Match ads to mindset to spark a click. Source: Unsplash/Pawel_Czerwinski

Bri Williams

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

Bri Williams
3 minute Read

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,, the researchers analysed how many views and clicks each ad variant generated.

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