{"id":20189,"date":"2018-04-26T15:27:54","date_gmt":"2018-04-26T15:27:54","guid":{"rendered":"https:\/\/www.geotelecom.mx\/?p=20189"},"modified":"2025-04-02T10:35:59","modified_gmt":"2025-04-02T08:35:59","slug":"neuromarketing-paid-search","status":"publish","type":"post","link":"https:\/\/www.geotelecom.mx\/en\/blog\/neuromarketing-paid-search\/","title":{"rendered":"NEUROMARKETING AND PAID SEARCH: A RELATIONSHIP FOR THE FUTURE"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">Dynamism. If there is one word that characterizes the environment in which we live, it is the speed with which things change. Focusing on the field of marketing, new techniques, strategies and even disciplines are appearing.\u00a0<\/span><\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Contents\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/neuromarketing-paid-search\/#EN_PRIMER_LUGAR_%C2%BFQUE_ES_EL_NEUROMARKETING\" >FIRST OF ALL: WHAT IS NEUROMARKETING?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/neuromarketing-paid-search\/#%C2%BFCOMO_PUEDO_AUNAR_NEUROMARKETING_Y_PAID_SEARCH\" >HOW CAN I COMBINE NEUROMARKETING AND PAID SEARCH?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/neuromarketing-paid-search\/#CONCLUSIONES\" >CONCLUSIONS<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">This is where the <\/span><b>Neuromarketing<\/b>,<span style=\"font-weight: 400;\">\u00a0a matter that <\/span><b>combines the scientific and commercial worlds<\/b><span style=\"font-weight: 400;\"> to find applications that shed light on the complexity of the consumer's mind. So if you want to know more about the relationship between Neuromarketing and\u00a0<em>paid search<\/em> continue reading.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"EN_PRIMER_LUGAR_%C2%BFQUE_ES_EL_NEUROMARKETING\"><\/span><b>FIRST OF ALL: WHAT IS NEUROMARKETING?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">Before getting into the subject, let's start at the beginning: What is Neuromarketing? Sticking to the technical definition, it is the <\/span><b>application of the procedures and knowledge of Neuroscience to the Marketing field of action.<\/b><span style=\"font-weight: 400;\"> in order to obtain more accurate information that will help in the implementation of more effective strategies.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">In other words, to achieve a better and deeper understanding of the consumer in order to offer him what he needs in the most accurate way possible.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">Now that we have <em>(more or less)<\/em> If you are clear about the concept of Neuromarketing, you may ask: what does it have to do with the <\/span><i><span style=\"font-weight: 400;\">paid search<\/span><\/i><span style=\"font-weight: 400;\">? Well, although at first glance we do not find a direct relationship as in other fields such as web development or display advertising, Neuromarketing can be of great help in optimizing SEM strategies. <\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">Based on the fact that the majority of our products are <\/span><b><a href=\"https:\/\/www.geotelecom.mx\/en\/neuromarketing-heuristicos-y-sesgos\/\" target=\"_blank\" rel=\"noreferrer noopener\">decisions are emotional and unconscious<\/a><\/b><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.geotelecom.mx\/en\/neuromarketing-heuristicos-y-sesgos\/\" target=\"_blank\" rel=\"noreferrer noopener\"> <\/a>and not rational as we all believe <em>(yes, you read that right)<\/em>It is more effective to appeal to that emotional part of our brain to guide the user to where their interests and ours converge and incite them to action.<\/span><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1920\" height=\"1459\" src=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2018\/04\/Aplicacion-del-Neuromarketing-al-Paid-Search.jpg\" alt=\"\" class=\"wp-image-20190\" srcset=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2018\/04\/Aplicacion-del-Neuromarketing-al-Paid-Search.jpg 1920w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2018\/04\/Aplicacion-del-Neuromarketing-al-Paid-Search-300x228.jpg 300w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2018\/04\/Aplicacion-del-Neuromarketing-al-Paid-Search-1024x778.jpg 1024w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2018\/04\/Aplicacion-del-Neuromarketing-al-Paid-Search-768x584.jpg 768w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2018\/04\/Aplicacion-del-Neuromarketing-al-Paid-Search-1536x1167.jpg 1536w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%C2%BFCOMO_PUEDO_AUNAR_NEUROMARKETING_Y_PAID_SEARCH\"><\/span><b>HOW CAN I COMBINE NEUROMARKETING AND PAID SEARCH?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">Although there is no magic formula that will make our ads work at 100%, a series of <\/span><b>principles derived from Neuromarketing<\/b><span style=\"font-weight: 400;\"> that can help us improve structure, copies and overall performance:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li style=\"text-align: justify;\"><b>Visual stimuli.<\/b><span style=\"font-weight: 400;\"> That is, images. Our brain processes an image faster than text, so whenever possible, it is more practical to display information in the form of an image.<\/span><\/li><li style=\"text-align: justify;\"><b>Punishment-reward binomial.<\/b><span style=\"font-weight: 400;\"> The primitive part of the brain reacts better to the fear of punishment than to the potential for reward. Avoiding the \"pain\" of a punishment works better than appealing to the benefit of a reward. In more commercial terms, offer the user the solution to their problem, think about what you can provide to avoid that \"pain\".<\/span><\/li><li style=\"text-align: justify;\"><b>Importance of price.<span style=\"font-weight: 400;\"> There are many different pricing strategies to influence the user's decision. These are called \"psychological pricing\". Endings in '99, free shipping costs or odd numbers can have a greater effect on the user's mind. Depending on the product and the strategy we want to follow, we must apply one type of price or another. It is important to take this into account when including it in the copy of an ad.<\/span><\/b><\/li><li style=\"text-align: justify;\"><strong>Generates a feeling of scarcity.<\/strong> <span style=\"font-weight: 400;\">When a product or service is offered in limited quantities or for a finite period of time, the mind of the potential consumer automatically perceives it as more valuable. This gives us an idea to use CTA's that contain a scarcity message such as \"last units\" or \"only for this week\". Ads that include a countdown also create this sense of urgency derived from scarcity.<\/span><\/li><li style=\"text-align: justify;\"><strong>Relevance of opinions.<\/strong> <span style=\"font-weight: 400;\">It has been proven that users take into account the opinions and evaluations of other consumers before making a purchase, especially in the online world where they cannot examine the product as thoroughly as in a physical store. These <\/span><i><span style=\"font-weight: 400;\">reviews<\/span><\/i><span style=\"font-weight: 400;\"> influence your decision far more than anything we can tell you about the brand or product in an ad. Until this year, you could use review extensions to include this type of information. Now we will have to be more creative when it comes to being able to include customer reviews.<\/span><\/li><li style=\"text-align: justify;\"><strong>Get the most out of the <i>headlines<\/i>.<\/strong><span style=\"font-weight: 400;\"> The possibility of creating several ads allows us to check which formula works best by analyzing its performance. Apart from being able to alternate the text of the headlines and add different descriptions, it is possible to include certain guidelines that make the ad more powerful.<\/span>In this sense, we refer to the creation of contrasts or contrasts of terms or ideas. Even more powerful contrasts can be created in graphic ads in the Display Network. Thus, the user's brain makes quicker decisions perceived with less risk, since we are providing simpler information. In the same way, making what we offer tangible also brings benefits. That is, writing headlines or texts that are clear and simple about what is being offered helps ads work much better.<\/li><li style=\"text-align: justify;\"><b>Focuses attention on the user.<span style=\"font-weight: 400;\"> Including words such as \"you\" or using phrases directly addressed to the user quickly captures their attention and makes them feel unique, which results in greater effectiveness of the ad.<\/span><\/b><\/li><\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" width=\"1920\" height=\"1334\" src=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2018\/04\/Neuromarketing-aplicado-al-Paid-Search.jpg\" alt=\"\" class=\"wp-image-20191\" srcset=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2018\/04\/Neuromarketing-aplicado-al-Paid-Search.jpg 1920w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2018\/04\/Neuromarketing-aplicado-al-Paid-Search-300x208.jpg 300w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2018\/04\/Neuromarketing-aplicado-al-Paid-Search-1024x711.jpg 1024w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2018\/04\/Neuromarketing-aplicado-al-Paid-Search-768x534.jpg 768w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2018\/04\/Neuromarketing-aplicado-al-Paid-Search-1536x1067.jpg 1536w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"CONCLUSIONES\"><\/span><b>CONCLUSIONS<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">In short, since Neuromarketing is here to stay, why not take advantage of the information it offers us to complete our marketing strategy? Everything that contributes to <\/span><b>enrich and optimize<\/b><span style=\"font-weight: 400;\"> the actions we take should be welcomed. This helps to <\/span><b>to focus efforts and to reach a point of convergence<\/b><span style=\"font-weight: 400;\"> between the interests of the company and those of the customer. However, we must be cautious because, as we have mentioned before, Neuromarketing is not a magic button for increasing performance and not everything works the same for all types of products, services or businesses. <\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">It is necessary to know <\/span><b>adapt to the conditions<\/b><span style=\"font-weight: 400;\"> and specifications that are given in each situation and thus achieve a better management of all the strategies, arriving at the <\/span><b>creation of synergies<\/b><span style=\"font-weight: 400;\"> beneficial to all.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">Now everything is in our hands and it is time to put these and other guidelines into practice to check the results. Have you already tried any of them? Let us know how this experience has gone for you.<\/span><\/p>","protected":false},"excerpt":{"rendered":"<p>Dynamism. If there is one word that characterizes the environment in which we live, it is the speed with which things change. Focusing on the field of marketing, new techniques, strategies and even disciplines are appearing.\n\n\n\nThis is where Neuromarketing comes into play, a subject that brings together the scientific and commercial worlds to find applications that shed light on the complexity of the consumer's mind. So if you want to know more about the relationship between Neuromarketing and paid search, read on.\n\n\n\nFIRST OF ALL: WHAT IS NEUROMARKETING?\n\n\n\nBefore getting into the subject, let's start at the beginning: What is Neuromarketing? Sticking to the technical definition, it is the application of the procedures and knowledge of Neuroscience to the field of Marketing with the aim of obtaining more accurate information to help the implementation of more effective strategies.\n\n\n\nIn other words, to achieve a better and deeper knowledge of the consumer in order to offer him what he needs in the most precise way possible.\n\n\n\nNow that we are (more or less) clear about the concept of Neuromarketing, you may ask: what does it have to do with paid search? Well, although at first glance we do not find a direct relationship as in other fields such as web development or display advertising, Neuromarketing can be of great help when it comes to optimizing SEM strategies.\n\n\n\nBased on the fact that most of our decisions are emotional and unconscious and not rational as we all believe (yes, you read that right), it is more effective to appeal to the emotional part of our brain to guide the user to where their interests and ours converge and incite them to action.\n\n\n\n\n\n\n\nHOW CAN I COMBINE NEUROMARKETING AND PAID SEARCH?\n\n\n\nAlthough there is no magic formula that makes our ads work at 100%, we can apply a series of principles derived from Neuromarketing that can help us to improve the structure, the copies and the performance in general:\n\n\n\nVisual stimuli. That is, images. Our brain processes an image more quickly than text, so whenever possible, it is more practical to display information in the form of an image.Punishment-reward binomial. The primitive part of the brain reacts better to the fear of punishment than to the potential for reward. Avoiding the \"pain\" of a punishment works better than appealing to the benefit of a reward. In more commercial terms, offer the user the solution to their problem, think about what you can provide to avoid that \"pain\".Importance of price. There are many different pricing strategies to influence the user's decision. These are called \"psychological pricing\". Endings in '99, free shipping costs or odd numbers can generate a greater effect on the user's mind. Depending on the product and the strategy we want to follow, we must apply one type of price or another. It is important to take this into account when including it in the copy of an advertisement. When a product or service is offered in limited quantities or for a finite period of time, the mind of the potential consumer automatically perceives it as more valuable. This gives us an idea to use CTA's that contain a scarcity message such as \"last units\" or \"only for this week\". Ads that include a countdown also create this sense of urgency derived from scarcity.Relevance of opinions. It has been proven that users take into account the opinions and ratings of other consumers before making a purchase, especially in the online world where they cannot examine the product as thoroughly as in a physical store. These reviews influence their decision much more than anything we can tell them about the brand or product in an advertisement. Until this year you could use review extensions to include this type of information. Now we will have to be more creative when it comes to being able to include customer ratings.Make the most of headlines. The possibility of creating several ads allows us to check which formula works best by analyzing its performance. Apart from being able to alternate the text of the headlines and add different descriptions, you can include certain guidelines that make the ad more powerful, such as creating contrasts or contrasting terms or ideas. Even more powerful contrasts can be created in graphical ads on the Display Network. Thus, the user's brain makes quicker decisions perceived with less risk, since we are providing simpler information. In the same way, making what we offer tangible also brings benefits. That is, writing headlines or texts that are clear and simple about what is being offered helps the ads to work much better. Including words like \"you\" or using phrases addressed directly to the user quickly captures their attention and makes them feel unique, which leads to greater effectiveness of the ad.\n\n\n\n\n\n\n\nCONCLUSIONS\n\n\n\nIn short, since Neuromarketing is here to stay, why not take advantage of the information it offers us to complete our marketing strategy? Everything that contributes to enrich and optimize the actions we carry out should be welcome. This helps to focus efforts and reach a point of convergence between the interests of the company and those of the client. However, we must be cautious because, as we mentioned before, Neuromarketing is not a magic button to increase performance and not everything works the same for all types of products, services or businesses.\n\n\n\nIt is necessary to know how to adapt to the conditions and specifications that occur in each situation and thus achieve a better management of all strategies, reaching the creation of beneficial synergies for all.\n\n\n\nNow everything is in our hands and it is time to put these and other guidelines into practice to check the results. Have you already tried any of them? Let us know how this experience has gone for you.<\/p>","protected":false},"author":42,"featured_media":20193,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"","_seopress_redirections_param":"","_seopress_redirections_type":0,"_seopress_analysis_target_kw":"","footnotes":"","_members_access_role":[],"_members_access_error":""},"categories":[22,213],"tags":[],"class_list":["post-20189","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-online","category-neuromarketing"],"_links":{"self":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts\/20189","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/users\/42"}],"replies":[{"embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/comments?post=20189"}],"version-history":[{"count":1,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts\/20189\/revisions"}],"predecessor-version":[{"id":232153,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts\/20189\/revisions\/232153"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/media\/20193"}],"wp:attachment":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/media?parent=20189"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/categories?post=20189"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/tags?post=20189"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}