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SEA Benelux Meetup - Hoe psychologie jouw ad campaigns kan verbeteren

SEA Benelux Meetup - Hoe psychologie jouw ad campaigns kan verbeteren

Max Pelgrims

April 16, 2023
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Transcript

  1. View Slide

  2. Hi, I’m Max. 👋
    Antwerp 🅰
    Talk to me in: 󰎼 󰏅 󰐗
    Obsessed by bikes 🚴
    Learning to golf ⛳
    Sneakers 👟

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  3. How psychology
    can improve your
    ad campaigns

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  4. What i’m not:

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  5. People take action
    based on emotion

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  6. Emotions
    summarize an experience and
    inform your actions.

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  7. View Slide

  8. 5000
    Brand messages
    everyday

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  9. 86
    Brand messages we
    are aware of

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  10. 12
    Making a lasting
    impression

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  11. Attention
    Economy
    On ad steroids

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  12. Attention Is a
    scarce good

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  13. I’ve spend more than
    €1M on search ad
    experiments.

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  14. Objective
    Stand out from your search
    competition through the
    use of psychology.

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  15. In mijnen tijd …

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  16. View Slide

  17. The Usual Suspect
    Status Quo Bias
    Value Over Cost
    Curiosity Gap
    Positive Scarcity
    Familiarity bias

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  18. View Slide

  19. Endowment Effect
    Mine
    Not Mine
    €7
    €2

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  20. Loss Aversion
    The most powerful
    behavioral principle

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  21. Sense of
    psychological
    ownership

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  22. How to apply the
    Endowment Effect in
    your ad campaigns?

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  23. 1. Use words like: Your, …
    2. Offer something for Free
    3. Use haptic imagery
    4. Create Scenes
    5. Emphasize losses over gains

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  24. Most popular words used in
    top performing search ads
    YOUR
    FREE
    NOW

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  25. Thanks!!

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