The Psychology behind ad clicks
Author: Caya Schomakers
Date of Publication: 20/02/2023
When setting up a marketing campaign, the main goal is to achieve the highest conversion rate from your potential and current customers. So, understanding when and why customers click on your ad, is core to a successful marketing strategy.
Appealing and use of words
Sometimes there is a very easy conclusion on why customers click on your ad. Well, they just like the colour. Colour really matters, maybe even more than you might realise. To illustrate this point, 85% of consumers cite colour as their primary motivator for purchasing a product. Therefore, it’s advisable to use colours that promote a certain feeling, or a colour which just stands out. Besides colour, shapes and designs are also very important. In fact, the design must match the message and must be clear. Furthermore, the use of words is crucial for your ad. Words have the ability to excite and inform at the same time, as well as persuade and motivate action. According to a recent study, using first-person language in marketing advertisements increased conversion rates by 90%. So, use words like “my trial” and not “your trial”. Also, humans are often curious by nature and want to learn more about things that interest us. Thus, by using the right type of language and words, customers often get curious and click on the ads.
The emotions behind the action
Although the appealing and the use of words are important for the decision of customers to click on an ad, feeling seems to rank higher for the decision to click. Actually, it’s the key ingredient in the clicking behaviour. According to the performance of advertising campaigns, 31% of the ads with an emotional pull were successful compared to 16% of the ads with a rational focus. For instance, sadness and anger are negative emotions. However, anger has a positive impact on the behaviour for the campaign as it drives customers and fires up which compels customers to take action.
Besides anger, there are many more emotions which trigger the behaviour of potential customers to click on ads. Anxiety, humour, excitement, inspiration, nostalgia and even surprises can all be used as triggers to change the customer behaviour towards the ad. Which emotion brands use towards an ad, depends on the overall brand message, the target of the campaign and the call to action. The most important is to build a rollercoaster of emotions, as this will highly likely ensure that potential customers will continue watching the ad. In fact, due to the emotional ups and downs they experience , they get curious about the content .
So, some advertisements which have been successful with the use of the right emotions are Dove’s “Real Beauty” campaign and Coca Cola’s “Happiness Factory” campaign. In particular, the Dove campaign was to empower women and let them feel secure and good about themselves. The emotions obtained with the ad ranged from happiness to warmth and knowledge. On the other hand, the Coca Cola campaign created a feeling of joy as they portray jovial friends and families enjoying Coke in cheery settings to convey the message.
In conclusion, the decision of potential customers to click on an ad goes way deeper than just the looks and use of words. Feelings are a key ingredient for the clicking behaviour and this information needs to be used in the right way. This is because focusing on emotions the company’s likeability grows, as consumers are able to see the personality of the brand.