The Newsletter That Explores The Human Mind
We are constantly researching how we can apply cognitive science, psychology and nudge theory to our marketing.
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Learn how we do what we do. We have removed company names for client confidentiality.
Toolkit was approached to take over management and provide clarity on leading health care E-commence brand Google Ads performance. They needed an agency that could act as an extension of their team, and keep up with the daily pace expected from a large collection of products, across three brands.
We worked with the Marketing and Trading team to create a plan that would focus our advertising on products which where popular and deprioritise products which were not fit for Google Ads.
– 65% increase to ROAS in 3 Months
– 5 digit savings in spend spend
– 7% conversion rate increase
– 25% CPA decrease
Application of psychology – Social Proof
People living with long term health conditions often feel alone, isolated and different from everyone else. We took it upon ourselves within our ads copy, to show that in reality this was not the case. There are many people going through the similar life experiences.
The brand has an amazing community of like minded people, who discuss their daily challenges. So we took snippets that would resonate with others and showcased them within our ads.
This addition drove up CTRs for the following reasons:
We worked with an insurance tech company to develop and run a paid search strategy that could compete with the large – slow-moving – insurance conglomerates. We had a number of challenges: small budget, expensive keywords (CPC’s + £50!), hot competition, cross-device attribution complications.
We needed to think out the box.
We identified household items people could insure with the brand new contents insurance, but may not have been aware that they could. We built dedicated landing pages and targeted low hanging fruit keywords which the big players seemed to ignore.
– 50% lower CPA compared to the rest of the industry.
– 300% increase to app downloads
Application of psychology – Fear of loss + Acknowledging Resistance
Our copy was designed to make insurance ‘sexy’ and appeal to people and the items they care about.
How would you feel if you lost your favorite handbag?
People are loss averse. People would rather not lose something, than gain. Talking about what the brands mission was and what benefits you could get with their great insurance proposition, was not enough.
We had to show people the reality of what they could be lost.
When testing “loss averse ads” vs “benefit ads” we saw better CTRs and conversions.
A is user experience design and development agency based in Leeds and London, who create, design, and build digital products. The agency wanted more leads for their design studio. They had an ideal client in mind and our job was to get these for them.
Within the first two weeks of the campaign, we managed to return 10x on their advertising investment.
– 2000% ROI
– 30% Lower CPA
Application of psychology – Authority bias
Authority bias is the tendency to attribute greater accuracy to the opinion of an authority figure and be more influenced by that opinion.
The agency are a real authority within UX / UI design. Our ads were designed to showcase what they are really good at, and why they should be hired compared to their competitors.
Ads showcasing their case studies, white papers and thoughts about the UX showcased their authority on the topic.
A company approached us with their innovative idea. Online, affordable wills for the Muslim community.
We were tasked with finding a way to dominate the market and ensure we were targeting the right audience. By using location targeting, we pinpointed areas where we knew there was a strong Muslim community and used a combination of top of the funnel and bottom of the funnel keywords to create awareness and drive action.
– 90% impression share
– Reduced CPCs to double digits
– Improved CTRs by 50%
Application of psychology – Price Sensitivity
When people think about getting a will, they expect that it might cost £1000s. With this brand, this was not the case. Their wills are only £98 – so we let people know this straight from the start.
Ads with pricing performed far better than ones without. We believe this is because we busted people’s conceptions of how much they would expect to pay for a price of a will.
This brand are one of the largest link building platforms for SEO specialists and experts. They work with media outlets, influencers, bloggers and magazines across the globe by connecting them with businesses.
Toolkit took over the account from many previous agencies and freelancers as the results were just not being generated. Toolkit cleaned up the account and reached the brand desired CPA within the first month.
Application of psychology – Choice Supportive Bias
Choice-supportive bias is a type of cognitive bias wherein we view the choices we have made in the most favourable light.
When it comes to SEO agencies and tools, there are 100s to choose from.
We made our ad copy acknowledge the fact that whilst users who may have previously used SEO tools and/or agencies were not wrong, now might be time for a change.
This works by making sure you let the user know they have made the right choice.
What will be your story with Toolkit?