Google Ads & Landing Pages - What's Trust Got To Do With It?

By Lisa Hirst Carnes | September 2015

Content marketers talk a lot about attracting the 'right' audience and presenting the 'right' message at the 'right' time. While this is common practice for content producers and copywriters, it's always considered by paid search analysts. 

As paid analysts we're taught to make decisions based on data. We sift through Google Analytics reports and analyze spreadsheets looking for trends but we don't think about emotions. Say what? Emotions? What do emotions have to do with my AdWords campaigns? Hear me out on this and you'll see how this makes sense. 

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Most marketers know about buying cycles. We use them to identify people and place them into appropriate buckets depending on where they're at in the decision making process. Are they just becoming aware? Are they weighing and considering their options or are the ready to make a decision? While it is useful to think about where the person is in the buying cycle, without considering emotions and feelings, we aren't seeing the whole picture.

So, how can a paid search analyst think about emotions and feelings to make their search campaigns more effective? It all starts with attracting the right audience and presenting a message that matters to them at that specific time. Do this by writing ads that create emotional triggers. These triggers will encourage your ideal audience to click your ad and take action. 

So, the next time you're working on an AdWords campaign, take a moment and think about about the following questions:

  1. When someone searches on a keyword that is triggering my ad, what is their emotional state at that specific time? Are they unsure, confused, distracted, rushed, confident, happy, committed or something else?
  2. What will your landing page make them feel? Will they feel supported, confident, encouraged or frustrated, disappointed? If it's the later, make the changes necessary to give them a positive experience.
  3. What do you want visitors to do once they reach your landing page? What is the desired outcome? Is this a realistic goal?
  4. Will they trust you? If not, what can you say to help them trust you?
  5. How can you create a common bond?

You may be wondering why I'm talking about trust?

It's pretty simple if you think about it. Creating common bonds develops trust and trust helps us feel comfortable making decisions. If you help your audience make confident decisions, they feel good and chances are, your campaigns will see improvements too.

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