), doesn’t care about adwords ads or organic search results.
They simply click on any hyperlink whichever attracts their attention first.