eMarketer has published another report about online activities. While there data is often a little different than PEW – there is a very clear trend:

We use the internet to find information.

If your ad copy sounds like an advertisement – you’re not giving consumer what they’re looking for – information.

If your ad copy and landing pages focus on giving consumers the answer (information) to their question (the reason they went to a search engine in the first place); then your advertising is often much more effective.

Utilizing the principles in the Psychology of Search to reach your target audience will increase your PPC marketing’s effectiveness tremendously.