Behavioural science hacks: How to frame your ads to increase clicks

How did some ads generate six times more clicks than others promoting the same product? They matched the mindset of the customer.

Let’s say you run a couples counselling service and are putting an online ad together. You have a choice.

Do you say, “improve communication and intimacy” or “understand and end negative patterns”?

That’s what researchers Mowle, Georgia, Doss and Updegraff (2014) delved into. Creating Google AdWords ads for a real online business, OurRelationship.com, the researchers analysed how many views and clicks each ad variant generated.