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Lesson 1 - Psychology of Search

The document discusses the psychology of search behavior and how advertisers can fit into the search process. It defines the search process as users seeking information to answer questions. It explains that advertisers should aim to become part of the discovery process by providing relevant answers to search queries in ads and on landing pages, so that advertising helps users find what they need instead of interrupting them. The goal of search advertising should be aligning with user goals of finding answers, rather than just aligning with search engine policies.

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Kumera Dinkisa Tolera
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79 views15 pages

Lesson 1 - Psychology of Search

The document discusses the psychology of search behavior and how advertisers can fit into the search process. It defines the search process as users seeking information to answer questions. It explains that advertisers should aim to become part of the discovery process by providing relevant answers to search queries in ads and on landing pages, so that advertising helps users find what they need instead of interrupting them. The goal of search advertising should be aligning with user goals of finding answers, rather than just aligning with search engine policies.

Uploaded by

Kumera Dinkisa Tolera
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Advanced PPC

Lesson 1: Psychology of Search


Overview

Understanding the psychology behind a user’s search behavior is paramount to online advertising.
By the end of this lesson, you will be able to:

Define the search process

Identify how an advertiser fits into the search


process
Introduction

Users seek information in different ways. The goal of an advertiser is to


become a part of the discovery process.
The Search Process
Define the Search Behavior

The ultimate goal of search is to discover solutions to all the questions.


Search Terms

Search terms or search queries:

The answer to the Description of the


The question: Where
question: A site about problem: Flooded
do I find a plumber?
Boston plumbers basement

Description of the Geography searches:


cause: Broken pipes Plumbers in Boston
User Interaction with Search Results

Looks for Finds compelling


Conducts Search relevant content and Visits a website
information clicks on it
The Landing Page

Does the Is the user


Searcher visits If yes, you have
landing page willing to take
the landing your next
meet an action on the
page customer
expectations? offer?
Search Marketing Is Not Interruptive

A user is looking for answers.


By helping the user find answers, it is possible to
acquire customers.
How an Advertiser Fits into the Search Process
The Ad Answers the Searcher’s Question

The ad should be relevant to the user’s query.


You can choose if you want an ad to show:
• Keyword selection
• User location
• User device
• Time of day
• Demographics
The Landing Page

Select a relevant landing page as that is where the traffic is sent.


Successful SEM: Aligning Goals

Advertisers often align their marketing to search


engine policies which does not prove useful.
Search advertising is based on providing relevant answers to the user’s questions.

Selecting a relevant landing page is important as that is where the traffic is sent.

When your advertising is helpful to users, they don’t see it as ads, but as the
content leading them to the answers.

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