• Hamlet Batista , Friday, December 7, 2007 3:02 PM

If you've ever taken a Myers-Briggs-based personality test, then you probably have some idea of whether you're an Introverted-Thinker, an Extroverted-Judger, or any of the other myriad variations. By applying those kinds of characteristics to keyword and ad copy research, Hamlet Batista has developed an ingenious way to craft more effective PPC campaigns.

So if Methodical types want accuracy or proof, then you could target them with copy that includes a "100% money back guarantee." Ad copy with keywords or phrases like "community" or "help others" would likely appeal to Humanist types, since it appeases their need to be part of something.

Of course, these personality-based ads need to be tested just like any other paid search campaign -- but Batista notes that crafting a message that persuades consumers on a gut level can be quite a competitive advantage, especially in a saturated market. He adds that once you discover the dominant personality type amidst your customer base, you can even tweak copy on the landing pages, e-mails and other marketing tools to drive conversions across the board.

Read the whole story at Hamlet Batista »