Key Factors of Consumer Psychology That make digital ads click-worthy

Businesses employ digital advertisements to capture user attention and trigger engagement. Understanding and applying the psychology of consumer behaviour is the key to successful digital advertisements. Focusing on consumer psychology can help digital advertisers create click-worthy ads that maintain the relevance of the brand. 

Understanding Consumer Psychology- What makes people click on digital ads? 

1. Stages of consumer buying journey 

Whether people would click on a digital ad or not depends on the stage of their buying journey. The Consumer Decision Journey consists of four key stages that determine if the audience will click on the ad. The four stages are- 

• Awareness- This is the first stage, where consumers recognize the need or want for a certain product, but they are not fully aware of how to address it. They are more likely to click on ads that provide information about the potential solution to the problem. 

• Research- In this stage, consumers are actively seeking information to compare different products or services. Digital ads that compare and contrast similar products or services are more likely to attract clicks. 

• Consideration- Consumers at this stage are actively evaluating their options. They may be persuaded to click on ads that include reviews, testimonials or any form of social proof that would make their choice easier. 

• Purchase- Consumers are ready to buy at this stage. Ads offering discounts, time-sensitive deals and other incentives would make them take action swiftly. 

2. Emotions of the consumers 

Consumer emotions play a significant role in their decision to click on a digital ad. Recent research reveals that when a digital ad elicits different emotions- such as excitement, amusement or happiness- it is more likely to engage consumers, which means it will get more clicks. Positive emotional responses foster a strong connection between the brand and the consumer, persuading them to click on the ads. 

Applying Emotional Triggers to Digital Ads 

• Happiness- Digital ads carrying positive messages or motivational content may trigger the consumers to click on the ads, as it helps them associate the brand with happiness. 

• Nostalgia- Mentioning old trends, childhood memories and cultural happenings brings consumers to the stage of nostalgia, triggering them to click on the ad. 

• Fear or panic- When phases like “Limited period offer”,  “Only a few left”, or “Offer valid till midnight” are used in ads, it creates FOMO (Fear of Missing Out), triggering consumers to take immediate action by clicking on the ad. 

 3. Psychology of visual elements in digital ads 

Visuals of an internet advertisement have a direct influence on consumer behaviour. Different shades of colours can trigger consumers to click on ads. Apart from colours, other visual elements, such as typography, animation, etc., make an advertisement more click-worthy. 

Applying the Psychology of Colours 

• Yellow- Create a sense of warmth and inspiration of overwhelm, often used for brands that maintain a playful tone. 

• Red-  This colour is often used for creating excitement, often used for promotional offers, sales offers, etc. 

• Blue- The colour blue inspires confidence and trust, often used in banking, mutual funds or IT-related ads. 

 4. Ad placement for more clicks 

Ad placement is a crucial element of consumer psychology. Your digital ad might be excellent, but it will not get enough clicks if it is not placed properly. Ad placement is the key to maximizing click-through rates because it ensures that your ads are reaching the right audience. There are a few factors to consider to maximize the effectiveness of your ad placement for increased clicks and impressions. 

Placing Digital Ads Properly for Increased Clicks 

• Google- Search ads work best on Google as they offer a high-intent audience, measurable ROI, and effective lead-generation tools. It also helps in increasing the search visibility of your brand. 

• Facebook- Placing your ad on Facebook works best if you want to create brand awareness and if you want specific targeting. Image ads, video ads and carousel ads work well on this platform. Moreover, it is great for B2C ads. 

• Instagram- Instagram is a great platform for lifestyle branding and product promotion. Posting reel ads, video ads, carousel ads, and influencer content would give you visual appeal and high engagement, leading to more clicks.

• LinkedIn- LinkedIn works best for B2B marketing and professional services. Placing your ads here will bring you more clicks because you will be able to do business-focused targeting. 

• YouTube- You can get ad clicks from YouTube when you use storytelling methods. YouTube now offers non-skippable ads and bumper ads, making your ad more click-worthy. 

5. Cognitive Ease of digital ads 

Individuals often prefer to interact with ads that are easy to understand. When an ad is confusing or delivers difficult message, it causes disengagement. A clear and concise message helps the user quickly grasp the value of the product offered. 

Keeping Digital Ads to the Point 

• Use simple language- Try to avoid technical jargon or short messages when you are creating a digital ad. Consumers interact more with simple ads, which increases the number of clicks. 

• Single Call-to-Action (CTA)- Keep the CTA limited to one. Two or more CTA in one ad can confuse the consumer. 

• Simple Layout- Keep the ad free of clutter so that the key message gets attention. The use of multiple colours or fonts makes the consumers skip the ad. 

Creating click-worthy ads is not just about having the right product to sell but also about understanding the psychology of the consumers and using the knowledge to design the ads accordingly. You need to consider consumer psychology factors like relevance, emotional appeal and ad placement to make your ad perform well and gain more clicks. It is essential to remember that besides the products and services that you sell, your digital ads convey the story of your brand, fostering a relationship with the consumers.