Using AIDA in Google Ads Video Transcription:
Thomas Green here with Ethical Marketing Service. Today I would like to talk to you about AIDA and a practical way that you can apply that to your digital marketing.
Most people are aware of what AIDA stands for, if you are not, it is attention, interest, desire, action. Some people refer to the D as decision and I don’t think there is an authority who can state it’s definitely one way or the other. But desire is what I am doing with in this video.
I have heard lots of people recommending using this method, but not much of an explanation of how that looks in a practical sense. So, we are going to take each point and state where that point applies.
- Is Attention. This first part, has to apply to your ad. Whether it’s someone searching on google, or someone seeing a banner ad or video ad. The job of the ad in this context has to be to get attention. So when you are creating your ads. Or when you are examining your existing ones. Ask yourself the question, is this ad going to get attention from my prospect. A slight caveat here, one thing you don’t want is attention from a non prospect. Which will come back to your targeting, but providing your ad shows to the right people, how good is it at getting attention.
- Interest. After the click, once the visitor is on your website, it has to be immediately interesting to them. So what is it about that page that might interest them. If you are using corporate speak or there is not really much on the page. The probability of that being interesting is probably quite low. So when you are creating your landing page, or examining your existing one. Ask yourself, would a prospect be interested when they first reach this page. Points 2-3 which are interest and
- Desire are linked on the landing page. So the first step is might they be interested and the next is how do we turn that interest into desire. Without having a specific example to help you with, I will give you a principle for you to apply. A basic formula for copy which is something I learnt from Dan Kennedy. Is state a problem that the prospect has, agitate it and then provide the solution to that problem. So in order to turn interest into desire, you would capture their interest with a problem they might have. Relate to that problem and all the issues that come along with it and then provide your solution. Which brings us to…
- Action. Most businesses know how this relates to them and have heard of the call to action before. I have said it many times before, split test an ad. Or landing page where they have no call to action. VS where they do, I have never heard of an instance where the test proves that call to actions don’t work. The only thing I would add here is whilst you can say what action they should take. You should also say why. I have done a video on the reason why in marketing. Which I encourage you to find as I have covered that previously.
And that is how you would use attention, interest, desire, action, with practical examples and on modern media.