Thomas Coppen

AdWords Behavioural Psychology

AdWords Behavioural Psychology

Marketing has always been about persuading people to make a decision, and fingers crossed, one that involves your business. This is as true now for Online Marketing as it has ever been. Understanding what makes people tick and how they make these decisions is vital if your PPC campaign is going to do well. So how can we make the most of these insights into AdWords behavioural psychology?

The Power of Certain Words

Let’s start by taking a look at Dan Ariely’s chocolate experiment, mentioned in his great book Predictably Irrational. Ariely “offered students a Lindt Truffle for 26 cents and a Hershey’s Kiss for 1 cent and observed the buying behaviour: 40 percent went with the truffle and 40 percent with the Kiss. When we dropped the price of both chocolates by just 1 cent, we observed that suddenly 90 percent of participants opted for the free Kiss, even though the relative price between the two was the same. We concluded that FREE! is indeed a very powerful force.”

Straight away, we can see the power of these words in your ads. As soon as something contains FREE, consumers will most likely go with that deal, even though a better deal might be available elsewhere. So a free 30-day trial of your software might give you better returns, even if your product is more expensive in the long run. But don’t stop there, use discounts and sales to your advantage, and make sure they’re clear in your ad copy.

The Curiosity Gap

So what about getting customers to notice your ad? George Loewenstein believes that when we realise we don’t know something, our curiosity takes over and we need to fill in the gaps. Use this AdWords behavioural psychology technique in your ad headlines and descriptions, by giving the customer just enough information for them to be hungry for more. It could be that you’re award winning, or that you have more information on site, but getting them to click on your ad is the first to step towards a valuable conversion.

Revert to Default

Ariely didn’t stop at chocolate, and also questioned if we are actually in control our own decisions. Here, he speaks about how we revert to default if we’re faced with a new decision. People like to think of themselves as adventurous and ready to try new things, but in reality, we all want the safe option. You can make the most of this on your landing pages by putting 3 options, and highlighting that the middle one is the most popular, the one your customers love. Suddenly, a product that someone has just come across has a preference thanks to all your other customers, all thanks to AdWords behavioural psychology.

So give it a go, as sometimes the smallest changes can have the biggest results. The possibilities really are endless! Let us know how you use AdWords behavioural psychology in the comments below!

Thomas Coppen

AdWords Location Targeting to Maximise Your Budget

For most AdWords users, you’re not out to get everyone across the planet clicking on your ad.  Maybe you only ship to certain countries, only provide services specific to a certain area, or have a certain demographic you’re after. Whatever your reason, setting up AdWords Location Targeting when you create a campaign is essential to spending your budget wisely. It’s a simple thing to do, but one that offers many benefits in the long run.

AdWords uses 2 key things to decide where your customers are searching from:

  • The domain the searcher is using (e.g.
  • Their I.P address to estimate a geographical location

So now, you simply set your AdWords account to only show your ads to the people you want to see them. Click on the campaign you want to apply this to, go to the Settings tab, click on the Locations tab, then type in where you want to specifically advertise. Easy, right?

So how specific can you get? As you can see, I’ve selected the four provinces of the UK. So why didn’t I just put the location as the UK?

To get the most useful data from AdWords Location targeting, it’s always better to be more specific. Imagine you’re targeted the UK as a whole, and get 10 conversions in a month. Wouldn’t you rather know exactly where they came from? What if Scotland received 9, England 1, and Wales and Northern Ireland none between them? Then your budget could be better spent by targeting the areas with more conversions.

You can do this by adjusting the bids for where you’re getting your conversions. In our example, we might decrease the bid by 30-40% for Wales and Northern Ireland. For Scotland, we could increase it by 30-40%. This is an effective way of making sure that the areas that your products are most wanted are getting the exposure they need.

To do this, just click on the — in the Bid Adj. column, and adjust your bid.

You can do this for any geographical area, from Greater London to West Yorkshire, and helps you get a better idea of the demographic you’re selling to. Always remember, this is equally beneficial for lowering budget as it is for increasing it.

To get even more data from location targeting, you can pull two different types of reports:

  • What triggered your ad (geographic): Shows your customers’ physical locations, or locations that they had shown interest in through searches or content they had viewed.
  • Where your users were (user locations): Shows only your customers’ physical locations, regardless of any locations they may have shown interest in.

These two reports allow you to dig into your searchers’ locations as much as possible, such as county results or postcode results. Use these to your advantage, and you’ll have an effectively used budget, and, fingers crossed, increasing conversions.

So, how has AdWords Location Targeting benefited your campaign? Let us know in the comments below!

For more information, click here.

Thomas Coppen

Google Analytics and Tracking Paypal

Google Analytics and Tracking Paypal

For an ecommerce site, it’s a safe bet that you accept PayPal as a payment method. The issue is that the conversions are attributed to PayPal rather than your ecommerce site. The following step by step guide will help you track conversions paid for through PayPal, and make sure you are receiving those conversions too.

First things first, create a thank you page for successful PayPal Transactions that takes you back to your site and set this as a URL in PayPal (this is normally the point where the credit is given to PayPal).

Follow these steps and learn about the link bewteen Google Analytics and Tracking Paypal:

  1. Access your PayPal Profile
  2. Within the ‘My Account’, click on ‘Profile’

(to find it in the new PayPal site, find ‘My Selling Tools’ under ‘My Profile’)

  1. Under ‘Selling Preferences’ go to ‘Website Payment Preferences’

(or for the new PayPal ‘Website Preferences’)

  1. Then enable ‘Auto Return’ and enter your thank you page URL, adding ?utm_nooverride=1 to the end of it so conversions are attributed to the source of origin (your Site), rather than PayPal. (If you’re using Universal Analytics rather than adding ?utm_nooverride=1 to the end of your URL, you add to your ‘Referral Exclusion List’ under ‘Property’ and ‘Tracking Info’ within the Admin Section).

  1. Next, in order to get your google analytics ecommerce tracking working, you will have to enable ‘Payment Data Transfer’ – This rule will apply to all Auto Return Transactions unless specified otherwise in the button link for that website payment, so keep this in mind.

  1. Next, create or modify your ‘Buy Now’

If you have to create buttons either leave the return URL or ensure your URL has ?utm_nooverride=1 at the end of it (Remember Universal Analytics does not need the ?utm_nooverride=1)

If you are modifying your current buttons, add (with the appropriate thank you page URL)

<input type=”hidden” name=”return” value=”″>

before the element:

<form action=”” method=”post”>…</form>

(universal analytics still does not need the ?utm_nooverride=1 at the end of the URL)

  1. Last but not least, you’ll need to modify your thank you page, you will either need to use the POST or GET method in order to catch the PayPal data being transferred (you may need to talk to your web developer or IT person).

This will mean that google analytics will get the right information and put them in the code.

Total Price, Postage, tax, Transaction ID, Item name, quantity etc are all things you will be able to record.

It may be a good idea to trial all of this using PayPal Sandbox text accounts.

That is how you can connect Google Analytics and Tracking Paypal.