Buyer Mindset and Adwords Matrix
Buying process steps:
How do you know what mindset your traffic is in?
The keywords themselves (you did segment/categorize them right?) should mostly tell you this. Some are obvious, like “night vision binoculars” (surfing mode), “StalkerVision 3000 review” (compare/review mode), “cheapest StalkerVision 3000 free shipping” (buying mode).
For keywords you are unsure of, check out their OCI (Online Commercial Intention) value: Detecting Online Commercial Intention: Audience Intelligence: adCenter Labs
And, check to see what sort of words people were looking for before or after they looked for that word: Search Funnels: Keyword Research: adCenter Labs
PERSONALITY
Bryan and Jeffrey Eisenberg has pioneered a lot of groundwork when it comes to research of what appeals to consumers. They have almost made this a science, and have written numerous books on the subject. One of my favourites is their classic “Call to Action”, which details how you can get the most out of your traffic – whether it’s through ppc or natural seo.
The 4 classic types of buyers personalities are described as:
-Methodical. Very thorough and slow-paced in researching a purchase. May be sceptical of contests, free shipping and returns - what's the catch? Likes side-by-side product comparison to make a rational decision. They want to know: How this product/service will help them.
They want accuracy, details, features, hard evidence, superior service, proof, etc.
-Spontaneous. Why should I or should I not order this now? They are spontaneous, appreciates a personal touch, and prefer quick decisions. Responds to sales, discounts, limited stock and time-limited offers. Responds to free overnight shipping (I can have it tomorrow!). Interested in "how many" reviews there are, not necessarily reading them.
-Humanistic. They are slower-paced, have no rush, might ask “who else has used this product to solve my problem?”, enjoy getting to know other users, enjoy real testimonials, shared experiences. Looks for the perfect gift, use gift finders and wish lists. Cares what others have to say. Appreciates live support and human interaction.
-Competitive. Logical, but faster-minded. Likes to be the first to own a product - responds to new items, featured or best-sellers. Doesn't want to dig for information. He or she is into facts, summaries and some detail – but rather not spend too much time on research.
How do you identify your traffic’s personality?
First of all, what you are promoting should right upfront give you an indication of who your target demographic is. I mean, if you’re selling nursing bras – chances are your visitors aren’t methodical science geeks with their credit card in hand ready to buy! 
I’d venture to say they are first-time mothers, aged 20-35, with an either a humanistic or spontaneous personality. And thus you need to appeal to them in all 3 buying phases.
Of course, we can’t categorize all humans into just ONE of the four personality types because we all have some traits from each of those – but we can assume that the majority of the demographic likely belongs to one of them.
Check out some of the keywords in your niche and see who’s behind most of the searches. My favourite here is the MSN ad lab tool: Demographics Prediction: Audience Intelligence: adCenter Labs
Last but not least – split-test 4 different ads on the same ad group or keyword. Each ad corresponding to one of the 4 personas. Make sure to set the ads to show evenly. In Adwords, you need to uncheck the setting for showing ads with high CTR more often. We don’t want this when we split-test ads. After you gather some data, you should be able to see which ad tends to get the most traffic for that ad group or keyword – and that my friend, tells you what sort of personality is searching the most!
Time to get targeted!
So knowing this, I developed my own little chart to get the creative juices flowing for writing ads. Keep in mind, these ads are of course only examples and some of them are too long to be approved by any of the top-tier paid SE’s. I haven’t used the most amazing headlines or call to actions here either – but that’s not the point. The point is to show how I word my ads and carefully choose different approaches, depending on who I’m writing to and what they want to hear at the moment.
I proudly present: ImagesAndWords' Ad-Matrix:
Sending them to what they wanna read. Give them what they expect.
What I like to do is create different landing pages for different traffic. I segment my keyword list based on mindframe, personalities (among other things) and then set up relevant landing pages depending on who I’m presenting it to. These pages (although for the same product or offer) may be completely different in style, formatting, headline, wording, bulletpoints, images, etc.
And there you go. Hopefully this makes it easier for some to write better ads.
(c) ImagesAndWords from WF
taken from WickedFire forum, "HOWTO: Create Ultra-Targeted Ads and get Highly Converting Campaigns" for personal use