Using Emotional Appeal in Google Ads: Connecting with Users

Emotional appeal in Google Ads

Table of Contents

It’s the question on every marketer’s mind: how do you connect with users emotionally using Google Ads? A solid emotional connection is one that’s deep and resonant; working to influence buyer perception and behaviour toward a specific brand or product. Let’s take a closer look at how this can be used in Google Ads and the best practices toward using emotion to build a lasting relationship with your customers. 


The Impact of Emotional Appeal on Users

It’s one thing to say that ads, if done right, can have an emotional appeal on their users, but how, exactly, do you know if you’ve done it right?  There are six different ways that emotion manifests along the customer sales journey:

Enhanced Memory and Brand Recall

Emotional content in ads tends to be more memorable. When consumers feel an emotional connection, they are more likely to remember the ad and, by extension, the brand. For example, an ad that evokes happiness or warmth can create a lasting positive impression.

Studies have shown that emotional responses to ads can enhance the retention of the associated brand or message.

Influencing Purchase Decisions

While consumers like to believe their purchase decisions are rational, emotions significantly influence these decisions. An ad that effectively evokes emotions like trust, happiness, or security can sway consumers towards making a purchase. Emotional appeal can also create a subconscious preference for a brand. If an ad makes consumers feel good or understood, they are more likely to choose that brand over others.

Building Brand Loyalty and Advocacy

Ads with emotional appeal can foster a deeper emotional connection between the consumer and the brand. This connection often translates into brand loyalty. Consumers who feel emotionally connected to a brand are more likely to become brand advocates. They are more inclined to share their positive experiences with others, both online and offline.

Triggering Social Sharing and Virality

Consumers are more likely to share content that evokes strong emotions. This means emotionally appealing ads have a higher chance of being shared across social platforms, increasing their reach and impact. People often share content that makes them feel a certain way, contributing to the ad’s wider distribution.

Emotional Branding and Perception

How a consumer perceives a brand can be significantly influenced by the emotions evoked by its ads. Brands that consistently use positive emotional appeal are often perceived as more friendly, trustworthy, or reliable. This type of messaging can solidify a brand’s reputation in the minds of consumers.

The Role of Emotion in Different Stages of the Customer Journey

Emotional appeal in ads can play a crucial role in the early stages of the customer journey, such as awareness and consideration, by creating a strong first impression. In later stages, emotional appeal can be the deciding factor that drives conversions and fosters loyalty, as consumers recall the emotional connection they had with the brand.

Engage the customers emotions to enhance their customer journey

How Effective is Emotional Appeal in Advertising? 

Emotional appeal isn’t just about making consumers feel something; it’s about leveraging those feelings to drive engagement, brand connection, and ultimately, action. Here’s a closer look at why and how emotional appeal works effectively in advertising.

Emotional Engagement Over Rational Persuasion

Traditional advertising often focuses on rational aspects like price, features, or practical benefits. However, emotional appeal taps into a deeper level of consumer psychology, where decisions are often less about rationality and more about how a product or service makes them feel.

Plus, ads with emotional content typically see higher engagement rates. This includes more likes, shares, comments, and overall social interaction, which are key metrics of advertising success in the digital age.

Storytelling and Narrative

Emotional appeal often works best when embedded within a narrative. A compelling story can evoke a range of emotions, creating a stronger and more lasting connection with the audience. Emotional stories are more likely to be remembered. This is due to the way our brains process and store emotional experiences, making such ads more effective in long-term brand recall.

Impact on Consumer Behavior

Emotional appeal can be a strong driver of purchase decisions. Consumers are more likely to buy a product if they feel an emotional connection to the advertising content.  Emotionally charged advertising can cultivate brand loyalty. Consumers who feel an emotional bond with a brand are more likely to stick with it over time, even in the face of competitors’ offers.

Emotional Diversity and Spectrum

Effective emotional appeal in advertising isn’t limited to positive emotions like happiness or humour. Ads that evoke a sense of nostalgia, sadness, or even mild fear (for example, in insurance ads) can be equally powerful. Keep in mind that different products and target demographics may respond better to different emotional triggers. Understanding the audience is key to determining which emotional appeal will be most effective.

Emotional appeal should align with the brand’s overall identity and values. This consistency ensures that the emotional message reinforces the brand’s broader narrative. Ads with a consistent emotional appeal can help in building a unique brand personality, making the brand more distinctive and recognisable in the market. Emotional appeal can also create a sense of urgency, compelling consumers to act immediately. This is especially effective in limited-time offers or campaigns highlighting immediate benefits.

And last but not least, ads that connect with consumers’ deeper values and beliefs can generate a powerful emotional response. This might involve themes of family, ambition, success, or social responsibility.


How Can Marketers Use Emotive Language in Google Ads?

Emotive language is a key component in creating effective advertisements, especially in the realm of digital marketing where capturing the audience’s attention quickly is crucial. By using language that evokes emotions, advertisers can connect with their audience on a deeper level, influencing their perceptions and actions.

It consists of words and phrases specifically chosen to provoke an emotional response. This could range from joy, excitement, and desire, to empathy, nostalgia, or urgency. They tap into the subconscious of the audience, triggering emotional responses. This psychological impact can make an ad more memorable and persuasive.

Emotive language helps create a personal connection between the product or service and the consumer. This connection can make the advertisement feel more relevant and compelling to the individual. Here’s how to use it effectively: 

Descriptive and Sensory Words

Using descriptive words that appeal to the senses can create vivid imagery in the mind of the audience. For example, “Indulge in the luxurious, velvety smoothness of our premium chocolate.” Words that evoke happiness, hope, or aspiration can create a positive association with the product. Phrases like “Transform your life”, or “Discover happiness” are common examples. Lastly, creating a sense of urgency or scarcity can prompt immediate action. Phrases like “Limited offer”, or “Act now before it’s too late” are effective in such scenarios.

Certain words (often called “power words”) have a strong emotional impact. Words like “Revolutionary”, “Miracle”, “Exclusive”, or “Secret” can attract attention and intrigue. Using language that shows understanding of the audience’s problems or aspirations can build empathy. For example, “We understand your struggles” or “You deserve the best.”

Incorporating emotive language into storytelling can also make an ad more engaging. A narrative that takes the audience on an emotional journey can be very compelling.


Best Practices for Using Emotive Language in Advertisements

Know Your Audience: The choice of emotive language should resonate with your target audience’s values, needs, and desires. Different demographics may respond to different emotional triggers.

Balance and Subtlety: While emotive language is powerful, overuse or overly dramatic language can come off as insincere or off-putting. Striking the right balance is key.

Align with Brand Voice: The language used should be consistent with the overall brand voice and identity. Consistency helps in building brand trust and recognition.

Cultural Sensitivity: Be aware of cultural nuances and connotations of certain words in different regions or communities.

Testing and Feedback: Test different versions of emotive language to see which resonates best with your audience. Use feedback and performance metrics to refine your approach.

Emotive language in advertisements best practices

Examples of Emotional Appeal in Ads


A car manufacturer releases an ad campaign featuring their latest family car. The ad begins with a scene from the 1980’s, showing a family enjoying a road trip in the company’s vintage car model, filled with laughter, scenic views, and a sense of adventure. The scene then transitions to the present day, where a grown-up child from the earlier scene is now a parent, driving the latest model of the same car with their own family.

The ad taps into the nostalgia of viewers who might remember their childhood or past experiences. It creates a connection between the past and present, suggesting that while times may change, the joy of family adventures remains the same with their cars.

Joy and Happiness

A chocolate brand advertises their new chocolate bar with a commercial showing people from various walks of life – a dancer after a successful performance, a student receiving their diploma, a couple celebrating an anniversary – each unwrapping and enjoying the chocolate bar. The ad is filled with smiles, laughter, and moments of celebration, accompanied by an uplifting soundtrack.

It focuses on associating the chocolate bar with moments of joy and celebration in everyday life. The idea is to create an association between the product and the feeling of happiness, suggesting that the chocolate bar is a small but significant addition to life’s joyful moments.

Inspiration and Motivation

A sportswear brand launches an ad featuring athletes overcoming personal and physical challenges. It shows a montage of individuals training in various sports, some scenes highlighting moments of struggle or exhaustion, but ultimately showcasing their triumphs and breakthroughs. The tagline emphasises perseverance and self-improvement.

This ad aims to motivate the audience by showing the resilience of the human spirit. It connects the brand with the idea of personal growth, ambition, and the aspiration to be one’s best self, thus encouraging viewers to associate these values with the sportswear brand.

In each of these examples, the emotional appeal is carefully crafted to resonate with the audience’s feelings, values, and aspirations, thereby creating a deeper, more meaningful connection with the brand or product.

Your Next Steps Connecting with Users Using Emotional Appeal

Now that you understand the pros and cons of emotional appeal advertising, it’s time to take your Google Ads campaign to the next level. Familiarise yourself with benefits vs. features and keyword research before you launch. Perhaps most importantly of all, learn how to weave storytelling in ads to create an effective emotional bridge with your consumer. 

Contact the experts at CLIQ MC today and learn more about our comprehensive Google Ad management services! 

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