As a marketer we are aware of using similar keywords for advertising our products because different people have different associations.
In a startling research, researchers at the University of Warwick has found that people have different view of what can be called similar and the world can be divided into two separate groups when it comes to choosing similar things.
This behaviour pattern is very consistent and specific in both kinds of people.
The research says
People differ radically in their perceptions of similarity. Whereas some people base their similarity judgments on physical features that looked alike, others based their judgments on more theme based relations. For instance, some people thought a bee is more similar to a butterfly, whereas others thought a bee is more similar to honey.
Two kind of behavior pattrens emerge
- Half of people associate similarity to the physical features. For example cake and cookie.
- Another half base their judgment on the theme rather than physical features. For example cake and birthday.
Dr Zachary, the man behind the research further says
The phenomenon we have studied has many potential applications – a clever supermarket might, for instance, sell up to twice as much of one type of coffee by placing it both with other coffees and also with biscuits.
He was clever enough to point that this would boost web advertising too.
However this could have even more impact on some forms of web based advertising such as Google AdWords.
How do you profit from it.
This is a great piece of discovery for PPC marketers. Not only you can choose your keywords based on physical features as we used to do but also we can target our audience by choosing theme based keywords.
This could even mean building different headlines for your campaigns altogether. One based on physical features and other one on theme based association.
But you can also choose to create two different set of articles, salesletter for two halves of the world. That would make them more specific and more targeted.
It is almost like doubling your audience and thus double the profits.
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Tags: Advertisement, keyword research, perception split, similarity
