The Truth About Why People Search!
Why do people search on search engines? Let’s confess this seems like a basic question, right? People search because they are looking for something. Complicating that question are these questions. For what are they looking? Why are they searching? What compels them to act?
Plus, how does all of this relate to Internet and pay-per-click marketing?
Let’s reason that searching can be broken down into two classifications: factual and emotional. Factual or informational searches occur as people look for general facts and information about a particular subject matter. Findings from this type of search may or may not cause the person searching to respond or act.
Here’s a fact or truth for you. Human needs and feelings drive emotional searches. When a person’s emotions are activated, an individual is more likely to respond to gathered information by taking action. So, where does this awareness lead us and how can we relate it to Internet and pay-per-click marketing?
People search for three reasons:
To gather facts or information — an informational search.
To satisfy a need or desire — an emotional search.
To solve a problem — an emotional search.
Did you catch those three reasons? You may not realize it, but these three reasons will be the keys to effective pay-per-click ad copy and ad click-through and conversion success.
Let’s now review a typical search process. Suppose you’re contemplating buying a personal digital assistant (PDA). First, you search the Internet for product selections. After … Read More