Earn money with Google AdWords? What brain research teaches us

Anyone who wants to increase sales figures with Google AdWords would do well to look into the emotion systems from brain research.Who kills emotions, kills the customer, kills the sales figuresIn relation to Google AdWords, customers very often ask me the question: "How do I increase my sales?". A recent episode should not be withheld here as an illustration. The spectacle took place on Zurich's Bahnhofstrasse - in a store called "Apfel":Me: "Grüäzi - I need very urgently a screen to which I can connect my laptop of your house brand. The laptop is also a few years old and I might have to upgrade there soon. What would you recommend me?"He: "Our Apple brand no longer has screens."Me: Silence ......He: Silence .......Me: "Aha ...? And now ?!"He (shoulder shrugging): "If you need a screen, I would go somewhere where you can buy screens."My thoughts: Does he now send me out of the store to some supposed competitor, without offering me in addition perhaps another option, where I would be willing to spend money in a store in the felt a million products, which I could otherwise still use quite well?!Me: (sighing) "Aha. Okey?! Then I'll go now."He (with a raised eyebrow): "As I said before. And the moral of the story: Although I really (really!) would have liked to stay longer in the beautiful apple store, I left the store with a disappointed face, a passive-aggressive emotional state and with a resigned "Mäcii vill mal" after ten minutes of waiting time and two minutes of conversion-killer advice. An hour later, I finally arrive at Data Quest walked out with a new screen, a new MacBook, a keyboard, a computer mouse and other "apple" accessories. Just like that. On a Saturday morning.What a store is in a shopping mall, your website is on the InternetEven if it's not always quite so obvious - especially in the online sector - shopping online is often similar to shopping on a mall. You don't physically end up in a store, but often on a website that tests the customer's patience, for example, due to the long loading time. The company or product brand may be communicated excellently and bring you into the store or onto the website with good advertising (e.g. AdWords), but as soon as you land on the advertiser's homepage, you find yourself on a page with either irrelevant, incorrect or inappropriate content. This frustrates! It frustrates the provider, it frustrates me as an advertiser on behalf of the provider and most of all it frustrates the customers, who are the ones who ultimately want the Sales figures should increaseThe principle is the same everywhere: If you want to increase sales figures, you have to - especially in today's competitive environment and particularly in the ultra-fast-moving digital business - have a Top advisor You don't have to have an academic degree to do this, because academics in the field of brain research have already done a lot of preliminary work for us. So if you want to increase your sales figures and earn money with Google AdWords, you would do well to look into the "emotion systems" known from brain research, which lead to customer desire or customer frustration, and to implement these findings on your website. If you become aware of these emotion systems, you will know whether your customer is more of a Tesla-driving "guy" or more of a "standing-on-one-leg" yoga teacher.The emotion systems in the brainAccording to Dr. Hans-Georg Häusel (graduate psychologist & marketing brain researcher), we distinguish between four emotion systems in the human brain:1. stimulant (Innovation, New Ways, Change)2. dominance (growth, performance, enforcement)3. harmony (humanity, warmth, closeness)4. balance (Before we express the will as service providers or entrepreneurs to earn money - which ultimately comes from our customers - it might be helpful to consider which of these emotion systems dominate in our individual customers and shout out loud: "Yes, I want to buy!Dominance system: The Tesla driving "guy" among the emotion systemsIf my customer - and thus also his dominance system in the brain - pursues the goal of wanting to grow with my product or service, to achieve status, or to prevail against the competition with my product or service, then my goal must be to reward him and to tickle out a "feeling of victory" and a feeling of "pride. If I do the opposite, someone with a pronounced dominance system will feel anger and annoyance and will no longer seek me out as a service provider - or indeed my website.Stimulus system: the surprise-egg-loving "child" among the emotion systemsIf the stimulus system in my client's brain is active, then we are dealing with an inquisitive, adventurous only child who likes to be treated individually, who likes to try out new things and who is looking for change. If I succeed in recognizing this, my customer experiences joyful surprise. If the opposite is the case, our "child" quickly feels bored. Think specifically of the content of a website, for example. Does the website arouse curiosity and give the website visitor an experience? Or do you send them running after the first milliseconds with boring content?Balance system: the one-legged "yoga teacher" among the emotion systemsIn the case of a customer with a dominant balancing system, we are dealing with a particularly "tender soul", which we should treat with a great deal of attention and sensitivity. If we reliably keep a promise of performance and a cooperation runs without problems or if a product keeps its promise, we leave a positive feeling with this customer by conveying calmness, security and stability. As long as you approach such a person honestly and with genuine interest - and "I want to earn money now" is definitely not part of "genuine interest" for me - you are allowed to ask, for example, in a conversation or in an e-mail, how your personal situation is. If the opposite is the case, our "yoga teacher" quickly loses her balance from a one-legged stand, she feels insecure or even anxious and is under stress. Related to a website, this could mean that if I have managed with advertising measures such as Google AdWords to bring someone to my website, the content sounds promising and the visitor even fills out my order form, I can win in the end and increase sales if the delivery time is also within a useful period and the ordered product works perfectly. If, for example, I as a service provider then also personally ask a week after the order if everything has gone according to plan, we catapult our "yoga teacher" among the emotion systems into the nirvana of those willing to buy.In harmony lies the power - Like in an orchestraIf you take a close look at the emotion systems and try to apply them to your own situation, you will find out: There is not only the stimulus system or only the dominance system. Each of these emotion systems is present, but each with its own intensity. The strongest emotion system in the customer brain is the balance system, with the harmony system closely linked to it. To summarize, here are the individual emotion systems and what the customer's brain is looking for in each case:- The customer's balance system is looking for security, order and stability.- The customer's harmony system wants personal closeness and care from the consultant.- The customer's stimulus system wants to be surprised with something new.- The customer's dominance system wants to be helped to achieve his ambitious goals and to increase his power and status.Yes, making money with Google AdWords is possible. Even very well possible. But Google AdWords alone is not enough. After all, an orchestra does not only consist of a conductor without musicians. Emotions arise in the listener only through the harmonious interaction of several players within an orchestra.