Behavioural Psychology is key
Anyone can learn which buttons to press…
The marketing world is filled with people who know which buttons to press, how to set up a campaign, how to retarget, set up API’s and UTM tracking code….
But they still fail.
Why?
Because you are a MARKETER first and an ADVERTISER second.
I see this most commonly, where Google PPC experts try and pivot to Facebook Advertising and they get it horribly wrong. Google Ads is very numbers driven, success comes down to keyword bidding against your competitors and working out the words and phrases that have a higher chance of converting at a lower cost. They need to understand what someone is looking for, but they don’t really need to know why.
| On the surface | The real WHY |
|---|---|
| “I want to lose weight to be slimmer” | Their partner doesn’t seem to fancy them anymore, someone three sizes bigger than they are offered to lend them a dress and they are mortified that this person thought they would wear that size |
| “I want my Botox done to freshen up a little” | They go out on a Friday night and all the girls look SOOO young, they’re suddenly feeling old and past it. All the guys in the office fancy the young 20-something girls, nobody even considers them anymore as they’re ‘Mumsy’ – they feel ‘past it’ |
| “I need a better accountant, mine isn’t very proactive” | Everyone else seems to be utilising tax loopholes that I don’t even know about, I seem to be paying more tax than anyone else because my accountant doesn’t seem to suggest them to me |
Steps to planning your campaign
On a piece of paper, ask yourself the following questions and write down the answer before creating your ad