Why do people
search on search engines? Let's 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? Let's
discover the truth about why people search!
Plus, how does all of this relate to Internet and
pay-per-click marketing?
Let's 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.
Here's 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.
Let's now review a typical search process. Suppose you're
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 PDA's, 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 wouldn't
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.
Let's 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.
Let's 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. You'll be surprised to learn how
many misinformed advertisers are wasting money!
About the Author
Chet Childers is a successful Internet marketer utilizing
both pay-per-click marketing and search engine optimization
to increase website profitability. His clients' websites
offer window treatments, furniture, medical uniforms,
swimming pool tiles, capital equipment, computer software
and many more products. Click
http://www.ThePayPerClickMarketer.com
and enroll in our e-course, "Discover Tips and Secrets for
Pay-Per-Click Marketing Success."
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