Studying psychology as it relates to marketing is no new concept. Using emotions to drive decision-making is a theory that marketers have been taking advantage of since the dawn of advertising. In the realm of search marketing, this is no different.
However, instead of a 30-second television or radio spot, advertisers have a maximum of 170 characters to get the point across. Google’s expanded text ad makes this a bit easier, but not by much.
Typically, the main focus of search marketing has been to increase visibility, but, as certain markets become more competitive, advertisers need to maximize clicks, too.
