
Match ads to mindset to spark a click. Source: Unsplash/Pawel_Czerwinski
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, OurRelationship.com, the researchers analysed how many views and clicks each ad variant generated.