Study Reveals 3 Searcher Mindsets! Help Your Clients Find You!

Using Searcher Mindset Gives Greater Ad ROI!

Effective Advertising:Meets Searchers Needs

Study Review - Chart :Key Points from Mindsets of Search Study
Advertising online, or offline is a waste of money, unless it creates results. Searchers - whether they are searching through yellow pages, or using a search engine, are looking for an authoritative answer to their question. About.com suggests: 'The right kind of advertising could be the expertise people are looking for.'
Is your advertising effectively showcasing your expertise? This review looks at the Mindsets of Search Study, and includes a handy reference chart with key points, plus examples that can help your business have a greater ROI from your advertising dollar using the About.com/ Latitude study findings released September 29, 2011.
What are the key takeaways from the About.com advertising study?
Here are the 3 Search Mindsets your business may want to tap into.

3 Search Mindsets Seeking 3 Specific Expertise Types [Chart]

Consumer Attitude Shifts towards Ads and Experts

The About.com/Latitude Research report shows Consumers see ads as helpful when they:

• ‘work with the information source to help you get what you need’, 
• 'focus on teaching something’: 
• are relevant to their search; or 
• point to ‘great options, deals or discounts’.

Also opinions of close allies with life experience, and crowd sourcing, is now seen as credible expertise.
So it boils down to presenting the right type of  expertise, in the right context, presented in the right manner. The chart below provides a summary with suggestions and examples to help you maximize your advertising ROI.
Not getting the desired response from your ads? These 3 Key Takeaways, could help!

Mindset	Answer Sought	Expertise Wanted	Make Your Ad Connect
Answer Me 46% i.e What is the name of.. Where is… ’Urgent’ searches • Top Categories: 1. Entertainment 2. Fashion/ Beauty/ Style	‘Just give me the facts - Short to the point answers	Experts less important Delivery is the focus	- Keep product benefits front and centre. -ie Decrease Speaking Jitters! Get 3 Quick Easy Tips Now!
Inspire Me 28% i.e  Where should we spend our honeymoon? -Spare time fun “browsy” search -Looking for surprises, have open minds and want to be led. • Top Categories: 1. Travel 2. Home & Garden	‘“Excite and inspire me about the things I love –take me away!’	*Allies and Social Sources	Provide content that inspires creativity and offers endless choices Utilize G + Facebook ‘Likes’ and Reviews to reinforce your expertise Verbs Discover,Imagine,Explore,Savour ie Re-Discover the great outdoors! Get up-close and personal with nature. Enjoy the sights and sounds of the Trail. Free Wheelchair accessible Trail Guide Omemee
Educate Me 26% i.e  Should I renovate my home before I sell it? • Top Categories 1. Health 2. Finance	‘I' want details to help me weigh the pros and cons.’ Content with in-depth information and resources	Credentialed Experts, Some *Allies	Use informative messages providing opportunities to learn more about the topic from multiple angles ie.Which Renos do Top Realtors Advise NOT Doing Before Selling?  Free Database filled with  tips,reports and ideas help your home sell.

What Was NOT in the  About.com /Latitude Study Press Release

Read the Full pdf advertising report at About.com: Mindsets of Search

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About The About Group :The About Group comprises the Web sites About.com, ConsumerSearch.com and CalorieCount.com. About.com is a valuable platform for content that helps users solve the large and small needs of everyday life. ConsumerSearch.com analyzes expert and user-generated consumer product reviews and recommends the best products to purchase based on the findings. CalorieCount.com is an online resource that helps users solve the everyday challenges of losing weight and living a healthy lifestyle

About Latitude : For nearly two decades, Latitude Research has helped leading media companies anticipate and take advantage of new technologies – and associated shifts in audience behaviors – to deliver new, engaging forms of content and advertising. With deep expertise in advertising effectiveness research, Latitude works regularly with clients such as ESPN, Food Network,MTV Networks, NBC Universal, Yahoo! and About.com to measure the impact of multi-platform (web, mobile, and TV) campaigns and guide future campaign development

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About Suzanne Sholer

Suzanne Sholer BA B.Ed
Social Media Geek

As a daughter of serial entrepreneurs, I gained an appreciation for small business marketing. Add to that ;a passion for empowering others, a B.A. B.Ed with undergrad courses in psychology of marketing gained through media studies, a fascination with Marketing Stats and you get Minute to Market - My online file of Marketing notes.
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