Psychology of language for Paid Search - Brighton SEO

BOZBOZ PLAY BIG

Sophie TurtonHEAD OF CONTENT AND PRBOZBOZ

The Psychology of Language for Paid Search

THERE ARE MANY FACTORS THAT IMPACT THE SUCCESS OF YOUR PPC CAMPAIGNS.

TODAY WE ARE GOING TO FOCUS ON:

I WANT YOU TO LEAVE WITH THREE THINGS.

THE UNDERSTANDINGThat language is your most powerful asset.

THE INSPIRATIONTo be creative.

SOME TRICKSTo get the most out of it.

POWERFUL COPY CONSIDERS...

WHOYou are talking to.

WHATYou want them to learn from your message...and then do with it.

WHYThey should care.

? ? ?

START WITH THE ‘WHY’.

BOZBOZ PLAY BIG

Website Proposal“People don’t buy “what you do, they buy “WHY“you do it.”

People don’t buy what you do, they buy why you do it and why your product or service will in some way enhance their lives. It’s not your why they care about, it’s theirs.

Less space makes it even more important to create a powerful message.

If great ads were just keywords, text and some clever fandagglement, then every worthwhile ad would be successful - but they’re not.

THE TIME HAS COME TO BREAK THE HABIT OF GENERIC PPC COPY FOREVER.

WELCOME TO PSYCHOLOGY 101.

BOZBOZ PLAY BIG

Website ProposalLESSON #1THE SERIAL EFFECT

WE ARE MORE LIKELY TO RECALL THE FIRST AND LAST PIECES OF INFORMATION WE SEE.

INCLUDE KEYWORDS.

SOLVE A PROBLEM.

BOZBOZ PLAY BIG

Website Proposal

TARGET THE ISSUE AS WELL AS THE SOLUTION.

BOZBOZ PLAY BIG

Website Proposal

MIRROR AN OBJECTIVE.

BOZBOZ PLAY BIG

Website Proposal

INCLUDE THE INFORMATIONTHAT YOUR AUDIENCE WANTS TO KNOW.

BOZBOZ PLAY BIG

Website Proposal

BOZBOZ PLAY BIG

Website ProposalLESSON #2EMOTIONAL TRIGGERS

EMOTIONS GREATLY INFLUENCE AND, IN MANY CASES, EVEN DETERMINE OUR DECISIONS.”PSYCHOLOGY TODAY

“

PERRY MARSHALL’S SWISS ARMY KNIFE METHOD:(THE RELATIONSHIP THAT EXISTS BETWEEN YOUR CUSTOMER AND ELEMENTS IN THEIR LIVES)

IDENTIFY YOUR CUSTOMERSIDENTIFY A THING YOUR CUSTOMERS LOVEA THING THEY HATETHEIR BEST FRIENDTHEIR WORST ENEMY

BOZBOZ PLAY BIG

Website Proposal

BOZBOZ PLAY BIG

Website ProposalFOCUS ON YOUR CUSTOMER’S END GAME.

BOZBOZ PLAY BIG

Website ProposalAPPEAL TO THEIR SENSE OF ENTITLEMENT

BOZBOZ PLAY BIG

Website ProposalBE IMMEDIATE AND TALK DIRECTLY TO ‘YOU’

One of these ads had a 100% higher conversion rate

BOZBOZ PLAY BIG

Website ProposalLESSON #3SOCIAL PROOF

70% OF CONSUMERS PLACE PEER RECOMMENDATIONS OVER PROFESSIONALLY WRITTEN CONTENT.”STUDY BY REVOO

“

MAKE SURE GOOGLE REVIEWSIS ATTACHED TO ADWORDS.

BOZBOZ PLAY BIG

Website ProposalUSE REVIEW EXTENSIONS…..BUT ALWAYS BACK UP THAT CLAIM

BOZBOZ PLAY BIG

Website ProposalLESSON #4LOSS AVERSION

MOST PEOPLE WOULD RATHER AVOID LOSS THAN ACQUIRE GAIN”D. KAHNEMAN & A. TVERSKY

“

INSERT SOME FORM OF URGENCY.

BOZBOZ PLAY BIG

Website Proposal

ADS THAT USE A SENSE OF URGENCY HAVE UP TO 32% INCREASE IN CTR BY ADDING A COUNTDOWN TIMER

BOZBOZ PLAY BIG

Website ProposalLESSON #5ILLUSIONARY TRUTH EFFECT

THE TENDENCY TO BELIEVE INFORMATION TO BE CORRECT AFTER REPEATED EXPOSURE”VILLANOVA & TEMPLE UNIVERSITIES

“

CREATE A CATCHY CALL-TO-ACTIONTHAT MAKES YOU STAND OUT AND THAT PEOPLE WILL RECOGNISE WHEN YOU USE IT TIME AND AGAIN.

BOZBOZ PLAY BIG

Website ProposalYou can’t escape the escape room ads!

Which of these ads are you most likely to remember?

BOZBOZ PLAY BIG

Website ProposalBONUS LESSON: DARE TO BE DIFFERENT

THE BIZARRENESS EFFECT PROVES THAT PEOPLE REMEMBER THE UNUSUAL OVER THE COMMON.

BOZBOZ PLAY BIG

Website ProposalJUMP ON TRENDING TOPICS.BE SMART AND SASSY!

KEEP YOUR ADS CURRENT.JUMP ON TRENDS.23% IMPROVEMENT IN CONVERSION RATE

USE YOUR LANDING PAGE TO CONTINUE THE STORY.

[First day of summer][Spelling bee][How to talk to girls][How to kiss]

BOZBOZ PLAY BIG

GET CREATIVE WITH YOUR KEYWORDS

- Two days- 558,589 ad impressions- CTR 1.05%- 5,874 web visitors

ADD A LITTLE HUMOUR.

BOZBOZ PLAY BIG

Website ProposalBUT!!!Don’t ignore the trusty old slippers, for they bring in different audiences

BOZBOZ PLAY BIG

Website ProposalKEY TAKEAWAYS...

BOZBOZ PLAY BIG

Website Proposal

BOZBOZ PLAY BIG

Website ProposalTHANK YOU!SOPHIE TURTONHead of Content and PR