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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’.

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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.

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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.

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TARGET THE ISSUE AS WELL AS THE SOLUTION.

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MIRROR AN OBJECTIVE.

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INCLUDE THE INFORMATIONTHAT YOUR AUDIENCE WANTS TO KNOW.

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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

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Website ProposalFOCUS ON YOUR CUSTOMER’S END GAME.

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Website ProposalAPPEAL TO THEIR SENSE OF ENTITLEMENT

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Website ProposalBE IMMEDIATE AND TALK DIRECTLY TO ‘YOU’

One of these ads had a 100% higher conversion rate

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Website ProposalLESSON #3SOCIAL PROOF

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

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MAKE SURE GOOGLE REVIEWSIS ATTACHED TO ADWORDS.

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

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Website ProposalLESSON #4LOSS AVERSION

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

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INSERT SOME FORM OF URGENCY.

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

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Website ProposalLESSON #5ILLUSIONARY TRUTH EFFECT

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

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

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Website ProposalYou can’t escape the escape room ads!

Which of these ads are you most likely to remember?

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Website ProposalBONUS LESSON: DARE TO BE DIFFERENT

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

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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]

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GET CREATIVE WITH YOUR KEYWORDS

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

ADD A LITTLE HUMOUR.

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

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Website ProposalKEY TAKEAWAYS...

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Website ProposalTHANK YOU!SOPHIE TURTONHead of Content and PR