• Nick Lees

The Power of Negative Thinking and Adwords Messaging

People buy on emotions. That's Advertising 101.


Humans are built to avoid pain and move toward pleasure. Every decision we make is based on emotions of pain vs pleasure.


Interestingly, studies show that these two desires are not equal. In fact, avoiding pain motivates more than the desire for pleasure.


Yet most businesses running Google ads don't incorporate this psychology into their messaging. Most ads are emotion-neutral; they simply state features and benefits and offer a call to action.


For example, this Google ad just reiterates the search phrase 'used car' and some benefits:




Not a bad start. But they could improve by arousing an emotional response, like this:



I don't know about you, but the thought of haggling with a pushy car salesman makes me cringe.


By calling out that discomfort, the ad grabs attention. And it immediately offers a solution: 'our lot is haggle-free!,' thereby triggering relief (pleasure).


This ad connects with the customer twice on an emotional level, forging a stronger bond than an emotionally neutral ad. Customers are more likely to click and choose this business.


By adding negative emotional triggers to Google ads, I've significantly increased click-thru rates for clients. As a result, quality score has improved and they're getting leads at a lower cost.


Give it a shot and let me know if you see improved results.

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