The Underestimated Power of Psychology in Advertising

The Underestimated Power of Psychology in Advertising

Digital Marketers face a daunting challenge when it comes to producing PPC ads and SMO Ads (Social Media Optimisation) which not only stand out from the crowd but result in increased sales, a sign of a successful advertising campaign.

Psychology plays a large role in advertising, yet its effectiveness is sometimes underestimated. However, we’ve all been emotionally driven to make an impulsive purchase because of the media we consume. This demonstrates just how powerful psychology in advertising is.

Let’s explore how the fundamentals of psychology can be used to create effective ads and convert them to sales in a demanding business environment where we see over 5.3 trillion ads displayed online each year.

Tapping Into the Power of Psychology in Advertising

The key for successful ads is to tap into the motivations and desires of consumers and then deliver the products that fulfill them. For example, a shampoo brand may tap into a universal emotional need such as being part of “the in-group”. The fact is, all shampoo gets hair clean, but they need to convey the message that it provides glamour above and beyond its competitors is its defining asset.

The driving factors in any digital marketing and PPC ads comes down to seven emotions:

  • Happiness
  • Rage
  • Disgust
  • Sadness
  • Fear
  • Surprise

How Can This Work in Digital Marketing?

Landing pages are one of the best creative ways for SMO ads and PPC ads to use the psychology of emotion to appeal to their target audience.

Firstly, use language to put consumers at ease. Incorporating phrases like, “Book with peace of mind,” “24/7 customer care is available”, or others, like, “7 million nights booked so far,” could be the golden ticket to conversion because they instill confidence.

By doing so, you are appealing to such emotions as happiness (their desire for it) and fear (of disappointment or losing money).

Display ads, social ads, and search ads require more strategy to make emotional pleas count. You need to think about how you want to position yourself in your target market, the vibe you want to project (happy, sad, etc.) to appeal to your audience.

Marketers are typically focused on optimizations, numbers, and data—but it’s time to bring it back to the roots of basic psychological appeal. Try tapping into the power of psychology to develop compelling ad campaigns to stand out from the crowd, engage the viewer, and convert potential consumers into loyal customers.

For the finer nuances of digital marketing, Haarty Hanks helps clients fine-tune and elevate their brand message to grow their audience and increase conversions. Our portfolio of happy and return clients speaks for itself. Get in touch with Haarty Hanks to assist you with your digital marketing strategy.