How Paid Search Messaging Can Influence Customer Decisions

How Paid Search Messaging Can Influence Customer Decisions

As many individual components contribute to every purchasing decision, this process is complex and difficult to influence. As well as ensuring that consumers are aware of your brand and understand the products or services you provide, you also need to make sure that your offerings are something they find attractive and appealing.

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Research has shown that there is a connection between brand awareness and positive emotional responses. So if you want to engage your audience on an emotional level, here are three ways paid search messaging can help.

Appeal to the Senses

Each of our senses can contribute to consumer purchasing decisions, but digital transactions are mostly influenced by sight. Colour can evoke very specific feelings and emotions, but this isn’t the only thing that should be carefully considered. Size, copy and even punctuation can influence how your brand is perceived.

Exclamation marks, for example, are effective for affordable clothing retailers because they express a sense of urgency, but they don’t produce the same successful results in messaging advertising high-value tech products.

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Emphasise Your Brand Values and Ethics

Ensuring that your brand values are aligned with your target audience is critical to drive success in competitive digital marketplaces. Consumers want to purchase from companies that they can relate to, so helping your audience to feel good about themselves will positively impact your conversions. If your products are eco-friendly, your company is family-owned or you regularly work with charities that positively impact your community or industry, you need to make sure that your audience knows about it.

Working with a professional team will help you to make the most out of your available ad space. If you’re looking for an experienced digital marketing agency Manchester is home to a variety of options. Look for a team with hands-on paid search messaging experience, such as the team that can be found at, to secure the best return on investment (ROI) for your business.

Communicate Your Brand Reputation

If you provide unbeatable customer experiences or if your product/service is widely regarded as the best on the market, clearly communicating this to your audience will help you to shape and reinforce your brand reputation. Alternatively, if you want to showcase your affordable credentials, deftly using your ads to communicate this to your audience will help you to secure those all-important conversions.