Ahead #3 | Why ‘happy’ shoppers click more — and how to use that in your ads

Why a good mood makes your customer more profitable than you think

Your customer had a great start this morning. A calm breakfast, pleasant conversations, and just enough sun to make everything look a little brighter.

Mid-morning, they decide: I want new sneakers.
They open Google, and instead of typing “sneakers size 11”, they search for:
“nice sneakers”

A small difference in wording — but the impact on your ads can be significant.
Because here’s what the data shows: a good mood doesn’t just change how your customer searches, it also changes what they click on.

A new study, published in the Journal of Marketing, dug deep into this phenomenon.
With 6 experiments, 3 replication studies, and 50 million real-world search queries, the researchers mapped how mood influences search and click behavior in search engines.

Their main question:
Does a positive mood influence the keywords people use — and does that lead to more clicks on paid ads?

In the premium edition of Ahead, you’ll discover:

• How (and why) a good mood increases your CTR

• What happens in the brain during happy searches

• When the effect disappears

• When it’s at its strongest

• And how to use it in ad copy, keyword strategies, and SEO

Subscribe to our premium content to read the rest.